Overview 1
Catalyst 1
Summary 1
2
Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Fruit and vegetable consumption worldwide is changing for many reasons 5
TREND: Consumers are making greater efforts to eat more fresh food and meet their fruit and vegetable targets 6
Surveys show that a high importance is being placed on consuming fresh products as part of a broader emphasis on health 6
The volume and value of fruit and vegetable consumption is increasing in many countries across Europe, North America and Asia 10
Canned and frozen fruit and vegetables are also showing signs of growth 13
Fruit-based beverages are proving a popular choice for consumers, though this is less true of vegetable juices 16
Despite a heightened focus and high general focus being placed on fruit and vegetable consumption, many consumers' diets are still deficient of recommended intake 18
Studies also show that children lack micro nutrients from fruit and vegetables 18
Key take outs and implications: consumers are ultimately receptive to fruit and vegetable quotas, but need additional benefits to further increase consumption 19
INSIGHT: Increasing information from government and health association sources is driving fruit and vegetable consumption 20
Government-driven initiatives are focusing on providing an achievable quota to encourage consumption 20
The mass media have an increasing tendency to report potential health benefits of fruits and vegetables 21
The internet is a rapidly-expanding source of nutritional information 22
Health centers and GPs are regarded by consumers as a trustworthy source of advice about healthy consumption 23
Scientific research into new health benefits of fruit and vegetables is attractive to all key demographics 23
Key take outs and implications: consumers receive information from a plethora of sources, but they are increasingly looking for trustworthy messages surrounding health 24
INSIGHT: Rising vegetarianism makes fresh fruit and vegetables an increasingly large factor in contemporary diets 25
The percentage of population of vegetarians is significant in all countries due to both health and ethical factors 25
Key take outs and implications: vegetarians are an extremely important consumer group for fruit and vegetable retailers 26
INSIGHT: Consumers have more choice in the form of fruit and vegetable consumption, but less choice in where they are purchased 26
More products with marked 'target' portions are available, especially in the juice and smoothie markets 26
The idea of 'daily dosing' is beginning to gain appeal 27
'Superfruits' are a phenomenon that have excited consumers 28
'Food deserts' are excluding certain demographics from essential foods 32
Barriers to entry are forcing smaller retailers to concede market share to supermarkets 33
Key take outs and implications: consumers are looking for convenient and easy ways to boost their consumption on a daily basis 34
INSIGHT: Socio-demographic variances in fruit & vegetable consumption 35
Women place more importance on the consumption of fruit and vegetables than men and are more likely to make efforts to adjust their habits accordingly 35
The evidence surrounding the impact of age on fruit and vegetable consumption and attitudes is more variable 36
Social class/income and education also affects fruit and vegetable attitudes and behavior 37
The influence of parents is critical in the long-term fruit and vegetable consumption habits of their children 38
Key take outs and implications: there are clearly-identifiable trends when assessing fruit and vegetable consumption across a number of key demographics 39
INSIGHT: False assumptions about the nutritional value of foods are preventing consumers from fulfilling fruit and vegetable quotas 40
US consumers believe that frozen vegetables are not as nutritious as fresh ones 40
Children are assuming that the expressions 'diet' and 'fat-free' are synonymous with high nutritional value 40
Consumers are currently overly optimistic about the nutritional value of superfoods 41
Consumers suffer from an overall 'optimistic bias' regarding their own diets 41
Key take outs and implications: consumers do not fully understand all aspects of consumption and personal health 42
ACTION POINTS 43
ACTION: Look for opportunities to develop 'daily dosing' products that make consuming these ingredients easier 43
Look for opportunities to add fruit or vegetable content to existing and newly developed brands 45
ACTION: Seek to dispel myths about the relative health benefits of products 46
Dispelling myths about frozen, packaged fruit and vegetables remains an ongoing necessity 46
Emphasize that convenience food and beverage solutions can also be nutritious 47
Encourage consumers to substitute supplement usage for a more natural, safer and sensual alternative 47
ACTION: Investigate ways to provide access to fruit and vegetable for consumers in 'food deserts' 48
Developing better packaging techniques such as 'MAP' increase shelf life and make stocking fruit and vegetables more appealing to small retailers 48
Increasing the scope of home delivery will help make fruit and vegetables more accessible to more people 49
APPENDIX 51
Definitions 51
Methodology 51
Further reading and references 52
Industry and news sources 52
Datamonitor reports 53
Academic sources 54
Ask the analyst 55
Datamonitor consulting 55
Disclaimer 55
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