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With continuing concerns about childhood obesity, consumers’ reliance on UPFs and a growing trend in health-conscious shoppers, nutrition has never been a hotter topic. Johan Cerstiaens, commercial director at SVZ, talks to FoodBev about how education on the importance of fruit and vegetables is vital in filling the nation’s nutrition gap.

The recently published National Diet and Nutrition Survey (NDNS) 2019 to 2023 paints a concerning picture of what Britons are eating – and, more importantly, what they’re not. According to the findings, the vast majority of people in the UK are falling short on several key dietary recommendations: most aren’t getting their ‘five a day,’ fibre intake is well below recommended levels and free sugar consumption is far too high – especially among children and working-age adults.

While there is no silver bullet solution to these complex, systemic issues, food and beverage manufacturers have a unique opportunity – and responsibility – to help improve the nation’s health. And fruit and vegetable ingredients may offer one of the simplest, most versatile ways to get started. From purées to juices and concentrates, natural fruit and vegetable ingredients can help bridge the nutritional gap without compromising on taste, texture or convenience.

Let’s explore how:

Filling up on fibre

One of the most definitive findings of the NDNS was just how widespread fibre deficiency is across all age groups. The government recommends that adults consume at least 30g of fibre per day, yet the mean intake for adults aged 19 to 64 years stands at just 16.4g. Among children, the gap is even wider: those aged 4 to 10 years consume only 14.5g on average, falling short of their 20g daily target.

The reasons behind Brits’ lack of fibre intake are multifaceted, but one contributing factor is clear: the underconsumption of fruits and vegetables. The natural fibre contained within edible plants plays a key role in digestive health, satiety, blood sugar regulation and even reducing the risk of chronic diseases, such as heart disease and certain cancers. With less than 20% of adults meeting the famous ‘5 A Day’ recommendation according to the NDNS, it’s not surprising that daily fibre intake is so below the government’s targets.

For manufacturers, the inclusion of high-fibre fruit and vegetable ingredients can be a simple and effective solution. Sweet potato, red beet, kale, kiwi and guava are all rich in fibre and can be seamlessly integrated into a variety of applications – from smoothies and soups to baby food, dairy alternatives and even bakery items like wraps and tortillas. Better yet, these ingredients don’t just boost fibre content – they also add natural colour, flavour and functional texture, ticking the boxes for both health and indulgence.

Still sweet, not so sugary

While the UK government recommends that no more than 5% of daily energy should come from free sugars, the reality is that most people are doubling that limit.

The NDNS reports that adults aged 19-64 consume 10.4% of their energy from free sugars, while children aged 4-10 are close behind at 10.2%. The vast majority of this sugar intake was attributed to cakes, confectionery and sugary drinks, though juices and smoothies also made a contribution. However, despite technically adding to free sugar intake levels, the fructose contained within 100% fruit juices cannot be put in the same box as the refined sugar found in sweets and soda. In most cases, fruit-based sugars come naturally packaged with vitamins, antioxidants and – in the case of some fruits and vegetables – fibre.

That said, even this natural sweetness should be used with care. One innovative solution is to balance fruit inclusions with lower-sugar vegetable ingredients that enhance texture and volume without excessive sugar. Take white pumpkin, white carrot or white beans, for instance. These neutral-tasting, naturally low-sugar ingredients can be blended into juices, plant-based drinks or fruit preparations to reduce sugar content, enhance mouthfeel and let vibrant, nutrient-rich fruits like berries or tropicals take centre stage. It’s a win-win for health-conscious consumers and clean label-minded developers alike.

Meeting (vita)minimums

Beyond fibre and sugar, the NDNS also shines a spotlight on vitamin and mineral intakes – many of which are lacking. Particularly concerning is the prevalence of low folate levels in women of childbearing age, with 83% returning a blood concentration lower than the recommended threshold. Given that folate is crucial for healthy foetal development and general cell function, this is a critical nutritional gap to address for everyone, not just expectant mothers. In general, vitamins and minerals are best absorbed through a balanced, varied diet – especially one that includes a wide range of fruit and vegetables. This is where fruit and vegetable ingredients can once again play a key role.

When used in meaningful quantities, fruits and vegetables like strawberries (rich in folate ), kiwi (high in vitamin C ) and red beet (rich in folate and nitrates ) can help food and beverage products meet specific nutritional goals while also delivering on taste and visual appeal.

For brands, incorporating nutrient-dense fruit and vegetable ingredients can also provide a valuable ‘health halo’ effect. Today’s consumers are more attuned than ever to the functional benefits of what they eat and drink, with recent research from FMCG Gurus revealing that over 60% of global consumers are actively trying to improve their diet for better long-term health. Adding visible, recognisable ingredients – especially those backed by tangible sustainability credentials – can help products stand out in an increasingly competitive marketplace.

From insight to action

The findings of the National Diet and Nutrition Survey 2019 to 2023 are sobering – but they’re also a call to action. While education, policy and access all play vital roles in shaping the UK’s dietary future, the food and beverage industry must also do its part to drive positive change. Integrating more high-quality, natural and sustainable fruit and vegetable ingredients into mainstream products can be a powerful first step. Not only do these ingredients help tackle shortfalls in fibre, reduce reliance on refined sugars and contribute to essential micronutrient intake – they also allow brands to create delicious, colourful and health-forward options that consumers actually look forward to eating.

In short, solving Britain’s nutritional puzzle won’t happen overnight, but it can begin with something as simple – and powerful – as a fruit or vegetable.