British shoppers are trading up towards more convenience-led formats. Belgium’s fresh and processed potato exporters are positioning themselves to meet that shift. A constant focus on quality, a wide range of ready formats, and innovative market-specific products are some of their key strengths.
British shoppers are ready to pay more — but only when a product deserves it. According to Tastewise’s UK consumer panel, demand for genuine quality rose 44.9% over the past year. Provenance, craft and story now count more than price alone. Private label ranges are capitalising on that same trend, with supermarkets rolling out more premium, convenience-sized formats for easy meal solutions that don’t compromise quality.
An opportunity for Belgian exporters
For Belgian exporters, this dual pull toward premiumisation and convenience is a clear opportunity — and British growers cannot meet it alone. The UK produced 5.5 million tonnes of potatoes in 2025, but that covers only around 71% of demand. The rest relies on imports.
Belgium is stepping in to close that gap. In 2025, Belgium exported 485,294 tonnes of processed potatoes to the UK, based on figures obtained from Eurostat. Belgium now supplies over half of all the UK’s imported processed potatoes — a partnership worth €707 million in 2025 alone.
“British professional buyers recognise Belgium for its broad and thorough expertise in frozen potatoes. The proximity is an additional added value, as well as the complete assortment the Belgian industry can provide,” said Raf Sels, Commercial Manager at Pomuni.
Less cooking. More convenience. New formats
“British consumers want to spend less time in the kitchen, and shoppers with bigger budgets will try new concepts faster than those on tighter budgets. Here is where the importance of premiumisation comes in – it helps brands make that first step.” William De Vliegher, Business Development Manager at Warnez explained.
That expertise is showing in new products built for UK shelves. Pomuni, for example, has recently launched breakfast hash browns, mini waffles and hash brown bites for UK retail. “They resonate well with consumer demands. They’re a bit more premium and, above all, very convenient — as these are airfryer-friendly products,” Raf Sels, Commercial Manager at Pomuni, added. “The market for speciality potato products keeps growing, driven by convenience and a trend toward differentiation and innovation,” he said.
Fresh potatoes: specialty over commodity
For fresh potatoes, Belgian suppliers see UK buyers looking for two things: specialty varieties not grown locally, and genuine novelty in packaging and use.
Looking ahead, Belgian exporters expect fresh potatoes to keep ceding ground to convenience formats. That’s pushing the sector to explore new models to stay close to UK shoppers. “We expect the market to keep inclining in favour of convenience products. In the long run, it remains to be seen how fresh potatoes stay relevant on retail shelves,” William De Vliegher, Business Development Manager at Warnez said.
This is already reflected in consumer consumption trends: Full dinners are gradually giving way to tapas-style eating. Smaller, snack-style potato formats are one response. Cooperating with foodbox providers on local distribution is another.
Processed potatoes: room to grow
For processed potatoes, the direction is clear. UK buyers want products that combine reliable supply with a point of difference on the shelf — through premium positioning, airfryer-friendly convenience, or private label ranges that let retailers own the innovation. Private label frozen formats are expanding. Premium cues are shaping more purchase decisions. And UK demand still outstrips what British growers can supply.
Beyond frozen products, Belgian suppliers are also developing a growing range of fresh processed formats, including fresh fries, mashed potato and purée, as well as sliced and diced products. These ready-to-use formats offer further opportunities to combine convenience with quality and added value.
Belgian processors expect demand for speciality, convenience and fresh processed potato products to continue developing in the UK. Product innovation, private label expertise and a broad range of processed potato products will therefore remain central to their approach to the UK market.
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