MASHED POTATOES PB whitepaper - Potato Business
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MASHED POTATOES
PB whitepaper
Volume 2-2019
Mashed potatoes are a
popular side-dish of
choice for costumers
across the world. Actually,
a survey conducted by
Kelton Global in 2019 and
reported by Idaho Potato
Commission revealed that
consumers in the U.S.
actually prefer mashed
potatoes (27%) to French
fries (23%) and baked
varieties (22%).
MASHED POTATOES’
Popularity Shows
No Sign of Abating
Interestingly, Millennials more than older generations (29% vs 24%)
claim that mashed potatoes are their preferred way to eat spuds.
onducted separately in such as Goulash, beef Rouladen, and are
C
2018, a consumer considered a great combination with fried
survey by Ohio-based liver, meat loaf and Bratwurst.
Bob Evans Farms Alternatively, in the UK, mashed potato
found that over two- has long been recognized as a suitable
thirds (67%) of people accompaniment to sausages, as evidenced
in the U.S. serve or eat by the popularity of Bangers & Mash
mashed potatoes at least once a month. At within the national palate. According to
71%, this figure is slightly higher for data from The Great British Sausage
people with children. However, a Report (which was based on a poll of
reduction in the time and effort spent 1,000 adults), mashed potato was ranked
preparing mashed potatoes would possibly as the number one accompaniment to
attract more people to the category – the sausages amongst the UK population, way
same survey found that 41% of U.S. ahead of chips.
consumers would be more likely to serve Similar results were recorded within a
them if they did not have to prepare them recent survey carried out for the Discover
from scratch. This feeling was highest Cornwall Food & Drink Guide. This ranked
amongst consumers with children, as well Bangers & Mash as the seventh favorite in
as the younger age groups (e.g. a top 40 listing of traditional British foods.
Millennials), which suggests the existence Although Bangers & Mash scored less
of a potentially large consumer base for highly than meals such as fish & chips,
pre-prepared mashed potatoes. In roast beef and Yorkshire pudding and a full
contrast, U.S. baby boomers appear to English breakfast, it was preferred to other
display less concern with the need to British staples such as cream teas,
prepare mashed potatoes from scratch. crumpets and Shepherd’s Pie, the latter of
which it should be noted usually features
A CATEGORY DEEPLY INGRAINED mashed potato as a topping.
IN CONSUMERS’ PREFERENCES More recent data indicates that Bangers &
Mashed potatoes are not popular only in Mash ranks as one of the UK’s favorite
the U.S. For example, across the pond, in comfort foods. More people appear to be
Germany, mashed potatoes are a classic turning towards comfort foods within the
side dish for all meat dishes with gravy present uncertain political and economic
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67%
climate, as well as for reasons such as
experiencing cold or inclement weather or
feeling stressed, worried, anxious, tired or
sad. A 2017 survey carried out by OnePoll
of people in the U.S. of 2,000 adults to find the UK’s favorite
prepare and eat comfort foods ranked Bangers & Mash
mashed potato at within the top 10.
least once a month. Industrially-produced mashed potato is
now supplied to customers in both the
retail and foodservice sectors. In many
cases, instant mashed potato is
produced from dehydrated products
such as potato flakes, which are
obtained via extrusion technology
and processed from raw potatoes.
After the usual process – which
involves stages such as washing,
peeling, slicing, precooking, etc.
– the potatoes are either drum-
dried into flakes or air-dried
into granules, during which
suppliers may incorporate
additives and ingredients to
improve product attributes
such as texture,
color/appearance and shelf-
life. In addition to other
benefits, such as health and
long shelf-life, dehydrated
potato products also offer
convenience, an attribute which
is especially appealing to
customers within foodservice
industry channels.
Opinions vary throughout the world
regarding which potatoes typically
produce the best mash. It is generally
recognized, however, that varieties which
contain higher levels of starch – examples
of which include Russets and Yukon Golds
– usually represent the best bet, since
their cells tend to separate when cooked,
enabling them to soak up the butter and
milk added during the mashing process.
N
High starch potatoes have also been
shown to absorb flavorings more readily.
