Over the last decade, consumers under the age of 40 have increased annual eatings per capita of fresh vegetables by 52 percent and frozen vegetables by 59 percent, according to market research firm The NPD Group.
Consumers age 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 seems an outcome of the shift to fresh foods among young consumers over the last decade, the NPD Group says.
Over the next several years, fresh vegetable consumption is forecast to increase by 10 percent, but growth is expected to be concentrated among younger people.
“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. “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, on the other hand, may need a reminder from the younger generations to eat their vegetables.”