A new study conducted by the Health Food Manufacturers Association (HFMA) indicates the worrying extent to which public health messages about what constitutes a healthy diet are not being widely understood.

In 2001 the Department of Health initiated a 5 A DAY programme to increase fruit and vegetable consumption. This has yet to positively influence the general eating habits of the nation. The National Diet and Nutrition survey, analysing food and nutrient consumption among British adults at the turn of the 21^st century, reveals the extent of the problem. Men and women were found to be consuming, on average, fewer than three portions of fruit and vegetables a day; overall only 13% of men and 15% of women were reaching the five-a day target. The Family Food Survey of 2004-2005 found that, in spite of an increased awareness of the five-a day recommendation, these figures have remained relatively static.

HFMA’s survey, the largest that the organisation has ever conducted, has highlighted the vital importance of conveying clear, consistent information about what constitutes a healthy diet and life-style.  Of the 5000 people surveyed, 50% admitted that they are confused by government nutrition advice and that recent campaigns to encourage healthy eating have not influenced their food choices. About 27% of participants reported that they ignore nutritional guidelines entirely.   

Alarmingly, one in ten under-18s understood the “five a day” message to mean five meals a day! Some teenagers thought that pizza and cheese and onion crisps count as a portion. Around one in ten 30-somethings thought that a glass of wine constitutes a portion. 10% of those aged 50-55 thought that tomato ketchup constitutes a portion.

So what is a portion?

The advice to eat a specific quantity of fruit and vegetables comes from the World Health Organization (WHO); in 1991 they recommended consuming a minimum intake of 400g fruit and vegetables a day. One portion of fruit and vegetables is 80g, so five portions add up to 400g.

An 80g portion equals: one medium fruit such as apple or banana, two small fruit such as satsumas or plums, half a grapefruit, a tablespoon of dried fruit, two tablespoons of cooked vegetables, a cereal bowl of salad, three tablespoons of beans and a glass of fruit juice. Servings of juice or pulses (beans) contribute only one each regardless of how many servings or varieties are consumed in a day.

The HFMA survey starkly highlights the fact that nutritional guidelines are not being widely understood and are not influencing food choices. Given this knowledge there can hardly be any doubt that the supplement industry has a significant role in public health. In the words of Graham Keen, the Executive Director of the HFMA: “Legislators and regulators would do well to take notice of what these various surveys all seems to confirm, that five-a day targets are not being met, the nation is not getting healthier, consumers are confused and need more information rather than less, and that our often unfairly maligned industry continues to have a vital role to play”.