Despite falling out of favour, potato sales have grown 27 per cent since 2004 and were valued at £1.7 billion in 2009.
Furthermore sales are set to increase by six per cent within the next five years to a volume of 2.3 million tonnes at a cost of £2 billion.
Ben Perkins, senior food and drink analyst at Mintel said: "Flying in the face of low-carb diet trends of the past, our research finds that potatoes are a staple food eaten by almost all the population, and sales are rising. 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."
Only 9 per cent of Brits confessed to cutting back on their spud intake with 6 per cent believing them to be fattening.
Two-thirds of potato purchases were fresh, with 20 per cent opting for frozen chips and just 2 per cent for chilled.
Decline was only reported in the purchase of canned (25 per cent) and dehydrated (21 per cent) potatoes.
Perkins added: "Engaging consumers with all types of potatoes in different parts of their diet will be key to encouraging future growth. As the economy recovers, consumers will trade back up to premium products, creating opportunities for organic products and premium named varieties. Convenience and health will continue to be the driving forces behind the market, with future new product development likely to feature functional benefits as potatoes revive their healthy image."
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@PotatoCouncil's action to support #Scottish #potato industry: http://t.co/dtDUfnSmD2
The summer issue of Potato Business Digital is now online! http://t.co/tMcIZ67HfE