The latest national dietary data shows vegetable intake in the UK hitting a 50 year low.
The average weekly consumption of fresh and processed vegetables (excluding potatoes) has fallen by around 12% since 1974, dropping to under 1 kg per person.
The decline is particularly marked for British staples: cabbage consumption, for example, has plummeted by around 80%, Brussels sprouts by 87%, cauliflower by 40% and peas by 74%. In contrast, vegetables such as courgettes, cucumbers and mushrooms have grown in popularity compared with the 1970s.
The shift comes against a backdrop of rising purchases of ultra-processed foods. The average British consumer buys more than seven times as many vegetable-based ready meals as in 1974, alongside a 560% increase in meat-based ready meals. Crisp consumption is up 200%, ice-cream 430% and pizza 177%.