Consumption of Brussels sprouts by young people is on the rise as the vegetable defies its reputation as their most hated item of fresh produce.

Among females aged 17-24, sprout consumption has risen 33% while consumption among males in the same age group has gone up 23%, according to TNT analyst Aleema Syed.

More consumers were realising they should be eating 5-a-day, while new varieties of sprouts were sweeter and better-tasting than those of a decade ago, said Martin Haynes of producers WR Haynes.