Bord Bia - Potatoes Research

Transcription

1 Bord Bia - Potatoes Research Understanding consumer behaviour and attitudes towards the consumption and usage of potatoes and other carbohydrate options in Ireland February 2012 Lorcan Bourke Bord Bia

2 Table of Contents Background & Objectives Methodology & Approach Findings 1. Image 2. Purchase 3. Preparation 4. Consumption Recommendations & Taking the Research Forward Conclusions 2

3 Background to the research There has been decline in sales volumes of fresh potatoes over the past decade in Ireland attributed to: Changing consumer expectations in relation to greater meal variety, much more choice in foods available, greater nutritional expectations, etc. A rise in usage and availability of other potato substitutes A rise in popularity of convenience driven frozen potato products Previous Bord Bia research suggests that; Emotionally Irish people still love potatoes Potatoes are viewed as the healthy carbohydrate with some confusion around their level of fat content (which is zero) There is a greater demand for convenience from more time sensitive consumers That the potato has lost favour among some Irish consumers in the context of other carbohydrate substitutes The habits this generation are picking up will carry to future generations... 3

4 Objectives of this research MAIN OBJ ECTIVES: To establish a clear understanding of consumer purchase behaviour, attitudes and consumption patterns of fresh ware potatoes, processed potato products and related carbohydrate substitute markets. To provide information that can be used to communicate trends to growers, potato packer companies and others in the potato supply-chain. To assist Bord Bia and the industry in planning potato promotional campaigns. 4

5 5 Methodology & Approach 5

6 Research Methodology A qualitative phase 8 focus groups undertaken (based on carb classification). Groups Lifestage Age 1 Singles, no children Co-habiting, married pre-kids Singles, no children Younger Families (kids u.15) Younger Families (kids u.15) Co-habiting, married pre-kids Young Co-habiting & Families Non Working Mums Carbohydrate Classification Pasta/ Rice Regulars Moderate/ Declining Potato Moderate/ Declining Potato Pasta/ Rice Regulars Moderate/ Declining Potato Pasta/ Rice Regulars Potato Adorers Moderate / Declining Potato A quantitative study (sample size = 700) Comprised of a nationally representative sample of 550 housekeepers, with additional booster interviews among 150 female respondents aged between years old The survey was quota controlled to ensure all demographic groups were proportionately represented within the population, including: Age within gender, Social class, Region (Dublin, Rest of Leinster, Munster, Connaught/ Ulster), Area (urban and rural) This questionnaire was designed and administered in the respondents own homes by Ipsos MRBI trained interviewers Fieldwork was conducted in January and February 2012 Location Group Type Social Class Dublin In-Store BC1 Dublin - South Off-Site C1C2 Cork Off-Site ABC1 Dublin - North Off-site BC1 Cork In-Store C1C2 Carlow In-Store BC1 Mixed - Carlow Off-Site ABC1 Dublin Off Site C2D 6

7 7 Findings 7

8 Let s Not Forget! The frequency of eating various carbohydrate foods in the home; potatoes still lead the carbohydrates by far! Q.26a Thinking about a typical week, on how many occasions, on average would you eat the following in your household? Age Region Average times eaten per week Dublin Rest of Leinster Munster Conn/ Ulster Ratio of usage of fresh potatoes to other carbs is higher among over 55 s. Base: All Respondents: 700 8

9 9 Image the current image of the potato amongst respondents 9

10 The image of the potato compared to other carbohydrates Q.26 Now I would like to read out some things people use to describe different foods. For each statement I read out, I would like you to tell me which one product you think that statement best applies to. Most traditional Most nutritious Best for family meals Most filling Most enjoyable Best value for money Best for traditional meals Healthiest Best when you have time to cook Most versatile Tastes best Most natural Best for every day routine Best for refrigerating/ reheating for another dinner Least wastage Best for ethnic meals Quickest to cook Most popular nowadays Quickest to cook Best for busy lifestyles Quickest to prepare Least wastage Easiest to prepare & clean up after Best to eat when on a diet Easiest to store Quickest to prepare Best with a glass of wine Best for snacks Easiest to prepare & clean up after Most calories Preferred by kids Best for snacks Most convenient Most fattening Best comfort food Best when on a diet Best for snacks Something that s a bit different 10

