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Market Information

Retail Market

27 June 2014

The Retail Market

Total potato sales are worth £2.3bn at retail (excluding crisps and snacks), with the fresh sector accounting for £1.4bn. 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 June 2014

  • Five-year average retail prices for fresh potatoes to 25 May 2014 show strong price inflation despite prices falling back over the last 10 months.
  • After recovering in 2013, sales of organic potatoes have declined and in the latest 12 weeks are one of the lowest volumes recorded since 2010.
  • Canned potatoes continue to show strong annual volume growth but in the latest 12-week period this has slowed compared to the previous 12-week period.
  • In the latest 12-week period, sales volume and value for the Crisp category have fallen back. Volume per buyer has dropped 2.9% compared to the same period last year with further declines in average price.
  • In the 52-week period to 25 May 2014, 25.8% of potatoes were sold on promotion, a significant increase compared to the same period in 2013 when it was 17.8%.

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 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: