Convenience may increase vegetable intake among young consumers

•100 student consumers received convenient or regular vegetables for one week.•Convenient vegetable products may increase vegetable intake among young consumers.•Convenient vegetable products were experienced and used differently than regular vegetables.•Student consumers were not willing to buy or pay more for convenient vegetable products. Current food trends such as healthy eating, plant-based diets and sustainability encourage consumers to eat more vegetables. However, it is a challenge for many, including the younger generations, to meet the dietary recommendations regarding vegetable intake. The purpose of this study was to investigate if vegetable convenience products can increase the daily intake of vegetables among young consumers.A total of 100 participants were randomly allocated to receive either regular or convenience vegetables for a week and filled in questionnaires about vegetable use and consumption before after the intervention. Results showed that participants who received convenience vegetable products significantly increased their daily vegetable consumption by 19% (p = 0.005), but there was no significant difference between the groups during the intervention period. Furthermore, convenience vegetable products were used and perceived differently from regular vegetables. It was found that especially the preparation of the convenient vegetable products had an impact on how the products were perceived. Participants indicated that they were not willing to buy or pay more for convenience in relation to vegetables. In conclusion, convenience vegetable products may increase vegetable intake among young consumers. However, this specific consumer group may find barriers within their values regarding food, consumerism and sustainability, whichprevent them from buying convenience food products.