Increased consumption of fruit and vegetables in the UK reflects growing concerns about health and diet, new research from Datamonitor has suggested.
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According to a study conducted by the research firm, consumption of fruit and vegetables rose to an average of 113kg per person in 2007, up from an average of 93kg per person in 2002.
The news, Datamonitor told just-food, shows that healthy-eating messages are hitting their mark.
“More and more consumers are taking messages about healthy-eating on board,” a spokesperson for the company said.
However, author of the report Mark Whalley was quick to point out that this is not necessarily the death knell for fast food.
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By GlobalData“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.
Manufacturers have responded to growing health awareness by putting more fruit and veg in their products, which then carry healthy messages on labels and in marketing.
Datamonitor predicted that the trend is likely to continue in the next couple of years, even though the emergence of superfruits has begun to cut into the traditional market.
