Guess Who Is Eating Their Vegetables Now? Younger Consumers Drive Growth of Fresh and Frozen Vegetable Consumption

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The continual parental reminder to “eat your vegetables” stuck with Millennials and Gen Zs because they are driving the growth in fresh and frozen vegetable consumption, but many of the parents who offered the reminder are not eating theirs, reports The NPD Group, a leading global information company.

Vegetable consumption among younger consumers is a reflection of their more health-conscious eating behaviors,” says David Portalatin, vice president, food industry analyst at NPD Group and author of the recently published Eating Patterns in America.

The continual parental reminder to “eat your vegetables” stuck with Millennials and Gen Zs because they are driving the growth in fresh and frozen vegetable consumption, but many of the parents who offered the reminder are not eating theirs, reports The NPD Group, a leading global information company. Younger consumers, those under age 40, have increased the annual eatings per capita of fresh vegetables by 52 percent and frozen vegetables by 59 percent over the last decade. Boomers, ages 60 and up, on the other hand, decreased their consumption of fresh vegetables by 30 percent and frozen vegetables by 4 percent over the same period.

Increased consumption of fresh vegetables is an outcome of the shift to fresh foods among young consumers over the last decade. Generational change is partly responsible for the move to fresh as younger consumers are adopting fresh at a much earlier age than the generations before them. Millennials and Gen Zs will sustain the growth of fresh vegetable consumption as they age into their heaviest consumption years. Over the next several years fresh vegetable consumption is forecast to increase by 10 percent, an increase that will be tempered by the lower eating rates of Boomers, according to NPD Group’s A Generational Study: The Evolution of Eating.

Frozen vegetable consumption, which was declining earlier this decade, is now on the rise due to the interest of more health-conscious Millennials and Gen Zs. Just as they did with fresh vegetable consumption, these younger consumers are eating more frozen vegetables than previous generations did at their ages. Although the category’s growth forecast is not as strong as fresh vegetables, consumption of frozen vegetables is forecast to increase by 3 percent through 2024.

“Vegetable consumption among younger consumers is a reflection of their more health-conscious eating behaviors,” says David Portalatin, vice president, food industry analyst at NPD Group and author of the recently published Eating Patterns in America. “Our research shows that their attitudes about eating vegetables will not shift as they age and go through their life stages. Their parents and grandparents, however, may need a reminder from them to eat their vegetables.”
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Kim McLynn
The NPD Group
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