When it comes to 5 A DAY, UK consumer will power is stronger at the start of the week, according to new figures.
Market analysts TNS said consumers are paying more attention to healthy eating, but become more indulgent towards the weekend.
The TNS data shows that half of all takeaways consumed in Britain are eaten on a Friday or Saturday, while the number of pizzas we eat on a Saturday are double the number we eat on a Monday.
The findings show that no age group in the UK is hitting its 5 A DAY target, although men and women aged over 65 are getting the closest with around 3.8 portions a day. TNS said they were also the age group most driven by eating for health rather than enjoyment.
Children under the age of 16 are, on average, only managing two portions per day, although the figures suggest there has been a rise fruit and veg consumption in the 0-16 years category.
Giles Quick, managing director of Usage Panels at TNS, said: "It's a very positive trend that the UK population is becoming more health conscious in our eating habits.
"However, as our society becomes increasingly cash rich and time poor it is unsurprising to see that enjoyment and convenience still rank very highly on the list of motivators."
Quick said our attitude to health also changes throughout the day, with a heightened sense of health at breakfast which deteriorates as the days goes on.