With 85% of U.S. households purchasing potatoes regularly, the versatile vegetable continues to lead fresh produce sales, offering significant growth potential for retailers.
Fresh potatoes remain a cornerstone in U.S. households, with 85.2% of families purchasing the vegetable approximately 11 times annually, reinforcing their place as a dietary staple.
These figures highlight the consistent demand for potatoes, which play a critical role in produce sales and contribute to the success of retailers across the country.
Potatoes lead the fresh vegetable category, accounting for 9.7% of all produce sold by weight and 21.1% of the total volume of vegetables, making them the top-selling fresh vegetable by volume.
As noted in a recent report by Potatoes USA, potatoes also boast the highest household penetration among all vegetables, further solidifying their importance in the retail space.
According to Nick Bartelme, global marketing manager of retail for Potatoes USA, the financial impact of potatoes remains significant.
“Potato dollar sales remain strong, generating $4.4 billion over the past year. Their consistent ranking in the top five fresh produce categories, among 130 categories, for dollar sales demonstrates remarkable resilience in the face of challenging market conditions. ”
From June 2023 to July 2024, potatoes generated an additional $1.3 billion in revenue compared to pre-pandemic sales recorded between June 2018 and 2019. This period also marks the second-highest potato volume sales in the last six years, with an increase of 322 million pounds sold compared to 2019 figures. Potatoes USA attributes this upward trend to enduring consumer demand and the value that potatoes offer to retailers.
Bartelme emphasized that the potential for further growth remains promising. “If just half of the households that currently purchase potatoes were to make one additional purchase per year, it could drive a potential $218 million in sales and 231 million extra pounds, significantly impacting the market,” Bartelme said. He added that even small shifts in consumer behavior could result in notable gains for retailers and growers alike.
With the vast majority of U.S. households already incorporating potatoes into their regular shopping habits, increasing purchase frequency could deliver significant benefits to the entire supply chain.
Bartelme noted that potatoes offer consistent, year-round value to produce departments and remain a reliable driver of retail performance. “Potatoes continue to be a reliable, year-round sales powerhouse for produce departments, contributing significantly to retail success,” he said.
This steady growth in both sales and volume underlines potatoes’ resilience in a competitive market, reinforcing their role as a critical component of both consumer diets and retailer profitability.
