Even though the French households’ purchases of potatoes remain consistent in the 2020-2021 marketing year, they are slightly less numerous (decrease of 0.9% in volume) than in 2019-2020, but still higher than the campaign preceding the health crisis (+ 7% vs. 2018-2019).

Based on seasonal products and back-to-school operations in several regions of France, the campaign started on the right path last year.

“In the fall, the French are again confined and cook and consume potatoes at home. Purchases increased by 12% from the beginning of October to the end of November, versus the same period in 2019. Note, however, that in March 2020, the growth rate was 33% (vs. March 2019),” was said in a recent Comite National Interprofessionnel de la Pomme de Terre (CNIPT) report, based on a Kantar panel.

The same CNIPT analysis shows that the festive season and the start of 2021 provoked enthusiasm among households for offers adapted to homely winter dishes.

“From March, purchases show a significant stall, which lasts until the end of spring. From mid-May, restaurants reopen and purchases decrease, in favor of restaurant and canteen meals. The arrival of seasonal products brings new life but does not reverse the situation,” the CNIPT experts added.

Recruitment of New Buyers

Customer size increased in the current marketing year (+1.5% vs. the five-year average), continuing the trend observed in previous campaigns.

“The fresh potato has thus gained 220,000 new customers and nearly 1.2 million new buyers over the past 5 years. The most significant change is observed in families with one child (+ 0.8 points vs. 2019-2020),” based on the CNIPT data.

The frequency of purchase remains stable, with an average of 11 acquisitions per buyer. The average basket in volume has, for its part, a logical decline, of 1.2% compared to the previous campaign, after the frenzy of purchases at the first confinement.

‘New Craze’ for Formats Between 1 kg and 2 kg

In supermarkets, 1 kg and 2 kg formats are experiencing a growth in purchases of 48% compared to 2019-2020 (and 85% compared to 2018-2019).

“Purchases on these formats have multiplied 2.5 times over the last five campaigns, with a market share which now represents 17.6% of volumes in supermarkets (+6 points in 2020-2021),” CNIPT data shows.

This trend confirms the evolution of the department’s offerings in line with consumer expectations and their needs for an offer adapted to several portions / to a type of cooking / to a recipe / to a time of consumption.

Bulk continues to stall, with a drop of 11% vs. 2019-2020 and 17% vs. 2018-2019.