Tap into convenience growth, potato suppliers told

Grocery sales through convenience stores are set to grow by 25 per cent over the next five years, according to the Potato Council, which has urged potato suppliers to tailor products to shoppers' behaviour in these outlets.

Convenience stores' share of the grocery market grew by 4.6 per cent last year, in what was generally regarded as a poor year for the high street, and now account for just over one-fifth of all grocery sales.

They are typically used to top up the weekly shop and are particularly popular with 25-44-year-olds, who are more likely to buy new or baking potatoes as well as smaller pack sizes. Size and use rank higher than price in determining shoppers' potato buying decisions, the council's briefing found.

Because a third of shoppers only decide to buy potatoes once in the store, "they need to be inspired and prompted to choose potatoes over other carbohydrate alternatives", it urges.

This is the council's third market intelligence briefing produced for the industry. Head of marketing and corporate affairs

Caroline Evans said:

"We collate a huge amount of data on consumer trends and these reports condense relevant information into easy-to-digest documents."

To download the briefing, see bit.ly/GUxvd6.


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