Healthy Eating: Fruit and Vegetables in Scotland Available to Purchase

Scotland has a poor diet‐related health record and part of the drive to improve Scottish diet has focused attention on increasing fruit and vegetable consumption. Despite various attempts, consumption remains well below World Health Organisation (WHO) recommendations. Consumer confusion and complacency towards diet are apparent and the relationship between knowledge about good diet and behaviour is unclear. Highlights the need to consider how consumers make choices. Diet and health are not regarded as a problem for the majority of Scots but the major barriers to increasing consumption of fruit and vegetables reflect the additional costs incurred and the somewhat limited role for these products in Scottish cuisine. Indicates that price incentives and emphasis on the healthy benefits of eating more fruit and vegetables appear to be the most likely to succeed in increasing consumption; but there appear to be more opportunities to increase fruit as opposed to vegetable consumption.