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In addition to price being a barrier for the five-a-day message, consumers may simply be unaware of what constitutes the RDA. One in five adults note that it is sometimes hard to know which foods count towards their five-a-day, rising to a sizeable 26% of 16-24s, which is a concern considering rising obesity levels.

TABLE OF CONTENT

Introduction
Definition
Fresh fruit and vegetables
Frozen fruit and vegetables
Canned/ambient fruit and vegetables
Dried fruit
Potatoes in all forms
Excluded
Abbreviations

Executive Summary
The market
Figure 1: Total UK retail value sales of fruit and vegetables, 2008-18
Segment performance
Figure 2: UK retail value sales of vegetables, by sector, 2013 (est)
Market factors
Adverse weather hits food crops
Fruit and veg consumption declines
Ageing population bodes well for fruit and vegetable sales
Companies, brands and innovation
Steam cooking innovation drives vegetable NPD
McCain invests £11 million in adspend in 2012
McCain and Heinz Beanz struggle in volume terms
Consumer
Adults are more likely to buy fresh fruit and veg as they get older
Young adults are least likely to buy frozen potato products and baked beans weekly
One in five are unsure what foods count towards their five-a-day
Figure 3: Consumer attitudes towards fruit and vegetables, August 2013
Two fifths of adults struggle to prepare large fruit
Figure 4: Consumer attitudes towards fruit, August 2013
What we think

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