Consumption of Fruit and Vegetables in Europe: Study Highlights and Insights

Consumption of fruit and vegetables in Europe Study in Norway, Sweden, Denmark, Finland, UK, France, Spain and Hungary Conducted by Kantar on behalf of Norwegian Fruit and Vegetable Marketing Board (OFG) September 2019

Content 1 About the study 3 2 How many portions of fruit/berries and vegetables do people normally eat? 7 3 Consumption during the day 17 4 Highlights 23 5 Appendix - Demographics (gender, age, education) - Distribution of consumption throughout the day 26

1 About the study

Background In 2017 and 2018, Norwegian Fruit and Vegetable Marketing Board (OFG) conducted a study to measure the consumption of fruit/berries and vegetables in 7/8 different European countries. OFG and their partners wanted to repeat the study in 2019. The research issue: To measure the consumption of fruit/berries and vegetables in different countries - Mean consumption per day (normally eat) - % of the population who eat 5 or more portions a day - Any changes in consumption from 2017 and 2019 To be able to compare the results in the different countries, we have emphasized that a common methodology is used as well as a country representative sample in all countries. 4

Summary of research design The project was conducted in a selected number of countries, - Norway, Sweden, Denmark, Finland, Great Britain, Spain, France and Hungary. The research design and the questionnaire were the same as in 2018. However, when asking about consumption yesterday, the question was redesigned to a dynamic grid in 2019 to fit all platforms (pc, tablets, smartphones). We see that this change has affected the reported total consumption yesterday. Sample: National representative sample in each country, age 18 years + 1000 interviews per country except for Norway where we conducted 3000 interviews (to be able to break down the results in sub groups) Methodology: Online; PC, tablets or mobile Questionnaires 2. 15. September 2019 Fieldwork: The results are weighted by age, gender and education according to national statistics (same as last year). 5

Definition of a portion used in this study Fruit and berries: One portion of fruit or berries is more or less a handful. It can be a medium-sized fruit such as an apple, banana or pear, or a piece of a large-sized fruit such as melon, pineapple or mango. It could also be a handful of small-sized fruits like grapes, plums, kiwi or a handful of berries. We are thinking of fruit/berries in all formats: fresh, frozen, canned, in homemade smoothies etc. One portion is more or less a handful vegetables and salads. One portion could include a big tomato, seven cherry tomatoes, a carrot, a handful of broccoli or a small bowl of salad. Please consider vegetables and salads of all formats: fresh, frozen, canned, cooked, fried, in homemade smoothies etc. Vegetables and salad (ex. Potatoes): A glass of juice is about 2 dl. Please think about pure fruit- and/or vegetable juice, not nectar or other not pure juice products. Juice (not nectar): One portion is defined as 1 dl. / a glass of juice Smoothie (bought not home made): A glass of smoothie is about 2 dl. Think of any type of smoothie you buy, made from fruit and/or vegetables. One portion is defined as 1 dl. / a glass of smoothie 6

2 How many portions of fruit/berries and vegetables do people normally eat?

How many portions of fruit and berries do you usually eat? 5 portions per day + 4 portions per day 3 portions per day 2 portions per day 1 portion per day 1-6 portions per week Less than one portion per week/never Don't know 2.6 3.9 8.3 22.1 20.6 36.8 5 0.7 Norway 0.7 2.5 5.7 16.3 23.4 39.8 9.6 2 Sweden 1.2 1.3 7.1 16 19.8 38 15 1.5 Denmark 3.3 4.2 11.3 18.9 19.2 34.7 5.7 2.7 Finland 8.1 6.7 13.3 15 13.4 27.3 13.4 2.8 UK 6 5.7 14 23.7 22.1 21.9 5.1 1.6 France 5.3 7.2 14.5 23.1 18.7 25 5.4 0.9 Spain 2.8 1.9 10.4 14.6 18.8 36.9 11.3 3.3 Hungary % 8

