This was according to speakers at the Potatoes SA Congress held in Johannesburg, Gauteng, on 22 and 23 July.
Pieter van Zyl, general manager of procurement at Freshmark, said marketing campaigns should be geared towards Generation Z – those born between 1997 and 2012 – since they consume fewer potatoes than any other age group.
“Consumers aged 60 and older account for 60% of potatoes bought. We still have potato eaters today, but we need to ask who will eat potatoes in 30 years’ time if the next generation isn’t eating them. We need to get the right message to consumers about why they should be eating potatoes,” he explained.
During a separate panel discussion on consumer dynamics and market development, Louis von Zeuner, non-executive director on the boards of various agricultural companies, urged the potato industry to strengthen its digital presence, noting that the path from deciding what to eat to making a purchase increasingly takes place online.
“The journey from ‘I’m hungry’ to ‘I’m buying’ now flows through a screen. Consumers research, compare, and ask artificial intelligence for recommendations before they go to the supermarket. Your product and your story must be visible where consumers already are.”
He noted that purchasing decisions have become more deliberate, with consumers increasingly seeking products that offer clear value.
“Consumers are no longer simply cautious about spending; they are deliberate. They buy only what they see value in, and they are looking for honest nourishment at a fair price. Food must combine what is good for you, good to eat, and affordable.”
Von Zeuner added that consumers are also looking for convenience, enjoyment, and connection. Smaller households, limited time, and changing eating habits have led to an increased demand for food that is quick, easy, and ready to prepare.
“The scarcest commodity is time, and this presents an opportunity for the potato industry,” he said.
Maintaining mass uptake
Speaking about the challenge of maintaining consistent consumption patterns among lower-income households, Dr Carmen Muller, nutrition researcher at the University of Pretoria, said affordability and price stability are key.
She explained that potato price volatility poses a food security challenge because consumers are not always able to buy potatoes at the price they expect or can afford.
“Lower-income consumers look at potatoes according to their budget and what will fill their families’ tummies for the least amount of money. Many spend about R1 700 a month on groceries and buy what will last for the month. Potatoes are one of the few unprocessed products in that basket, which creates a strong nutritional opportunity, but consumers need price consistency so they can plan.”
Muller said the challenge is making potatoes a reliable staple on household menus, while Von Zeuner urged the industry to face changing consumer expectations with confidence.
“The potato industry has gone through significant change and difficult times, yet it remains relevant and in demand. That should give the industry confidence for the future.
“The greatest threat facing the industry is not change itself, but failing to respond to changing consumer needs,” Von Zeuner said.
