Despite an increased consumer interest in health, nutrition and ingredient transparency, Americans are still ignoring one of the easiest ways to live a healthier lifestyle: eating their vegetables.
In celebration of National Eat Your Vegetables Day, June 17, SUBWAY® Restaurants commissioned a survey that found that the majority of Americans (84 percent) aren't meeting the USDA recommended minimum number of daily vegetable servings (four servings / two cups). Perhaps more troubling is that 47 percent claimed that "nothing" prevents them from eating more vegetables, despite revealing that "overall health benefits" are their top motivation for vegetable consumption (70 percent), among those who ever eat vegetables.
The SUBWAY National Eat Your Vegetables Day survey examined the current state of vegetable consumption by American consumers, including number of servings eaten daily, favorite vegetables, excuses, motivations and consumption meal time. The national survey was conducted online by Harris Poll on behalf of SUBWAY Restaurants from June 4 to 8, 2015, among 2,019 American adults ages 18 and older.
While the average American consumer only eats 2.3 servings of vegetables per day, millennials (age 18-34) consume more vegetables than any other generation, averaging almost a half serving more per day (2.7 servings). Further, the number of millennials who meet the minimum recommendation of four servings per day is the highest of any age group (22 percent).
But why are millennials eating more vegetables? Survey results reveal personal appearance being a key motivator of vegetable consumption. Of millennial adults who ever eat vegetables, 45 percent who ever eat vegetables are more likely to eat vegetables so they can "look better" as compared to those ages 35+ (26 percent). Millennials are also more likely to eat vegetables to lose weight (56 percent) than those 35+ (39 percent).
Tomatoes, lettuce reign supreme
Too bad bacon isn't a vegetable. American consumers' most beloved vegetables are lettuce and tomatoes (both 65 percent). However, the survey also revealed that millennials were less married to these vegetable staples than other generations. Further, women demonstrated a greater affinity for variety, highly ranking cucumbers (60 percent), spinach (58 percent) and avocados (49 percent) amongst their vegetable favorites as compared to their male counterparts (cucumbers: 50 percent, spinach 44 percent, avocados 38 percent).
America's Favorite Vegetables:
Tomatoes and Lettuce (both 65 Percent)
Carrots (62 percent)
Cucumbers (56 percent)
Onions (53 percent)
Spinach (51 percent)
Peppers (47 percent)
This survey was conducted online within the United States by Harris Poll on behalf of Subway from June 4-8, 2015 among 2,019 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact lwilliams@catalystimg.com.