How many portions of vegetables or salad (ex. potatoes) do you usually eat? 5 portions per day + 4 portions per day 3 portions per day 2 portions per day 1 portion per day 1-6 portions per week Less than one portion per week/never Don't know Norway 2.5 2.8 9.7 20.8 31.5 30.3 1.6 0.8 Sweden 1.4 2.7 6.9 21.9 30.8 30.5 4.2 1.6 Denmark 0.9 2.7 8.5 16.7 26.3 36.1 6.8 1.9 Finland 2.7 4 9 24.2 27.6 27.2 2.7 2.6 UK 4.2 8.6 15.7 18.8 16.2 25 8.7 2.8 France 4.6 4.2 10 29.9 24.1 22.9 2 2.3 Spain 2.1 4.5 7.4 20.1 30.9 30.6 3.7 0.6 Hungary 1.6 2.1 6.4 15.1 20.4 43.4 9 1.8 % Source/base information here 9

How many glasses of juice (not nectar) do you usually drink? 5 glasses per day + 4 glasses per day 3 glasses per day 2 glasses per day 1 glass per day 1-6 glasses per week Less than one glass per week/never Don't know Norway 0.2 0.1 0.9 3.6 15.3 37.5 40.8 1.7 Sweden 0.3 1.8 2.1 14.3 27 50.4 4 Denmark 0.1 0.2 0.8 2.1 9.3 29 54.8 3.7 Finland 1 0.2 2.2 5.1 14.8 29 43.4 4.4 UK 1.4 2 6.2 9.4 19.7 19.9 38.5 2.9 France 3.8 2.2 3.4 11.5 26.9 17.6 33.3 1.3 Spain 1.3 1.9 3.9 9.7 25.7 22.3 34.1 1.1 Hungary 1.6 4.3 6.3 7.9 15.2 27.7 33.5 3.6 % Source/base information here 10

How many glasses of smoothie (bought in a store - not homemade) do you usually drink? 5 glasses per day + 2 glasses per day Less than one glass per week/never 4 glasses per day 1 glass per day Don't know 3 glasses per day 1-6 glasses per week Norway 0.1 0.1 0.1 0.6 1.3 12.1 82.8 3 Sweden 0.1 0.8 1.5 8.2 85.3 4.1 Denmark 0.2 0.1 0.7 4.3 90.3 4.4 Finland 0.2 0.7 1.7 2.8 11.1 77.7 5.8 UK 0.3 2.1 2.4 4.4 5.6 9.6 73 2.7 France 0.1 0.7 0.7 4.3 8.5 8.4 73.3 4.1 Spain 0.4 0.7 2.2 3.9 10.5 14.4 65.4 2.4 Hungary 1.2 1.4 1.2 3.3 8.1 11 65.7 8.2 % Source/base information here 11

How many portions of fruit and berries, vegetables or salad (ex. potatoes), glasses of juice (not nectar) and smoothie (bought in a store - not homemade) do you usually eat? - Summary of slides 8-11 5 portions per day + 2 portions per day Less than one portion per week/never 4 portions per day 1 portion per day 3 portions per day 1-6 portions per week Norway 24.9 12.7 15.5 27.8 16.6 2.1 0.4 Sweden 16.3 12.3 14.8 23.1 29.2 3.2 1.1 Denmark 16.6 9.2 13.2 23.3 25.3 8 4.3 Finland 26.8 13.1 13.9 24.9 17.6 2 1.7 UK 40.3 10.5 9.6 17.9 13.7 2 5.9 France 38.9 12.3 15.5 19.8 10.5 1.1 1.9 Spain 34.2 12.6 14.9 22.6 13.1 1.5 1 Hungary 18.7 10 13.9 27.9 21 6.3 2.1 % Source/base information here 12

