Abstract
Overview
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.
Scope
- 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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