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Market Intelligence

Retail Market

18 March 2016

The Retail Market

Latest data from Kantar Worldpanel, up to 27 March 2016:

  • Fresh potato volumes were up 3.8% in the latest 12 weeks, increased frequency of purchase was the main driver of this growth. Consumers bought less volume per trip, but made their potato purchases more often.

  • More households bought Maris Piper and King Edward in the latest 12 weeks (26% and 15% respectively), however Reds and Economy lines fell out of favour.

  • The majority of the growth came from the discounters (Aldi and Lidl). Here, a significant increase (+ five percentage points) in household penetration also boosted growth. Although non-promotional sales have been the main driver of growth, there has been an increase in the amount of potatoes sold on temporary price reduction (TPR) promotions at this retailer group. Weekly offers on fruit and vegetables are likely to have influenced this, with advertising spend behind these deals. 

  • Spend on frozen chips was boosted by a 3.7% increase in average price. Volumes increased slightly (+0.7%), primarily due to an increase in the proportion of households buying frozen chips (up one percentage point to 63%).

  • For chilled potato products, there was an increase for all key measures, including a continued rise in household penetration. Over the past year, this category has grown by £20.6m.

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.