You are here

Market Intelligence

Retail Market

12 December 2018

The Retail Market

Latest data from Kantar Worldpanel, up to 4 November 2018:

  • The total volume of fresh potatoes sold in the year to 04 Nov was up 1.4% on the year before. However, spend was down by 4.4%, driven by a fall in the average price of potatoes to 76p/kg. Loose potatoes continued to lose their share of the market, with the volume sold falling by 8.1%. Pre-packed potatoes now make up 92% of fresh potato sales and are in volume growth of +2.3%.


  • The share of fresh potatoes sold on promotion in the 52 weeks to 04 Nov rose to 28.9% with the majority sold on Total Price Reduction offers. The discounters continued to increase their share, up from 16.8% of volume last year, to 17.4% this year.


  • Frozen potatoes have continued to increase sales in both value and volume. Frozen chips (70% of frozen potato volumes) grew by 2.1% in spend, adding £9.5 million in value compared to the year previous.


  • Crisps grew in both value and volume in the 52 weeks to 04 Nov. This was driven by a higher average price, an increase in the share of households buying crisps (up to 93.2%) and an increased frequency of purchase (+2.8%). Total spend was £957 million, up by £34.6 million compared to last year.

*Savoury snacks includes non-potato-based snacks which cannot currently be split out.

**Total potato includes Savoury snacks but does not include potatoes used in other products not listed here, 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

This newsletter 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.