For the ninth year running, potatoes have been crowned America’s favourite vegetable, according to the newly released 2025 Consumer Attitudes & Usage study by Potatoes USA. The online survey, conducted in February 2025 among 2,000 respondents matched to U.S. census demographics, found that 81% of American consumers eat at least one serving of potatoes per week.

This year’s data highlight a dramatic rise in consumer confidence around the nutritional benefits of potatoes, described by the study as reaching an all‑time high. The humble tuber is increasingly viewed not only as a comfort food, but as a “performance fuel” for active lifestyles.

Consumers attributed their enduring affinity for potatoes to four key attributes: versatility, satiating nature, natural quality, and overall satisfaction.

Industry context: stronger volumes despite market headwinds

Potato sales remain robust: from January through March 2025, the U.S. retail sector saw a 2.3% increase in volume, despite a 0.5% dip in dollar sales, with average retail prices declining approximately 2.8% to $2.26 per pound. For 2024 total retail sales rose 3.1% in volume and 0.7% in dollar terms, pushing total revenue to $18.2 billion.

In foodservice, volume demand dipped slightly—falling 1.6% year‑on‑year between July 2023 and June 2024—but overall market value rose 2.4%, signalling a consumer shift toward premiumisation even amid constrained traffic.

What it means for industry players

The Potatoes USA study underscores a consumer shift towards nutrient‑dense, energy‑supporting whole foods—a trend potato marketers should continue to tap into ﹘ especially by positioning potatoes as a wholesome fuel for health‑ and performance‑oriented consumers.

The consistent appearance at the top of consumer preference rankings signals a powerful marketing narrative: despite the dominance of processed formats like fries and chips, consumers credit potatoes with attributes more closely associated with fresh, natural ingredients.

Retailers may further capitalise by improving in-store visibility—previous studies have shown that transparent packing and inspirational merchandising boost shopper trust and engagement.

Capturing a resilient legacy crop

Potatoes retain their status as a key staple of American diet and food culture. As the study confirms:

• Nine consecutive years topping consumer vegetable rankings,
• 81% of Americans eating potatoes weekly,
• Consumers increasingly seeing them as fuel for athletic and active lifestyles.

Even in a complex macro environment, fresh and processed potato growth continues—as long as messaging stays aligned with consumer perceptions of health, satisfaction, and natural quality.