Almost half (47%) of British consumers rarely experiment with new fruits and vegetables, the latest research commissioned by organic veg box company Riverford has revealed.
Of the 2,015 adults recently polled by the business, 45% said they tried to mix up their selection but reverted to staples.
Over three-quarters (77%) admitted they don’t eat the recommended five pieces of fruit and veg a day, with more than a third consuming between one and two portions (37%), another 37% eating three or four servings, and only 15% meeting the daily target.
Carrots, potatoes, and broccoli ranked in the top three veg options for families, followed by mushrooms, onions and cauliflower.
The research was released as part of Riverford’s 30 Veg Pledge, which is encouraging families to include 30 different plant-based foods in their weekly diets.
As part of the challenge, the brand has created a free downloadable sheet to encourage people and help them track their progress. It is also providing daily tips and recipes on its social channels.
“Your gut microbiome thrives on variety,” said Dr Camilla Stokholm, a GP with a special interest in gut health, who is backing the 30 Veg Pledge.
“It’s concerning that the Riverford research found nearly half of Brits (47%) rarely try new fruits or vegetables. Sticking to what we’re used to might be comforting for us, but it’s boring for our gut bugs. They go wild for variety and want you to keep them on their toes by mixing things up. Small, simple changes – like trying a new seasonal veg each week or adding a handful of seeds to every meal – can make all the difference.”
Other findings revealed almost nine in 10 (86%) Brits were confident fruit and veg could improve their gut health.
However, only one in five (19%) felt well informed about the role this could play in their overall wellbeing.
Altogether, 68% believed fruit and vegetables to be the most beneficial to gut health, well ahead of products like kefir (23%) and kombucha (13%).
For families, 58% said picky eaters were the biggest barrier to getting their children to consume various fruit and veg.
Better access to fresh, seasonal produce such as a veg box (26%), more time (23%) and knowing how to support gut health (25%) would all make it easier for people to eat more fruit and veg, the research showed.
Hannah Neville Green, Riverford co-owner and nutritional therapist, said the company believed “food should be as exciting as it is nourishing”.
“The 30 Veg Pledge is a simple, family-friendly way to explore seasonal eating, and reconnect with the joy of fresh produce,” she said.
“It’s about celebrating the incredible diversity of what’s in season, discovering new flavours, and building habits that benefit the whole family.”
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