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Market Intelligence

Retail Market

13 October 2016

The Retail Market

Latest data from Kantar Worldpanel, up to 11 Sep 2016

  • Overall fresh potato volumes were down 1.3% in the 12 w/e 11 Sep 16. This decline is due to the performance of maincrop in this latest quarter, which has experienced an 8.1% decline in volumes. Baking and new were in good growth, however, with the amount bought up 11.7% and 4.6% respectively.

  • Maincrop has lost volume with consumers across all lifestages, and is likely to have been affected by fewer promotions taking place this year. On the other hand, there have been more price promotions (in the form of temporary price reductions) on baking potatoes which may have buoyed the performance of this segment.

  • The hard discounters, which now have a 17.1% share of the fresh potato category, remain in good growth, with combined volume increases of 11.6% in the past 12 weeks.

  • Almost all processed potato product categories were in growth this quarter. Crisps and savoury snacks had differing performances. The reduction in trip volume impacted crisps, while savoury snacks had a 5% rise in purchase frequency, which made the largest contribution to an overall volume increase of 7.1% this quarter. 

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 Insights - September 2016

  • Consumers seek meal inspiration in the backdrop of busy lives

  • Organic food sales close to pre-recession levels

  • Free-from moves mainstream

  • Economic update – Uncertainty is the new certainty

  • New food traditions for the changing British population 

  • Aldi’s Success in Fresh Potatoes

  • Targeting potatoes to younger consumers for long-term growth 

The 'Consumer Insights' newsletter is a quarterly round-up of the updates and analysis from the Consumer Insight team. Previous newsletters can be found on the AHDB website

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.