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Market Information

Retail Market

21 May 2015

The Retail Market

Latest data from Kantar Worldpanel, for the 52-week and 12-weeks ending 26 Apr 2015:

  • Fresh potato volumes achieved positive year-on-year growth for the first time in five years (based on 52 w/e data), indicating continued stabilisation in the market. Lower average prices mean that the value of the market is still in decline, however part of this is linked to continued market re-alignment.
  • Fresh potato volumes posted good year-on-year growth over the key Christmas and Easter periods, contributing to the improved 52 w/e performance.
  • Savoury snacks continued to outperform crisps in the latest 12 weeks.
  • Grocery inflation, as measured by Kantar Worldpanel, stood at -2.1% in the 12 w/e 26 April 2015. This is linked to lower commodity prices and the ongoing supermarket price war.
Kantar 52 w/e potato retail sales
Kantar 12 w/e potato retail sales

*includes all products listed above but does not include potatoes used in other products such as ready meals

This information is based on latest data from Kantar Worldpanel, for the GB Retail Market. It is updated on a monthly basis.

Latest market report - Consumer Category Report May 2015

  • Fresh potato volumes continue to stabilise, although value remains under pressure from lower average prices.
  • Grocery inflation, as measured by Kantar Worldpanel, stood at –2.0% in the 12 weeks ending 29 March 2015.
  • Consumer confidence is up and trust in industry pricing is improving.
  • The discounters continue to post strong growth. In the latest 12-week period, Aldi overtook Waitrose to become the nation’s sixth largest retailer.
  • Discounter growth may influence fresh potato variety range and pricing across total retail.

The Consumer Category Report incorporates current market trends in retail, in-home consumption and foodservice. It is published on a quarterly basis and replaces the Retail, Consumer and Foodservice reports. The report is available download from the Knowledge Hub.

This report is available free-of-charge to levy payers. Email to be added to the circulation list.

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.
  • Resources: for smaller retailers Potato Council has a range of posters and promotional literature available which can be used to help promote.