● The report, titled "Building a Bridge Over the Chasm to Healthy Eating: International Fruit and Vegetable Consumption Survey, Trends and Attitudes," reveals the latest global perceptions and concerns about daily fruit and vegetable consumption from 32,000 people.

● In addition to confusion about the correct amounts, affordability is a barrier to eating fruits and vegetables, with 2 in 5 consumers admitting to experiencing situations where they lacked the means to eat.

Despite the WHO's clear recommendations, up to 75% of people believe they don't eat enough fresh fruits and vegetables every day, according to a recent global study by one of the leading companies in the healthy eating sector, Juice Plus+.

The study, which surveyed 32,000 people worldwide, clearly shows that only 25% of people believe they eat the recommended portion of fresh fruits and vegetables each day.

Understanding the riddle with a portion

We live in a world where awareness of healthy lifestyles is growing, with documentaries and experts touting the benefits of plant-based nutrition. However, the latest Juice Plus+ Report shows how theory translates into practice, demonstrating that people are confused when it comes to clearly defining what that "daily serving" of fruits and vegetables means. The answer, according to the WHO, is simple - more than 400 grams to improve health.[1] Despite this, in countries using the gram measure, nearly four-fifths of respondents (78%) misidentify the size of the daily serving.

Effects of not eating enough fruits and vegetables

People are aware that they are not eating enough fruits AND vegetables and are aware of the effects of this on their own health. When asked about this fact, 35% indicate mineral deficiencies, and almost one-fifth indicate high blood pressure. So, people know that plants are essential and indicated for health, but this does not convince them to increase consumption.

Magdalena Czyrynda-Koleda, nutrition expert and psychodietitian comments: "Today, consumers have increasing nutritional knowledge and awareness of why it is important to use healthy products in the diet and what benefits they bring to our bodies. Vegetables and fruits are more than dietary fiber and the naturally occurring sugar in them, namely fructose. They are also, as rightly noted by a large proportion of respondents to the survey, a wealth of vitamins and minerals, as well as biologically active compounds such as lycopene, beta carotene, anthocyanins and lutein, which not only strengthen our immunity but support the work of the endocrine system, the organ of vision or the nervous system. However, there is a constant need to educate and meet the expectations of the consumer, especially in terms of a clear message - how much is the recommended serving of fruits and vegetables in practice, which is clearly emphasized by 78% of people surveyed. Unfortunately, the rise in inflation and thus the increase in food prices, including vegetables and fruits, is often one of the main reasons for lower consumption."

Consumer demands for accessibility, ease of purchase and affordability are high

Quantity confusion aside, affordability seems to be the main reason for the lack of fruits and vegetables in the daily diet, here 2 in 5 (43%) households even pointed to problems with food purchases due to the financial situation they once experienced. This phenomenon is intensifying in certain countries, such as the UK at 53%, 52% in Germany and 46% in the US.

In addition, more than half of respondents (54%) admit to replacing fresh produce with processed - canned, dried or canned counterparts due to inflation or rising costs of living. This issue was prominent in the UK and France, with a high percentage of 61% and 60% of respondents choosing processed alternatives to fresh produce. In Germany, the percentage was 56%, while in Poland it was only 11%.

The nutritionist adds, "Eating fresh fruits and vegetables is an unquestionable health investment. However, the nutritional value of processed fruits and vegetables should not be demonized or belittled, especially in the fall and winter. Frozen foods, available year-round, are obtained from fruits and vegetables harvested at the peak of the season, when their nutritional value is highest. Properly stored, they are perfect as a base for preparing warming soups, cures or fruit mousses, which are an addition to breakfast pancakes. In addition, it is worth emphasizing that a large proportion of processed vegetables have higher health potential. Examples include passata or pureed tomatoes, which contain more lycopene compared to fresh tomatoes, or pickled vegetables that have a positive effect on the digestive system and support the immune system. Including the lower cost of purchase, we have one of the main arguments helping to increase the consumption of this food group among consumers."

The evolution of eating fruits AND vegetables over the years

The report , "Building a Bridge Over the Chasm to Healthy Eating: An International Survey of Fruit and Vegetable Consumption, Trends and Attitudes," reveals fascinating changes in consumption over time, particularly the reasons why people are eating fewer fruits and vegetables now than they used to. Among those who consume less of these ingredients now than when they were younger, more than two-fifths (43%) point to the rising price of fresh produce on the market, and a quarter (26%) say they spoil too quickly and are thrown away as a result. In fact, when we talk about food thrown away in households, 34% of wasted food is fresh produce.

On the other hand, among those who eat more fresh fruits AND vegetables now than a few years ago, more than a quarter (27%) indicate that they do so out of concern for their health. This confirms the thesis of increased awareness of including more fruits and vegetables in the daily diet.

The study , "Building a Bridge Over the Chasm to Healthy Eating: An International Survey on Fruit and Vegetable Consumption, Trends and Attitudes," can be downloaded fromwww.juiceplus.com.

The survey was conducted online by opinion research studio Walr among 32,157 consumers in the UK, US, France, Spain, Italy and Poland. It took place from September 6 to 15, 2023. Walr is a company affiliated with the Market Research Society and operates in accordance with its professional code of conduct.

[1]World Health Organization, Intervention, August 2023: https://www.who.int/tools/elena/interventions/fruit-vegetables-ncds#:~:text=WHO%20Recommendations,the%20risk%20of%20certain%20NCDs.

Source: Press Mat.