How to tap into the healthy eating trend

A new year sees many consumers turning over a new leaf, with eating more healthily often topping lists of resolutions.

Some 29 per cent of evening meals currently contain no meat or fish at all, as trends like Veganuary give rise to a sustained interest in vegetarian and vegan lifestyles. Health is steadily becoming more important to consumers all year round, noted as a reason for consumption in just over 31 per cent of all meals – up from 29.1 per cent five years ago. But has dabbling in meat-free options in a bid to improve health meant that customers have also boosted their fresh produce intake?

Consumers are more reliant than ever on fruit and vegetables to hit health goals, with fruit chosen for health reasons 82.5 per cent of the time and vegetables 55.1 per cent – both of which have grown over the past five years. Shoppers aren’t just sticking to the same old options either, and are now increasingly likely to branch out and try new things. The average household currently buys 48 different types of fruit and vegetables, up from 46 in 2014.

Spinach, kale, beans, squash and asparagus are the vegetables most often chosen for health reasons, while apricots, blackberries, tangerines, melons and pears steal the top spots in fruit. Overall sales for produce are up 5.2 per cent year on year. Fruit is leading the way with growth of 6.1 per cent, with vegetables also posting a very credible sales increase of 4.2 per cent.

How can retailers capitalise on the growing popularity of fruit and vegetables as shoppers reduce their meat intake? Fresh produce is not necessarily an automatic replacement for meat in a meal, particularly as meat alternatives become more popular.

So how can the sector stay ahead? A great example is products like butternut squash waffles and courgette spaghetti, which have recently hit the mainstream. These options encourage shoppers to add fresh produce to their meals in more inventive ways, appealing to consumers’ desire for variety and convenience.

With health likely to stay firmly at the top of agendas in 2018, the fresh produce industry must lead the way in making sure that fruit and veg remain a fresh and exciting part of the British diet.