Almost 90% of European consumers over the age of 15 are failing to eat adequate amounts of fruit and vegetables, according to a report by Eurostat, the European Commission’s (EC) statistical office.  

Campaigners are expressing concern over the health, environmental and climate impacts of this seeming lack of dietary awareness and action. The European Fresh Produce Association (Freshfel) urges “much remains to be done.” 

The findings are in line with Freshfel’s research, which shows that average EU fruit and vegetable consumption stands at around 350 gr per day – well below the World Health Organization (WHO) minimum recommendations of 400 gr per day or half of the plate for each meal.  

Eurostat estimates 55% of the EU population are eating between one to four portions of fruit and veg per day and 33% of the population over the age of 15 are eating none. According to the Eurostat report, only 12% of the population meets the five portions target. 

The importance of fruit and vegetable consumption must be emphasized publically, says Freshfel.Reason for hope? 
Despite this, Freshfel remains hopeful that policy changes can remedy the situation, especially by emphasizing the benefits of plant-based diets to consumers. 

“Despite these low levels, the fresh produce sector has many reasons to be optimistic considering the assets of fresh fruit and vegetables,” says Philippe Binard, general delegate of Freshfel Europe. 

“The sector needs to unite forces to influence a policy shift resulting from the Farm to Fork strategy aiming at a more plant-based diet and from the EU beating cancer plan calling for more prevention wher a healthy diet based on fruit and vegetables has an important role to play against cancer but also noncommunicable disease.” 

The COVID-19 wake-up call 
Binard explains that the COVID-19 pandemic has significantly changed the lifestyles of European consumers, in addition to increasing their sympathy toward environmental causes and climate change.

Innova Market Insights labeled “Plant Forward” as its number two Top Trend for 2021, noting accelerated demand for new plant-based formats and more sophisticated food alternatives. The Innova Consumer Survey 2020 indicated that the top four reasons for considering plant-based alternatives were health, diet variety, sustainability and taste. 

Just 12% of the EU population meets the recommended daily intake of fruits and veg.And now the market researcher highlights Plant-based: A Canvass for Innovation as it’s #2 trend for 2022 detailing how consumers demand diverse and sophisticated plant-based offerings. 

Binard says Freshfel Europe will work actively in 2022 toward new opportunities for the sector, aiming to follow a Farm to Fork strategy and instill a Fork to Farm perspective in the minds of consumers. 

This strategy, which the EC says is at the heart of the European Green Deal, aims to redesign the continent’s food production mechanisms to mitigate climate impact, biodiversity loss and stem the rise of noncommunicable diseases caused by poor public nutrition. 

Dietary disparity in Europe 
A key finding in the report is a broad disparity between the dietary habits among EU nations. For example, over 30% of the Irish population over the age of 15 consume five or more fruit and veg portions per day, wheras Romania consumes less than 5%. Similarly, low levels were recorded in Austria, Latvia, Slovenia and Bulgaria. 

A Freshfel Europe Consumption trends workshop lastDecember highlighted that despite these differences, consumers across Europe all care for taste, freshness, vitamins and minerals, added value, convenience and seasonality. 

“The sector should work collectively to listen and meet the diversity of consumers’ expectations to supply products according to their preferences, purchasing and eating habits, always caring for high quality, great taste and texture, freshness and convenience,” concludes Binard. 

Fighting physical and mental illness 
Answering European demand for better access to fruits and vegetables could be key to combating rising levels of disease and mental illness, according to a growing body of research. 

Last year, two research studies showed plant-based diets could boost heart health. Published in the open-access Journal of the American Heart Association, the findings showed both young adults and postmenopausal women had fewer heart attacks and were less likely to develop the cardiovascular disease when they ate more healthy plant foods.

Moreover, an Edith Cowan University study has found that a diet rich in fruits and vegetables is associated with stress levels 10% lower than diets with low intake.