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Market Intelligence

Retail Market

23 August 2016

The Retail Market

Latest data from Kantar Worldpanel, up to 17 July 2016

  • In the latest 12-weeks, the volume of Maris Piper sold in GB retail increased by 9.8%, helping to drive a £2.4 million increase in spend. Volumes of this variety sold increased at most retailers, although less was sold on promotion overall.

  • Although there is growth for this variety, there has been an overall decline in spend (-4.1%) for fresh potatoes over the past 12 weeks. Volumes were up 1.0% but economy lines held back overall growth, even though they now account for just 3% of spend in the category, while growth comes from generic whites.

  • Frozen potato products (incl chips) displayed good growth in this latest quarter. Shoppers were buying more frequently in this category, while higher average prices also boosted overall expenditure. 

  • In the past 12 weeks, crisps also saw an increase in purchase frequency, however a 4% decline in the volume bought per trip meant that volumes were down year-on-year. Savoury snacks continue to benefit from more shoppers buying into the category, 76% of shoppers purchased savoury snacks in the past 12 weeks, compared to 77.5% for crisps. 

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
N/C - No change

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 February 2016

  • Fresh potato sales strong over the 2015 Christmas period

  • Fruit and vegetable advertising scaled back

  • Maincrop potatoes are the driving force behind growth in fresh

  • Retail prices for fresh potatoes at new plateau

  • Lidl was the big winner over Christmas 2015

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.