IIAS: frozen potato consumption grows by 8%

More than one billion people around the world eat potatoes, and global production exceeds 300 million tonnes. In Italy, we are among the largest consumers, bringing this product to fifth place among the most widely consumed foods on our tables.

And the fact that Italians love potatoes is also confirmed by the data: looking at the world of frozen potatoes, approximately 110.500 tonnes were consumed in 2023 alone, with an increase of 8% compared with 2022 (102.400 tonnes). 

According to AstraRicerche for IIAS data, more than 9 Italians out of 10 eat frozen potatoes: 18% do so less than once a month, 30% from 1 to 3 times a month, and as many as 42,9% do so once or more a week. The biggest consumers? Men, Gen Z, Y and X, and those living in families with children.

In approximately half of the families that consume frozen potatoes, consumption is shared by all family members without distinction (52,8%), while in 16,1% of cases the biggest consumers are the children.

Parents' opinions are positive, in fact regarding the frozen potatoes consumed by children/young people: for more than 8 Italians out of 10 (82,2% of the sample interviewed), they are a real culinary joker, a product capable of meeting all needs thanks to the different options in terms of cuts, size and texture; for 78,8%, the main advantage is offering young people different dishes every time, using creativity because there are various preparation and cooking options; for 78,2%, frozen potatoes offer fun and playful options, with unusual shapes that encourage children and young people to consume them.

“Taste and ease of preparation are among the many qualities that have led frozen potatoes to earn a place of honour among Italians' “frozen“ favourites,” confirms IIAS president, Giorgio Donegani. “This is not surprising because food is not only a source of nourishment, but also a means of lifting one's mood, enjoying a moment of pleasure and relaxation, and frozen potatoes can become true comfort food both at home and away from home, because they have always been associated with an atmosphere of cheerfulness, conviviality, indulgence and good humour. Furthermore, over the years, the range in this product category has grown so much, with different sizes and types, as to guarantee consumers maximum versatility, speed and convenience of cooking, as well as high quality.” 

According to Italians, moreover, the “perfect match” for frozen potatoes is roast chicken for 56,4% of consumers, especially according to Baby Boomers, followed by chicken nuggets, chosen by 17,8% of the sample (especially Gen Z and families with children aged 0-9 years).

Some people love them most with pizza (11,7%), while others pair them with fish in Fish & Chips (7,5%), and others prefer them with a vegetable medley (6,6%).

There are many ways in which they can be prepared: first and foremost in the oven (the ideal method for 35,5%); but also in an air fryer (for 28,2% of consumers who favour more innovative cooking methods), or in a frying pan (for 22,7% of the more traditional sample). This is followed by those who say they prepare them in all ways indiscriminately (13,6% of the sample).

Taste, versatility and value for money are certainly among the characteristics of frozen potatoes most appreciated by Italians, who prefer to eat them at home in 64,8% of cases. This is followed by 15,8% of compatriots who mainly eat them away from home (a figure that increases among younger people), while only 4,4% eat them mainly when they are guests at friends' homes, and as many as 15% eat them equally in every situation. 

Nevertheless, some persistent fake news remains: for example, 41,5% of Italian parents say they limit their children's consumption of frozen potatoes, believing their nutritional value to be lower.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.