North Carolina Sweetpotato Commission (NCSC) has conducted a large-scale research campaign across its key European markets, which provides insights into key drivers for purchase and consumer attitudes, enabling the Commission to tailor its approach for each market. North Carolina remains the largest producer of sweetpotatoes in the United States of America, producing over 60% of the total sweetpotatoes grown in the U.S. The Southern state has held the leadership position since 1971.
Following a successful 2023 harvest, NCSC initiated the research to understand opportunities in its key EU export markets. NCSC will use the data to confirm consumer usage and reinforce demand in each country.
One of the key takeaways from the research shows that 55% of sweetpotato shoppers in the UK choose sweetpotatoes as a healthier alternative to white potatoes . Despite effects from the cost-of-living crisis, it hasn’t negatively impacted the sweetpotato shopping behaviour, with a significant 24% across the UK buying more sweetpotatoes compared to previous years.
North Carolina’s hot, moist climate and rich, fertile soil is ideal for cultivating sweetpotatoes and unlike other producing regions, the North Carolina growers cure most of their sweetpotatoes, a process that changes the starches in the sweetpotatoes into sugar, making them sweeter and the skin tougher.
The research, conducted by TRKR a trusted innovation and insight company, highlights why consumers buy sweetpotatoes, how they are used and any barriers they may face at point of purchase. The information gathered will help NCSC provide expert insight into consumer attitudes and highlight areas where more education is needed.
Across the markets, key comparisons highlighted:
• Sweetpotato sales in the UK are worth £71m and growing at +8.6% , €79.1m in France and €63m in Germany .
• The percentage of households who buy sweetpotatoes also varies from 42% in the UK to 34% in France and 22% in Germany .
These findings highlight that there is significant headroom to grow shopper numbers across all three of the NCSC key European markets, and this insight will help NCSC exporters position produce accordingly to meet the needs of importers within key areas of Europe. Following the success of 2023’s crop yield, the commission is positioned to support the demand across EU markets.
The North Carolina Sweetpotato Commission’s Executive Director, Michelle L. Grainger, said: “In-depth research into our industry is essential to help stabilize and grow sales for our producers and farmers.
Grainger continued, “To deliver the highest quality sweetpotatoes in the market, including the highly prized Covington variety, which was developed in North Carolina by the research department at NC State University. NCSPC will also be working closely with buyers to establish promotional programs that support strong sales and pricing initiatives that drive consumer value and preserve profitability for producers and buyers.”
The NCSPC and the North Carolina sweetpotato growers and shippers are continuing to support education and consumption efforts throughout Europe and in global markets. Part of this includes educating consumers on the value of sweetpotatoes as a nutritionally dense root vegetable with excellent shelf-life, and culinary versatility, remains a priority.
The North Carolina Sweetpotato Commission is committed to supporting its growers and increasing sweetpotato consumption through education, promotional activities, research, and honorable horticultural practices among its producers, helping to preserve this much-loved and established industry within North Carolina.
For more information visit https://ncsweetpotatoes.com and follow North Carolina Sweetpotatoes’ social media pages on Facebook, Twitter, TikTok, Instagram, Pinterest, and YouTube for more sweetpotato inspiration.
