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Market Intelligence

Retail Market

28 March 2018

The Retail Market

Latest data from Kantar Worldpanel, up to 25 Feb 2018:

  • Total volumes of fresh potato sales were up 2.4% year-on-year in the 12 weeks to 25 Feb 18. However, sales by value were down 5.1% with an average price drop of 7.3% to 0.70 £/kg. Volumes of loose fresh potatoes were down 8.1% whilst pre-pack gained 3.3%, increasing their market share further.
  • The share of fresh potatoes sold on promotion by volume has increased from 24.4% in the 12 weeks to 26 Feb 17 to 37.9% in the 12 weeks to 25 Feb 18.
  • Savoury snacks were up 10.8% by value and 8.1% by volume in the 12 weeks to 25 Feb 18 compared to the same period the previous year. This was driven by 6% increase in purchase frequency with shoppers making an average of 6.4 purchases in the 12 week period. The proportion of households buying into the category and average price per volume were also up by 2.2 and 2.5% respectively.
  • Reconstituted and convenience potato products are a small part of the market but were up 20.9% in sales by value in the 12 weeks to 25 Feb 18 compared to the same period the previous year. This was driven by a 17.3% increase in average price per volume and a 6.3% increase in the proportion of households which bought into the category.

*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 2017

  • Consumer Focus: Young Consumers

  • Eating out worth £54.4 billion annually

  • What is food-to-go and why is the UK market growing?

  • Retail Landscape

  • Consumer trends and their impact on potatoes

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

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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.