Leading UK supermarkets have experienced differing responses to a widely-publicised study that suggested we should eat seven or more fruit or vegetables a day.
Sainsbury’s claims it saw a significant boost to sales of fresh produce following the study carried out by experts at University College London (UCL), who analysed the eating habits of 65,000 people, revealed through eight years of the Health Survey for England, and matched them with causes of death.
But other retailers, such as Morrisons and Booths, have reported no noticeable difference following the unveiling of the UCL study's results.
Charlotte Rhodes, Sainsbury’s head of produce, said: “We’ve long been committed to helping customers to eat their 5 a day and it seems that this new study has sparked some new enthusiasm for the challenge.
“They are certainly taking full advantage of our new 69p promotion which we’re running across a range of different produce from every day carrots to more exotic aubergines. We’re happy to help customers add more fresh fruit and veg to their baskets.”
In the week following the study, the UK’s second largest retailer saw a 116 per cent rise in the sales of celery, a 95 per cent hike in the sales of onions, a 69 per cent boost in the sales of carrots, and a 46 per cent and 41 per cent increase respectively in the sales of cucumbers and red peppers.
Keith Parkinson, fresh produce buyer at Booths, said; “Booths has not reported a noticeable change in sales of fruit and vegetables as a result of the ‘7 A DAY’ publicity. However, seasonality has an impact on purchasing choices at Booths.
“Shelf space is devoted to seasonal fruit and vegetables to be enjoyed at its peak and therefore Booths experiences higher sales in fresh produce which is in abundance at the time, such as English asparagus, Jersey royal potatoes and the beginning of the English tomato season.”
