In 2018, the consumption of potato chips in Eastern Europe amounted to 376,000 tons, approximately equating the previous year. The total consumption volume increased at an average annual rate of +1.4% from 2007 to 2018; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being recorded over the period under review.

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The most prominent rate of growth was recorded in 2011 when consumption volume increased by 8% y-o-y. The volume of potato chips consumption peaked at 382,000 tons in 2013; however, from 2014 to 2018, consumption remained at a lower figure.

An expanding market

The revenue of the potato chips market in Eastern Europe amounted to USD971M in 2018, going up by 1.5% against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers’ margins, which will be included in the final consumer price). Overall, potato chips consumption, however, continues to indicate a relatively flat trend pattern. The pace of growth appeared the most rapid in 2011 with an increase of 16% y-o-y. The level of potato chips consumption peaked at USD1.2B in 2013; however, from 2014 to 2018, consumption stood at a somewhat lower figure.

Russia, Ukraine and Romania – the largest consumers

Russia (123,000 tons) remains the largest potato chips consuming country in Eastern Europe, comprising approx. 33% of total volume. Moreover, potato chips consumption in Russia exceeded the figures recorded by the second-largest consumer, Ukraine (61,000 tons), twofold. The third position in this ranking was occupied by Romania (59,000 tons), with a 16% share.

From 2007 to 2018, the average annual growth rate of volume in Russia totaled +4.0%. In the other countries, the average annual rates were as follows: Ukraine (+1.1% per year) and Romania (+0.6% per year).

Consumption, by Country, 2018 (% based on kg)

Source: IB AI Platform

In 2018, the amount of potato chips imported in Eastern Europe amounted to 100,000 tons, growing by 10% against the previous year. The total imports indicated resilient growth from 2007 to 2018: its volume increased at an average annual rate of +5.1% over the last eleven years. The volume of imports peaked in 2018 and are expected to retain its growth in the immediate term.

Imports, in Physical Terms, by Country, 2007–2018 (%, based on kg)

Source: IB AI Platform

You can read the rest of this article in your complimentary e-copy of the March-April Issue of Potato Processing International magazine, which you can access by clicking here.