DENVER, CO - Household penetration is always a hot topic in the produce industry. Exemplifying the power that potatoes have in the produce aisle, Potatoes USA recently released its latest sales data. It states that 85.2 percent of households purchase fresh potatoes at nearly 11 times per year. Potatoes are not only a beloved choice but also a top performer in the produce section.
“Potato dollar sales remain strong, generating $4.4 billion over the past year,” said Nick Bartelme, Global Marketing Manager of Retail, Potatoes USA. “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.”
As a powerhouse in produce sales, potatoes account for 9.7 percent of total produce pounds and 21.1 percent of all vegetable pounds, making them the top seller in fresh vegetables by volume, according to a press release. Potatoes continue to be a top seller and play a major role in retail success.
From June 2023 through July 2024, potato sales contributed an additional $1.3 billion in sales when compared to sales in June 2018-2019 prior to the pandemic. In addition, those same 12 months represent the second-highest potato volume sales in six years with an additional 322 million pounds moved compared to pre-pandemic (2019). This upward trend in sales and volume growth is a testament to strong consumer demand and the value that potatoes bring to retailers’ bottom lines.
“As we’ve shared with retailers before, one of the most promising insights from this year’s study is the potential for further growth,” said Bartelme. “If just half of the households that currently purchase potatoes were to make one additional purchase per year, it could drive a potential $218M in sales and 231M extra pounds, significantly impacting the market. Retailers could see major gains from this simple shift in consumer behavior.”
With 85 percent of households already buying potatoes, this increase in purchasing frequency could yield considerable growth for both growers and retailers, the release noted.
“Potatoes continue to be a reliable, year-round sales powerhouse for produce departments, contributing significantly to retail success,” Bartelme added.
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