The likelihood of a sweet potato purchase dropped three percentage points from last year, but it remains a popular item coming in at the No.15 most purchased vegetable.

Sweet potatoesAffluence and age continue to affect sweet potato purchases – shoppers age 59 and older and those earning more than $100,000 annually were most likely to buy the tubers. This marks the fifth straight year that income and age have driven sweet potato purchases.

Shoppers in the South and Northeast were more likely to buy the orange vegetable than those in the Midwest or West, while the presence of children had a negligible effect on purchasing patterns.

While most consumers prefer to buy conventionally grown sweet potatoes, purchases of organic product increased notably. Nearly one-quarter of sweet potato buyers (24%) said they purchased organic product at least some of the time – a number up eight percentage points from last year.