Levels of fruit and vegetable consumption in the UK are falling more quickly than in the US and the majority of other European countries, according to a new report by agricultural investment bank Rabobank.
The report claimsthat since 2007 the average fruit and veg consumption levels, per person, in the UK has fallen by more than 3 per cent. This amounts to 4kg less fruit and veg being eaten each year, or approximately 75g a week.
The current average daily consumption of fruit and veg per person in the UK is 346g; less than in the US. The World Health Organisation (WHO) recommends a minimum daily consumption of 400g.
According to the author of the report and food analystfor Rabobank, Cindy van Risjwick, the blame lies with the recent credit crunch. She explained: “On a household level there is a clear relationship between income and fruit and vegetable consumption.”In the UK, discount supermarkets including Aldi and Lidl have both achieved record market shares in recent months as consumers shop around for bargains.
Additionally, Risjwick says that advertising campaigns featuring 'junk food' products have not helped the situation, with processed foods becoming a “strong competitor” in the popularity contest for consumers. She added: 'Processed products that falsely suggest they contain 'real' fruit or vegetables by showing images or terms on the packaging or in advertisements, make up another category of processed food and beverages luring consumers away from the fresh produce category.'
To read the full report click here.
