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Market Intelligence

In-home Consumption

1 April 2015

Fresh potatoes are eaten as part of around 5.8 billion meals made at home each year  and a further 2.8 billion in-home meals include frozen potato products (Kantar Worldpanel Usage, 52 w/e 13 Sep 15). Consumption habits change and it is important to understand how potatoes are being eaten, and what are they mainly accompanying.


Potato Consumer Report April 2015

  • Latest Kantar Usage data, (52 w/e December 2014), shows that in-home and carried out meal occasions has reduced year-on-year by 1.8%. In-home and carried out meals featuring potatoes has reduced by slightly less at 1.4%.
  • At 246m meal occasions, the increase for meals including fresh baked potatoes (+7%) has offset some of the decline from other more traditional meals such as shepherds pie and roast dinners. Baking potatoes are the fasted growing food eaten as part of an teatime/evening meal.
  • According to the YouGov ‘Potatoes 2014’ report, chips are eaten as part of an evening meal by 73% of adults. This compares with 54% eating mashed potato, 39% eating frozen roast potatoes and 19% eating frozen jacket potatoes as part of an evening meal.
  • 70% of meal occasions featuring chips are from frozen, while 12% are from takeaway chips eaten in the home.
  • The number of potato servings chosen for health benefits has increased by 2% year on year to 941m meal occasions.
A quarterly report is produced on the foodservice sector, based on KANTAR Worldpanel usage. This report is available free-of-charge to levy payers. Email: to be added to the circulation list.
To view the latest potato consumer report please visit the consumer section of the knowledge hub.

AHDB Potatoes activity

The primary focus of AHDB Potatoes marketing activity is on the consumer, which benefits all routes to market.
  • Research: understanding the consumer is key to driving consumption and AHDB Potatoes has invested in researching this area. These insights can help ensure that the right products are available to ensure that we sustain demand for the potato.  See summaries of our recent research on usage & attitudes and the shopper journey.
  • Promotion: AHDB Potatoes runs promotion campaigns aimed at younger consumers who eat fewer potatoes than their parents. All activity is based on understanding the consumer and how we can increase the number of potato meals they eat.
  • Education: AHDB Potatoes education programmes make sure we reach the future potato consumers. For example, over two-thirds of Primary Schools take part in the Grow Your Own Potatoes project – reconnecting children with where their food comes from and how potatoes fit in a healthy balanced diet.

Market Information

AHDB Potatoes has carried out extensive research into potato consumers. If you have a specific question please do get in touch at .