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Market Intelligence

Retail Market

16 June 2016

The Retail Market

Latest data from Kantar Worldpanel, up to 22 May 2016

For the 12 weeks ending 22 May 16:

  • Spend on fresh potatoes fell by 3.5% year-on-year. This is due to lower average prices than this time last year; at 83p/kg they are 3p/kg cheaper than in 2015.

  • Although the average price is lower year-on-year, fresh retail prices have started on their seasonal increase, which peaks around July. Although there are a number of factors influencing retail prices, they are likely to be impacted by the recent uplift in WAPS prices.

  • The volumes of fresh potatoes sold over this period was up 0.7%. New potatoes drove this year-on-year growth, with an additional 14,800 tonnes sold.

  • The volume of frozen potato products sold increased by 0.9% year-on-year. Oven chips achieved the highest growth, with volumes up 6.5% (equating to 3,300 tonnes).

  • Chilled potato products remain in strong growth, with spend up 11%. The main growth is still coming from more shoppers purchasing these products, over the 12 weeks 30% of households bought a chilled potato product. Chilled mash potatoes are the most popular chilled potato product and had the largest year-on-year growth over this time period.

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 rebecca.hughes@ahdb.org.uk.

*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  potatoes.MI@ahdb.org.uk 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.