11 The image of the potato according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes Inspired by exotic lands International Mum s Cooking For everyone Versatile Cosmopolitan A staple Winter Homely Traditional Irish Strong flavours Modern food service experience Old food service experience Healthy Fits with who I am Associated with the past 11

12 The potato a healthy option? Yes it is healthy, nutritious and not fattening Q.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements? Potatoes are healthy and nutritious Agree strongly Agree Neither Disagree Disagree strongly Don't know Total Agree 95 F Highest among: Lowest among: Less than monthly potato buyers Single person households Potatoes are fattening Base: All Respondents: Munster Single, females, 22-44, no kids Females, 22-44, living as married Can cook basic snacks Living as married Male DE, F Dublin 12

13 The potato a sophisticated, modern option? Yes - but the younger cohort need encouragement Q.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements? Potatoes are more for my mothers generation I would use potatoes if I had more interesting (e.g. ethnic) recipe ideas 6 4 Agree strongly Agree Neither Disagree Disagree strongly Don't know Total Agree Highest among: Single, females, 22-44, no kids Monthly or less often potato buyers Can cook basic snacks Can cook basic meals Living as married Single Females, 22-44, single, no kids Less than monthly potatoes buyers Can cook simple dinners Lowest among: 55+ F Rest of Leinster Enjoy having a dinner party & cooking Married F Can cook basic snacks Enjoy having a dinner party & cooking When entertaining at home I prefer to serve baby/ salad potatoes C1 Females, 22-44, living as married Can cook basic snacks Living as married Base: All Respondents:

14 The potato an option for different occasions? Yes, but is seen as more traditional among younger consumers Q.27 Now thinking about fresh potatoes specifically, please tell me whether you agree or disagree with thefollowing statements? Agree strongly Agree Neither Disagree Disagree strongly Don't know Total Agree Highest among: Lowest among: Potatoes are great for single portion snacks DE Rest of Leinster Males AB Dublin Less than monthly potato buyers Can cook basic snacks I only use potatoes for very traditional meals Females, 22-44, single, no kids Less than monthly potatoes buyers Can cook simple dinners F Can cook basic snacks Enjoy having a dinner party & cooking Potatoes are for bigger family meals only Male AB, F Conn/Ulster Females, 22-44, single, no kids Monthly/ less often potato buyers Can cook basic snacks/ simple meals Living as married 55+ Dublin Weekly potato buyers Enjoy having a dinner party & cooking 14

15 Image - Summary Irish consumers are hard-wired into the view that potatoes can be used for a a number of key traditional uses & meals... Despite this... Rank Area Production (MT) Practically every country on the planet has associated authentic potato cuisine 1 China India Russian Federation Ukraine United States of America Germany Poland Netherlands France Belarus United Kingdom Bangladesh Canada Turkey Iran (Islamic Republi c of) Romania Peru Egypt Brazil Belgium

16 16 Purchase 16

17 Frequency of purchasing carbohydrate products in the home Q.1a How often do you buy each of the following products on this list for use at home? Pre-prepared Frozen Fresh /chilled Frozen roast Frozen Frozen Frozen potatoes potatoes chips potatoes croquettes w affles wedges Rice Pasta** Weekly or more often times a month Monthly Every 2-3 months Less often Never Don t know * 1 Weekly purchase of fresh potatoes remains considerably higher than that of other carbohydrate food options. Base: All Respondents: 700 ** = spaghetti/ lasagne etc 17

18 The purchase of potatoes according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes Browsing tendencies Safe Variety in carbs An interesting and new experience Easy to pick up Easy to store Vibrant packaging Easily understood pasta is pasta Brand resonance Variety in sauces Engaged in the category Healthier options present - wholemeal Interesting new ideas All together in one location Easy to find Hard to carry Baby potatoes a compromise Grab & go purchases Different types? All the same? Basic packaging Large potatoes disadvantaged Routine Stuck between the bread and the veg. Isolated Poorly understood Committed but disengaged Uninspiring Category Uninvolved Invisible 18

19 Purchasing patterns of carbohydrate products in the home Q.2 Can you tell me which of these items you are buying more of, less of, or much the same as before? Pre-prepared Frozen Fresh /chilled Frozen roast Frozen Frozen Frozen potatoes potatoes chips potatoes croquettes w affles wedges Rice Pasta** Buying more Buying the same amount Buying less Don t know Potatoes, pasta and rice all being purchased more often. ** = spaghetti/ lasagne etc Base: All Respondents:

