Hockessin, Del. - 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.
- 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.
- 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
- Income Differences
- Lower income households consume fewer fruit and vegetables than
higher income households, yet they equally perceive that they
- 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
To make it easy to identify relevant findings, PBH developed an
infograph visually highlighting some key
results of the primary shopper report.
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