Share of the population eating at least 5 portions of fruit/berries or vegetables on a daily basis (eat normally) - consumption of juice and smoothie counts for max. one portion a day The share of the population eating at least 5 portion of fruit/berries and vegetables is also this year higher in UK and France than in the other countries. 40.3 % Comparing the Nordic countries, the share of the consumption at least 5 portions a day is significant higher in Norway than in Sweden and Denmark. 38.9 % 34.2 % 26.8 % 24.9 % 18.7 % 16.6 % 16.3 % UK France Spain Finland Norway Hungary Denmark Sweden 13

Mean daily consumption of fruit/berries and vegetables (eat normally) Number of portions - consumption of juice and smoothie counts for max. one portion a day 4.1 4.0 3.8 3.5 3.4 3.0 2.9 2.7 France UK Spain Finland Norway Hungary Sweden Denmark 14

Development 2017 - 2019 Share of the population eating at least 5 portions of fruit/berries or vegetables on a daily basis (eat normally) The share of the population eating at least 5 portions on a daily basis has increased significantly from 2017 to 2019 in France, Spain and Finland. 2017 2018 2019 43.3 % 40.3 % 39.7 % 38.9 % 35.3 % 34.8 % 34.2 % 30.7 % 29.3 % 26.8 % 26.3 % 24.9 % 24.0 % 23.9 % 22.9 % 21.0 % 19.0 % 16.3 % 19.3 % 18.7 % 18.2 % 16.6 % 16.2 % UK France Spain Finland Norway Hungary Denmark Sweden 15

Development 2017 - 2019 Daily consumption of fruit/berries and vegetables (eat normally) Means number of portions 2017 2018 2019 4.3 4.1 4.0 4.0 3.9 3.8 3.8 3.8 3.7 3.5 3.4 3.4 3.3 3.3 3.2 3.2 3.0 3.0 2.9 2.9 2.9 2.8 2.7 France UK Spain Finland Norway Hungary Sweden Denmark 16

3 Consumption during the day - How many portions of fruit/berries and vegetables did people eat yesterday?

Mean number of portions fruit/berries and vegetables ate yesterday Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 1.18 0.51 0.71 0.38 1.18 0.44 1.22 0.47 0.76 0.42 0.88 0.3 0.98 0.49 0.62 0.47 1.01 0.22 1.05 0.33 0.88 0.52 0.77 0.35 1.63 0.8 1.49 0.51 2.12 0.44 1.66 0.65 1.67 0.62 1.55 0.25 1.71 1.03 1.53 0.94 1.25 0.22 2 1.38 1.43 1.16 1.26 0.55 0 1 2 3 4 5 6 7 8 18 Source/base information here

Mean number of portions fruit/berries ate yesterday Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 0.45 0.34 0.24 0.26 0.1 0.31 0.47 0.27 0.13 0.31 0.1 0.21 0.41 0.28 0.14 0.29 0.1 0.17 0.46 0.19 0.15 0.33 0.27 0.23 0.7 0.37 0.57 0.25 0.48 0.24 0.53 0.22 0.61 0.3 0.53 0.12 0.65 0.49 0.62 0.46 0.51 0.07 0.64 0.48 0.35 0.51 0.44 0.18 0 0.5 1 1.5 2 2.5 3 19 Source/base information here

Mean number of portions vegetables ate yesterday Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 0.4 0.11 0.36 0.09 1.05 0.07 0.42 0.13 0.59 0.07 0.71 0.04 0.31 0.13 0.42 0.13 0.84 0.02 0.35 0.09 0.67 0.11 0.43 0.06 0.4 0.21 0.69 0.11 1.42 0.08 0.49 0.19 0.88 0.08 0.85 0.04 0.4 0.22 0.72 0.18 0.57 0.04 0.61 0.29 0.63 0.22 0.45 0.1 0 0.5 1 1.5 2 2.5 3 20 Source/base information here

