UK consumers are increasing the variety of vegetables they eat, with the number of people reaching the recommended “30 plants a week” target doubling over the past five years according to data from HelloFresh.

The research reflects a major shift in consumer awareness around gut health, fibre intake and overall wellbeing.

One in 10 customers now order boxes containing over 30 plants a week at HelloFresh, marking a significant rise of more than double the rate in 2022.

Additionally, the research found that 65 per cent of British consumers stated they have been trying to eat more fibre compared to five years ago, while over half (55 per cent) said they are actively trying to eat a wider variety of plants.

The rise in plant intake is boosted by social media, with 48 per cent of surveyed consumers reporting that they have seen content about eating plants for gut health online.

Nearly half (47 per cent) of adults said platforms like Instagram and TikTok have raised their awareness of the benefits of plant diversity.

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Younger consumers are leading the shift, with 70 per cent of 25 to 34 year-olds stating they are trying to eat more plant types than they did five years ago.

On a regional basis, Londoners are driving the change, with 72 per cent actively trying to increase their plant variety.

Mimi Morley, senior recipe development manager at HelloFresh UK, said: “Plant diversity has gone mainstream. And we’re seeing that play out in kitchens across the country. Customers want meals that make it easy to hit their fibre and plant‑variety goals without sacrificing flavour or convenience.”

 “The fact that so many customers are now hitting 30 plants a week from their box alone shows how achievable gut‑friendly eating can be when variety is built in.”

HelloFresh’s, senior director of product, Alexandra McCaffrey will be speaking at this year’s Grocery Horizons event. Held on 18 November at Tottenham Stadium, London, this conference will bring together leaders within the grocery industry, with lots of dedicated time to network and build connections in an exceptional environment.