Changing markets in The Netherlands
An increasing proportion of the potatoes reaches the consumer as processed products through supermarkets and food services (fast-food restaurants and menu components). Product differentiation takes place and creates new markets.
----"New" potato eaters
Need for variation
The consumer of today demands more variation in his meals. There is an internationalization of eating habits, which is largely influenced by: increasing international travel, immigration of people from countries with other diets and internationalization of the food trade.
Firm cooking potatoes===French fries===Potato oven dish
Increasing heterogeneity of the market
The consumer market is increasingly becoming more heterogeneous. Product differentiation is getting more important all the time; the potato market is no longer a bulk market that it used to be.
FRESH POTATOES=====POTATO PRODUCTS
Quality first
Quality is becoming more important as consumers are looking for guarantee of quality.
LABELS AND QUALITY
Health an important theme
The modern consumer is increasingly concerned about his health and in line with this he developed a new attitude toward food.
Environmental awareness
There is an increasing awareness of the environmental aspects of food production. In this respect potato production is receiving much attention from the environmental and consumer organizations.
Changing points of sales
More and more the consumers buy in the supermarket.
SALES POINTS NETHERLANDS
Competing products:
The most important competing products for fresh potatoes are rice and pasta's. These two products have been gaining a considerable market share at the expense of potato consumption, satisfying the increasing demand for variation and easy to prepare food of the consumer.
Promotion
The potato sector applies various promotional activities.
PROMOTION ACTIVITIES