Given the ongoing spread of social media
and the internet, it is highly possible that
Consumers in the U.S. actually prefer more education and information regarding
mashed potatoes (27%) over French fries the ideal preparation of mashed potato
(23%) and baked varieties (22%). will become available to large sections of
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the global population in future. processes and therefore reduce costs. The
Over the years, mashed potatoes have global market is expected to undergo
certainly evolved into new varieties like further growth over the next few years, as
seasoned or low-sodium options. While more people turn towards processed
most industrial producers of mashed convenience foods which include potato
potatoes do offer the classic option in flakes as ingredients, especially within
their portfolio, most have tried their hand some of the world’s emerging economies
at experimenting in the category with new such as China and India. In these
products targeted both towards countries, an increasingly affluent urban
foodservice and retail. consumer base is displaying a growing
appetite for processed and/or
PROCESSORS ARE SHIFTING FROM convenience foods, which can be heated
FRESH TO POTATO FLAKES quickly and do not need to be prepared
For many of the world’s leading operators, from scratch.
instant mashed potato forms part of a Although sizeable quantities of
range of dehydrated potato products, such dehydrated potato flakes are used to
as flakes. Lamb Weston represents one of produce the instant mashed potato sold
the world’s leading suppliers of via retail and foodservice channels
dehydrated potato flakes, producing over throughout the world, they also have
30,000 tons for the global food industry numerous other applications within the
every year. Potato flakes are widely used global food manufacturing industry. In
in the worldwide food manufacturing addition to being used in the production of
industry, offering benefits such as water snack foods, ready meals and bread and
and oil retention, as well as thickening bakery goods, dehydrated potato flakes
properties. More processors now appear are also used as a thickener in dried soups
to be shifting from fresh potatoes to and sauces, as well as a coating for various
potato flakes for reasons such as this, meat and fish products.
largely to simplify their production Lamb Weston’s mashed potato range in
the U.S. market includes seasoned
options like the Red Skin Mashed (which
are mashed and seasoned with onion,
garlic and cream cheese), as well as New
Simple Recipe Mashed and Butter
Mashed Skin-On.
Following the same trend of seasoned
mashed verities, KraftHeinz’s Ore-Ida
brand’s portfolio includes mashed
potatoes in varieties such as Simple ‘n’
Creamy Butter & Garlic and Steam ‘n’
Mash Russet, as well as Mashed Potato
Bites and Mashed Potatoes & Cauliflower.
Also based in this part of the U.S. is
Idahoan Foods. The company specializes in
N
dehydrated potato products, having
recently diversified into the manufacture
of potato-based soups. Its range includes a
variety of flavored instant mashed potato
The health trend has initiated a shift in – examples include Buttery Homestyle,
snack habits, while providing a further Four Cheese, Roasted Garlic, Butter &
incentive for manufacturers to innovate, Herb and Applewood Smoked Bacon. The
by reformulating their recipes. company also supplies Original Mashed
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Product of the Year, one of the world’s
largest consumer-voted awards, offers a
series of distinctions for product
innovation. Winners in each category –
36 in total – are selected by shoppers
through a national online survey
conducted by research firm, Kantar. The
awards have been offered in the U.S. for
11 years and globally for 30 years and
N
reveals just how popular mashed
potatoes are with customers.
Another U.S.-based producer is Simplot
The best mashed potato varieties contain Foods, which supplies agricultural
higher levels of starch – examples of products such as potatoes, fruit,
which include Russets and Yukon Golds. vegetables and grains to the foodservice
industry. Instant mashed potato is
supplied under the Farmhouse Originals
brand, in varieties such as Plain Mashed,
Redskin Mashed, Roasted Garlic Mashed,
Seasoned Mashed and Sweet Potato
Mashed. Frozen and dehydrated mashed
potato is also supplied under the
company’s Simplot Traditions and Simplot
Legacy brands.
