Meeting Fruit and Vegetable Targets

Introduction Encouraging consumers to increase their intake of fruit and vegetables is a worldwide issue. The benefits of meeting fruit and vegetable targets, which typically vary on a national basis, are becoming more apparent to nutrition conscious shoppers who are adjusting their eating habits accordingly. This report identifies the implications for both produce and packaged goods' players. Introduction Detailed insights and analysis documenting the drivers and inhibitors of fruit and vegetable consumption Country level data covering Europe, the US, Australia and New Zealand. This is segmented by fresh, frozen and canned formats Analysis documenting the relative importance consumers place on fruit and vegetable consumption and how this varies by socio-demographics Strategic conclusions combined with actionable recommendations for all industry players Highlights 49% of European and US consumers believe that eating fresh food and drinks is a 'very important' dietary approach. This ranges from a high of 51% in the UK to a low of 36% in Sweden. Datamonitor research and other important studies indicate that a high importance is being placed on consuming fresh products as part of a broader emphasis on health In an ideal world, people would embrace a balanced diet with adequate quantities of fruit and vegetables. Despite a heightened focus and high general focus being placed on fruit and vegetable consumption, many consumers' diets are still deficient of recommended intake. This creates a strong market opportunity for functional/ enhanced products The growth of 'superfruits' has helped to bring the consumption of fruits and vegetables back into shoppers' consciousness. That said, there is a risk that the growth of such products has undermined the appeal of more established/standard fruit and vegetables, especially in countries where the superfruit phenomenon has been more established Reasons to Purchase Obtain a detailed understanding of consumer attitudes and behaviors towards increasing fruit and vegetable consumption Find inspiration for innovative formulations and product positioning which takes advantage of consumers' evolving preferences Access a blend of quantitative and qualitative data illustrating consumer attitudes, actual consumption and best-practice marketing across the globe.

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