Supermarket giant Tesco is reporting a dramatic surge in the popularity of brightly-coloured vegetables, a trend directly linked to the nutritional advice encouraging Britons to 'eat the rainbow' for better health.
The Colourful Sales Boom
In a striking shift in shopping habits, Tesco has observed rocketing demand for vibrantly-hued produce over the past year, with a particularly sharp increase in recent months. This consumer movement is believed to be a direct response to expert guidance that consuming a diverse range of fruit and vegetable colours ensures a broad intake of essential vitamins and minerals.
The sales figures are compelling. This autumn, demand for rainbow carrots and pink onions has doubled, soaring by 100%. Similarly, rainbow chard has seen a 70% increase, while Cavolo Nero, often known as black cabbage, has grown in popularity by 30% over the last year.
New Products and Grower Response
In a direct reaction to this trend, Tesco has made the decision to introduce a new vegetable to its shelves. Red kale will go on sale in the next few weeks, a move confirmed by Tesco brassica buyer Simon Tenwick.
"We are seeing a definite surge in demand for more unusual, brightly-coloured vegetables in a trend which has become especially pronounced in the last few months," Mr Tenwick stated. He added that this follows a summer of record fruit sales, and it appears shoppers are now actively seeking out healthy vegetables to boost their nutritional intake.
The trend is also reshaping British agriculture. Tesco supplier A H Worth, based near Spalding, Lincolnshire, has begun growing red kale to meet the anticipated demand. The farm has also witnessed an unexpected 23% surge in demand for Cavolo Nero this autumn.
Darren Huxtable, commercial manager at A H Worth, noted that kale's versatility is key to its popularity, appealing to all ages from traditional roast dinners to trendy smoothies. He explained that the red kale variety is slightly sweeter and its bold colour helps brighten up winter meals.
Another Lincolnshire grower, TH Clements of Boston, has seen demand for purple sprouting broccoli rocket so high that it now cultivates three times as much as it did in 2022.
The Nutritional Science Behind the Trend
Tesco company nutritionist Natasha Maynard provided the scientific backing for the trend, emphasising the significant health benefits of consuming at least five portions of a variety of fruit and vegetables daily.
"A variety of colours not only gives a strong visual impact on your plate, but different coloured fruits and vegetables contain different vitamins and minerals your body needs to maintain good health," Ms Maynard said. She advises shoppers to try to eat one portion from each colour group—red, green, yellow, white, purple, and orange—to gain the most nutritional benefit.
