The recession-led return to traditional comfort eating has boosted the popularity of the humble potato.
The spud has been attacked for its dull image, ignored by low-carb dieters and ostracised from the five-a-day allowance. But new research from Mintel finds that sales of potatoes have grown 27% since 2004.
In addition, volume sales are forecast to increase by 6% over the next five years, while value sales will increase a further 23%.
Over one in four (27%) of us eat potatoes more often than we did a year ago.
Senior food and drink analyst at Mintel, Ben Perkins, said: “Recent economic conditions have provided an ideal opportunity for the industry to tap into trends such as nostalgia and indulgence.
Indeed, as the recession has progressed, British consumers have been turning to classic comfort foods, many of which use potatoes as a key ingredient, such as fish and chips, bangers and mash and shepherd’s pie.”