The cultural phenomenon of Friendsgiving, officially added to Merriam-Webster in 2020 and popularized by millennials and Gen Z, represents a significant and evolving consumption segment for the potato industry. A 2018 YPulse study found that 32% of 18-35-year-olds hosted or planned to attend a Friendsgiving, a figure that has likely grown as the tradition solidifies. This demographic, now including the older half of Gen Z, does not just eat; they seek shareable experiences, often prioritizing convenience without sacrificing quality. Industry leaders like Side Delights® have astutely recognized this, marketing pre-washed and steamed potato products that cater directly to the time-poor, culinary-inclined host. This aligns perfectly with the 2025 Consumer Attitudes and Usage Study, which confirms potatoes as America’s favorite vegetable for the ninth consecutive year, primarily due to their versatility.
This consumer shift is underpinned by substantial economic data. The global market for processed fruit and vegetables, which includes value-added potato products, is projected to grow at a CAGR of 6.5%, reaching over $400 billion by 2028. More specifically, the chilled ready meals market, a key channel for convenience potatoes, is experiencing robust growth. This trend is a direct response to profound changes in household dynamics. Nearly 50% of U.S. households now consist of a single person, creating higher demand for easy-to-prepare, portion-controlled meal solutions. For farmers and processors, this means the value is increasingly shifting from the raw commodity to the packaged, prepared format. Products like Steamables, which can be prepared in minutes and used in both hot and cold dishes, directly serve this expanding market niche, moving potatoes beyond the traditional 10-pound bag.
For the agricultural sector, the message is clear: the future of potato demand is being shaped by social trends and convenience. The enduring popularity of the potato provides a strong foundation, but capturing maximum value requires adapting to how new generations live and eat. The success of brands like Side Delights® demonstrates that investments in convenience-focused processing, packaging, and recipe marketing are not just value-adds—they are essential strategies for growth. Producers, agronomists, and breeders should therefore prioritize traits and processes that support this segment, including reliable yields of specific varieties suited for pre-cut and steamable products, sustainable packaging, and a supply chain agile enough to meet the demands of the value-added market. The goal is no longer just to grow potatoes, but to grow them in a way that seamlessly fits into modern, convenience-driven lifestyles like Friendsgiving.
