Consumers are becoming increasingly aware that visually imperfect vegetables are discarded, a trend that particularly affects carrots and potatoes, with over one-third being rejected. However, due to the extreme weather patterns in the UK in 2018, supermarkets were forced to become less stringent in their specifications, especially around potatoes, due to crop shortages.
A predicted decline in potato consumption is expected to be the main reason for declining total volume consumption of starchy roots over the forecast period. Continued government campaigns are expected to promote interest in potatoes amongst younger consumers as the vegetable is significant in terms of the agricultural industry in the UK given the vast quantities produced.
Modern grocery retailers, especially supermarkets, will remain the largest distribution channel for starchy roots over the forecast period. However, hard discounters will also perform well during the forecast period with consumers increasingly enticed by their competitive prices.
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