Five-A-Day Figures Hit Record Low, Sparking Industry Alarm

Fruit and veg campaigners have issued stark warnings after the UK’s five-a-day consumption fell to its lowest level on record, according to new government figures.

The proportion of adults meeting the recommended five-a-day target has slumped to just 27% – down from 33% the year before – marking a significant step backwards in the nation’s diet.

The data, released in the latest National Diet and Nutrition Survey, paints a troubling picture for both health campaigners and the fresh produce sector. Among children aged 11 to 18, average daily portions have dropped even further, from 3.2 to 2.5 – the lowest since records began.

Katharine Jenner, Director of the Obesity Health Alliance, described the results as “alarming and depressing”, adding: “We’ve been told to eat our five-a-day for nearly 25 years, but consumption is actually going backwards. With food prices rising, healthier options like fruit and veg are increasingly unaffordable for many families.”

Veg Power’s Chief Executive, Dan Parker, also voiced concern: “The data shows how far we still need to go to make vegetables desirable, convenient and accessible. Families are overwhelmed – time-poor, cash-strapped and struggling to prioritise nutrition.”

Meanwhile, the British Nutrition Foundation said the results highlight an urgent need for more consistent government support. “These findings must act as a wake-up call,” a spokesperson said. “Without intervention, we risk a generation growing up without the benefits of a healthy, balanced diet.”

The government said it remains committed to promoting healthy eating and pointed to initiatives like the School Fruit and Vegetable Scheme. But campaigners argue this falls far short of what’s needed to address the root causes of poor diet.

As the cost-of-living crisis deepens, calls are growing for fresh funding, improved food education, and wide-reaching incentives to put fruit and veg back on the nation’s plates.