The global market for frozen potato products such as fries, chips, and wedges continues to expand, driven by the ongoing popularity of convenience foods in both retail and foodservice channels.
According to Global Market Insights (GMI), global sales were worth USD65.4bn in 2024, a figure projected to increase by an annual average of nearly 6% in the period leading up to 2034, reaching USD112bn. By Jonathan Thomas
Fries and chips account for up to a third of global market value. Aside from the convenient nature of these foods, market growth is also likely to be driven by the introduction of healthier products (e.g. low-fat and clean label solutions) and those capable of being cooked in air fryers.
For households, frozen potato products represent a convenient meal option, either as a side dish or, increasingly, a hot-eating snack or buffet component. In the foodservice sector, frozen potato products are relatively easy to store and economical to base menus around. Future demand should also benefit from the anticipated expansion of the quick service restaurants (QSRs) sector throughout the world – for example, McDonalds aims to reach 50,000 outlets by the end of 2027, which will involve the opening of 10,000 new restaurants.
Retail Trends
McCain remains leader of the global market for frozen potato products, supplying a wide range of options. One of its most notable recent introductions was the launch of the Vibes range in the UK at the start of 2025. Described as a hybrid between a chip and a crisp, the Vibes brand was targeted at snacking and teatime occasions and represents an example of the way frozen potato products are now being aimed at new audiences. The range was launched in Salt & Vinegar, Firecracker Chilli and Mango Chutney flavours, thereby offering a bold taste.
The Vibes range is also marketed as being suitable for cooking in air fryers, which is another recent trend within the category. McCain’s UK range had already included Air Fryer branded products (examples of which include French Fries, Hash Brown Bites and Crispy Dippers), launched during 2024. The Air Fryer range is also available in the Australian market, while McCain’s US business supplies Quick Cook branded products, which are also suitable for cooking in air fryers. It is estimated that 38% of all European households now own an air fryer, rising to 66% of UK adults. According to the Good Food Nation study, air fryers are the third most popular appliance in UK kitchens, trailing only toasters and microwave ovens.
Manufacturers continue to experiment with new flavours, introducing chips and fries incorporating influences from cuisines such as American and Asian. McCain’s UK range, for example, includes Season & Bake Fries, which are sold in varieties such as Chicken Salt and Smokeshack BBQ. Another driver of new product activity is the rising demand for products with a more rustic and/or artisanal appearance and taste, of which skin-on varieties represent a leading example. Aside from their visual appeal, skin-on products offer an enhanced flavour and texture, as well as carrying health and nutritional benefits, given that potato skins are rich in fibre, potassium, vitamin C and various antioxidants.
Foodservice Trends
The foodservice industry remains a major consumer of frozen potato products. QSRs such as McDonalds and Burger King account for a sizeable percentage of global sales, while demand is also high from full-service restaurants (FSRs) and pub chains. Aside from the QSR sector, dishes such as fish and chips remain a popular option in FSRs and pubs, especially in European markets such as the UK and Ireland.
Although fish and chips arguably remains Britain’s number one dish, the category appears to be struggling at present, for reasons such as the imposition of fishing quotas and poor potato harvests, which have both adversely impacted upon the supply of ingredients. According to data from leading trade body Seafish, the number of fish and chip meals served out of home in Great Britain during the year ending September 2024 fell by 21% to 36.6 million servings. During this time, fish and chip shops accounted for 56% of all fish and chip servings outside the home in Great Britain, ahead of pubs (23%), FSRs (8%) and QSRs (7%).
The popularity of fish and chips amongst British consumers remains heavily skewed towards the older age groups, with the over 50s accounting for 77% of all servings. Dinners on Fridays and Saturdays are the most popular time for fish and chips, accounting for a combined 43% of all servings, rising to 46% for fish and chip shop purchases. Although consumption remains heavily skewed towards certain demographic groups and eating occasions, there is believed to be further potential for growth for fish and seafood (and therefore frozen potato products) in the eating out market, since this appears to be a meal option relatively few consumers regularly cook at home.
One of the main drivers of demand within the foodservice industry is the continued expansion of the European market for online food deliveries. According to Grand View Research, sales were valued at USD73.8bn in 2024, with Europe accounting for almost a fifth of the global market. In the years leading up to 2030, annual growth is expected to average almost 8%, with sales forecast to reach USD111.6bn. Much of this growth is being driven by increased penetration of the internet and devices such as smartphones amongst the European population, as well as the emergence of apps, user-friendly platforms and the deployment of AI-enabled technologies capable of creating customised and/or personalised menus. Another feature of the market has been the development of cloud or ghost kitchens (sometimes called ‘virtual restaurants’) where the sole focus is upon the preparation and delivery of meals, which can help to keep costs down for operators.
Many of the sector’s leading operators appear well-placed for further expansion. The Dutch-based Just Eat, for example, was acquired by Protus of South Africa in 2025, in a deal valued at EUR4.1bn (although the deal remains subject to reviews from the EC). Just Eat operates in many European countries and works with around 356,000 connected partners. Elsewhere, the US-based DoorDash agreed to acquire Deliveroo in the summer of 2025, for a sum of GBP2.9bn. Deliveroo has up to 80,000 restaurant partners and a food delivery app in nine countries. Another recent market development has been food delivery operators working in partnership with grocers and food retailers, thereby diversifying outside the foodservice industry.
To capitalise on this growth, manufacturers of frozen potato products have been developing products geared towards home delivery applications, specifically those capable of staying hot and crispy for longer periods. One leading example is Aviko, which competes in the market via its SuperCrunch fries. These have a unique coating which acts as a barrier against moisture and ensures they stay crispy for longer periods – according to the company, they remain significantly crispier than rival products even after half an hour spent in a delivery box. SuperCrunch fries are available in varieties such as Thin Cut, Thick Cut, Steakhouse, Chunky and Pure & Rustic.
Also present within this market is McCain, whose foodservice range includes SureCrisp fries, available in varieties such as Thin Cut, Julienne and Gourmet Chips. The fries feature a unique coating that ensures they stay crispy for 20 minutes. Another leading supplier to the European market is Lamb Weston, which produces fries marketed as extra crispy and therefore suitable for home delivery applications. Examples include Stealth Fries and Frenzy Fries, both of which feature a coating to retain crispiness. Frenzy Fries, which are a relatively recent addition to the company’s portfolio, also have a unique three-sided rough cut design.
Find out more at: https://www.potatobusiness.com/