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Market Intelligence

Retail Market

19 February 2019

The Retail Market

Latest data from Kantar Worldpanel, up to 27 January 2019:

  • In the 52 weeks to 27 January 2019, growth was stronger in frozen potatoes than fresh.  This was partly driven by an increase in the penetration of frozen potato products (+1.6% to 72.2% of households).
  • A fall in the average price of fresh potatoes meant spend fell by 3.4% over the 52 weeks to 27 January 2019. The average price was £0.76, down 4.0% on the previous year. Volumes sold increased by 0.6%.
  • Savoury snacks have seen strong growth in the last year with potato savoury snacks growing by 9.2% in volume and 12.1% in value.
  • In the 12 weeks to 27 January 2019 spend on total potatoes rose by 2.6% but volumes were fairly static at -0.1%. Stronger volume growth in frozen offset a small drop in the volume of fresh potatoes sold. This drop was down to shoppers buying a smaller volume per trip (now 2kg, down 3% on the same period last year.)


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.