More focus on seasonality could be key to making 18 to 34-year-olds – who are in the best position to influence the next and current generations – take more notice of vegetables.
That conclusion, by campaigning body Veg Power, comes from YouGov research it commissioned to understand UK consumers’ awareness and understanding of seasonality.
Almost half of the 2,000 panellists thought they knew what’s in season, rising to 64% in the over 55s, but results from the survey’s ‘seasonal veg quiz’ found they scored ‘only a little higher than guesswork,’ said Veg Power’s report.
But they are interested in seasonality, it said. Three-quarters of respondents believed it should be made easier to identify which vegetables are in season when shopping and 80% want supermarkets to do more to promote seasonal vegetables.
‘Strong winds are blowing in our favour, but just because vegetables offer so much to the problems of climate change and dietary health, we’d be wrong to assume that this opportunity is ours by right,’ the report said.
‘Seasonality is a simple easy-to-communicate idea that champions the positives of all vegetables. It’s the whole sector’s strongest ticket to significant category growth.’