The Home of Kale

Who buys kale? Is this you? {Infographic}

Who buys kale? Is this you? {Infographic}

Who buys kale? Is this you? {Infographic}

  • While seven out of ten people buy kale because it is healthy (69%), more than half of kale buyers (58%) are unlikely to go to the gym
  • More than eight in ten (83%) are married or in a relationship.
  • Yet many families could be missing out as the majority (54%) have no children living at home.

As the popularity of this once forgotten vegetable continues to grow, who is it that is buying this brassica that has almost achieved celebrity status and why?

Our new research estimates that 40% of the adult population has bought kale in the last year and of those, 56% buy kale regularly (as in at least every month), compared to 35% five years ago.

Based on the research the following is suggested as a typical profile of a frequent (at least once a fortnight) kale shopper.

Discover Kale consultant Nutritionist Fiona Hunter comments “I’m surprised more families haven’t added it as a staple – as it is an easy one to bring into children’s diets, especially when mixed into salads, stir-fries or added to dishes as ‘hidden vegetable’ like pasta sauce or spaghetti bolognese. It goes without saying that all vegetables are an important part of a healthy balanced diet but kale is a real superstar. In addition to Vitamins A, B2 and folate, kale provides useful amounts of the minerals iron and calcium. We know from the recent National Diet and Nutrition survey that some groups, particularly children and teenagers are not getting enough of these important nutrients so eating kale more regularly would help to boost intakes of some of the key nutrients.”