1. Report detail

U.S. retail potato sales in 2024 increased by 3.1% in volume and by 0.7% in dollars.

Sales in all categories combined totaled 14.4 billion pounds and $18.2 billion, according to a Potatoes USA news release and data from Circana. Prices dropped by 2.3%.

Volume sales, measured as a fresh weight equivalent, increased in all categories, according to Potatoes USA, an industry marketing group.

Fresh potato sales increased by 3% in volume to 4.4 billion pounds but decreased by 4.9% in dollars to $4.07 billion as prices dropped by 7.7% across all categories combined.

The crop grown and stored in 2023 was larger than usual.

Demand drivers include that potatoes are a household staple, said Kim Breshears, Potatoes USA chief marketing officer.

Consumers prioritize quality, price and quantity in their purchases of potatoes, she said, citing the group’s Path to Purchase study conducted by Nielsen IQ.

More than 90% of potato purchases are pre-planned, Breshears said. Freshness and quality are the top factors in purchasing decisions, followed by price.

Meal planning significantly influences purchases, with 90% of consumers planning ahead, she said. In-store, 80% of purchasers already know which type of potato they want.

And potatoes’ versatility makes them adaptable to many dishes, Breshears said.

“All these factors, and the fact that potatoes are America’s favorite vegetable, contribute to strong consumer demand and retail sales,” she said.

Dollar sales were mixed across fresh-potato categories, according to Potatoes USA. Dollar-sale increases of 11.6% for fingerlings, 10.1% for medleys and 5.2% for yellows stood in contrast to declines of 8.8% for russets, 10.2% for whites, 9.8% for reds and 9.5% for purples.

Volume sales grew for all fresh-potato pack sizes except for packs heavier than 10 pounds, according to Potatoes USA. Sales volume of 10-pound packs rose by 4.6%.

A consumer who spent $100 in a grocery store in June 2023 would need $117 to buy the same items in January 2025, said Ross Johnson, Idaho Potato Commission retail vice president.

Retailers in the past decade emphasized bags of five rather than 10 pounds, and many removed 10-pound bags of fresh potatoes from stores, he said.

But recently, demand for the bigger bags has increased.

“In 10 of the last 15 months, we’re seeing that 10-pound bag sales are growing,” Johnson said. Sales of these bags increased by 7.5% for the 15-month period.

“With inflation and the pressure consumers are feeling, they are trying to stretch their dollars” by buying the 10-pound packs, he said. “We think it will continue, because potatoes are one of those items that will last in a consumer’s home.”

Chip sales increased by 2.5% in volume to 5.3 billion pounds and 2.1% in dollars to $8.8 billion, according to Potatoes USA. Prices dropped by 0.3%.

Retail sales of frozen potatoes increased by 4.5% in volume to 2.5 billion pounds and 3.18% in dollars to $3.3 billion. Prices dropped by 1.3%.

Instant, refrigerated, canned, and deli-prepared side categories saw gains in volume and dollar sales, according to Potatoes USA. All of these categories posted price increases, in the low single digits except for canned potatoes at 14%.