Abstract
Less than one in two consumers eat potato on a weekly basis, as consumers increasingly look for different taste experiences. For these consumers, the potato market could be convenient, versatile and healthy. Other consumers have a ‘shopping conscience’ characterised by awareness of food issues such as local sourcing, seasonality, fair trade, organic and named varieties. The potato industry could take advantage of this, and indeed, activity is increasing in these areas.
In this report, Mintel explores the issue of how to make potatoes fashionable without throwing away nostalgic and comforting values.
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