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Market Intelligence

Retail Market

21 August 2015

The Retail Market

Latest data from Kantar Worldpanel, for the 52-weeks and 12-weeks ending 19 July 15:

  • Fresh volumes were up 0.2% year-on-year in the latest 12-week period.

  • Prepacked maincrop potatoes (which make up 52% of fresh volume) made strong gains in the 12-weeks to 19 July 15. Shoppers have been buying these packs more frequently and this has resulted in a 6.8% increase in volumes. This supported overall 1.1% growth in prepacked volumes, despite there being volume declines for prepacked bags of baking and new.

  • Frozen chip volumes have been in growth thanks to increased purchase frequency. In the 12 w/e 19 July, this growth was further supported by an increase in household penetration. Other frozen potato products have struggled to match the recent movement in chips. Much of the losses in these products has come from reduced trip volumes, with a 2.9% decline in price contributing to further downward movement in value.

  • Both crisps and savoury snacks have had steady volume growth in the latest 12 weeks. Their performance in value terms has diverged, as the average savoury snack price has remained static year-on-year, while crisp prices are down 2.1%.

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.