New Covent Garden Market poll paints positive picture for sales of festive vegetables
Brits are increasing their vegetable intake in their Christmas dinners, according to a new survey commissioned by New Covent Garden Market (NCGM).
The poll of 2,000 adults found that half of Brits (57 per cent) claim veg has become a bigger part of their Christmas dinner plate, driven by a desire for more variety (51 per cent) and healthier eating habits (48 per cent).
Some 63 per cent of those surveyed include three to four vegetables on their Christmas plate, with a fifth (20 per cent) serving up as many as five to six different veg.
Almost half of Brits (47 per cent) report spending more on vegetables during the festive season than at any other time of the year.
Perhaps unsurprisingly, the demand for a healthier Christmas is largely driven by Gen Z, with 65 per cent of that age group claiming veg is a bigger part of their Christmas dinner than in recent years, while less than half (41 per cent) of Boomers share the sentiment.
Notably, 18-34-year-olds are more likely than any other age group to serve up at least seven different vegetables on their Christmas plate. The generation is actively challenging the notion that Christmas means indulgent, naughty foods – both at home and when dining out, NCGM noted.
Their preference for more vegetables on the festive plate reflects a broader shift towards balanced eating that doesn’t take a holiday, even during the festive period.
Elsewhere, the survey showed that despite their long-held reputation as Britain’s most detested vegetable, Brussels sprouts are actually the UK’s second-favourite Christmas veg (19 per cent).
When asked their favourite Christmas vegetable, respondents put Brussels sprouts in second place, only just behind the iconic roast potato (43 per cent). As many as 63 per cent now said they love sprouts, compared with just 16 per cent who still claim to hate them.
Wanda Goldwag, chair of Covent Garden Market Authority, said: “It’s brilliant to see how diverse the typical Christmas plate is with many Brits preferring to have a variety of different vegetables on their plate. The fact that Brussels sprouts have gone from Britain’s notoriously most hated vegetable to the nation’s second favourite is a wonderful turnaround.
”We’re proud to play such an important role in feeding the nation at Christmas, whether that’s work Christmas parties, the catering and hospitality scene, London’s key workers, or even the animals at London Zoo.”
