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.
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.
This year’s schools’ programme will feature a new theme ‘Taking Over The World’ involving ten meal themes and recommended recipes for each. As in previous years, the kids become the heroes as they defeat the vegetables by eating them.
The 2023 Eat Them To Defeat Them campaign is an alliance between ITV, Channel 4 and Sky Media who have collectively contributed over £15m of advertising to this campaign since it began.
Brett Aumuller, managing director of Sky Media, added: "Vegetable sales are declining and children still aren't eating enough of their greens. We're working alongside Veg Power to encourage children to eat healthier through the power of broadcast advertising."