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Background As eating quality is important for adoption of new varieties, nine orange-fleshed and three cream-fleshed sweet potato varieties were assessed for sensory characteristics, dry mass and free sugar content, instrumental texture and colour and consumer acceptability ( n = 216) in a peri-urban South African setting. Results Cream-fleshed varieties were higher in yellow-green colour and sweet potato-like flavour and lower in graininess. Orange-fleshed varieties were higher in pumpkin-like flavour, orange colour, discolouration and sucrose content. Partial least squares regression analysis showed that the most accepted varieties (Impilo, Excel, Resisto, 2001_5_2, Serolane, W-119 and Monate) were associated with sweet flavour, dry mass and maltose content, while the least accepted varieties (Beauregard, Khano and 1999_1_7) were associated with wateriness. Pearson correlation analysis highlighted correlations of sensory attributes yellow and orange with instrumental colour measurements (colour a* and colour b*), instrumental firmness with sensory firmness, dry mass with sensory wateriness, and maltose content with sensory sweet and sweet potato-like flavour. The varieties were clustered into three groups. Consumer acceptability for eating quality correlated with maltose content, dry mass and sweet flavour. Conclusion Chemical and instrumental measurements were identified to evaluate key attributes and will be useful in the intermediate phases of sweet potato varietal development. [ABSTRACT FROM AUTHOR]