People are eating more vegetables at Christmas than they were before, according to research from New Covent Garden Market.
A poll commissioned by the market revealed 57% of people claimed vegetables had become a bigger part of their Christmas dinner plate, with 51% driven by a desire for more variety and 48% by healthier eating habits.
The findings are in stark contrast to government figures, published in June, which showed consumption of fruit and veg for households in the UK had fallen sharply, with only 17% of adults eating their 5 a day.
The NCGM survey, conducted by 3Gem Research & Insights which polled 2,000 adults, showed 63% of those polled included three to four vegetables on their Christmas plate, with a fifth serving up as many as five to six different vegetables.
Almost half reported spending more on vegetables during the festive season than at any other time of the year.
NCGM said the demand for a “healthier Christmas” was largely driven by Gen Z, with 65% saying vegetables had become a bigger part of Christmas dinners, in contrast to only 41% of boomers.
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The study also found 19% of people said brussels sprouts were their favourite vegetable on the typical Christmas plate, and 63% said they loved them.
“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,” said NCGM chair Wanda Goldwag. “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 for work Christmas parties, the catering and hospitality scene, London’s key workers, or even the animals at London Zoo.”
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