Love or hate them, Brussels sprouts are a festive staple, and this year, the nation’s true feelings about the divisive vegetable are revealed.
From regional trends to generational divides, new data has uncovered who’s piling them on their plates and who’s pushing them aside.
A survey undertaken by leading meal kit provider, HelloFresh, reveals that nearly a quarter of the UK love Brussels sprouts, despite only half (52%) enjoying them all year around – the other half reserve the vegetables exclusively for Christmas. Only 13% of the UK admit to hating Brussels sprouts, despite the bad rep the greens get.
Unsurprisingly, older generations are the Brussels sprout champions. When asked to rate how much they like Brussels sprouts from 1 (not at all) to 10 (very much), people aged 65+ rated their love for sprouts at an impressive 7.4 out of 10 on average, with almost a third giving a top score of 10/10. Those aged 55-64 aren’t far behind, with an average score of 7.2.
Younger generations aren’t as keen. Those aged 18–24 are the least enthusiastic about the humble sprout, with an average score of 6.1. A significant 17% rated their dislike as strong as 1/10.
Sheffield tops the sprout-loving charts with residents scoring a high 7.5 average, and an impressive 38.3% giving sprouts a perfect 10/10. In contrast, the Channel Islands are the most sprout-averse, with an average of 4.0 and 67% rating sprouts a dismal 1/10.
Newcastle also shows strong sprout dissent, where 22% gave the lowest score. Across regions, Northern Ireland shares a passion for sprouts, matching the 65+ demographic with a mean score of 7.4, while over a fifth (21%) rated them 9/10.
Across the UK, the tradition of eating sprouts only at Christmas persists, especially among younger age groups. 45% of 18-24-year-olds limit their sprout consumption to December, while this drops to just 34% among the 65+ demographic, who are more likely to enjoy them all year round.
The South West leads in year-round sprout enjoyment (60%), whereas Central England is the heart of Christmas-only sprout traditions, with almost half (49%) indulging exclusively during the festive season.
Mimi Morely, Senior Recipe Development Manager at HelloFresh comments, “Brussels sprouts are one of the most polarising vegetables in the UK, but they’re also a quintessential part of Christmas dinner. Our data shows that while opinions differ, this versatile vegetable has a growing appreciation, especially among older generations. Whether roasted, fried, or steamed, sprouts can shine in countless dishes beyond the festive period.”
To perfect the Brussels sprout at home, Mimi recommends:
Roast to Perfection
“Toss your sprouts in olive oil, salt, and pepper, then roast at 200°C (400°F) for 20-25 minutes. Add a sprinkle of Parmesan or a drizzle of balsamic glaze for an extra kick.”
Caramelise:
“Pan-fry sprouts with a little butter and brown sugar until golden brown for a sweet and savoury dish.”
Add Bacon:
“Sauté sprouts with crispy bacon bits for a smoky twist. A dash of maple syrup can make this dish even more indulgent.”
Experiment with Spices:
“Spice up your sprouts with garlic, chilli flakes, or smoked paprika for a unique taste profile.”
Head to HelloFresh to discover Brussels sprouts recipes for any time of the year.
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