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Market Intelligence

Retail Market

29 October 2015

The Retail Market

Latest data from Kantar Worldpanel, for the 52-weeks and 12-weeks ending 13 September 15:

  • Potato volume increases have been driven by prepacked maincrop which account for 52% of the fresh potato market and have risen by 5%. This growth has been counteracted by a fall in both prepacked baking and new potatoes and decline in total loose.

  • Frozen potato products (excl chips) have lost nearly £3 million worth of sales in the past 12 weeks compared to last year. This is accompanied by a smaller decline in volumes of just 2%. This volume decline is mainly due to a reduction in the amount purchased per shopping trip.

  • Frozen chips sales were up 0.1% in the last period. Volumes had also increased, with growth coming predominantly from a one-percentage point increase in household penetration, to 60.5%. Other frozen potato products have a household penetration of 45.2%.

Please note that fresh potato volumes were reweighted by Kantar Worldpanel in July 2015 and differ from previous updates. This also impacts historical data. For further information please contact

*Includes all products listed above but does not include potatoes used in other products such as ready meals

This information is based on latest data from Kantar Worldpanel, for the GB Retail Market. It is updated on a monthly basis.

Latest market report - Consumer Category Report November 2015

  • Fresh volumes were up 0.4% year-on-year in the latest 12-week period. In the prepacked market, only maincrop made gains 
  • The extension of the free school food plan to all primary school-aged children could pose an £11m threat to the retail crisp market
  • Baking potato retail sales are not stabilising in the same way as total fresh potatoes
  • Only around 9% of the population will have a jacket potato meal within an average week. There is, therefore, a massive opportunity to grow presence in consumers’ diets.
  • There is steady growth in the British foodservice market. Potatoes have outperformed the overall market, with fish and chip shops playing a key part in driving growth in chip servings

The Consumer Category Report incorporates current market trends in retail, in-home consumption and foodservice. It is published on a quarterly basis and replaces the Retail, Consumer and Foodservice reports. The report is available download from the Knowledge Hub.

This report is available free-of-charge to levy payers. Email to be added to the circulation list.

AHDB Potatoes activity

The primary focus of AHDB Potatoes activity is on the consumer, which benefits all routes to market. Working with the major retailers and their supply chains does present a major opportunity to reach the consumer.

  • Research: AHDB Potatoes provides bespoke insights into the potato shopper which can be used to drive value and grow volumes.
  • Promotions: AHDB Potatoes campaigns provide a platform for retail activity, linking activity in store or the through promotions.
  • Resources: for smaller retailers AHDB Potatoes has a range of posters and promotional literature available which can be used to help promote.