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Market Intelligence

Retail Market

22 August 2019

The Retail Market

Latest data from Kantar Worldpanel, up to 14 July 2019:

  • The total volume of fresh potatoes sold stayed relatively stable on the year (+0.1%) for the 52 weeks to 14 July 2019. Retired households, the segment with the largest share of potato purchases, bought 3.6% less than last year. This, coupled with falls in volumes purchased by other older households, outweighed a 14.4% rise in purchases by pre-family households.
  • In the last 52 week period, frozen potato sales rose by 2.0% on the year, with volume and value growth for both frozen chips and frozen potato products.
  • Chilled potato volumes continued to fall, down 4.4% in the 12 weeks to 14 July 2019. This is driven by a fall in the share of households buying chilled potatoes, down 2.6 percentage points to 29.8%.
  • Snacks have seen mixed movement over the last 52 week period. Crisps were the only snack category to decline in volume (-5.4%) and value, driven by a fall in volume purchased per trip. Frequency of crisps purchasing has also fallen. Potato savoury snacks however, grew by 8.0% in volume.


N/C - No change

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

Visit the AHDB website to read more of our analysis and insights. Recent reports have included:

  • Organic grows, defying low consumer confidence

  • Love your leftovers

  • Consumer Focus: The evolving needs of the 55 and overs

  • Consumight Insights: The meat shopper journey

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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.