By Lukie Pieterse | Editor/Publisher Potato News Today
Retail strategies, consumer trends, and future innovations shaping the potato category in the U.S.
In a rapidly evolving retail landscape, few fresh produce items have shown the resilience and versatility of potatoes. To unpack the current state of the retail potato market—and where it’s headed—Potato News Today reached out to Nick Bartelme, Global Manager of Retail Market Development at Potatoes USA, the nation’s potato marketing and research organization.
Based on recent industry research, Bartelme provided thoughtful, data-backed insight into how potatoes are performing at retail, the behavior of today’s potato shopper, and how retailers and marketers can stay ahead in a competitive produce aisle.
Strong Consumer Demand: A Stable Staple
According to Potatoes USA’s internal data and Circana analytics, potatoes continue to rank as one of the most purchased items in the fresh produce category.
“More than 85% of U.S. households purchase potatoes; fresh potatoes alone are purchased nearly 11 times per year,” said Bartelme.
He noted that consumer interest is increasingly driven by three key attributes: versatility, affordability, and nutritional value. These factors, he explained, have helped maintain “elevated purchase levels compared to pre-2019 baselines.”
One of the most notable shifts in recent years has been the growing demand for value-added formats and a broader array of pack sizes—a sign that today’s consumers are balancing convenience with portion control and reduced food waste.
Performance That Outpaces the Category
In 2025, potatoes remain a top performer in produce. “Potatoes consistently rank among the top five fresh produce items in dollar sales at retail, despite broader deflationary trends,” Bartelme explained. Notably, fresh potatoes have outperformed onions, cucumbers, tomatoes, and carrots in volume sales over the past three years.
Beyond their volume dominance, potatoes drive value across the store. “Baskets that include potatoes have a higher overall dollar sales per basket,” Bartelme said, noting their contribution to total store performance and their role as “a cornerstone of the produce department.”
Merchandising: More Shelf Space, More Sales
Potatoes USA recently published its Merchandising Best Practices study, which analyzed in-store execution across retailers.
Bartelme emphasized a clear takeaway: “Top-performing retailers dedicate approximately 15 feet of shelf space to fresh potatoes,” a strategy that directly correlates with increased total potato sales.
“More shelf space allows for greater variety in potato types and pack sizes,” he said. Retailers that excel also tend to offer multiple display types and strike a strategic balance between price and marketing signage to better engage shoppers.
Strategic Retailer Support: Data, Tools, and Assets
While Potatoes USA does not sell potatoes directly, it plays an integral support role. “We support the industry through a combination of retailer toolkits, in-store merchandising guidance, and digital assets,” Bartelme shared.
The organization also provides data-driven insights to help optimize assortment, display planning, and promotional timing—key tactics that give retailers an edge in driving category growth.
However, in response to a question about pricing strategy, Bartelme was clear: “As a federally administered Research and Promotion Program, Potatoes USA is prohibited from engaging in activities that involve price setting, price forecasting, or commenting on pricing” due to USDA regulations. This ensures strict compliance with antitrust laws and upholds fair competition.
Understanding the Modern Potato Shopper
Bartelme underscored how consumer behavior continues to evolve. Potatoes USA research shows that 84% of consumers decide to buy potatoes before entering the store. This knowledge heavily influences marketing strategy.
“We emphasize educational and recipe content online and in social media to ensure potatoes are top-of-mind during the planning phase,” he noted.
When asked about changing varietal preferences, Bartelme said russets remain dominant, but there’s a growing appetite for other types: “We are seeing growing interest in yellow, petite, medley, and even fingerling varieties.”
Educating consumers on the versatility and culinary application of these varieties is a key part of Potatoes USA’s outreach efforts, aimed at growing the category without displacing more traditional choices.
Convenience and E-Commerce: Meeting Consumers Where They Are
“Convenience-driven packaging has become increasingly important,” said Bartelme, especially for households with busy schedules. Research shows that value-added and smaller pack sizes drive incremental sales, particularly formats like microwave-ready or resealable bags. These options appeal to those looking for quick preparation and reduced food waste.
In response to the surge in online grocery shopping, Potatoes USA has also evolved. “We work closely with retailers and third-party platforms to ensure potatoes are well-represented in online grocery environments through optimized product descriptions, high-quality imagery, and strategic placement,” Bartelme explained.
Sustainability and Health: Two Pillars of the Potato Story
Bartelme emphasized Potatoes USA’s commitment to sustainability messaging. “Potatoes produce more food energy per cubic meter of water used than any other major crop and use less land per kilogram of production than most other foods,” he said. “Potato farmers use sustainable growing techniques to ensure healthy crops generation after generation.”
Health and nutrition continue to drive marketing as well. “Potatoes are a nutrient-dense vegetable that provides the energy, potassium, and vitamin C needed to fuel your day,” he explained.
According to consumer research, 80% of shoppers recognize potatoes as providing essential nutrients, and many associate them with energy, satiety, and even athletic performance.
What’s Next: Innovations on the Horizon
When asked about future retail trends, Bartelme pointed to four key areas of innovation Potatoes USA is actively tracking and supporting:
- Convenience and Value-Added Products: The demand for convenience is expected to grow, and the industry must remain agile in meeting that demand with formats that fit modern lifestyles.
- Omnichannel Retail: “Potatoes will increasingly be marketed as part of an integrated omnichannel strategy—spanning in-store activations, online grocery platforms, and social commerce,” Bartelme said.
- Nutrition Messaging: As health consciousness grows, marketing efforts will continue to spotlight the nutritional and performance benefits of potatoes.
“Potatoes USA will continue to monitor these trends and innovate alongside retail partners to ensure the category remains competitive, relevant, and compelling to today’s—and tomorrow’s—shopper,” Bartelme concluded.
Closing Note
As this interview shows, potatoes are not only holding their own in today’s fast-paced, tech-driven retail world—they are thriving. Thanks to a combination of data, strategic merchandising, and a compelling story rooted in health and sustainability, America’s favorite vegetable continues to earn its place at the center of the plate—and the center of the produce aisle.
Source: Nick Bartelme, Global Manager of Retail Market Development at Potatoes USA
Images: Credit Potatoes USA