Datamonitor says superfruits affect five-a-day consumption

Issue date: 08.08.08

Consumers in the UK are eating more fruit and vegetables than six years ago, with manufacturers and retailers helping to boost consumption through their advertising and labeling. However, the Datamonitor report reveals that consumption is being undermined by "superfruits".

Consumers are being attracted to superfruits, such as acai (pictured) and goji berries, under the promise of high nutrient levels and anti-oxidants, but this is having a negative impact on traditional fruit.

The report highlights that people are eating superfruits as quick-fix alternatives to ordinary fruit, and this could damage the positive effects fruit and vegetable targets have had in the UK.

Other findings in the report reveal that while UK consumers ate 93kg of fruit and vegetables per person in 2002, this rose to 113kg last year, and is predicted to reach 123kg by 2012.

"The quantifiable nature of the 'five a day' target has been extremely effective in breaking consumption down into an attainable goal. The emphasis now placed on fruit and vegetables consumption as a quantitative target has resulted in consumers looking to quickly dose themselves, much like the ingestion of a daily medicine," says Mark Whalley, consumer markets analyst at Datamonitor and author of the report.