Australia: Australians willing to pay more for potatoes

The Potato Tracker report, conducted by consumer research organisation Colmar Brunton, found that young shoppers aged between 25 and 34 were the most willing to spend more money on potatoes.

Vegetable industry representative body AUSVEG say that farmers could benefit if a price rise was passed down.  

“While we know that consumers are willing to pay more for products that are of a higher value, it is encouraging that the industry now knows exactly which potato products the consumer thinks are worth more,” said AUSVEG spokesperson, Alexander Miller.

“It is promising to see that the value of the industry could be increased by matching potato prices with that of their market value, which could potentially benefit growers if this is reflected in higher farm-gate prices,” Miller stated.

Colmar Brunton also discovered that potatoes were the most purchased vegetable across the research period due to the vegetable’s ease of use, taste and versatility.

“The huge variety of delicious cooking techniques is a large trigger for potato purchases,” said Miller.

“While mashing, roasting and boiling are the most popular methods of preparation, potatoes are also regularly served alongside carrots, pumpkin and broccoli as a tasty accompaniment,” Miller said.

The Potato Tracker Survey has been funded by Horticulture Innovation Australia using the National Fresh Potato Levy and funds from the Australian Federal Government.