Known as batata in Spanish markets and often labelled patata americana (American Potato) in Italy, the sweet potato has carved out a special place in kitchens across the UK and Europe. Despite its name, it’s not actually a potato – it belongs to the morning glory family and offers a completely different nutritional profile.
🧬 Nutritional Highlights (per 100g, cooked)
- Calories: 90 kcal
- Carbohydrates: 20g
- Fibre: 3g
- Sugar: 4.2g (natural)
- Protein: 2g
- Beta-Carotene (Vitamin A): 14,187 IU
- Vitamin C: 2.4mg
- Potassium: 475mg
Rich in antioxidants, vitamins, and slow-releasing carbohydrates, sweet potatoes are a smart choice for balanced, healthy eating.
💚 Why Sweet Potatoes Are So Popular
- Naturally Sweet, Nutrient-Dense: Offers a gentle sweetness that pairs well with savoury and sweet dishes alike.
- High in Fibre: Supports digestive health and helps maintain steady blood sugar.
- Beta-Carotene Powerhouse: Promotes good vision and a strong immune system.
- Versatile in the Kitchen: Roast, mash, boil, spiralise, bake – the possibilities are endless.
- Gluten-Free & Low Glycaemic: Perfect for coeliac and diabetic diets.
🌍 A Global Staple
- In Spain, especially in Andalusia and the Canary Islands, it’s roasted during festivals or added to stews.
- In Italy, it’s often found at autumn markets, called patata americana, and used in gnocchi or purées.
- In the UK, it’s gained huge popularity as an alternative to regular potatoes – think sweet potato fries, soups, and vegan bakes.
🥄 How to Use It
- Sweet potato mash with thyme and olive oil
- Oven-baked wedges with paprika and sea salt
- Curries and stews for a touch of natural sweetness
- Sweet potato brownies or muffins in the plant-based baking scene
🧺 Storage Tip
Keep sweet potatoes in a cool, dry, and dark place – not in the fridge – to maintain texture and sweetness. They can last up to 2–3 weeks when stored correctly.
Sweet Potato Market Insights in the UK and EU
Sweet potatoes, known as batata in Spain and often referred to as American potatoes in Italy, have seen a significant surge in popularity across Europe. This analysis delves into the market data, import/export volumes, pricing trends, and offers strategic advice for retail and wholesale engagement.
Market Data
European Market Overview
- Growth Trends: The European market for sweet potatoes has experienced substantial growth over recent years. In 2021, the total volume imported and traded within Europe was approximately 590,000 tonnes, valued at €478 million. This represents a 53% increase in trade value over five years, with imports from developing countries rising by 161%.
- Consumption Patterns: Sweet potatoes have transitioned from a niche product to a mainstream staple in European diets, driven by their nutritional benefits and versatility.
UK Market Insights
- Import Dynamics: The UK heavily relies on imports to meet domestic sweet potato demand. In 2024, imports saw a notable increase, with the United States, Egypt, and China being the primary suppliers.
- Market Value: The UK’s sweet potato market has demonstrated robust growth, reflecting increased consumer acceptance and demand.
Import/Export Volumes and Pricing Trends
- European Imports: Europe’s import of sweet potatoes continues to grow, with a year-round demand necessitating steady imports from countries like the USA, Egypt, and China.
- Export Opportunities: European countries such as the Netherlands and Spain have emerged as significant exporters within Europe, re-exporting imported sweet potatoes and distributing locally produced ones.
- Pricing Trends: In 2024, the average export price of sweet potatoes in Europe was approximately $1,236 per ton, marking a 5.9% increase from the previous year. Import prices averaged around $941 per ton, indicating a stable pricing environment conducive to trade.
Sales Advice for Retail and Wholesale
To effectively market sweet potatoes in the UK and EU, consider the following strategies:
- Highlight Health Benefits: Emphasize the nutritional advantages of sweet potatoes, such as their high vitamin A content and low glycaemic index, appealing to health-conscious consumers.
- Diversify Product Offerings: Introduce various sweet potato products, including ready-to-cook options like fries and wedges, to cater to convenience-seeking customers. Companies like Aviko provide a range of wholesale sweet potato products suitable for foodservice.
- Seasonal Promotions: While sweet potatoes are now consumed year-round, leveraging seasonal promotions, especially during autumn and winter months, can boost sales.
- Source Sustainably: Partner with suppliers who prioritize sustainability and traceability, as consumers increasingly value ethically sourced produce.
