Root Vegetables Finding New Growth

Retailers are expanding the role of root veggies beyond staples.

For generations, potatoes, carrots and onions have been the dependable backbone of the produce department. Now, retailers are asking a different question: What else can root vegetables do?

From sweet potato bowls and colorful beets to parsnips, daikon and other globally inspired varieties, the category is finding new life as shoppers look for more flavor, nutrition, convenience and inspiration. The opportunity isn’t necessarily to replace the staples that built the category, but to expand the occasions in which consumers see roots as an essential part of the meal.

At Giant Carlisle, Chris Bush, regional director of the Everette, PA, store, says that some locations lend themselves to a more traditional root vegetables presentation. “The more rural you are, you’ll find the meat and potatoes are bigger.”

The Everette store has a major potato and onion presentation up front facing the rest of the produce section, which continues behind.

In contrast, Food Bazaar, headquartered in Long Island City, NY, focuses on variety when it comes to root vegetables. Its clientele is a mix of ethnicities, so the company’s stores need to not only offer diversity in mainstream root vegetables, but also those consistent with Asian, Caribbean and Latin cuisine.

Food Bazaar includes a wide variety of root vegetables in its promotions. On a recent day, deals included jicama, white turnip, radishes, organic beets at 25% off, with box radishes at 34% off, parsley root at 40% off, and daikon at 44% off.

Argus Farm Stop, Ann Arbor, MI, is hyper-focused on local produce, which means that in the colder months, its vegetable assortment leans heavily toward root vegetables.

Dani Cavagnaro, Argus produce manager, says the store holds a unique position. Although it is Michigan-centric, Argus operates in a college town that has a population drawn from across the world. “We’re not your typical Midwestern city,” she says. “We have so many people from so many culinary backgrounds.”

Similar to retail shoppers’ preferences, foodservice operators seek new flavor profiles and ingredients in an atmosphere where the fresh and novel are welcomed.

“We provide produce for several local restaurants in the downtown area, and they have done a great deal with introducing new vegetables that might otherwise be passed by or be intimidating to people,” says Cavagnaro. “Small restaurants help with that.”

Staple root vegetables remain foundational in a state where potatoes and carrots are not only central to the regional fare, but are key crops grown there.

THE ROOT CAUSE

Anne-Marie Roerink, president of 210 Analytics, San Antonio, TX, says root vegetables are having something of a renaissance and have been a bright spot within an overall challenging produce environment.

“Potatoes continue to anchor the category, while sweet potatoes, yams and beets are bringing new relevance through nutrition, fiber, bold color and highly shareable meal formats,” she says.

Even with more root vegetables getting attention, Roerink points out potatoes accounted for about 72% of dollar sales in the category over a recently concluded 52-week period.

“Deflation is pulling potato dollars down 1.3% year over year, unit and volume sales are essentially stable, and volume is up 5.5% versus three years ago,” she says. “That stability, combined with the rapid growth of sweet potatoes/yams and beets, suggests the opportunity is less about replacing the traditional potato and more about expanding the role of root vegetables across more meal occasions.”

Roerink says the numbers demonstrate consumers continue to look for ways to add root vegetables to meal occasions even while other produce categories face pressure.

“In the latest 52 weeks, fresh root vegetables generated $5.9 billion in sales, up 2.6%, with unit sales up 2.7% and volume up 2.2%,” she says. “Within the category, sweet potatoes/yams are the standout in terms of year-over-year growth, reaching $1 billion in sales, up 21.3% in dollars, 15.6% in units and 18.6% in volume.

“The latest four weeks are even more striking: Dollar sales are up 31.3%, units 25.1%, and volume 30.3%.”

Once confined to the role of a seasonal side dish, the sweet potato/yam segment has evolved.

“The sweet potato bowl leans into the popularity of cottage cheese and was among the fastest-rising Google searches over the past year. This build-the-bowl trend uses yams as the anchor while consumers layer on proteins, cottage cheese, hot honey and sometimes other veggies.”

— Anne-Marie Roerink, 210 Analytics, San Antonio, TX

“The popularity of the sweet potato hot honey bowl and similar bowl builds has helped turn the sweet potato into a highly versatile, everyday ingredient, while also benefiting complementary ingredients such as grains, proteins and other vegetables,” says Roerink. “Sweet potatoes check several boxes consumers are seeking right now: fiber, nutrients, natural sweetness, color and versatility, while also fitting into the broader trend toward simple, customizable bowls and meals.”