THE MARKET IS RIPE WITH OPTIONS
Many of the world’s leading suppliers of
potato products are also present within
the category. Aviko UK, for example,
manufactures instant mashed potato for
the foodservice industry in frozen format,
as does Farm Frites. In the U.S., McCain’s
foodservice division supplies instant
mashed potato in varieties such as
Seasoned Skin-Off Homestyle, Reduced
30k
Sodium Skin-Off Homestyle and
Unseasoned Skin-On Redskin. One of the
leading manufacturers in the Indian
market is PotatoKing Foods, which
tons of Potatoes made from real Idaho russets, as supplies dehydrated potato products such
dehydrated well as Fully Loaded, flavored mashed as flakes and flour. Its range includes
potato potato in flavors such as Butterly Delicious Potato-Mash, which is prepared via the
flakes are and Nacho Cheese. A recent addition to its addition of water.
produced range was Idahoan Signature Russets, Elsewhere, instant mashed potato forms
by Lamb which are targeted at foodservice part of Unilever’s Knorr range in markets
customers and are available in pouches of such as Ireland and parts of the Middle
Weston for East. The company’s Food Solutions
between 4 and 20 servings.
the global Earlier this year, Idahoan Foods revealed business (which supplies customers within
food that its Idahoan Family Size Mashed the foodservice industry) has a range
industry Potatoes has received the Product of the which includes mashed potato produced
every year. Year award in the Side Dish Category. from German spuds – products appear in a
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75%
less saturated fat is
featured in Maggy’s
Mashed Potato Flakes.
N
Many of the world’s leading suppliers of with grocery retailers such as Tesco,
potato products are also present in the Waitrose, Nisa and Co-op, whilst it is
mashed potato category. currently seeking to enter the potentially
lucrative U.S. market. In addition to
variety of formats and sizes. Health mashed potato, the company’s range
represents a major selling point, since includes chips, croquettes, cauliflower
Unilever’s website states that all products cheese gratin and sweet potato-based
are free from artificial ingredients such as dishes. Mash Direct supplies chilled
colors, have no added MSG and are Mash Pots, which are marketed as
suitable for vegetarians. convenient meal solutions and appear in
The sector also features smaller players varieties such as Bangers & Mash and
which have a greater specialism in areas Mashed Potato, Carrot & Parsnip with
such as ready-prepared instant mashed Bacon. Quality and provenance remain
potato. One example is Mash Direct, two of the company’s key selling points,
which is headquartered in County Down, which provides further evidence that
Northern Ireland, and remains a family- consumers are more inclined to trade up
owned business. In addition to the UK to more expensive products as far as
and Ireland, the company’s products are mashed potato is concerned.
exported to over 40 countries worldwide, Given customers’ increased tendency to
with overseas markets now accounting seek out food stuffs that are labeled as
for 16% of total sales – according to “healthy”, some manufacturers have
recent estimates, its products are now responded by offering products with, for
sold via 5,000 stores worldwide. example, low amounts of sodium. In April
Mash Direct has recently secured listings 2018, Nestlé’s UK & Ireland division
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2k
announced it was reducing salt levels in its other potato products, manufacturers also
Maggi brand of Mashed Potato Flakes, in look set to further explore the scope for
line with Government salt reduction developing products based around sweet
adults in a targets. This reformulation contains potatoes, parsnips, etc., in a bid to stand
OnePoll lowered fat and saturated fat levels by out from their rivals.
75%, as well as reducing salt by 16% and Looking forward, the global demand for
survey calories by 5%. A butter flavor was potato flakes and mashed potatoes is also
ranked added to the potato flakes to expected to continue increasing for health
Bangers & compensate for any loss in taste caused reasons. Potato-based products are
Mashed as by the salt reduction. becoming widely appreciated for their
one of their In conclusion, based on current nutritional qualities – for example, many
top 10 manufacturer activity and trends, it seems are finding favor with people following a
comfort likely that mashed potato’s status is set for gluten-free diet. Since potatoes are also
foods. further enhancement over the coming rich in nutrients such as vitamin C, fiber
years. Further experimentation with and protein, both flakes and mashed
different flavors (e.g. using various herbs potato are ideally positioned to benefit
and cheeses) can be expected, especially from the growing demand amongst food
N as consumer tastes are becoming so much
more cosmopolitan. As is the case with
Based on current manufacturer activity
processors for ingredients which cater
towards consumer health concerns.
This article is based on information
and data from analyst Jonathan Thomas,
and trends, it seems likely that mashed Kelton Global, Kantar, Idaho Potato Commission,
potato’s status is set for further The Great British Sausage Report and Discover
enhancement over the coming years. Cornwall Food & Drink Guide.
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