AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESS 1 Top Line Report on the In-Home Potato Market Prepared by: The NPD Group’s National Eating Trends® March 2009 Copyright 2007. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
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AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS.
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AUTOMOTIVE
BEAUTY
COMMERCIAL TECHNOLOGY
CONSUMER TECHNOLOGY
ENTERTAINMENT
FASHION
FOOD & BEVERAGE
FOODSERVICE
HOME
OFFICE SUPPLIES
SOFTWARE
SPORTS
TOYS
WIRELESS
1
Top Line Report on the In-Home Potato Market
Prepared by: The NPD Group’s National Eating Trends®
March 2009
Copyright 2007. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
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Topline Summary
Consumption of Potatoes in-home has remained fairly stable over the last 5 years, with 79% of individuals consuming Potatoes at least once in an average two-week period. While things have been stable in recent years, it is worth noting that consumption is down notably compared to 10+ years ago.
Mashed continues to be the dominant type of Potato consumed. When it comes to form, fresh is still #1 but consumption of this key form is the lowest it has been in 15 years. Frozen, which had recently been displaying small growth year-over-year, took a small downturn in 2008.
Dinner meals with “Center of the Plate” protein continue to be quite stable. Poultry is the largest of the Proteins at these meals, followed by Beef. Additionally, Seafood consumption is currently at a a 10 year high!
Despite the stability of protein’s presence at dinner, Potato’s presence at these protein dinner meals continues to decline. Among the 4 proteins examined, Potatoes are most likely to be present alongside Beef and Pork/Ham.
The percent of adults reporting they are on a Low Carb/High Protein diet declined for the 4th year in a row.
Diet status is much more likely to negatively influence the consumption of Potato Chips than Potatoes. In fact, adults who report being on a Diabetic/Low Sugar and/or Low Sodium diet consume Potatoes at an above average rate.
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Methodology
This study examines trends in in-home potato consumption trends. Data is collected from a balanced panel of 2000 households, who report all foods and beverages consumed by all individuals during an average two-week period via a paper diary.
– In-Home includes all foods and beverages prepared and/or consumed in the home. Includes carried meals, ie. ‘brown bag lunches’.
Please note that the data is measured as an “eating” and does not attempt to measure actual volume consumed.
Panel is balanced to the U.S. Census on key demographic variables and is distributed evenly throughout the year so that all seasons are represented equally.
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81.7 78.6 77.471.8
75.870.6 73.1 73.3 70.8 70.2
0102030405060708090
100
'99 '00 '01 '02 '03 '04 '05 '06 '07 '08
Total Potato Eatings In-Home - Annual Eatings per Capita
Years Ending November
Per capita consumption of Potatoes has been relatively stable since 2004.
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The stabilization of Potato consumption is influenced by reach, though there has been a slight decline in frequency among consumers.
The decline in Fresh Potatoes is due to the combination of fewer users and less frequent consumption among those who do consume.
Total In-Home Potato Consumption By Form
Years Ending November
Penetration (2 week)
Eatings Per Eater (2 week)
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5591 107
255218
247
341
130
198
96
192
120
Affl.Singles
Low/Md-Inc
Singles
DINKS WorkingParents
SingleParents
Affl.Tradit.
Families
Low/Md-Inc Trad
Fams
Affl.Empty
Nesters
Low/Md-Inc
EmptyNesters
SingleSeniors
MarriedSeniors
75+ YrOlds
Lifecycles with families/children are the heaviest in-home Potato consumers, particularly Low/Mid-Income Traditional Families. Affluent households are less
likely to consume Potatoes than their low/middle income counterparts.