20 Who is buying more / less of each carbohydrate? Potatoes Buying more (12) Buying less (9) s Females, s, married no kids Females, married, with kids Can cook basic snacks Kids in household Separated/divorced/widowed Single person household Pasta Buying more (14) Buying less (6) s 55+ Rural F Females, s, with/without kids Single person household Can cook basic snacks Living as married Rice Buying more (13) Buying less (7) s DE C1/F Divorced/separated Rural Single, females, s, no kids Married, females, s, with kids Living as married It s a lifestyle thing - it s important to leave younger consumers in a good place re: potato usage, for when kids arrive... Potatoes are being purchased more by those with children in the household. Ev idence suggests younger cohorts go back to potatoes once the kids arrive... 20

21 Reasons for buying more or less potatoes Q.2 Can you tell me which of these items you are buying more of, less of, or much the same as before? Q.2a Why are you buying fresh potatoes more/less often these days? Buying more Buying the same amount Total Potatoes fulfil the family dinner meal in a very positive way! Good for more/ bigger kids Better value for money Versatility Healthier/ nutritious Diet/ less fattening More filling Feeding more people We grow them at home Reasons for buying more fresh potatoes Reasons for buying less fresh potatoes Not enough people in household 19 Cooking different/more adventurous foods 13 Perceived fattening/ on a diet 12 Prefer rice/ pasta 8 Buying less 9 Preparation is too much hassle Prefer sweet potatoes 5 4 Potatoes are poor quality 2 Substantial nature of potatoes driving purchase increase - household composition plays a key role in purchase. Base: All Respondents:

22 Most important factors when buying potatoes - prompted Q.17 When buying fresh potatoes, what is the most important factor for you when deciding which product to buy? Q.17a Now please look at this list of reasons people have given as being important to them when buying potatoes. From this list, can you rank the reasons in terms of importance to you? 1st Total Highest amongst: Variety of potato ; C1/F; The potatoes are Irish ; C2/F Value for money/on price promotion The potatoes do not have any blemishes ; 45-54; DE 18-24; F Size of bag of potatoes ; Cleanliness of potato ; Type of potato (e.g. regular, new season, baby) Suitability for the meal I will be preparing Other household members like them Texture (e.g. wa xy, floury) The potatoes are in season All the potatoes in the bag are the same size Familiarity with the variety of potato The colour of the potatoes The potato variety can be cooked in a number of different ways I can pick & choose each potato separately On-pack information about preparation Don t know * 5 18 Variety/type, v alue, Irishness, appearance and pack size key drivers of choice. However, 18 of housekeepers claim that they do not know w hat is important to them w hen purchasing Base: All Respondents: potatoes, suggesting 700 a lack of engagement w ith the product category ; 18-24; F; Rural; 55+; F; F; Rural; DE; F; 45-54; AB AB; Dublin 22

23 Variety of potato purchased on last shopping occasion Q.8 What type or variety of fresh potato did you purchase? Region Age Potato Purchased (692) Dublin Rest of Leinster Munster Conn/ Ulster Roosters Kerr s Pinks Baby/ salad potatoes Golden Wonder Records Maris Piper Queens Other Don t know The market has gone towards Rooster as a short cut decision for all to buying potatoes Baby s very popular in Dublin area s * * * Roosters are the most popular variety of potato purchased, with purchases higher in Leinster and among year olds. Kerr s Pinks are more popular among those in Connaught/ Ulster w hile Golden Wonders are dominant among those in Munster and aged 55+. Base: Total fresh potato purchases:

24 Awareness of potato varieties Q.16 Which varieties of potato, if any, can you think of? Q.16a Which of these varieties of potato have you heard of? Spontaneous Aw areness Age Region Awareness of Potato Varieties Spontaneous Awareness Total Prompted Awareness Females Dublin Rest of Leinster Munster Conn/ Ulster Roosters Kerr's Pinks Golden Wonder Queens Records Baby/ salad potatoes Maris Piper Other Roosters dominate aw areness - others are know n but the focus groups suggest they may be losing relevance to Rooster & Babies cos these consumers don t know w here they fit in Base: All Respondents:

