The consumption of fruit and vegetables in Western Europe and the US has fallen, despite government efforts to promote the benefits of a healthy diet, according to a new report from Rabobank.
The report cites lower incomes and cheaper processed convenience foods as a reason for this trend. 'On a household level there is a clear relationship between income and fruit & vegetable intake, meaning that in a tough economic climate, consumers become more susceptible to fluctuations in price,' the report states.
The report recommends three trends the fruit and vegetable industry must embrace in order to boost consumption levels, including reducing inconvenience (increase the range of already-prepared products on the shelves), a marketing approach based on more than health benefits (focusing instead on convenience, taste and versatility), and better cooperation along the supply chain (keeping inferior products off the market)
According to Rabobank analyst Cindy van Rijswick, “The challenge for the fruits & vegetables industry is to close the gap between what consumers say they want and what they actually do. Surveys have shown that, in principle, consumers are positive-minded about healthy eating, but in practice they are easily swayed by creative marketing of processed food and beverages and exhibit a strong bias for convenience products.”
© 2013 - Checkout Magazine by Stephen Wynne-Jones