Market research to track consumer views of Australian potatoes

Australian potato growers are set to gain fresh insights into how consumers view their products as part of a new market research project that has started this month.

The Potato Tracker project, being undertaken by leading research agency, Colmar Brunton, will determine what drives Australian consumer behaviour and consumption habits in relation to potatoes.

“Understanding what drives potato purchases is important to ensure our industry keeps up with consumer demands,” said AUSVEG spokesperson Alexander Miller.

“The Potato Tracker project will provide growers with the information they need to do precisely that.”

AUSVEG is the leading horticultural body representing more than 2,000 Australian potato growers.

“With in-depth knowledge of the latest trends and market drivers, Australian potato growers will be able to become more proactive with their methods of production and ensure that their products are meeting the needs of consumers,” said Mr Miller.

The year-long project will deliver monthly reports to the Australian potato industry, with the size of the Australian fresh potato market, consumers’ spend on potatoes, retail channels, as well as purchasing trends and consumption habits all set to be measured.

“Australian potato growers are some of the most innovative in the world and are always looking to maximise the industry’s potential,” said Mr Miller.

“By providing our local growers with the most current market information and analysis, growers will be able to make the most informed decisions about how best to approach the market and plan for the future.”

“It is imperative that the Australian fresh potato industry is continuously analysing and evaluating market trends and data in order to ensure that we don’t miss any opportunities to supply the market in the best ways possible.”

This project has been funded by HAL using the National Fresh Potato Levy and matched funds from the Australian Government.