25 25 Preparation 25

26 Time spent cooking last main meal Q.3b How long did it take you to make that last main meal? Average length of time to prepare a meal Average: mins Up to 15 mins mins mins mins mins 1-2 hours 2hours This is within the range of traditional potato preparation methods... The average time spent making the last main meal was just over 45 minutes, this was slightly lower for single females aged 22-44, with no dependents (40mins). Base: All Respondents:

27 Preparing and cooking fresh potatoes Q.13 How did you prepare your fresh potatoes for cooking? Q.14 How did you cook the potatoes? Wash them Potato Preparation on Last Meal Occasion 77 Potato Cooking Method on Last Meal Occasion Boiled 41 Higher among: (50) Conn/Ulster (63) Low er among: AB (29) Dublin (30) Peel them 72 Boiled and mashed (53) Chop them Use straight from pack Steamed Roasted AB (30) Male (8) (8) (19) Slice them 5 Baked (oven) 4 Chip them 4 Chips/wedges (deep fried) 2 Chips/ wedges (oven) 2 Very traditional prep & cooking methods... Included as an ingredient in a recipe/ dish Chips/ wedges (shallow) Sautéed/ Fried 2 1 * Gratin/ Dauphinoise * Other * Peeling and washing potatoes remains a standard preparatory step for the maj ority of people while boiling and mashing remain staple cooking approaches. Base: All Respondents:

28 Awareness of how to cook potato varieties Q.18a Which of the following statements best describes your awareness of the different cooking methods that should be used to cook different potato varieties? Awareness of cooking methods Lowest amongst: yrs (17) yrs (25) Single, female yrs (22) Living as married Single I am very aware of how different pota to va ri eties should be cooke d 36 I am somewhat aware of how different pota to varie ties should be cooked 32 Younger/single consumers have little knowledge about the role of varieties! Don't know 4 I have no idea about how the different potato varieties should be cooked 11 I am relatively unaware of how di fferent potato vari eties should be cooke d 16 Highest amongst: 18-24yrs (25) Munster (19) DE (16) Single Base: All Respondents:

29 Preparation of the potato according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes Fast: one less pot Easy to heat & reheat Handy For snacks, lunches and dinners Always in the cupboard Adaptable for all tastes Adjust the volumes to meet needs No problems cleaning up Microwave to heat, if not cook Simple and easy Interchangeable options: rice, pasta, noodles, wraps Easy to decide on the day For traditional meals: mashed, boiled, baked A core pillar of the meal Hassle for some to cook : Hassle for some to prep and wash up The Sunday Roast or stew For some takes a long time to prepare Bigger meals Salad potatoes by-pass some hassle. Microwave??? Routine cooking methods: sticking with what they know because anything else is time consuming 29

30 30 Consumption 30

31 Products served in last main meal Q.3 I would like you to think about the last main meal you made. Which, if any, of these products did you serve? Fresh potatoes Frozen Potatoes Other ANY FRESH POTATO 82 ANY FROZEN POTATO 7 Boiled 40 Chips 5 Pasta/ Spaghetti 10 Boiled/ mashed 24 Roast Potatoes 1 Rice 9 Steamed 11 Croquettes 1 Pizza 3 Roasted 10 Waffles 1 Couscous 1 Oven baked Chipped/ wedges (oven) As an ingredient in a recipe Chipped/ wedges (shallow fried) Wedges 1 Speciality Breads Tortillas/ Wraps Chips from chipper Chipped/ wedges (deep fried) 2 Micro-waved 1 Sautéed/ Fried * Gratin/ Dauphinoise * Fresh potatoes represented 82 of all the products consumed in housekeepers last main meal. Base: All Products Consumed:

32 What is being served alongside fresh potatoes? Q.15 What did you serve the potatoes with? Net MEAT Chicken Beef Lamb Bacon Minced Beef Pork Sausages Potatoes served with Net VEG Fresh Frozen Tinned Net CONDIMENTS & SAUCES Gravy Ketchup Pepper Minced Pork 1 Brown sauce 5 Minced Lamb * Mayo 2 Net FISH 13 Vinegar 2 Fresh 11 Salad 5 Frozen 3 Eggs 2 Tinned * Cheese 1 Smoked * Within recipe (traditional) 3 Within recipe (ethnic) * Traditional dinners (comprising of potatoes, meat and veg) dominate potato servings. The use of a potato w ithin a recipe (either traditional or ethnic) is extremely low. Base: All Respondents:

