The sweet potato market

1. Sweet potatoes
How big is the sweet potato market and how is it performing? What are consumers’
nutritional perceptions? How does this compare with standard potatoes?
Kim Malley, Senior Retail Insight Analyst, Jan 2019
AHDB Retail and Consumer Insight Snapshot

2. The current sweet potato market is only worth an equivalent of 5% of
the standard potato market, with a value of £94m in 2018
Sweet potatoes*
£94m
71,245 tonnes
Potatoes*
£2.0bn
1,859,472 tonnes
Source: Kantar Worldpanel L52 w/e 30 Dec 18
*Based on fresh, chilled and frozen (excludes crisps and snacks) For internal use only

3. Fresh sweet potatoes gained significant penetration during 2014-16
but have remained relatively static since. Penetration growth of
frozen has continued, due to consumers’ need for convenience
For internal use only
37%
44%
47% 47%
45%
3%
4%
8% 8%
8%
1%
4% 5%
8%
11%
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
50.00
52 w/e 04 Jan 15 52 w/e 03 Jan 16 52 w/e 01 Jan 17 52 w/e 31 Dec 17 52 w/e 30 Dec 18
Penetration %
Fresh sweet potato Chilled sweet potato products Frozen sweet potato products
Source: Kantar Worldpanel L52 w/e 30 Dec 18 versus previous 4 years

4. This has resulted in overall sweet potato volume sales slowing in the
last 12 months. While, at the same time, standard potatoes have
gained in volume
0
10000
20000
30000
40000
50000
60000
70000
80000
52 w/e 04 Jan 15 52 w/e 03 Jan 16 52 w/e 01 Jan 17 52 w/e 31 Dec 17 52 w/e 30 Dec 18
VOLUME kgs (000s)
Fresh Chilled Frozen
For internal use onlySource: Kantar Worldpanel L52 w/e 30 Dec 18
*Based on fresh, chilled and frozen (excludes crisps and snacks)
+40%
+26% +2%
-4%
+0.8% +0.4% +0.4% +0.6%

5. This may be because standard potatoes have an advantage over sweet in
versatility, ease and keeping you fuller for longer. Sweet potatoes are
perceived as a healthier option
Source: AHDB/YouGov Tracker
Base: All respondents in potato section (Aug-18: 1014)
YGq22_wave13: You will now see a number of statements. Please say which, if any, you associate with each type of product. * = New question for Wave 13
80%
77%
64%
64%
60%
51%
44%
42%
28%
26%
12%
Can be used in lots of different
dishes
Is a good source of
carbohydrate
Keeps you feeling full for a
longer time
Is easy to prepare
Should be eaten in moderation
Is a good source of fibre
Is low in sugar
Is a healthy option
Is fattening
Is good for stabilizing blood
sugar levels
Has no useful vitamins or
minerals
Nutrition perceptions relating to potatoes – August 2018
5
51%
60%
43%
47%
38%
52%
31%
62%
13%
30%
7%
Fresh potatoes Sweet potatoes
For internal use only

6. In these uncertain economic times, will the price premium of sweet
potatoes be limiting for them versus standard potatoes?
Source: Kantar Worldpanel L52 w/e 30 Dec 18
*Based on fresh, chilled and frozen (excludes crisps and snacks) For internal use only
Fresh
Chilled
Frozen
£1.12
£4.44
£3.59
£0.76
£3.76
£1.54
Average Price £/kg

7. Summary: Sweet potatoes
Sweet potato market
• Longer-term growth seen for sweet potatoes
but the market shows signs of slowing
• The sweet potato market remains small
versus the standard potato market
• Some consumers perceive sweet potatoes to
be healthier than standard potatoes but also
see them as less versatile, less easy to
prepare or lack the benefit of keeping you
fuller for longer
• The sweet potato market may be being
limited by a price premium versus standard
Innovation Opportunities
Opportunities for standard potatoes
• Continue to diversify ranges of chilled and
frozen as this is a growth area of the potato
market
• Play on the perceived benefits of standard
potatoes when cooking; versatility and ease
of preparation via inspiring recipes
• Further communicate the health benefits of
potatoes and use the ‘fullness’ benefit

8. ahdb.org.uk/retail-and-consumer-insight
If you would like more
information, please sign up
to the consumer insight
newsletter at the link
above.
While we would love you to use our work, please contact us first so we can secure the relevant permissions