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28% of people on lower incomes said worries about high energy costs led them to cook less vegetables

With recent research confirming vegetable sales have decreased during the cost of living crisis, this year’s Eat Them To Defeat Them campaign aims to play a role in supporting families to keep vegetables in their shopping baskets.

Data provided by IRI Worldwide found vegetable sales decreased by 9% from 2021 to 2022. YouGov research showed 28% of people on lower incomes (combined household income of £30,000 or less) stated worries about high energy costs led them to cook less vegetables reports

According to another piece of research 26% of all audiences stated they bought fewer fresh vegetables because of the increase in the price of their groceries, increasing to 49% in lower income families. Children’s vegetable consumption in the UK is considerably below Government recommendations with 80% not eating enough vegetables and a third eating less than a portion per day.

Dan Parker, chief executive of Veg Power, said: “Parents tell us they are more concerned than ever about their finances and so rejected vegetables really worry them - they simply cannot afford to risk them going to waste.

“Each year Eat Them to Defeat Them turns millions of children into champions for vegetables, pestering their parents to serve them. This enthusiasm is particularly important this year as it will give parents the confidence to keep vegetables in their shopping baskets.”

More than half the parents in schools participating in Eat Them to Defeat Them say their children eat more vegetables as a direct result of the campaign. Since it launched in 2019, the campaign has directly generated an additional £132m in vegetables sales, equivalent to 1.4bn children’s veg portions.


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