Mean number of glasses juice drunk yesterday Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 0.31 0.05 0.1 0.02 0.03 0.05 0.29 0.06 0.03 0.03 0.06 0.04 0.24 0.07 0.04 0.04 0.06 0.02 0.22 0.04 0.05 0.06 0.06 0.05 0.43 0.15 0.16 0.1 0.16 0.08 0.57 0.18 0.13 0.16 0.13 0.07 0.49 0.21 0.14 0.18 0.11 0.05 0.58 0.49 0.38 0.35 0.31 0.21 0 0.5 1 1.5 2 2.5 21 Source/base information here

Mean number of glasses smoothie drunk yesterday Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 0.02 0.01 0.01 0.01 0.01 0.04 0.01 0.01 0.01 0.01 0.01 0.02 0.01 0.02 0.01 0.01 0.01 0.02 0.01 0.01 0.02 0.01 0.01 0.1 0.07 0.07 0.05 0.06 0.04 0.07 0.06 0.05 0.08 0.04 0.02 0.17 0.11 0.05 0.12 0.06 0.06 0.17 0.12 0.07 0.08 0.06 0.06 0 0.2 0.4 0.6 22 Source/base information here

4 Highlights

Highlights Eat normally: Generally the results from this study confirms the findings from the previous years. The share of the population who normally eats at least 5 portions of fruit/berries or vegetables a day differs between the countries, - as in 2018 with UK in front with 40% (down from 43% last year) and Sweden at the bottom with 16%. Equivalent the mean normally consumption of fruit/berries and vegetables also differs, this year with France and UK on top with mean consumption of 4,1 and 4,0 portions a day and Denmark at the bottom with 2,7 portions a day. Compared to the results from 2017, we find that the share of population that eats at least 5 portions a day has increased significantly from 2017 to 2019 in France, Spain and Finland. For other countries the consumption is more stable. As we found last year, consumption of fruit/berries and vegetables is influenced by the level of education,- high education level causes higher consumption of fruits/berries and vegetables. Also gender influence the consumption, - women eats generally more fruits/berries and vegetables than men. 24

Highlights Eat yesterday/during the day: Fruit/berries: Mainly consumed at breakfast and between meals in the Nordic countries and Hungary. In the other European countries (UK, France and Spain) fruit/berries are less eaten between meals and more often eaten at lunch and dinner. Vegetables: Generally consumed during the main meals (breakfast, lunch, dinner) and not in between meals . In Norway people consume less vegetables at lunch time than in the other countries (as previous years). Juice: Mainly a breakfast drink. In Hungary, the consumption of juice during the day is higher than in the other countries in this study. Smoothie (bought in store): Less common in the Nordic countries than in the other European countries. Consumption is highest in Spain and Hungary. The stated consume of fruit/berries and vegetables is higher when asked about consumption yesterday than when asked about normally consumption. This gap is greater this year than previously, and the cause is probably change in the question design. 25

5 Appendix - Comparison of methods - Demographics

GENDER: Mean daily consumption of fruit/berries and vegetables (eat normally) - consumption of juice and smoothie counts for max. one portion a day Female Male 4.4 4.3 4 4 3.9 3.8 3.8 3.6 3.1 3.1 3 3 3 2.8 2.7 2.7 UK France Spain Hungary Finland Norway Sweden Denmark 27

EDUCATION*: Mean daily consumption of fruit/berries and vegetables (eat normally) - consumption of juice and smoothie counts for max. one portion a day High educated people eat more fruit/berries and vegetables than lower educated people (not the case in Hungary) High Low 4.8 4.4 4.1 4.1 3.9 3.8 3.7 3.6 3.4 3.2 3.2 3.1 3.1 3 2.8 2.4 UK France Spain Hungary Finland Norway Sweden Denmark * High education is defined as bachelor degree + 28

