Potatisen ur ett handelsperspektiv
ABSTRACT
The potato has had an important role in the Swedish dietary customs for quite some
time. However, during the last forty years, consumption has decreased from 87
kg/year and person to 46 kg/year and person. Other products such as pasta, rice and
bulgur are competing with the potato. Many of the competitors have been developed
and refined while the potato has not changed much. The potato is still a bulk product
while competing products have been differentiated.
Stakeholders within the potato market has realized that something has to be done and
today there are a number of organizations and networks that all actively work to
preserve the Swedish agriculture and specifically the potato as a product.
The purpose with this essay is to examine how store managers in the Swedish grocery
stores view the handling of the potato in the store, the quality and packaging,
marketing and future consumption. The objective is to find out some
recommendations or ideas that the organisation Svensk Potatis, can use to develop the
potato as a product that is adapted to the trade and the consumers´ needs.
Ten phone interviews with staff in charge of produce in grocery stores where done.
The stores where chosen according to market shares and the interview subjects where
given fifteen questions, and the replies where then analyzed.
The result show that half of the respondents believe that the potato consumption will
decrease in the near future. It also shows that a development of the product is
necessary while the consumer asks for alternative potatoes that take short time to
prepare.
The background in the essay is a collaboration between Lena Andersson and Annika
Boredahl. (Lena Andersson has focused on the consumer while Annika Boredahl
focused on the grocery store.)