TNS figures show a 13% rise in the number of 17 to 34-year-old males eating the brassica. The group is now responsible for 9% of cabbage consumption.
Older teens and men in their early 20s who still lived with their parents had driven the growth, said TNS analyst Michael Vahid. The trend for scratch-cooking prompted by the recession meant young men were being introduced to the vegetable, Vahid claimed, and found they enjoyed eating it. The mid-week roast has been a particular growth area for cabbage consumption.
Cabbage sales grew 4.3% to £91m [TNS 52w/e 22 February], but overall consumption is up only 0.3% at 807 million occasions.
The vegetable is primarily eaten for health reasons (43%), followed by practicality (32%) and enjoyment (25%).