Latest research from the North Carolina Sweetpotato Commission has shown that global demand for sweetpotatoes is on the rise due to robust growth driven by increased consumer awareness, especially amongst those under 30 (Generation Z)
Not only does vegetable’s nutritional benefits resonate, but research has found that the versatility and striking colourfulness of sweetpotatoes also has made a mark.
This has been further supported by a trend on social media; with TikTok creator Courtney Cook driving demand for distinct sweetpotato recipes and catching the attention of people across both the US and Europe.
“We are seeing increased consumption of sweetpotatoes among younger consumers (Gen Z) who are looking for affordable and nutrient-rich alternatives to processed foods, which sees them turning to plant-based or flexitarian diets”, explains Michelle Grainger, Executive Director of North Carolina Sweetpotato Commission (NCSC).
“Colour is playing its part too. With their vibrant skin and flesh, sweetpotatoes make great content for social media, and, as a result, they are trending with a younger demographic, helping to drive sales among key retail customers. Indeed, newly released 2026 market insights have revealed UK consumers are actively seeking out vibrant, nutrient rich produce — this is evidenced by searches for “purple sweetpotatoes” on Google have climbed 33% in the past year.”, Michelle continues.
Demonstrating the appetite for new and flavour‑forward sweetpotato varieties, NCSC has partnership with Co‑op in the UK earlier this year to introduce purple majesty purple sweetpotatoes to its convenience stores for the first time.
“The marketing efforts of NCSC in the UK and Europe includes tapping food content trends, also in partnership with food influencers, to create innovative recipes that not only demonstrate the versatility of the sweetpotato as part of an exciting, well-balanced diet but also ‘pop’ on the plate and the screen. Vibrant coloured ingredients such as Matcha, Ube and Pistachio have captured the social media space, and retailers are keen to reflect this in the fresh produce category too. Social media sweetpotato champions, such as content creator Courtney Cook, have helped to bring the vegetable into the viral space and helped drive awareness with a broad demographic.
Food manufacturers and innovators have been so inspired by sweetpotatoes that we’ve seen a huge increase in the utilisation in fries, mash, ready meals, as well as food to go.
“We have also seen an increase in sweetpotatoes in new applications with manufacturers across the globe making significant investment in developing new fresh and frozen applications such as sweetpotato fries, mash, ready meals, as well as food to go and healthier snacking options”,Michelle concludes.
