The potatoes category was the third highest-selling vegetable category during the latest 52 weeks ended Oct. 29. Potatoes posted average sales of $2,594 per store per week during this time, up 3.1 percent compared to the previous year. However, average volume sales decreased slightly, down 1.1 percent compared to the previous year as average retail pricing increased 4.2 percent to 72-cents.
Nationally, potatoes accounted for five percent of total produce department dollar sales. This was consistent across all U.S. regions. Potatoes posted the highest contribution to total produce sales in the South region at 5.5 percent of sales, followed by the East region at five percent, and the Central region at 4.9 percent. Potatoes contributed 4.2 percent to total produce department sales in the West region. The East region had the highest average potato sales during this time at $3,288 per store per week, and the largest increase in sales compared to the previous year, up 6.9 percent. The Central region posted the second-highest sales at $2,630 per store per week, up 2.9 percent compared to the previous year, followed by the South region—the only region where potato sales did not increase compared to the previous year. The West region posted the largest increase in potato average sales, up eight percent compared to the previous year.
Potato sales peaked the week of the Thanksgiving holiday (the week ended Nov. 28) at $4,818 per store, followed by the week of the Christmas holiday (the week ended Dec. 26) at $3,900 per store. The third highest-selling week for potatoes occurred the week prior to the Thanksgiving holiday (the week ended Nov. 21), followed by the week prior to Easter (the week ended March 26) at $3,187 per store.
Russet potatoes had the largest contribution to total potato dollar sales at 43.9 percent, followed by red (18.7 percent) and sweet potatoes (17.4 percent). During the tracked period, russets posted average sales of $1,138 per store per week, red posted $484 per store per week, and sweet potatoes posted $451 per store per week.
This sales review is provided by Nielsen Perishables Group. Based in Chicago, Nielsen Perishables Group specializes in retail measurement, analytics, marketing communications, category development, promotional best practices and shopper insights.
For more information, contact Nielsen Perishables Group: Haley Hastings, (773) 929-7013; email: Haley.Hastings@nielsen.com