Health is the fastest growing motivator for food shopping and vegetable consumption is on the rise, according to latest figures.
According to market researcher TNS, veg consumption across the UK rose 1.5 per cent in the last 12 months, bucking the trend for total food, which saw consumption fall 1.3 per cent.
Broccoli was the star performer, increasing by seven per cent, with carrots up four per cent and onions rising three per cent.
On fruit, bananas climbed five per cent, while both pears and citrus were up four per cent.
While the figures suggest the health message is beginning to hit home, TNS said enjoyment still remains the number one motivating factor behind the food we eat, with 42 per cent of meals chosen for that reason.
According to the researchers, this is leading to a new breed of consumers looking for healthy alternatives to popular everyday products.
Cooking methods are also changing, with frying declining by 12 per cent in the last two years, compared to an 18 per cent rise in stir-frying over the last 12 months.
