Consumers’ desire for cheap and convenient foods has claimed another victim in the shape of the humble cabbage.

Brits ate 3.3% less cabbage in the past year at 82 million kgs [Kantar Worldpanel, 52 w/e 21 March]. The market declined 5.7% to £87m.

Cabbage sales suffered as consumers sought out produce that was convenient, versatile and easier to cook, according to one leading grower. One of the key trends of the recession was shoppers eating less veg.

The decline was driven by core consumers - adults aged over 45 - eating less, according to Kantar analyst Teresa Fisher, although children and younger adults increased their consumption.

Health remains a key motivator for cabbage consumption, cited by 42% of cabbage-eaters.

Last week The Grocer revealed that Brits’ vegetable consumption had fallen by 11% in 2008 compared with the previous five-year average.

Read more
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