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Market Information

Retail Market

6 March 2015

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 March 2015

  • Total grocery grew at 1.1% in the latest 12 weeks, as shoppers continued to take advantage of lower prices.
  • Fresh potato volumes were up 2.2% in the latest 12 weeks, almost entirely due to the big uplift in volumes at the end of 2014. Maincrop has been key to the recent year-on-year volume growth; in the 12 w/e 1 Feb 2015, maincrop volumes were up 11% year-on-year.
  • The Discounters now account for 9.5% of fresh potato sales (11.5% by volume). Maris Piper has been performing particularly well at Aldi.
  • Despite the total fresh potato category being down by 14% year-on-year by value, some brands are in double-digit sales growth. Brands have become more prominent in the fresh potato market and in the 52 w/e 1 Feb 2015, brands accounted for 10.3% of all pre-packed volumes.

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: