Social media virality credited for boosting category visibility following sluggish demand in 2025
UK sweet potato demand is running 12 per cent higher this year, according to potato supplier Branston.
The uplift follows a challenging period for sweet potatoes after the company reported weaker demand during 2025.
Branston has suggested that social media has driven category growth, with ‘sweet potatoes’ generating more than 2.12mn searches on TikTok during peak viral moments.
Shane Rawlings, lead fresh account manager at Branston, said: “It seems sweet potatoes could be enjoying their own moment in the spotlight as social media is playing an increasingly important role in how people discover food.”
The company added that viral recipes have encouraged shoppers to try something new, such as slow-baked sweet potatoes stuffed with melted cheese, to crispy homemade fries and comforting curries.
Rawlings added: “As eating habits evolve, more consumers are looking for foods that deliver nutritional value without compromising on convenience or flavour. Growing interest in smaller, nutrient-dense meals, partly linked to the rise of GLP-1s, is changing what people choose to put on their plates.”
The company suggested that the nutritional benefits, versatility and growing popularity in everyday cooking could keep them in British shopping baskets long after the viral trend has faded.
Branston sources sweet potatoes throughout the year from growers in the US, South Africa and Egypt to maintain supply across different growing seasons.
If the recent boost translates to higher long-term demand, however, the category is likely to be required to adapt to match imported supply with faster moving retail demand.
