The study showed vegetable consumption had dropped by 11 per cent over a five-year period although fruit purchases had increased by 1 per cent.
The figures must come as disheartening news to the British Government following the implementation of Department of Health initiatives, including Change4Life and the school fruit and vegetable scheme, costing £3.3 million.
But the British are not alone. Across Europe fruit consumption dropped 1 per cent with vegetables plummeting by 14 per cent.
.#PLMAInternational2016: Gender-blurring is one of the main consumer trends as seen by @Euromonitor https://t.co/KM64lRuZLR
.@PLMAInternational2016: #PrivateLabel evolution in Europe remains stable, according to J-J Vandenheede @Nielsen https://t.co/q8hixnFttD