Higher vegetable costs are making consumers cut down on greens: report

Almost 1 in 2 lower-income families are buying fewer vegetables due to inflation.

Cash-strapped families are struggling to afford a healthy diet and there is a pressing need to find ways to increase vegetable consumption as businesses deal with the aftermath of covid, supply chain problems and the challenge of maintaining low costs to consumers, the Food Foundation’s 2022 Peas Please Progress Report said.

As a result of food industry challenges, 49% of low-income families reported buying fewer fresh vegetables. Meanwhile, vegetable prices are rising at almost 14% compared with around 7% for sweets and chocolate.

The report also shows a widening nutrition gulf between the rich and poor. Among those earning less than £10,000 the proportion of vegetables in the shopping basket fell in the past year while for those earning over £70,000 it remained the same despite rising prices.

“Whilst our broader objective is still to see three billion additional portions of veg served or sold by our pledging community by summer 2023, it is now more important than ever that businesses act to ensure that low and middle-income households are able to access veg as the cost-of-living crisis bites,” The Food Foundation said.