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The purpose of this paper is to explore consumer views on different aspects of packaging, exemplified by a common product in the fruit and vegetable category and to identify advantages and disadvantages perceived by consumers purchasing packaged or unpackaged products.

Three focus group interviews were conducted. Thematic analysis based on theory was performed. The findings were categorised into nine themes.

Consumer views on packaging aspects were revealed, covering: packaging material; pack size; protection and preservation; convenience; price; communication and information; ethical perspectives; novelty and innovation; and advantages and disadvantages of packaged and unpackaged products.

The study adds to present knowledge on the role of packaging in consumers’ food choices. The qualitative analysis identified areas for further research through quantitative methods.

Challenges in communicating the consumer benefits of packaging and ways to improve the attractiveness of items in the fresh produce category were identified. The results can potentially assist in improving food packaging design practice to the mutual benefit of consumers and suppliers.

Fruit and vegetables is generally a category with weak branding and low levels of packaging. This study examined the role of packaging in a category with substantial opportunities for differentiation and increasing consumer value. The results can be applied in immediate practice and/or serve as a basis for further research.

While potato consumption in Europe and North America declines, other carbohydrate sources increase. The purpose of this paper is to explore factors affecting consumers’ changing consumption behaviour as regards fresh potato.

Six semi-structured focus group interviews were conducted. Thematic analysis was made by means of a theory-driven approach.

Seven categories of factors affecting consumer choice of fresh potato were found and discussed: first, convenience and preparation-related factors; second, health; third, information and packaging; fourth, sensory appeal; fifth, monetary considerations; sixth, familiarity and habit; and seventh, sustainability and ethics. Convenience appears to be the strongest explanation to changing food behaviour.

The research contributes to present knowledge regarding food choice and consumers’ carbohydrate intake. Findings of previous research is both validated and questioned. Methodological limitations are discussed, suggesting complementary quantitative approaches to the findings based on qualitative research.

The findings add to knowledge of consumer behaviour and food choice. The findings may suggest focus areas in strategic marketing research, facilitating strategic decisions in response to falling consumption of fresh potatoes due to changing consumer attitudes and behaviour.

By using a theory-driven approach in a thematic analysis, a broad set of interview data from six focus group interviews has been summarised and categorised. The methodology shows an effective way to treat a large amount of qualitative data and condense it to straightforward themes.