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Santa and his four reindeer visited New Covent Garden Market (NCGM) on Thursday 20 November, as a new survey reveals the nation's favourite festive foods.
The special visitors made the journey to NCGM all the way from the North Poll, praising the warm hospitality received as the group visited the famous Flower Market, followed by a trip to the new Buyers' Walk in the Fruit & Vegetable Market. The visit - part of a Christmas marketing and publicity campaign - aims to ensure NCGM reminds in everyone's thoughts in the run up to the festive season.
New research for New Covent Garden Market reveals Brussels sprouts are now the nation’s second-favourite festive vegetable. Photo: Ciaran McCrickard/PA Media Assignments
The photo shoot was to support a press release titled 'Britain Falls Back in Love with Brussels Sprouts and Preps for a Veg-packed Christmas' that highlights the results of a new survey of 2,000 adults (commissioned by NCGM), which reveals the British Christmas is evolving, with many of us upping our vegetable intake this year. The poll revealed half of Brits (57%) claim veg has become a bigger part of the Christmas dinner plate, driven by a desire for more variety (51%) and healthier eating habits (48%).
Perhaps most surprising was the fact 63% of the nation now tell us they love Sprouts, compared with just 16% who still claim to hate them. Britain put Brussels in second place as their favourite festive veg, only just behind the iconic roast potato.
Notably, 18-34 year olds are more likely than any other age group to serve up at least seven different vegetables on their Christmas plate. This generation is actively challenging the notion that Christmas means indulgent, naughty foods - both at home and when dining out. Their preference for more vegetables on the festive plate reflects a broader shift towards balanced eating that doesn't take a holiday, even during the Festive period.
Above: seven year-olds Ana Julia (left) and Nathan, from St George's COE Primary School Battersea feed lichen to reindeer with Santa. Photo: Ciaran McCrickard/PA Media Assignments
Wanda Goldwag OBE, Chair of Covent Garden Market Authority (CGMA), says: "It's brilliant to see how diverse the typical Christmas plate is with many Brits preferring to have a variety of different vegetables on their plate. The fact that Brussels sprouts have gone from Britain's notoriously most hated vegetable to the nation's second favourite is a wonderful turnaround. We're proud to play such an important role in feeding the nation at Christmas, whether that's work Christmas parties, the catering and hospitality scene, London’s key workers, or even the animals at London Zoo."
Looking beyond the Christmas roast, the research also showed the tradition of putting up the tree is considered to signify the official “start of Christmas” (26%), with 1st December (17%) and seeing the Christmas ads on TV (13%) as the next two signifiers.
The sentiment behind putting up trees clearly remains strong, and with Brits keeping trees up for over a month - with most people putting theirs up between the 1st and 3rd of December (22%), and not bringing them down until 5th or 6th of January (45%) - it’s a fantastic indicator of the quality and longevity of real trees.
Wanda continues: “Our flower market sells a huge number of Christmas trees to the catering and hospitality trades at this time of year, as well as to consumers. The market is full of festive cheer from early November onwards - it really is the most wonderful time of the year.”
When it comes to Christmas Eve, Brits continue to leave out classic treats for Father Christmas and his reindeer, with mince pies (40%), milk (34%), and carrots (31%) topping the list of treats. It’s not just Father Christmas and his reindeer that visit the market to stock up ahead of Christmas. While London sleeps, New Covent Garden Market’s 150 wholesale traders supply luxury British institutions like Harrods, Claridges and the capital’s top Michelin starred restaurants, as well as supplying the Royal Households all the way to the animals of London Zoo.
Brits favourite vegetables on the typical Christmas plate:
