Consumers embracing fresh fruit and vegies

Posted by Daniel Palmer on 1st August 2008

A new report from independent market analyst Datamonitor has revealed that UK consumers are eating more fresh fruits and vegetables to meet their “five a day” target.

Between 2002 and 2007, the annual consumption of fresh fruits and vegetables in the UK increased from 93kg per person in 2002 to 113kg in 2007, and Datamonitor forecasts this will increase to 123kg in 2012. The 21.5% increase in consumption rates is indicative of the success of the “five a day” message being pushed by health groups and nutritionists.

However, Datamonitor research shows that the emergence of so-called “superfruits” could be having an adverse effect. Indeed, false assumptions about their nutritional value may prevent consumers from fulfilling their fruit and vegetables quotas.

Mark Whalley, author of the report and Consumer Markets Analyst at Datamonitor, commented that the move by shoppers is a psychological one to a certain degree. “This dosing allows consumers to feel satisfied that they are boosting their health without being inconvenienced by spending large amounts of time planning and preparing nutritious meals,” he said.

Mr Whalley also reported that manufacturers were beginning to promote healthier goods and include more fruit and vegetables in their products.