Further evidence of consumers' recent desertion of the veg category has come with new figures showing falling canned veg sales.

Sales volumes of canned veg slid 3% to 336 million kg [Kantar 52w/e 21 March] with the number of meal occasions dropping 3.7%. Although value sales rose 12% to £377m, this was due to cost increases.

But while children ate less canned veg last year, young men increased consumption by 15%. "Since the recession we have seen occasions featuring veg decrease," said Kantar.