Consumer segmentation based on the level and structure of fruit and vegetable intake: an empirical evidence for US adults from the National Health and Nutrition Examination Survey (NHANES) 2005–2006

OBJECTIVE: To identify consumption patterns of fruit and vegetables within a representative sample of US adults with a focus on degree of produce processing and to explore sociodemographic, lifestyle and nutritional profiles associated with these patterns. DESIGN: Cross-sectional analysis. Fruit and vegetable (F&V) consumption data were collected using two non-consecutive 24 h recalls. For the purpose of the study, F&V intakes were aggregated into seven subgroups indicating degree of processing, which afterwards were used as inputs into cluster analysis. SETTING: The 2005-2006 National Health and Nutrition Examination Survey. SUBJECTS: The sample consisted of 2444 adults aged 20-59 years. RESULTS: Total average F&V intake of the adults was below the recommended level. Thereby, 20 % of the respondents consumed fruit only in the form of juice. Three F&V consumption patterns were identified: 'low-intake F&V consumers' (74 % of respondents), 'consumers of healthier F&V options' (13 %) and 'intensive fruit juice consumers' (13 %). These groups differed markedly in terms of their sociodemographic, lifestyle and health characteristics, such as gender, age, race/ethnicity, education, smoking, weight status, etc. Differences in nutrient profiles were also found, with the 'consumers of healthier F&V options' showing better nutritional quality compared with other clusters. CONCLUSIONS: Only a small share of US adults combines high F&V intakes with healthier F&V options that lead to a better nutritional profile. This raises discussion about a need to deliver more specific F&V promotion messages, including advice on healthier preparation methods, especially for the specific population groups.