Tesco is seeing a strong rise in demand for brightly coloured vegetables across the UK. The trend has been building all year and has become much stronger this autumn. Nutrition experts have encouraged people to “eat the rainbow”, and this advice is now visible in real sales, pushing Tesco colourful vegetables demand to new levels.
Shoppers are choosing more variety on their plates. They want vegetables in red, yellow, purple, pink and deep green. This shift is helping more people mix vitamins and minerals through different colours.
Tesco says rainbow carrots are up 100% compared with last autumn. Pink onions are also up 100% this autumn.
Rainbow chard is up 70%. Cavolo Nero, or black cabbage, is up around 30% in the last year.
All of these increases show how fast Tesco colourful vegetables demand is changing buyer habits.
Tesco brassica buyer Simon Tenwick said the supermarket will now stock red kale. He said this new product is a direct response to customer interest. Red kale will be in stores in the coming weeks, adding another option within Tesco colourful vegetables demand.
Tesco also saw record fruit sales this summer. Millions of extra packs of berries, cherries, watermelons, pineapples, grapes and bananas were sold. The same pattern is now showing in vegetables, helping Tesco colourful vegetables demand continue through winter.
Growers Are Reacting To The Trend
A H Worth, based near Spalding in Lincolnshire, has started growing red kale for Tesco. The grower says demand for Cavolo Nero rose by 23% this autumn. They say shoppers like kale because it works in salads, roast dinners and smoothies. Younger shoppers using kale in smoothies are also pushing Tesco colourful vegetables demand forward.
Another grower, TH Clements in Boston, Lincolnshire, has seen purple sprouting broccoli demand rise sharply.
The grower now produces three times as much as it did in 2022. Farms are increasing planting plans because Tesco colourful vegetables demand is rising faster than expected.
Tesco company nutritionist Natasha Maynard said different coloured fruits and vegetables offer different vitamins and minerals. She reminds shoppers to eat at least five portions of fruit and vegetables a day and to choose from red, green, yellow, white, purple and orange colour groups.
The trend is now shaping supermarket planning. Retailers are adding new vegetable lines, adjusting orders and working closely with UK growers. Some farms are testing new varieties with stronger colours and sweeter flavours to match shopper interest.
This shift connects with a wider move toward healthier eating in the UK. Shoppers want food that looks fresh, bright and nutritious. Colourful vegetables can also help families encourage children to eat more fresh produce.
For supermarkets, rising Tesco colourful vegetables demand brings new sales opportunities in the produce aisle.
For growers, it opens space for new crops and new seasonal planning. Tesco expects strong interest in colourful vegetables to continue into winter and next year.
Editor’s Note: This news story is based fully on verified information released through PA News Agency and confirmed Tesco supplier updates. No details have been added or changed.