AGE: Mean daily consumption of fruit/berries and vegetables (eat normally) - consumption of juice and smoothie counts for max. one portion a day 18-29 years 30-44 years 45-59 years 60 years+ 4.6 4.4 4.2 4.2 4.1 4.1 4.1 3.9 3.9 3.9 3.7 3.5 3.5 3.5 3.4 3.4 3.4 3.4 3.4 3.3 3.2 3.1 3 3 3 2.9 2.8 2.8 2.7 2.7 2.6 2.3 UK France Spain Hungary Finland Norway Sweden Denmark 29

Number of portions fruit/berries and vegetables ate yesterday - Index based on consumption in each country is 100. Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 26.8 11.6 16.1 8.6 26.8 10.0 30.1 11.6 18.8 10.4 21.7 7.4 25.9 12.9 16.4 12.4 26.6 5.8 26.9 8.5 22.6 13.3 19.7 9.0 23.3 11.4 21.3 7.3 30.3 6.3 25.9 10.2 26.1 9.7 24.2 3.9 25.6 15.4 22.9 14.1 18.7 3.3 25.7 17.7 18.4 14.9 16.2 7.1 0 10 20 30 40 50 60 70 80 90 100 30 Source/base information here

Mean number of portions fruit/berries ate yesterday - Index based on consumption in each country is 100. Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 26.5 20.0 14.1 15.3 5.9 18.2 31.5 18.1 8.7 20.8 6.7 14.1 29.5 20.1 10.1 20.9 7.2 12.2 28.2 11.7 9.2 20.2 16.6 14.1 26.8 14.2 21.8 9.6 18.4 9.2 22.9 9.5 26.4 13.0 22.9 5.2 23.2 17.5 22.1 16.4 18.2 2.5 24.6 18.5 13.5 19.6 16.9 6.9 0 20 40 60 80 100 31 Source/base information here

Mean number of portions vegetables ate yesterday - Index based on consumption in each country is 100. Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 19.2 5.3 17.3 4.3 50.5 3.4 21.4 6.6 30.1 3.6 36.2 2.0 16.8 7.0 22.7 7.0 45.4 1.1 20.5 5.3 39.2 6.4 25.1 3.5 13.7 7.2 23.7 3.8 48.8 2.7 19.4 7.5 34.8 3.2 33.6 1.6 18.8 10.3 33.8 8.5 26.8 1.9 26.5 12.6 27.4 9.6 19.6 4.3 0 20 40 60 80 100 32 Source/base information here

Mean number of glasses juice drunk yesterday - Index based on consumption in each country is 100. Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 55.4 8.9 17.9 3.6 5.4 8.9 56.9 11.8 5.9 5.9 11.8 7.8 51.1 14.9 8.5 8.5 12.8 4.3 45.8 8.3 10.4 12.5 12.5 10.4 39.8 13.9 14.8 9.3 14.8 7.4 46.0 14.5 10.5 12.9 10.5 5.6 41.5 17.8 11.9 15.3 9.3 4.2 25.0 21.1 16.4 15.1 13.4 9.1 0 20 40 60 80 100 33 Source/base information here

Mean number of glasses smoothie drunk yesterday - Index based on consumption in each country is 100. Breakfast Between breakfast and lunch Lunch Between lunch and dinner Dinner After dinner/evening meal 33.3 16.7 16.7 16.7 16.7 44.4 11.1 11.1 11.1 11.1 11.1 25.0 12.5 25.0 12.5 12.5 12.5 25.0 12.5 12.5 25.0 12.5 12.5 25.6 17.9 17.9 12.8 15.4 10.3 21.9 18.8 15.6 25.0 12.5 6.3 29.8 19.3 8.8 21.1 10.5 10.5 30.4 21.4 12.5 14.3 10.7 10.7 0 20 40 60 80 100 34 Source/base information here

Mari Thorshaug Mari.thorshaug@kantar.com +47 99268377 Kantar | Kirkegaten 20 | Postboks 240, sentrum 0103 Oslo | www.kantar.no 35