Brits lead rest of Europe in getting their ‘five a day’ fruit and veg

  • Print
  • Share
  • Comments (4)
  • Save

UK consumers eat more fruit and vegetables than those in Europe with one in five Brits consuming at least five portions on a daily basis, new research has suggested.

The Nielsen Global Survey of Fresh Foods – which surveyed more than 29,000 online shoppers in 58 countries – found that more than one in five (22%) had at least five servings of fruit and vegetables a day compared to about one in twelve (8%) across Europe.

Irish buyers ranked second in the table with 18% achieving their five a day, while the Swiss came third with 14% eating the UK-recommended amount. However, other nationalities struggled. Only 1% of Polish and Portuguese shoppers managed to eat five portions of fruit and vegetables on a daily basis, while Croatians failed to reach the target altogether.

“The fact that the UK is far ahead of Europe suggests the successful impact the Department of Health’s ‘5 a day’ programme has had on the British public over the last decade,” said Mike Watkins, Nielsen’s UK head of retailer insight. “The global average is just 10% whilst in Germany, which has a similar ‘5 am Tag’ initiative, it’s a meagre 2%.”

“The fact that the UK is far ahead of Europe suggests the successful impact the Department of Health’s ‘5 a day’ programme has had on the British public over the last decade” - Mike Watkins, Nielsen

The survey also showed that UK consumers preferred to buy their fruit and vegetables from larger stores with eight in 10 (81%) buying them from supermarkets or hypermarkets, compared to more than half of Europeans (53%).

Europeans and North Americans cited good value for the money and convenience as the most important factors in choosing a retailer for fresh foods, while freshness was the primary concern of Asia-Pacific, Latin America and Middle East/Africa respondents.

“The market for fresh food sales in the UK – as it is in Holland, Ireland and Israel – is dominated by large retailers over smaller specialist stores and markets,” Watkins added.

“These retailers have been very adept at understanding how important freshness is in the eyes of consumers, and providing an in-store experience, good customer service and competitive pricing that encourages shoppers to buy fresh foods.”

Readers' comments (4)

  • Seriously... http://www.medindia.net/news/Survey-Shows-Poland-Tops-in-Eating-Fruit-and-Vegetables-in-Europe-96290-1.htm

    Unsuitable or offensive? Report this comment

  • And yet GB is ranked #1 for obesity in Europe

    Unsuitable or offensive? Report this comment

  • And yet this from Mintel:
    A recent report by the European Food Information Council (EUFIC) published in January 2012 Fruit and vegetable consumption in Europe – do Europeans get enough?, has revealed that most consumers fail to reach fresh produce intake levels (excluding juices) recommended by the World Health Organization (WHO) of 400g per day.
    The review found that fruit and vegetable intake varied between European regions, age groups and socio-economic blocks and placed UK consumers at the bottom end of the scale (258g compared to a European average of 386g).

    Unsuitable or offensive? Report this comment

  • Are the British making that mistake (as Sainsbury's did) of thinking that potatoes count?

    Unsuitable or offensive? Report this comment

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory
  • Print
  • Share
  • Comments (4)
  • Save

Grocer jobs Experts in FMCG

Redhill Recruitment Ltd Business Development Manager – Meats

Business Development Manager – Meats - Redhill Recruitment Ltd

Upto £30k Basic + Excellent OTE - Company Car- Laptop & Phone
Search jobs
Sign in

Newsletter Sign-up

Free

I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers