Sales Review: Sweet potatoes

Sweet potatoes contributed 0.9% to produce department sales for the latest 52 weeks ended July 25. Sweet potatoes were the third highest-selling potato variety behind russet and red, accounting for 16.8 percent of total potato sales. During this time, sweet potatoes posted sales of $422 per store per week, up nine percent compared to the previous year.

Sweet potato sales have been on the rise over the past four years, jumping from $350 per store per week in 2010, to nearly $400 per store per week in 2013. From 2012 to 2013, sweet potatoes posted a sales gain of 8.2 percent.

Sweet potatoes also increased average dollar sales across the four regions during the latest 52-week period.

The largest increase occurred in the West region, up 13 percent to $412, the second highest average sales. The East region posted the highest average sweet potato sales at $577, an increase of eight percent compared to the previous year.

Sweet potato sales peaked during the holiday season, peaking the week of Thanksgiving (the week ending November 29) at $1,309 per store. The week prior to Thanksgiving posted the second-highest sweet potato sales, followed by the week of Christmas, which posted sales of $754 per store. Sweet potato sales also spiked the week ending April 4, the week of Passover and Easter. 

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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

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