Greens have suddenly become extremely popular among UK consumers because of COVID-19 lockdown and the ever-increasing trend toward plant-based and vegan eating. Famously despised by children down the ages, greens are making a comeback having finally shaken off their “loathsome image,” notes retailer Tesco. 

Greens such as cabbage, spinach and even sprouts have become “very trendy” as homebound, lockdown UK consumers, with more time on their hands, return to scratch cooking. 

And the growing popularity of plant-based events such as Meat Free Mondays and Veganuary have also contributed to encouraging the consumption of vegetables.

Simultaneously, shoppers are turning up the consumption of fresh fruit and vegetables in a bid to boost immunity. 

Need to grow more greens
Tesco says the trend is so pronounced that the supermarket chain is now working with its UK suppliers in order to grow more green vegetables to keep pace with the demand.

The highest increase is being seen with leeks and cabbage as well as broccoli and sprouts.

Since the first lockdown last March, Tesco has seen significant increases compared to the previous year.

Demand for Leeks has increased by more than 30 percent, cabbage has gone up almost 25 percent, broccoli has increased 20 percent, and sprouts by 10 percent. 

Kale sales are up 10 per cent and spinach increased by almost 10 percent.

“The popularity of greens is soaring right now and it’s down to a combination of the current plant-based revolution and lockdown which is giving people more time to cook from scratch and eat more healthily,” says Tesco fresh vegetables buyer Ben Rowbotham.

“Greens got their poor image from the post-war baby boomer generation schoolchildren who generally loathed them as they were always being told to ‘eat their greens’ for health reasons.”

“Unfortunately many people used to boil them to death so that you were left with unappetizing tasteless vegetables swimming around in green water. Now, with today’s kitchen equipment, people can easily steam, stir fry and even microwave them to bring out the best flavor and preserve the goodness,” she says. 

Spicing up at-home cooking 
In the last year Tesco has seen demand for herbs and spices grow by more than 25 percent as more UK consumers take to picking up their recipe books and cook from scratch.

TH Clements, based in England, is one of the UK’s biggest growers of greens such as sprouts, cabbage, broccoli and spring greens, and has also seen demand rocket in the last year.

Like Tesco, the grower is also seeing major increases for broccoli and cabbage with increases of more than 50 and 30 percent respectively in the last year while cauliflowers, sprouts and spring greens have also grown accordingly.

“In the last year sales of greens have particularly soared and we are working with Tesco to manage the extra demand by planting more vegetables,” adds TH Clements spokesman Richard Mowbray. 

“Greens became part of the nation’s staple post-war meat and two vegetable diet at school and at home, but many kids loathed them because they were made to eat them for health reasons.”

“Sales eventually dropped off when fast food outlets began emerging here in the 70s and never fully recovered,” he continues.

“The good news is that greens are now at their most popular for ages and a big part of that boom is the scratch cooking and vegan booms that are currently taking place.”