Denver-based Potatoes USA has discovered new sales data that highlights the vital role fresh potatoes can play in the produce department, says Nick Bartelme, global retail development manager.
“Potatoes USA conducts research and consumer and sales data to unlock opportunities for retailers and shares merchandising and marketing best practices with retailers and potato growers,” he says.
The latest data indicates that in 2025, fresh potato volume increased approximately 1%, led by strong growth in yellow, petite, medley and purple varieties, Bartelme says.
Of the past seven years, 2025 was the best year for fresh potato pounds at retail, except for 2020 during the pandemic, he says. The 2025 fresh potato volume was more than 428 million pounds, topping 2019 levels.
“This shows that potatoes continue to grow in popularity and are an essential part of shoppers’ carts and plates,” Bartelme says.
Consumers who bought fresh potatoes in 2025 made about 11 trips per year, he says, an increase from just over 10.5 trips per year in 2023.
Smaller pack sizes (1-4 pounds), 8-pound packs and tray formats gained share, reflecting a rising demand for specialty varieties and convenient, consumer-ready packaging, Bartelme says.
“Fresh potatoes are a powerhouse in produce, not just because they are America’s favorite vegetable, but because they increase total store sales,” he says.
The average potato shopper’s basket is over $98 compared to a non-fresh-potato shopper’s basket of less than $50, says Bartelme, noting that fresh potatoes almost double the size in the basket.
There’s more: “For every $1 shoppers spend on fresh potatoes, they spend about an additional $25 on other items, showing that fresh potatoes are a foundational produce item on top of which shoppers build their baskets and meals,” he says.
Retailers may request a customized spreadsheet from Potatoes USA where they can input their own purchase frequency and volume numbers to understand how much incremental dollars and volume would mean to their own store operation, Bartelme says.
Potatoes USA also converts consumer and influencer content into resources for retailers to use within their own social media and digital networks to grow sales.
For example, in its biannual Basket Data analysis conducted by Circana, Potatoes USA identified the “Power of One Extra Purchase.”
One additional purchase per year by potato-buying households represents a potential $218 million in incremental sales — approximately 245 million pounds — for retailers, the data found.
“This helps retailers evaluate category growth opportunities within their own operations,” Bartelme says.
Potatoes USA also is developing a new digital resource center to streamline access to category insights and tools for retailers and industry stakeholders, he adds.
“Currently, we provide quarterly and annual retail sales reports, merchandising best practices, consumer path to purchase, basket data analysis, in-store shopper profiles and a retail registered dietitian guide,” Bartelme says.
