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Market Intelligence

Retail Market

16 October 2018

The Retail Market

Latest data from Kantar Worldpanel, up to 9 September 2018:

  • The value of fresh potatoes was down by 6.5% in the 12 weeks ending 9 September compared to the previous year. Meanwhile, volumes remained relatively unchanged (-0.2%) on the year.  The period captures July, which was part of the record hot and dry summer. Since the volume sold remained relatively unchanged, it suggests that the hotter than usual weather did not change fresh potato consumption for the time of year.

  • Meanwhile, both the value and volume of frozen potatoes gained in the quarter, with value increasing by 2.3% compared to the equivalent period the previous year. Sale volumes of frozen chips were up 0.7% but other frozen potato products showed strong growth during the period, increasing by 5.1% year-on-year. This has been driven by a number of factors. The average price per kg has increased by 8p, to £1.88 pence per kilo. Additionally, the share of households buying into frozen potato products increased to 45.3%.

  • Sales of chilled potatoes declined by nearly 12% on the year in the most recent quarter, while expenditure was down by 9.3%. However, looking at the year to date, chilled potato sales were up 0.4% in volume and 2.8% in value.

  • Potato snacks saw strong growth in the last quarter (volume +7.4%, value +11.0%). Growth came from an increase in average price (+3.3%) and an increase in volumes sold (+7.4%). Shoppers bought potato snacks more frequently compared to the last quarter, and a larger share of households 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 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

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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.