By the Produce for Better Health Foundation
The vast majority of shoppers cite the importance of eating fresh produce, but they also find it to be a hassle, according to a new report.
Since 1991, Produce for Better Health Foundation (PBH) has been dedicated to producing a healthier America through increased fruit and vegetable consumption. PBH conducts regular consumer surveys to identify psychosocial factors associated with fruit and vegetable consumption in an effort to monitor progress and inform industry, health influencers, and policy makers. Primary shoppers were surveyed in 2012 and 2014 and are the basis for PBH’s latest report, Primary Shoppers’ Attitudes and Beliefs Related to Fruit & Vegetable Consumption 2012 vs 2014.
Highlights from the report include:
- Shoppers Eat More
- More than 80% of primary shoppers think it’s important to eat fruit and vegetables and nearly that same percentage find them enjoyable to eat.
- Consuming Fruit & Vegetables Can Be A Chore
- Concerns about spoilage is cited as more of a problem in 2014 than two years prior when it comes to increasing consumption of fruit and vegetables.
- Favorability
- Despite the fact that shoppers recognize the health benefits of eating fruit and vegetables, virtually all forms of fruit and vegetables (fresh, frozen, canned, dried, and 100% juice) are viewed less favorably in 2014 than two years prior.
- Communications
- Primary shoppers report that TV news segments, supermarket flyers or newspaper ads, and signs on supermarket displays are the most effective ways to communicate with them when they are making a food decision.
- Income Differences
- Lower income households consume fewer fruit and vegetables than higher income households, yet they equally perceive that they consume enough.
- Motivated Purchases
Two out of three shoppers are favorable toward the Fruits & Veggies—More Matters® national health campaign and brand and appreciate the message as a reminder to eat more fruit and vegetables.