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Potatoes - UK - November 2009

  • The chilled potatoes sector is showing strong growth, now accounting for 2% of the market. Not only do consumers want potatoes that require minimal cooking, but they are also responding to the health/ freshness position of chilled potato products. Fresh potatoes still account for two-thirds of the market.
  • Suppliers are repositioning potatoes as a healthy and natural option. Four out of the ten top positioning claims are health-related.
  • Potato manufacturers have an opportunity to tap into trends such as nostalgia and indulgence. As the recession has progressed, British consumers have been turning to classic comfort foods, many of which use potatoes as a key ingredient, such as fish & chips, bangers & mash and shepherd’s pie.
  • Overall consumption of fresh and processed potatoes is declining. Consumers may be substituting potatoes for other vegetables as potatoes don’t count towards the government’s recommended “5-a-day” fruit and veg consumption: potatoes cannot be promoted in this way.
  • Branding and provenance could help to drive the market forward in the future as over a third of consumers buy named varieties of potato.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Abbreviations
        • Future Opportunities

          • Eat like a man
            • I’ll have a beer
              • Make a meal of it
                • The health issue
                  • (Nearly) cooking from scratch
                  • Market in Brief

                    • A British staple
                      • A chilly front
                        • Shedding the unhealthy image
                          • A bit of star quality
                            • Looking forward
                            • Internal Market Environment

                              • Key points
                                • A nation of budding masterchefs?
                                  • Figure 1: Trends in attitudes towards food and cooking, 2004-09
                                • An improving image
                                  • Figure 2: Trends in attitudes towards frozen foods and diet, 2004-09
                                • Cutting out carbs
                                    • Figure 3: Energy intake, by source, 2002/03-2007
                                  • Complex consumption trends
                                    • Figure 4: Trends in potato and competing products consumption, 2004/05-2007
                                  • Food inflation and supply
                                    • Figure 5: Monthly data on producer prices of potatoes for consumption, January 2004-May 2009
                                    • Figure 6: Monthly data on average potato* prices (Indexed Jan 2004=100) against indexed data for RPI food, January 2004-May 2009
                                  • The power of celebrity
                                    • As nature intended
                                      • Figure 7: Agreement with selected lifestyle statements on food and diet, 2004-09
                                  • Broader Market Environment

                                    • Key points
                                      • The population continues to age
                                        • Figure 8: Trends in the age structure of the UK population, by age, 2004-14
                                      • Counting the pennies
                                        • Figure 9: Trends in PDI and consumer expenditure, 2004-14
                                      • ABs boost fresh potatoes
                                        • Figure 10: Structure of the UK population, by socio-economic group, 2004-14
                                      • A weighty issue
                                        • Figure 11: Percentage of obese and overweight children and adults in UK, by age, 2003 and 2010
                                    • Competitive Context

                                      • Key points
                                        • Carbohydrates
                                          • Figure 12: Retail value sales of competing carbohydrates, 2005-09
                                          • Figure 13: Trends in usage of competitive carbohydrates, 2004-09
                                        • Other fresh vegetables
                                          • Figure 14: Retail sales of competing fresh vegetables, 2004-08
                                        • Frozen and canned vegetables
                                          • Figure 15: Retail value sales of frozen and canned vegetables, 2004-08
                                      • Strengths and Weaknesses

                                        • Strengths
                                          • Weaknesses
                                          • Who’s Innovating?

                                            • Key points
                                              • Frozen takes the top spot
                                                • Figure 16: New product activity in potato products, by sector, January 2008-September 2009
                                              • McCain marches on
                                                • Figure 17: New product activity in potato products, by manufacturer, January 2008-September 2009
                                              • A healthy future...
                                                • Figure 18: New product launches in potato products, by positioning claim, UK, January 2008-September 2009
                                              • Easy peasy...
                                                • Splurge or steal
                                                  • A green stance
                                                    • Doing a Nigella
                                                      • All shapes and sizes
                                                        • A taste of adventure
                                                          • Global trends to watch
                                                            • Possible future trends
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • One potato, two potato, three potato, four
                                                                  • Figure 19: UK retail value and volume sales of potatoes, at current and constant prices, 2004-14
                                                                • A fresh look
                                                                  • Figure 20: Value and volume market share in 2009 and growth in sales of potatoes, by sector, 2004-09
                                                                • The future
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Fresh potatoes
                                                                      • Figure 21: UK retail value and volume sales of fresh potatoes, 2004-14
                                                                      • Figure 22: UK retail value and volume sales of fresh potatoes, by sector, 2008
                                                                    • Frozen chips
                                                                      • Figure 23: UK retail value and volume sales of frozen chips, 2004-14
                                                                      • Figure 24: UK retail value sales of frozen chips, by type, 2008
                                                                    • Frozen potatoes
                                                                      • Figure 25: UK retail value and volume sales of frozen potatoes, 2004-14
                                                                    • Chilled prepared potatoes
                                                                      • Figure 26: UK retail value and volume sales of chilled prepared potatoes, 2004-14
                                                                    • Dehydrated potatoes
                                                                      • Figure 27: UK retail value and volume sales of dehydrated potatoes, 2004-14
                                                                    • Canned potatoes
                                                                      • Figure 28: UK retail value and volume sales of canned potatoes, 2004-14
                                                                  • Market Share