- Educate Consumers: Provide recipes and cooking tips to inspire consumers to incorporate sweet potatoes into their meals, enhancing customer engagement and repeat purchases.
By applying these strategies, retailers and wholesalers can tap into the rising demand for sweet potatoes and strengthen their position in the increasingly competitive European market.
🍠 Covington: The Sweet Potato Favourite
Among the many sweet potato varieties available on the market, Covington stands out as a top performer – prized for its flavour, versatility, and excellent storage qualities. Originally developed in North Carolina, USA, Covington has become the go-to variety for both fresh retail and processing sectors, and is now widely grown and exported to Europe.
🌿 Key Characteristics
- Skin: Smooth, rose-coloured to copper-toned
- Flesh: Bright orange, moist, and sweet
- Texture: Creamy when cooked, not overly fibrous
- Flavour: Rich, balanced sweetness – popular with both chefs and consumers
🧬 Agronomic Advantages
- High Yield: Covington offers reliable, high-volume production.
- Uniform Shape: Typically produces plump, tapered tubers – ideal for retail presentation.
- Storage Friendly: Keeps well in cold storage, retaining sweetness and texture for several months.
- Disease Resistance: Known for its resistance to internal necrosis and some common root diseases.
🍽️ Culinary Uses
Covington’s consistent sweetness and moisture make it a favourite in:
- Roasted dishes
- Mashes and purées
- Chips and fries
- Soups and stews
- Baked goods like muffins and pies
It performs well in both savoury and sweet recipes, making it incredibly versatile for home cooks, foodservice, and processing industries.
🌍 Market Relevance in Europe
Covington sweet potatoes are widely exported to the UK, Netherlands, Germany, and France, among other European countries. Their attractive appearance, long shelf life, and predictable quality have made them a preferred choice in supermarkets and wholesale markets across Europe.
Sweet Potato Variety Comparison
1. Covington
- Skin: Rose-coloured to copper-toned.
- Flesh: Bright orange, moist, and sweet.
- Shape: Uniform, plump, and tapered.
- Flavour: Rich, balanced sweetness.
- Agronomic Traits: High yield, excellent storage, resistant to internal necrosis and certain root diseases.
- Market Presence: Predominant in the UK and EU due to its consistent quality and shelf appeal.
2. Beauregard
- Skin: Light rose, fades slightly in storage.
- Flesh: Moderately deep orange.
- Shape: Elliptical to irregular.
- Flavour: Sweet with a hint of nuttiness.
- Agronomic Traits: Early maturity, high yield, susceptible to root-knot nematodes and flea beetles.
- Market Presence: Widely cultivated; known for smooth skins and good storage.
3. Evangeline
- Skin: Light rose, slightly redder than Beauregard; fades in storage.
- Flesh: Intense deep orange.
- Shape: Uniform and well-shaped.
- Flavour: Notably sweeter than other varieties.
- Agronomic Traits: Resistant to Fusarium wilt and root-knot nematodes; susceptible to sclerotial blight.
- Market Presence: Gaining popularity for its sweetness and disease resistance.
4. Bonita
- Skin: Light tan with a pink cast at harvest; fades in storage.
- Flesh: White with a tinge of yellow.
- Shape: Uniform and smooth.
- Flavour: Mild and less sweet compared to orange-fleshed varieties.
- Agronomic Traits: Resistant to soil rot and Fusarium wilt; susceptible to Rhizopus soft rot.
- Market Presence: Preferred in markets seeking a milder flavour profile and alternative flesh colours.
Market Relevance in the UK and EU
The Covington variety has become a staple in European markets, particularly in the UK, due to its appealing appearance, consistent quality, and adaptability to various culinary uses. Its excellent storage capabilities ensure year-round availability, aligning with the increasing consumer demand for sweet potatoes.
Beauregard remains a popular choice, especially in markets where early maturity and high yields are advantageous. Its susceptibility to certain pests and diseases necessitates careful management but does not significantly hinder its market presence.
Evangeline is gaining traction among consumers and growers seeking a sweeter flavour and improved disease resistance. Its deep orange flesh appeals to health-conscious consumers due to its higher beta-carotene content.
Bonita, with its unique white flesh, caters to niche markets looking for alternatives to the traditional orange-fleshed varieties. Its mild flavour and distinct appearance offer diversification in the sweet potato market.
Understanding the distinct characteristics and market dynamics of these sweet potato varieties enables retailers and wholesalers to make informed decisions, ensuring they meet consumer preferences and maintain a competitive edge in the evolving European market.
