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On May 27, growers from across the country joined Potatoes USA for the annual Fresh Potato Working Group — a one-day seminar to learn about consumer trends for fresh potatoes.
The event opened with a discussion of the forces shaping potato demand at home and abroad. On the global side, presenters noted that worldwide potato exports have grown roughly 30% in volume over the past decade. For U.S. growers, Mexico stands out as a strong growth market for U.S. fresh potatoes.
The discussion then turned to how shopper behavior is shifting. Presenters from Circana, and Datassential walked through consumer behavior in grocery stores and at restaurants, how affordability is shaping food purchases, and how trends like weight-loss medications and rising interest in fiber are changing the nutrition conversation around potatoes. For example, consumers who use GLP-1 weight-loss medications are buying more fresh produce, and more than half of consumers now say they’re seeking fiber options, which is a natural fit for potatoes.
The group also discussed the rising role of culinary medicine — a clinician-focused approach that involves working with medical and nutrition professionals to help them educate patients about accessing and eating high-quality meals. The session demonstrated that potatoes are a nutrient-dense vegetable that is also versatile, affordable, and culturally relevant to diverse groups of consumers, making them an easy fit into culinary medicine.
During the “Around the Field” session, which invited attendees to share topics that are top concerns for them, many participants said they’re focused on understanding stronger consumer interest in smaller formats and how the growth of yellows and petites is driving that shift. Others raised questions about how different varieties and sizes are being packed and merchandised, and about shoppers switching between types based on taste, flavor, and in-store presentation.
Participants expressed interest in keeping shoppers engaged with fresh potatoes through innovation in flavor, pack size, and marketing, and through digital tools that reach younger consumers. They noted that while fruit is often marketed with seasonal excitement, other fresh produce types can feel “always on.” The group discussed tools that can help growers and retailers tell a fresher, more compelling potato story in their own brand voices.
Many of the insights shared at the Fresh Working Group are available through Potatoes USA’s Retailer Resource Center, including retail sales reports, basket data analyses, merchandising best practices, shopper profiles, and ready-to-use promotional tools.
Recent retail sales data is available through the Potatoes USA Retail Sales Dashboard, which is refreshed monthly with Circana data. Please reach out to re****@*********sa.com for access.
The Fresh Potato Working Group provides the potato industry with an opportunity to explore emerging trends, discuss industry challenges, and identify opportunities to strengthen demand for fresh potatoes. Potatoes USA remains committed to equipping growers with research, insights, and practical resources that support informed decision-making and long-term category growth.