Recent market research on trends in the consumption of fresh produce revealed that almost half of Irish consumers claim to be eating fresh vegetables and potatoes on a daily basis.
Some 43 per cent claim to be eating fresh fruit daily. Nearly a quarter are eating more fresh fruit and vegetables than they did three years ago, with health reasons being the primary driver.
A number of food categories have increased their trial rates compared to similar research three years ago. Among these are pre-packed chilled mixed tray/bowl salads, smoothies and pro-biotic drinks.
Mike Neary, manager of the horticulture division of the Irish Food Board, Bord Bia: “It is recognised that consuming at least five portions of fruit and vegetables daily is an important element in maintaining a healthy and balanced diet. Three quarters of consumers were correctly able to identify the correct portion size for fruit; this was six in 10 for vegetables.
“The 5 A DAY message is now resonating with consumers and over the past three years the level of awareness of the recommended daily intake has increased from 50 to 70 per cent of consumers. This has resulted in a corresponding lift in claimed consumption; 45 per cent of consumers are now eating five portions a day or more, compared to only one in four consumers three years ago.”
Some 80 per cent of grocery shoppers claim they purchase a wide range of fruit and vegetables each week, although the same proportion also agree that their baskets are similar on a week to week basis.
Two in three grocery shoppers in the Republic of Ireland admit that they enjoy browsing in the fresh produce aisle, while almost half like to experiment with new varieties of produce.
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