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Market Intelligence

Retail Market

9 July 2018

The Retail Market

Latest data from Kantar Worldpanel, up to 17 June 2018:

  • Both volume and value of fresh potatoes were down, 1.7% and 5.9% respectively in the 12 weeks to 17 June 2018 compared to the previous year. June is a vital time for fresh new potato sales in Great Britain, volume sold in the 12 week period this year has been relatively static year on year, but a lower average price per kg has caused a comparative fall in value..
  • The value decline has been driven by drops in average price per kg for new and baking potatoes in the period this year.
  • Frozen potato products have seen strong growth in this quarter, with value increasing 6.9% compared to the equivalent period in the previous year. This has been driven by an increase in volume purchased as more households have bought into the category in the period and also because of a 2.6% increase in average price which has risen to £1.84 per kg..
  • A 3.7% increase in the number of households buying into the chilled potato category has contributed to year on year growth in volume sold, outweighing the impact of a reduction in volume purchased per trip.

*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 reports

  • Consumer Focus: Buying British

  • Horizon: International consumer buying behaviour

  • Older age groups enjoy more out-of-home eating occasions in 2017

  • Rising food prices a key shopper concern

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.