Brits ‘committed to eating veg’, says Tesco

While many new year’s healthy eating resolutions start to fray by this point in January, Tesco insists Brits are determined to eat veg year-round.

According to a survey by the supermarket, this week marks two weeks since many Brits pledged new year’s resolutions - and this is also the point most people call time on them. More than half (54 per cent) of those surveyed admitted they usually last two weeks or less with a strict healthy-eating resolution.

However, the research also indicated that Britain is a nation of veg lovers, with almost half (46 per cent) claiming to eat more vegetables than they did five years ago.

Some 47 per cent have deliberately introduced more vegetables to their plates, citing trying to be healthier (82 per cent), saving money (22 per cent) and reducing their impact on the environment (25 per cent) as the main reasons for upping their intake. Nearly one quarter (24 per cent) are eating more plant-based foods.

Increase in veg sales 

Tesco noted its sales data shows an increase in public appetite for salad veg such as avocado, which has seen a 46 per cent increase since 2021, and cucumber, which has gone up 41 per cent. Sales of products including asparagus, baby corn and leeks have all increased, as have pulse lines including tinned chickpeas and lentils, which have risen by 21 and 9 per cent respectively since 2021.

Attitudes to veg’s place in the weekly menu have also changed, according to Tesco’s survey. Some 45 per cent of people are eating less meat than they were five years ago, with 62 per cent saying they eat no meat at all on two days or more in an average week, suggesting that Britain is starting to embrace a more ‘flexitarian’ way of eating.

Veg-rich roasts still popular

Nearly three quarters (73 per cent) say that they now eat more greens, with 68 per cent eating more root veg like carrots and sweet potato, and 62 per cent eating more salad veg such as lettuce and peppers.

Even the roast dinner has changed, with nearly half (48 per cent) saying their roast dinner involves more veg now and 60 per cent saying they serve three or more different types of vegetables with their Sunday roast or equivalent family meal.

Tesco said it commissioned the research to highlight that consumers don’t have to make major changes, or set drastic resolutions, to live a little better. Some 61 per cent of those surveyed admitted that when they make a small change to their diet - such as committing to a ‘meat-free day’ or adding one or more extra portions of fruit or veg to their plate - they’re more likely to stick to it, rather than a major change such as becoming vegan.

Making fruit and veg more accessible

Tesco pointed out that it has ‘Better Basket’ zones in stores to signpost better choices at affordable prices, helping shoppers to fill their basket without it costing them more. It also stressed it is lowering prices across a selection of fresh produce through Clubcard Prices and Aldi Price Match. Two thirds of products included in Aldi Price Match are healthy, in addition to Fresh 5 giving customers reduced prices on five lines of fresh produce every two weeks.