Are you a fruit dodger or a dedicated fan of all things fruity?

Latest research reveals that despite our best efforts many of us simply aren’t getting enough fruit into our diets.

According to recent research the average person in the UK goes over five days without eating fruit, so it’s no surprise that 88% of people believe they should be eating more healthily.* When it comes to eating fruit it seems most of us set out with the best of intentions but still end up throwing lots away. According to the research, which polled 2,000 people in the UK, an average of 2.43 portions of fruit are thrown away every day.

Fruit survey infographic
​​Almost 9 in 10 Brits say they should be eating healthier than they do and 2 in 3 Brits take vitamins and supplements to help. However, with the average person going over 5 days without eating fruit, many are in need of a helping hand. It turns out that the younger generation needs the biggest help when it comes to a healthier lifestyle as 18 to 34 year olds say they’ve gone almost 8 whole days without any fruit while they’re also the most likely to leave vegetables on their plate after a meal. When it comes to keeping hydrated, those 65 and older need guidance, as on average they’re drinking less than 4 glasses of water a day.

Top Five Favourite Fruits Nationally

It seems that there are definitely certain fruits that fall into favour in the UK, with strawberries, bananas and grapes topping the favourite list. However, as a nation we’re less partial to fruits such as figs, lychees, pomegranates and despite the hype, avocados! It’s officially the least favourite of older Brits – with over a quarter (27%) shunning the fruit, so don’t expect them to be tucking into avocado on toast for brunch.

About the research

An online survey was conducted by Atomik Research among 2,000 adults aged 18+ from the UK. The research fieldwork took place on 27th August 2021 to the 31st August 2021. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.