What do consumers think about eating more fruit and vegetables?
Answer Focus group research carried out for the Department of Health suggests that there is a need for clear and helpful information that will help consumers increase the frequency and variety of fruit and vegetable consumption to achieve their recommended 5 A DAY. The research suggests that: – Consumers think they are already eating enough fruit and vegetables. – They have difficulty with the notion of portions, in terms of size and numbers. – They need reassurance about choosing, cooking and eating vegetables. – Consumers, particularly women, associate fruit with looking healthy and being in good shape. – Consumers would consider eating fruit as a snack or on its own, but are more likely to eat vegetables as part of a ‘complete’ meal. – They look for accessible, quick, easy, convenient foods, but are not necessarily aware that canned or frozen vegetables and fruit count towards 5 A DAY.
