Abstract
As a nation we are becoming more aware of the need to eat more healthily and in particular of the benefits of eating five or more portions of fruit and vegetables a day.
This trend has not translated into an increased use of VMS products, however. Indeed, a significant minority of adults say they are consciously eating more fruit and vegetables in order to avoid the need to supplement.
Functional foods provide strong competition to some supplements. An increasingly wide range of processed foods are now available offering fortification with vitamins, minerals and omega-3. The involvement of the largest manufacturers in the development of these products has helped to ensure their success.
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