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Market Information

Retail Market

12 December 2014

The Retail Market

Total potato sales are worth £2.2bn at retail (excluding crisps and snacks), with the fresh sector accounting for £1.23bn. The retail market is dominated by the major multiples, with the top 5 accounting for over 77% of sales. Fresh potatoes account for 1.4% of sales from the multiples – and by volume are the largest category in fresh produce.

Latest market report - Potato Retail Report December 2014

  • Fresh potato volume sales continue to remain stable in the second half of 2014.
  • Sales of Medium Standard Plus varieties (Maris Piper, King Edward and Desiree) are in YOY growth (+15.1% in 52 w/e 9 Nov) in volume terms and now account for 20% of fresh volumes sold.
  • In the 12 w/e 9 Nov 2014, the multiple retailers have used fresh potatoes as a strategic promotional tool in the price war with Discounters.

This monthly report is produced on the retail sector, based on KANTAR World Panel data. This report is available free-of-charge to levy payers. Email  marketing@potato.ahdb.org.uk to be added to the circulation list. To view the latest Potato retail report please visit the retail section of the knowledge hub.

Potato Council activity

The primary focus of Potato Council 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: Potato Council provides bespoke insights into the potato shopper which can be used to drive value and grow volumes.
  • Promotions: Potato Councils campaigns provide a platform for retail activity, linking activity in store or the through promotions. National Chip Week (February) and Potato Week (October) provide two focus points. There is also TV activity in early summer which can present another key opportunity.
  • Resources: for smaller retailers Potato Council has a range of posters and promotional literature available which can be used to help promote.

Market Information

Bespoke research has been commissioned to better understand shopper behaviour, as well as working with industry experts. Please contact us if you have a specific question, the following information is currently available:

  • Research was undertaken in 2010 in the five major retailers to better understand how shoppers behave. The research includes:
    • The shopper decision tree
    • Time spent in store
    • Key differences in approaches for convenience versus larger store formats
  • February 2011 Retail Conference focused on optimising the fresh potato category. Copies of the presentations from the day are available free of charge to levy payers, please email: marketing@potato.ahdb.org.uk