Consumers, Fresh/ Table, Retail, Studies/Reports, Trends

Nielsen research confirms that microwaveable category is strong and leading US brand is outpacing competition

A recent study on the microwaveable/steamable fresh potato segment conducted by Nielsen FreshFacts® highlights the continuing positive performance of this segment led by Side Delights® Steamables™ – which accounts for more than half of all dollar sales in the category. Potatoes still lead as the #1 ranked vegetable based on volume sales, and the microwavable/steamable potato segment growth trend continues – up 12.6% in volume sales and up 28.4% in dollar sales versus last year. Side Delights® Steamables dominate with 62% of the dollar share and 63% of the volume share in the segment despite a comparatively smaller product grouping than the competition (6 items for Side Delights® Steamables versus 25 items for the competition). Additionally, Side Delights® Steamables’ dollar velocity outpaced the competition, selling faster than any of the other brands. The top two selling Side Delights® Steamables items (in dollar and volume) are the Red and Golden potatoes, which increased their distribution 18.2% and 15.8% respectively vs YAGO. Side Delights® Steamables are available exclusively through the Fresh Solutions Network.

Bringing good news to retailers and shoppers, this month Side Delights® is launching Side Delights® Steamables Duo Potatoes containing a colorful mix of Red & Yellow potatoes that are triple-washed and cook in their bag in 8 minutes.

“Colorful potatoes scream “healthy” and Side Delights® Steamables provide that extra “pop of color“ to a dinner plates in 8 minutes or less,” commented Kathleen Triou, President and CEO of Fresh Solutions Network. “We are researching and listening to what our customer wants, and continue to provide variety and excitement to our popular product line, helping our retailers’ bottom line.”

*Nielsen FreshFacts® 52 weeks ending 04/29/17

Source: Fresh Solutions Network

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