Why Five-A-Day Isn’t Enough – And What That Means For The Fresh Produce Sector

For more than two decades, the “five-a-day” message has underpinned UK government health advice and fresh produce marketing alike.

But leading health researchers now say this long-standing benchmark may fall short of what consumers truly need for optimal health and wellbeing. This has significant implications for how the fresh produce industry communicates value, influences policy, and plans for growth.

The Science Has Moved On

A landmark 2021 study from Harvard University, published in the Circulation journal, analysed dietary data from over 2 million adults worldwide. It found that while five portions of fruit and vegetables per day was better than fewer, the optimum intake for longevity and disease prevention is closer to seven to ten portions daily.

Those eating five-a-day still experienced health benefits, but individuals consuming 7+ servings saw a 35% lower risk of premature death, particularly from cardiovascular disease and cancer.

This echoes earlier findings from University College London, whose own population study in 2014 revealed that seven daily portions reduced the risk of death by 42%, and that vegetables had a more profound impact on health outcomes than fruit.

A Strategic Opportunity For Industry

These findings present a strategic opportunity for the fresh produce sector. Moving beyond the five-a-day narrative could create a powerful platform for re-engagement—whether through updated public health messaging, cross-sector partnerships, or retail education campaigns.

Increasing average consumption from five to seven or more portions would not only benefit public health, but significantly boost demand across multiple categories—from leafy greens and root vegetables to berries and salad crops.

Mental Wellbeing: A Growing Consumer Driver

More recently, attention has turned to the link between diet and mental health. A 2020 study published in Nutrients found that adults who consumed six or more servings of fruit and vegetables daily reported better life satisfaction, higher resilience, and lower rates of depression. This correlation offers a valuable lever for marketing to younger demographics, particularly as emotional wellbeing and mood-related benefits become strong drivers of consumer behaviour.

For producers and retailers, these insights reinforce the case for championing produce as part of a lifestyle and mental wellness toolkit, not just a means of avoiding illness.

Diversity Matters: The 30-Plant Rule

Nutritionists and microbiome specialists now recommend consuming 30 different plant-based foods per week to maintain a healthy gut. This not only includes fruits and vegetables but also legumes, herbs, nuts and seeds.

For suppliers and growers, this trend toward biodiversity offers the potential to reintroduce lesser-known or underutilised crops, while encouraging year-round consumer experimentation.

Industry Action Points

• Reframe the narrative: Collaborate with health bodies and retailers to move beyond the five-a-day message, reinforcing the evidence-based benefits of 7–10 portions daily.

  
  

• Promote variety: Highlight lesser-known produce and diverse crop options that support microbiome health.

  
  

• Engage in wellbeing messaging: Position fruit and vegetables as essential to mental resilience, not just physical health.

  
  

• Influence public policy: Use updated research to inform school meal standards, workplace wellbeing schemes, and future DEFRA guidance.

The science is clear: five-a-day is good, but not good enough. With compelling evidence supporting higher consumption for both physical and mental health, the fresh produce sector is well-placed to lead the next evolution in public dietary habits.

By aligning product innovation, marketing and public messaging with this updated research, the industry can help shift consumer expectations—delivering better health outcomes and securing long-term market growth.