Study: Millennials drive growth of fresh, frozen vegetable consumption
Younger consumers, those under age 40, have increased the annual eatings per capita of fresh vegetables by 52% and frozen vegetables by 59% over the last decade.
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, according to a study released by The NPD Group, Chicago. However, many of the parents who offered the reminder are not eating theirs.
The study, “A Generational Study: The Evolution of Eating,” says younger consumers, those under age 40, have increased the annual eatings per capita of fresh vegetables by 52% and frozen vegetables by 59% over the last decade. Boomers, ages 60 and up, on the other hand, decreased their consumption of fresh vegetables by 30% and frozen vegetables by 4% over the same period.