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Market Intelligence

Retail Market

11 September 2015

The Retail Market

Latest data from Kantar Worldpanel, for the 52-weeks and 12-weeks ending 16 August 15:

  • Volumes of fresh potatoes sold in the 12 week period ending 16 August 2015 are up by just under one percent, however, due to declines in average price, total spend is down.

  • Pre-packaged maincrop potatoes make up around 50% of the market and have continued to see strong volume growth. This is made up of a combination of reasons, the primary being increased frequency of purchase, followed by a rise to 55% in household penetration.

  • Frozen potatoes have made an overall increase in volume. This is thanks to growth in frozen chips, as volumes of other frozen potato products have dropped off slightly. This growth has come from an increase in household penetration, which is now up to 60% for frozen chips.

  • Consumers are buying less crisps on each visit to the supermarket than they were a year ago, over both a 12 and 52 week period. However, this has not had a significant effect on volumes as both purchase frequency and household penetration continue to increase. 

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 August 2015

  • Health is back on consumers’ agendas. Categories that have already benefited from a boost in health messaging could point towards ways in which potatoes could do the same

  • Along with discount and online, IGD expects convenience to be one of the fastest growing channels over the next five years. But potatoes aren’t keeping up with the growth in this channel

  • Chilled potato products are in growth. Improved brand prominence and promotional activity could help maintain this momentum

  • An ageing population doesn’t necessarily equal good news for fresh potatoes, as consumption habits aren’t passed down through the generations

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. National Chip Week (February) and Potato Week (October) provide two focus points.
  • Resources: for smaller retailers AHDB Potatoes has a range of posters and promotional literature available which can be used to help promote.