UK demand for processed potatoes outpaces fresh, creating opportunities for Belgium’s convenience formats, premiumisation and private label
Belgium is strengthening its position in the UK potato market as demand for processed and convenience products outpaces that fresh.
Europe’s leading potato exporter, Belgium supplies over half of all the UK’s imported processed potatoes, a partnership worth €707mn in 2025 alone.
The UK produced 5.5mn tonnes of potatoes in 2025, meeting 71 per cent of domestic demand and the remainder covered by imports.
According to Flanders’ Agricultural Marketing Board (VLAM), demand is shifting towards processed products, prompting suppliers to expand their ranges.
Growth opportunities include snackable formats, premium frozen lines, airfryer-friendly convenience and private label offerings.
Family-owned potato processing and supply company Pomuni has recently launched breakfast hash browns, mini waffles and hash brown bites for UK retailers.
“They resonate well with consumer demands,” said Raf Sels, commercial manager at Pomuni. ”They’re a bit more premium and, above all, very convenient – as these are airfryer-friendly products.”
“The market for specialty potato products keeps growing, driven by convenience and a trend toward differentiation and innovation,” he added.
Belgium’s close proximity to the UK, alongside its expertise and range of frozen potato products also appeals to British buyers, Sels added.
The future of fresh
In the long-term, Belgian exporters expect fresh potatoes to continue ceding ground to processed formats.
“We expect the market to keep inclining in favour of convenience products,” said William De Vliegher, business development manager at family-owned potato company Warnez. “In the long run, it remains to be seen how fresh potatoes stay relevant on retail shelves.”
However, convenience is not limited to frozen products. Belgian suppliers are also developing a growing range of ready-to-use formats to combine convenience with quality, such as fresh fries, mashed potato and purée, as well as sliced and diced products.
Suppliers are also targeting demand for speciality varieties not grown locally in the UK, as well as novelty in packaging and applications.
According to VLAM, product innovation, private-label expertise and a broad portfolio of processed potato products will remain central to Belgian processors’ strategy to the UK market.
