The sweet potato market in the UK was worth £110 million in 2019, accounting for 5.5% of the total potato market. While sweet potato penetration has declined slightly over the past three years, standard potatoes are generally perceived as more versatile and easier to prepare. However, sweet potatoes have been innovated in products like vegan food coloring and ready meals to make them more convenient options for consumers.

1. Sweet potatoes
An overview of the sweet potato market and how it compares to standard potatoes.
Thomma Shepherd, Trainee Analyst, Feb 2020
AHDB Retail and Consumer Insight Snapshot

2. The sweet potato market is worth an equivalent of 5.5%
of the standard potato market, with a value of £110m in
2019
Sweet potatoes*
£110m
71,254 tonnes
Potatoes*
£2.0bn
1,833,490 tonnes
Source: Kantar Worldpanel L52 w/e 29 Dec 19
*Based on fresh, chilled and frozen (excludes crisps and snacks) For internal use only

3. Penetration of fresh sweet potatoes have been in
decline over the past three years
For internal use onlySource: Kantar Worldpanel L52 w/e 29 Dec 19 versus previous 4 years
44%
47% 46%
45%
42%
8% 9% 9% 9%
5%
16%
19% 19%
16%
0
5
10
15
20
25
30
35
40
45
50
52 w/e 03 Jan 16 52 w/e 01 Jan 17 52 w/e 31 Dec 17 52 w/e 30 Dec 18 52 w/e 29 Dec 19
Penetration %
Fresh sweet potato Chilled sweet potato products Frozen sweet potato products

4. This has resulted in overall sweet potato volumes
slowing in the last 24 months
For internal use onlySource: Kantar Worldpanel L52 w/e 29 Dec 19
*Based on fresh, chilled and frozen (excludes crisps and snacks)
-15
-10
-5
0
5
10
15
20
25
30
35
40
52 w/e 01 Jan 17 52 w/e 31 Dec 17 52 w/e 30 Dec 18 52 w/e 29 Dec 19
Sweet potatoes Standard potatoes

5. Standard potatoes are perceived to be more versatile, easier to
prepare and to keep you fuller for longer
Source: AHDB/YouGov Tracker
Base: All respondents in potato section (Aug-19: 1038)
YGq22_wave13: You will now see a number of statements. Please say which, if any, you associate with each type of product
Nutrition perceptions relating to potatoes – August 2019
5
Fresh potatoes Sweet potatoes
For internal use only
82%
81%
65%
63%
58%
56%
44%
42%
30%
24%
14%
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 a healthy option
Is low in sugar
Is fattening
Is good for stabilizing blood
sugar levels
Has no useful vitamins or
minerals
50%
62%
42%
45%
41%
54%
62%
27%
15%
31%
9%

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 29 Dec 19
*Based on fresh, chilled and frozen (excludes crisps and snacks) For internal use only
Fresh
Chilled
Frozen
£1.13
£4.85
£3.85
£0.77
£3.62
£1.57
Average Price £/kg

7. Sweet potatoes have however been innovating well
7
Sweet potatoes
have been used
to develop vegan
and synthetic free
red food colouring
There has been a rise
in the variety of sweet
potato-based ready
meals, a convenient
and attractive option
for the consumer
14% of
new sweet potato
launches from 2015 –
2018 were baby food
products
SOURCE: Innova Market Insights, Global Food Companies are Increasingly
Sweet on Sweet Potatoes, US May 2019

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