                                                                    • Key points
                                                                      • McCain’s fries take it home
                                                                        • Figure 29: Brand shares in sales of frozen potatoes and chips, 2007-09
                                                                      • Fresh potatoes
                                                                        • Dehydrated potato
                                                                        • Companies and Products

                                                                          • Fresh and chilled potato suppliers
                                                                            • Albert Bartlett and Sons Ltd
                                                                              • Branston Limited
                                                                                • Greenvale AP
                                                                                  • Q V Foods Limited
                                                                                    • Other fresh and chilled suppliers
                                                                                      • Frozen potato suppliers
                                                                                        • McCain Foods (GB) Limited
                                                                                          • Heinz Frozen and Chilled Foods Limited
                                                                                            • Other frozen potato suppliers
                                                                                              • Dehydrated potato suppliers
                                                                                                • Premier Foods
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • A one-horse race
                                                                                                      • Figure 30: Main monitored media advertising expenditure on potatoes, 2005-09
                                                                                                    • TV gets the top slot
                                                                                                      • Figure 31: Main monitored media advertising expenditure on potatoes, by media type, 2006-09
                                                                                                    • Magnificent McCain
                                                                                                      • Figure 32: Main monitored media advertising expenditure on potatoes by company, 2006-09
                                                                                                    • Health and versatility
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Multiples multiply
                                                                                                          • Figure 33: UK retail value sales of potatoes, by outlet type, 2006-09
                                                                                                        • Supporting the locals
                                                                                                          • In-store fixtures in need of help
                                                                                                          • The Consumer – Frequency of Eating Potatoes

                                                                                                            • Key points
                                                                                                              • The staple starts to slide
                                                                                                                • Figure 34: Trends in consumption of frozen chips and potato products in the last 12 months, 2004-09
                                                                                                              • Young family appeal
                                                                                                                • Affluent women adopt a light touch
                                                                                                                  • Older men avoid
                                                                                                                  • The Consumer – Cooking Habits

                                                                                                                    • Key points
                                                                                                                      • Cooking up a storm
                                                                                                                          • Figure 35: Change in cooking habits in the last year, August 2009
                                                                                                                        • Tempting the taste buds
                                                                                                                            • Figure 36: Statements on cooking style, August 2009
                                                                                                                          • Adventurous cooks
                                                                                                                            • Traditionalists
                                                                                                                              • You are what you eat
                                                                                                                                • Time waits for no-one
                                                                                                                                • The Consumer – Attitudes and Motivations

                                                                                                                                  • Key points
                                                                                                                                    • What potatoes do you “dig”?
                                                                                                                                        • Figure 37: Types of potatoes bought, August 2009
                                                                                                                                      • Family favourites
                                                                                                                                        • Kid-free indulgence
                                                                                                                                          • A fresh perspective
                                                                                                                                            • Figure 38: Repertoire of types of fresh potatoes bought, August 2009
                                                                                                                                          • 1 type
                                                                                                                                            • Five or more types
                                                                                                                                              • Preferring processed
                                                                                                                                                • Figure 39: Repertoire of types of processed potatoes bought, August 2009
                                                                                                                                              • One type
                                                                                                                                                • Three or more types
                                                                                                                                                  • Fresh is best
                                                                                                                                                      • Figure 40: Potato consumption compared to last year, by type of potato, August 2009
                                                                                                                                                    • Everyday value for older shoppers
                                                                                                                                                        • Figure 41: Words or pharases associated with fresh potatoes, August 2009
                                                                                                                                                      • Younger consumers are bored by potatoes
                                                                                                                                                        • Craving convenience
                                                                                                                                                            • Figure 42: Agreement with statements on frozen potato products, August 2009
                                                                                                                                                          • The price is right...
                                                                                                                                                            • Healthy eating fever
                                                                                                                                                              • The taste test
                                                                                                                                                              • The Consumer – Further Analysis

                                                                                                                                                                • Key points
                                                                                                                                                                  • Targeting consumers
                                                                                                                                                                    • Figure 43: Target groups for potatoes, based on attitudes, August 2009
                                                                                                                                                                  • Frozen Fans
                                                                                                                                                                    • Health Motivated
                                                                                                                                                                      • Occasional indulgers
                                                                                                                                                                      • Appendix – Competitive Context

                                                                                                                                                                          • Figure 44: Trends in usage of competitive products, 2004-09
                                                                                                                                                                      • Appendix – The Consumer – Frequency of Eating Potatoes

