Brussels Sprouts Cheaper Than 2019 As UK Shoppers Turn Away

Retail prices for Brussels sprouts in the UK have fallen below 2019 levels, highlighting a sharp drop in consumer demand for the traditional festive vegetable, according to a report published in the Financial Times.

Growers say consumption has declined significantly, even during the key Christmas trading period when sprouts would normally enjoy peak sales.

“We don’t grow many these days . . . they don’t sell like they used to,” explained Mark Abraham, manager of Crossways Farm in Bedfordshire. “A lot of people don’t eat them, and they don’t particularly make a lot of money. They’re just a bit of a dying crop. It’s only Christmas that keeps them going.”

The weakening demand has resulted in lower prices on supermarket shelves, offering short-term savings for consumers but creating mounting pressure across the supply chain.

Producers have warned that the downturn comes at a difficult time for the sector, following several years of rising production costs linked to energy, fertiliser and labour. With margins already under strain, the current price environment risks making sprout production increasingly uneconomic for some growers.

Industry voices suggest that changing consumer habits, including a shift away from traditional Christmas meals and a growing preference for alternative vegetables, may be contributing to the decline.

While innovation and new product formats have helped to refresh interest in some fresh produce lines, Brussels sprouts appear to be struggling to retain their place on UK shopping lists.

The price drop underscores broader challenges facing UK vegetable growers as they attempt to balance affordability for consumers with long-term sustainability for domestic production.