Record frozen potatoes: bought by 9 out of 10 Italians
According to Iias, about 110,500 tonnes were purchased in 2023 (+8% over 2022): 43% consume them once or more a week
by E.Sg.
2' min read
2' min read
Potatoes are nothing new on the frozen food scene, indeed they are one of the traditionally most popular and best-selling products. Yet it is precisely potatoes that have recorded one of the most positive performances in the frozen sector in 2023, with around 110,500 tonnes purchased (+8% on 2022). More than 9 out of 10 Italians declare that they consume frozen potatoes: 18% do so less than once a month, 30% from 1 to 3 times a month and 42.9% do so once a week or more.
For more than half of Italian consumers (56.4%), the 'perfect match' of frozen potatoes is with roast chicken; followed by chicken nuggets chosen by 17.8%, but there are also those who consume them with pizza (11.7%) or those who combine them with fish with the famous Fish & Chips (7.5%). The consumption of frozen potatoes is predominantly domestic (64.8%), but 15.8% consume them mainly outside the home, while only 4.4% eat them mainly when staying with friends.
There are many ways in which they can be prepared: first of all in the oven (the ideal way for 35.5%); but also in an air fryer (for 28.2% of consumers who favour more innovative ways of cooking), or in a frying pan (for 22.7% of the more traditionalist sample).
"Taste and ease of preparation are among the many prerogatives that have propelled frozen potatoes to a place of honour among the 'frozen' preferences of Italians," confirms Iias president Giorgio Donegani. This figure is not surprising because food is not only a source of nourishment, but also a tool to lift the mood, to treat oneself to a moment of pleasure and relaxation, and frozen potatoes can become true comfort food within the home as well as outside the home, because they have always been associated with an atmosphere of cheerfulness, conviviality, enjoyment and good humour. Moreover, over the years, the offer of this product category has grown so much, with different sizes and types, as to guarantee consumers maximum versatility, speed and convenience in cooking, but also high quality'.
