Consumers in the UK are beginning to eat more fresh fruit in a bid to boost their health and hit a five a day target, Datamonitor has said.
The organisation stated that consumption of fruit and vegetables grew to 113kg per person in 2007 from 93kg per person in 2002.
Author of the firm’s report and Consumer Markets Analyst at Datamonitor Mark Whalley commented that the move by shoppers is in some ways a psychological one.
“This dosing allows consumers to feel satisfied that they are boosting their health without being inconvenienced by spending large amounts of time planning and preparing nutritious meals,” he said.
He added that manufacturers have begun to use more fruit and vegetables in their goods, while healthy messages are being included.
Datamonitor suggested that the current trend is likely to continue in the next couple of years, even though the emergence of superfruits – with added nutrients – has cut into the traditional market slightly.
