The results showed that 88% of consumers admit to not eating five portions of fruit or vegetables on a daily basis. This is true of consumers across all ages: 84% of those aged 55 years and over do not eat the recommended amount per day, while this rises to 92% of 18-24-year-olds.
When examining the reasons behind the attitude of UK consumers, Canadean Consumer found that 58% felt a balanced diet was more important, while 31% said eating fruit and vegetables can be inconvenient as they are ‘messy’ and can ‘go off quickly’.
In addition, 29% of consumers said fruit and vegetables were too expensive to eat five a day, while the same number said that they are too busy to make home-cooked meals, which include fruit and vegetables.
Yet, despite this, it’s clear that consumers remain aware of why they should be eating five portions of fruit and vegetables per day. Only 18% of consumers agree with the statement I do not believe it is necessary to have five portions of fruit and vegetables a day.
There are notable differences across demographic groups when it comes to perceived cost and convenience of eating fruit and vegetables, with social status playing a big part. Among those of higher social status, 35% say they are too busy to make home-cooked meals, while only 23% of those of lower social status say time is an issue.
Conversely, 28% of higher social status consumers believe that fruit and vegetables are too expensive to eat five portions a day, but this is true for 32% of consumers of lower social status.
Source: Canadean Consumer
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