IFPA Global Consumption of Fruits & Vegetables

The International Fresh Produce Association (IFPA), the largest and most diverse international association serving the entire fresh produce and floral supply chain, is creating a vibrant future for all. We support growing a healthier world through increased access to fresh fruits and vegetables. Therefore, IFPA commissioned Ipsos to field research in the US, UK, Germany, Brazil and China to uncover consumer understanding of nutritional guidelines.

Consumers know fruits and vegetables are important in maintaining a healthy lifestyle. Yet, they underestimate the daily number of recommended servings, don’t regularly follow guidelines and are not confident they are getting enough in their diet.

While most consumers underestimated the daily number of recommended servings to be 3-4 servings each day, there is confusion in the marketplace about the appropriate number of servings. This offers the industry a communications platform that is backed by various world health organizations. Most consumers admit they are not confident that they are eating enough fruits and vegetables.

Animated image showing a serving of fruit or vegetables is equal to the size of an average adult human fist.

Implications:

Communicate the recommended daily number of servings to encourage healthy eating and stimulate purchase.
Encourage regular produce consumption to ensure a healthy lifestyle and aid in weight control.
Social norm messages that suggest other people are eating healthily are more effective for increasing the consumption of fruits and vegetable than health related information about fruits and vegetables.
Pleasure-oriented messages are useful when encouraging healthy choices.
People react better to positive messages than fear-based food messaging

Objective

Develop a better understanding of consumer knowledge about the recommended consumption of fruits and vegetables including corresponding behaviors and motivations in the United States, United Kingdom, China, Germany, and Brazil.

Profile of adults surveyed 18+
who consider eating fruits & vegetables extremely important

Gender	Median Age	Income Bracket
57% Female	47	Middle Class

Profile of teens surveyed 13-17
who consider eating fruits & vegetables extremely important

Gender	Median Age	Income Bracket
56% Female	15	Middle Class

Fruit & Vegetable Consumption Report by Region

Global Consumption of Fruits & Vegetables

The World Health Organization recommends 400 grams or 5 servings of fruits and vegetables each day.

Objective

Profile of adults surveyed 18+
who consider eating fruits & vegetables extremely important

Profile of teens surveyed 13-17
who consider eating fruits & vegetables extremely important

Fruit & Vegetable Consumption Report by Region

United States

United Kingdom

German

China

Brazil

Related Resources

Global Consumption of Fruits & Vegetables

The World Health Organization recommends 400 grams or 5 servings of fruits and vegetables each day.

Objective

Profile of adults surveyed 18+who consider eating fruits & vegetables extremely important

Profile of teens surveyed 13-17who consider eating fruits & vegetables extremely important

Fruit & Vegetable Consumption Report by Region

United States

United Kingdom

German

China

Brazil

Related Resources

Profile of adults surveyed 18+
who consider eating fruits & vegetables extremely important

Profile of teens surveyed 13-17
who consider eating fruits & vegetables extremely important