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Fresh potato sales rise 3 points to 1.3m tonnes amid AHDB campaign success

19 December 2018

Shoppers bought three per cent more potatoes this year compared to 2015, new data shows.

The figures for the last 12 months are equally encouraging, as Kantar Worldpanel report that a total of 2.2 million tonnes were sold in the last 12 months. This is a result of:

  • Total 2018 potato sales: Up 1.8%
  • Fresh potato sales 2018: Up 1.4%
  • Frozen potato sales: Up 1.1%
  • Crisp sales: Up 3.1%

During the same period, AHDB has executed the Potatoes: More than a bit on the side marketing campaign. The three-year promotion was funded by the EU and run jointly with Bord Bia in Ireland

Dr Rob Clayton is Strategy Director at AHDB Potatoes, said: “These retail figures will be welcome news to farmers who have long been worried about falling sales” he said. “We hope they show that the work we have put into spreading all the good nutritional news about potatoes – like the fact that they are fat free, gluten free and low in sugar – is beginning to take hold.

“We have also invested in social media influencers, so that shoppers can see their peers cooking with potatoes in ways that fit their lifestyle. Health is important, but enjoyment is the main reason that we buy food. Potatoes are tasty, convenient and affordable so it’s no surprise we’ve had a good reaction to the campaign.”

Independent analysis of AHDB’s campaign, which has generated over five million web views at and nearly a 100 million reach on social media, shows that those who have seen it are more likely to see potatoes as a healthy, essential part of the diet, than previously.

“Through the tracking work that we carry out we have seen a shift in the way people view potatoes, with 82 per cent of consumers agreeing that ‘potatoes are healthy’, from a base of 68 per cent, three-quarters agreeing that they are an essential part of any diet, up from 60 per cent, and 72 per cent acknowledging the fact that potatoes are fat-free, up from 55 per cent” continued Dr Clayton.

“Versatility is still a key benefit for potatoes, with 92 per cent agreeing that they are a versatile product.”

Meanwhile, two major universities have completed research into the nutritional benefits of the potato in recent months and have underlined their value to our health.

A recent University of Surrey study reported that: ‘Potatoes are an important source of micronutrients, such as vitamin C, vitamin B6, potassium, folate, and iron and contribute a significant amount of fibre to the diet.’

This vitamin content and that the fact they keep you fuller for longer, means the may be more effective for weight control than other carbohydrates said the researchers.

This follows a study by the James Hutton Institute, from 2017 that drew similar positive conclusions on potato health benefits.

- Ends -

Notes to editors

AHDB is a statutory levy board, funded by farmers, growers and others in the supply chain. Our purpose is to inspire our farmers, growers and industry to succeed in a rapidly changing world. We equip the industry with easy to use, practical know-how which they can apply straight away to make better decisions and improve their performance. Established in 2008 and classified as a Non-Departmental Public Body, it supports the following industries: meat and livestock (cattle, sheep and pigs) in England; horticulture, milk and potatoes in Great Britain; and cereals and oilseeds in the UK. AHDB’s remit covers 72 per cent of total UK agricultural output. Further information on AHDB can be found at


For further information contact Jimmy Phillips Senior Marcomms Manager (AHDB Potatoes) on 024 7647 8933 or



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