Eat your greens: the Scottish consumer's perspective on fruit and vegetables

The diet of people in Scotland is agreed to be low in fruit and vegetables. In the light of recent World Health Organization recommendations to eat five portions of fruit and vegetables a day, a study of Scottish meal-providers was carried out, to assess the consumers' perspective on the new guidelines. The survey was qualitative, consisting of eight discussion groups in five centres throughout Scotland. This paper discusses: the influence of shopping patterns with reference to constraints of time and money; consumer reaction to the idea of five portions of fruit and vegetables per day in the light of existing perceptions about portion size and meal composition; perceived barriers to change in diet, and ways to improve the Scottish diet.