Income and age continue to define sweet potato purchases. The likelihood of a purchase increased according to income for the eleventh straight year, with shoppers in the top income bracket being among the most likely to buy sweet potatoes overall. The top group for sweet potato purchases was made up of those age 59 and older. (The likelihood of a purchase also increased with age, a trend now in its seventh year).
Meanwhile, consumers age 18-39 were among the least likely to buy these orange tubers, along with Hispanic shoppers.