Client:
NAO, the Dutch Potato Organisation, in collaboration with our partner Food Cabinet
Brief:
To gain an understanding of Dutch consumers’ attitudes, knowledge and consumption of potatoes. The findings were used in a press release to mark the start of National Potato Harvest Day 2022.
Our approach:
We designed a questionnaire to gain an understanding of Dutch consumers’ purchasing and eating habits with regard to potatoes. We also investigated the topics of sustainability (in potato cultivation), knowledge of and relationship with farmers and agriculture, new potatoes, and children and families. In addition, we looked at the feelings and associations consumers have with potatoes.
Findings in a nutshell:
- Although 81% of Dutch consumers eat potatoes at least twice a week, around a third (of all consumers) do not know where their potatoes come from.
- At the same time, potatoes are not seen as a food that is good for the planet: only 15% of consumers describe them as ‘sustainable’.
- Most parents (73%) want their children to know where their food comes from, making National Potato Harvest Day a wonderful opportunity to show them just that.
Picked up by the media:
- Home and Garden
- AGF
- Hoeksch Nieuws
- Flakkee Nieuws
- Visit Groningen
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We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.
We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.