SUCCESS WITH BEETS

Another success story, beets make the case that consumers are more willing to experiment with nutrient-dense vegetables.

Todd Miedema, vice president, Miedema Produce, Hudsonville, MI, says many consumers see beets as having a lot of health benefits, and are buying beets themselves, beet juice and beet powders. “That consumption is up, and we do notice that, too. Beets are moving better at the retail level.”

Fresh beet sales are up 22.1% in dollars, 18.2% in units and 16.2% in volume over the latest 52 weeks, says Roerink. Over three years, the category has grown more than 50% in dollars.

“Like sweet potatoes, beets benefit from their nutrient and fiber credentials, but they also bring strong visual appeal and versatility to salads, bowls, roasting and other meal occasions.”

THE FLEX

Root vegetables work in a variety of dishes and can be mutually substituted, as in the case of consumers switching to and from carrots and parsnips and white and sweet potatoes. They can be prepared as a main entree, a side dish, or an element in anything from a skillet meal to soup.

“Root vegetables have tremendous versatility, giving retailers an opportunity to think about them across more occasions than the traditional produce set might suggest,” says Karen White, vice president of marketing operations, Grimmway Produce Group, Bakersfield, CA.

“Root vegetables have tremendous versatility, giving retailers an opportunity to think about them across more occasions than the traditional produce set might suggest.”

— Karen White, Grimmway Produce Group, Bakersfield, CA

“Carrots and potatoes each have distinct purchase patterns, but both can move easily across snacking, quick sides, weeknight cooking, family meals and entertaining.”

Retailers can also partner with vendors developing products that align with evolving consumer trends, offering everything from fresh bulk vegetables to packaged and value-added options that make preparing root vegetables more convenient.

“We see the opportunity in helping consumers unlock more of that versatility through the right formats, pack sizes, preparation cues and inspiration,” says White. “As we move through the remainder of 2026 and into 2027, those occasions naturally evolve from back-to-school and summer grilling into fall harvest flavors, roasting and soups, and, ultimately, holiday meals and entertaining. The product may be familiar, but the occasion, format, and inspiration can continually feel new.”

Market research indicates consumers are eating at home more, but they continue to have tastes shaped by restaurant experiences.

“Consumers are looking for new flavors and experiences, but they also want solutions that fit easily into everyday life,” says White. “That creates an opportunity to bring innovation to vegetables they already know and trust through new formats, flavors and usage occasions.”

BRAND STATEMENTS

As is the case with other produce categories, branding can boost buys. Ami Ben-Dror, manager, Dorot Farm, Melville, NY, says the carrots he offers are premium products that appeal to those consumers who are inclined to purchase higher-end produce. For him, the key points that have to be addressed in moving product are consistency and branding.

Branded products have become more important in a number of commodities, demonstrating that the premium product shopper may gravitate to a brand in a root category, such as carrots. As long as the brand is there, that shopper will come in “time and again to buy. These people are looking to buy the same brand, same quality,” says Ben-Dror.

Core products, such as potatoes, are foundational and need an in-store profile to draw consumer attention to the root vegetable category. But providing options and variety are critical, local considerations.

“There is an opportunity to merchandise around occasions and meal solutions and give consumers more inspiration for how to use the product,” says White. “Seasonality is a big part of that opportunity. Back-to-school can emphasize snacking and convenient weeknight solutions. As we move into fall, the story transitions toward harvest flavors, roasting, soups and comfort meals, followed by family meals and entertaining during the holidays.”

IN SEASON

Retailers recognize seasonality plays into root vegetable sales, and promotional plans often kick into high gear as the year grows colder.

“When things turn cooler, we do see consumption of those items go up,” Miedema says. “When people are making a nice hearty stew, and they want something new in there. For example, a parsnip is a great substitute if you want to give something a little pizzazz.”

For younger consumers, retailers might suggest new uses for root vegetables based on consumption and restaurant trends, providing information about how to prepare them along with notes on how they support wellness.

“I do believe that a lot more of the younger generation is willing to do that, and to get friends over to cook, to make food at home, and there is the experimenting,” says Miedema.

And when consumers find new recipes and ways to prepare food, they often share them with friends and relatives, he adds.

None of it needs to be complex — rutabaga, parsnip and turnip fries all can be “fantastic,” Miedema points out.

Retailers who provide new ideas for consumers will be at a new level of engagement and, perhaps, gratitude. “I think it would drive produce sales, and it would generate some loyalty for that retailer,” he says.