British consumers claim to eat 4.3 portions of fruit and vegetables a day, according to a new study by Leatherhead Food Research.
When asked whether they would be able to eat seven a day, nearly half of those polled admitted it would be difficult, while a fifth of consumers said the price tag for fruit and vegetables prevented them from eating more, and more than one in ten were put off by the amount of planning and preparation required to fit fresh fruit and vegetables into their diet.
Half of the 1,185 UK consumers surveyed, though, said nothing prevented them from eating more fruit and vegetables, suggesting they believe their fruit and vegetable intake is adequate.
The research follows a similar study published earlier this week by the University College London (UCL) which showed that the higher a person’s intake of fruit and vegetables, the lower their risk of death from diseases such as cardiovascular disease and cancer.
People in the UCL study who ate seven or more portions a day had a 33 per cent reduced risk of death from these diseases compared with people who ate less than one portion.
Emma Gubisch, strategic insight manager at Leatherhead, said: 'Many consumers believe they are actually eating enough fruit and vegetables and can’t imagine how they would incorporate more into their diet.
'The 5 A DAY message has been picked up by consumers as a benchmark – if they believe they are managing to eat roughly five portions a day, then they think they are doing a good job. Getting ‘seven a day’ would require a shift in consumer mind-set and behaviour.”