33 Consumption of the potato according to Declining & Moderate Female Potato Users Modern Carbs (pasta, rice etc) v Potatoes Popular with everyone Favoured by women Value Traditional dinners Versatile for fussy eaters Can be in a bowl, doesn t have to be structured meal elements Filling A proper dinner Lighter Like eating out Heavy for some Tasty Tomato not cream/ butter Flavour Feel like you ve experimented Better for energy Mashing, boiling, what else? Large volume with butter and cream Perceived Fattening 33

34 34 Recommendations & Taking the Research Forward 34

35 Putting Potatoes Back on the Table Image Consumption Purchase Preparation Increasing potato consumption cannot be done in isolation it can only be achieved by also addressing image, purchase and preparation factors 35

36 Recommendations Broaden the image of the potatoes It will be hard to turn all consumers into potato adorers but we can influence them to be more open to potato cuisine and eat them more regularly We primarily need to move them towards an awareness of their inherent health & nutritional benefits We need to educate consumers how to use them fashionably within their own demographic Many consumers seek potatoes with a modern twist give me the Jamie Oliver version of potatoes not the meat and 2 veg version of potatoes (of previous generations) The image of the potato needs to stretch past the cooking methods that Irish people have grown up with (boiling etc.) and embrace its more international heritage The potato needs to be presented as a modern carbohydrate option highlighting its many positive attributes The potato needs to take some learning s from other carbohydrate categories Primarily it must offer more aspiration It must also encourage inspiration TV programmes, endorsements, recipes, etc The visual appeal and imagery of the potato fixture is vital to this new image Potato fields and Irish rural landscapes reinforce their Irishness, but to consumers this is already understood 36

37 Recommendations Making improvements to the potato purchase occasion Potato variety is one of the key anchors that offers differentiation within the category And yet many consumers report a very weak understanding of the differences between types, varieties, etc. Further work needs to be done on the image of the potato to attract more people into the category to engage people with the product and fixture The key objectives for the fixture is therefore to: Improve the image of potatoes within the fixture Attract consumers to the fixture by giving them appealing full meal suggestions Educate consumers about potato varieties and types within the fixture 37

38 Recommendations Impacting upon the preparation of the potato Consumers need to add to their current behaviour of simply boiling, mashing, roasting and steaming New meal solutions (in the form of new and fresh recipe ideas) are a key mechanism to bring innovation to the preparation of potatoes However, it must be done in the context of convenience, simplicity, and ease using straightforward preparation techniques Potatoes also need to be considered as an ingredient in a meal rather than as a core component, as this has the potential to limit them to traditional meals only Consumers need to be encouraged to think beyond the traditional meal (meat & 2 veg) and take innovative, but simple steps in their food preparation behaviours 38

39 Recommendations Modernising potato consumption There are three important elements to be addressed on the consumption front 1. The young Mums of the future (those who are currently interacting more heavily with the pasta and rice category than their older counterparts) need to be encouraged to engage with the potato category more frequently now 2. Current Mums need options for feeding their children and the potato needs to be there as a key consideration within their meal repertoire 3. Frequent users of potatoes can be further educated on the potato category in general To increase appeal to some groups consumption of potatoes needs to be associated with; new words and more exciting language of cooking interesting, versatile, new formats e.g. new packs / products new design e.g. different styles of presentation of meals new ideas e.g. new recipes, different continents, alternative flavours, ethnic foods 39

40 How can we take forward the findings of the research? STEP 1. Potato.ie Launched build on this... STEP 2. New cross industry Potato Promotions group established to discuss & propose a future potato promotional strategy 40

41 Conclusions Potatoes remain Irelands preferred carbohydrate of choice but need a modern slant The research has identified the key challenges to be addressed for potatoes to maintain this position in an increasingly competitive market Further development and promotion of the industry consumer focused website (Potato.ie) is a priority A targeted promotional strategy will be developed and agreed with the industry (through the Potato Promotions Group) to assist in addressing many of the current issues identified in the research It will require full industry cooperation to assist in Putting Potatoes Back on the Plate Thank You 41