                                                                                                                                                                          • Figure 45: Consumption of frozen chips and potato products in the last 12 months, by demographics, 2009
                                                                                                                                                                      • Appendix – The Consumer – Cooking Habits

                                                                                                                                                                          • Figure 46: Change in cooking habits in the last year, by demographics, August 2009
                                                                                                                                                                          • Figure 47: Most popular statements on cooking style, by demographics, August 2009
                                                                                                                                                                          • Figure 48: Next most popular statements on cooking style, by demographics, August 2009 (continued)
                                                                                                                                                                      • Appendix – The Consumer – Attitudes and Motivations

                                                                                                                                                                          • Figure 49: Next most popular types of potatoes bought, by demographics, August 2009 (continued)
                                                                                                                                                                          • Figure 50: Other types of potatoes bought, by demographics, August 2009 (continued)
                                                                                                                                                                          • Figure 51: Repertoire of types of fresh potatoes bought, by demographics, August 2009
                                                                                                                                                                          • Figure 52: Types of potatoes bought by repertoire of types of fresh potatoes bought, August 2009
                                                                                                                                                                          • Figure 53: Repertoire of types of processed potatoes bought, by demographics, August 2009
                                                                                                                                                                          • Figure 54: Types of potatoes bought by repertoire of types of processed potatoes bought, August 2009
                                                                                                                                                                          • Figure 55: Most popular potatoes consumption compared to last year, by demographics, August 2009
                                                                                                                                                                          • Figure 56: Next most popular potatoes consumption compared to last year, by demographics, August 2009 (continued)
                                                                                                                                                                          • Figure 57: Other potatoes consumption compared to last year, by demographics, August 2009 (continued)
                                                                                                                                                                          • Figure 58: Least popular potatoes consumption compared to last year, by demographics, August 2009
                                                                                                                                                                          • Figure 59: Potatoes consumption compared to last year – eat any, by demographics, August 2009
                                                                                                                                                                          • Figure 60: Words or phrases associated with potatoes, August 2009
                                                                                                                                                                          • Figure 61: Words or phrases associated with potatoes, August 2009 (continued)
                                                                                                                                                                          • Figure 62: Agreement with statements on frozen potato products, by demographics, August 2009
                                                                                                                                                                          • Figure 63: Agreement with statements on frozen potato products, by demographics, August 2009 (continued)
                                                                                                                                                                          • Figure 64: Agreement with statements on frozen potato products, by demographics, August 2009 (continued)
                                                                                                                                                                      • The Consumer – Further Analysis

                                                                                                                                                                          • Figure 65: Statements on frozen potato products, by target groups, August 2009
                                                                                                                                                                          • Figure 66: Target groups, by demographics, August 2009
                                                                                                                                                                          • Figure 67: Statements on health and healthy lifestyes, by target groups, August 2009
                                                                                                                                                                          • Figure 68: Statements on eating habits, by target groups, August 2009
                                                                                                                                                                          • Figure 69: Change in cooking habits in the last year, by target groups, August 2009
                                                                                                                                                                          • Figure 70: Statements on cooking style, by target groups, August 2009

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                      • Asda Group Ltd
                                                                                                                                                                      • Aunt Bessie's
                                                                                                                                                                      • Bakkavor Group
                                                                                                                                                                      • Birds Eye Foods
                                                                                                                                                                      • British Bakeries Ltd
                                                                                                                                                                      • British Market Research Bureau (BMRB)
                                                                                                                                                                      • British Potato Council
                                                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                      • Burger King UK Ltd
                                                                                                                                                                      • Carbon Trust
                                                                                                                                                                      • Carlsberg UK Ltd
                                                                                                                                                                      • Co-operative Group
                                                                                                                                                                      • Department for Environment, Food & Rural Affairs
                                                                                                                                                                      • Department of Health
                                                                                                                                                                      • Food Standards Agency
                                                                                                                                                                      • Harry Ramsden's
                                                                                                                                                                      • Heineken N.V.
                                                                                                                                                                      • Hitchen Foods Ltd
                                                                                                                                                                      • HJ Heinz Company UK
                                                                                                                                                                      • Iceland Foods Ltd
                                                                                                                                                                      • J. Sainsbury
                                                                                                                                                                      • Lidl (UK)
                                                                                                                                                                      • Manor Fresh Ltd
                                                                                                                                                                      • Marks & Spencer
                                                                                                                                                                      • McCain Foods Limited
                                                                                                                                                                      • Office for National Statistics
                                                                                                                                                                      • Somerfield
                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                      • Tryton Foods
                                                                                                                                                                      • Virgin Media Ltd
                                                                                                                                                                      • Waitrose
                                                                                                                                                                      • Weight Watchers Ltd. (UK)
                                                                                                                                                                      • Wm Morrison Supermarkets

                                                                                                                                                                      Potatoes - UK - November 2009

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