BEHAVIOUR OF THE CONSUMERS

OF VEGETABLES, FRUIT AND THEIR

PRODUCTS IN POLAND

Barbara Groele

Polish Association of Juice Producers (KUPS)

XIII International Kongres on Promotion of Vegetables and Fruits

19-20 September 2017, Warsaw, Poland
 Promotion of 5 portions of vegetables, fruit or juice in
Poland

Recommendations
POLAND
 The Pyramid of Healthy Nutrition and
Physical Activity IŻŻ, 2016
 Dietary Plate developed by the Council for
Diet, Physical Activity and Health at the
Ministry of Health.

Sample servings:
about 100 g of fruit or vegetables:
1 small apple or ½ medium, strawberries - 7 pieces, 5 plums, 1 large
mandarin , ½ medium orange, ¼ medium grapefruit, 1 carrot, a bowl
of salad, a glass of fruit or vegetable juice (200 ml).

 According to WHO, daily intake of fruits and vegetables should amount to min. 400 g
per person per day, in Poland is about 250 grams per day per person. Including fruit
and vegetable products (without juices) 279 grams per person per day. Juices about
33 ml / person per day **Source: Badanie Gospodarstw Domowych (Household survay) GUS, IERiGŻ
 Fruit and Vegetables consumption in EU (per capita per year)

Fruits and processed fruits in UE (kg / person) Vegetables and processed vegetables in UE (kg /
in 2011 person) in 2011

Source: Faostat (FAO Statistics Division 2014)

 Promotion of 5 portions of vegetables, fruit or juice in
Poland by KUPS

The role of the KUPS Association

Polish Association of Juice Producers Since has been encouraging

Poles since 2008 to enrich their diet with vegetables, fruits and
juices as part of an idea that promotes the consumption of 5
servings of vegetables and fruit daily. We also inform that one
serving can be a glass of juice.

 We carry out a wide range of consumer-oriented activities and

educational programs for children to develop appropriate eating habits.

 We also teach about the properties of juices and mousses and

encourage to include them in the daily menu.
 Projects conducted by KUPS

QUISEE

<2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017+

 Social campaigns funded by the EU, the Fruit and Vegetable Promotion Fund and
the KUPS Members
 Promotion of 5 a day idea and categories of products (vegetables, fruits, juices)
 NO PROMOTION of trademarks and businesses
 CHARAKTERYSTYKA SOKÓW BIORĄC POD UWAGĘ PRZEPISY
Characteristics of juices taking into account legal regulations
PRAWNE

ALL KINDS OF CARTON AND BOTTLE JUICES DO

NOT INCLUDE:
- Added preservatives
- Added colours
- Sweeteners
- Added flavors other than the fruits or vegetables
from which they were made
ALL FRUIT AND TOMATO JUICES DO NOT CONTAIN
ADDED SUGARS.
In fruit and tomato juice there is as much sugar as
the fruits and vegetables, from which they are
produced, contain.
JUICES ARE ONLY PHYSICALLY PROCESSED.
JUICES HAVE HIGH NUTRITIONAL VALUE, LOW CALORIC VALUE AND MANY
HEALTHY INGREDIENTS. Natural cloudy and purified juices contain fiber,
including pectin.

The consumption of juices in Poland = 13 l / person / year

- which gives 33 ml / day
 Promotion of 5 portions of vegetables, fruit or juice in
Poland

The purpose of the programme

 To make consumers aware that:

 Fruits and vegetables are healthy and are a necessary part of the
diet
 Fruits, vegetables and their products should be eaten at least in
5 portions a day
 One of five servings can be replaced with one glass of juice.
 Increased consumption of fruits, vegetables and processed foods
including juices.
 Continuing, deepening and consolidating the positive effects of the
program "5 servings of vegetables, fruit or juice" and reaching out to
a wider range of consumers.
 Promotion of 5 portions of vegetables, fruit or juice
in Poland

Program "5 times a day vegetables and fruits" (2008-2010)

 Promotional-information program

 Place of implementation: Poland

 Delivery time: 2 years (October 2008 - October 2010)

 Campaign targeting mothers and their children (7-13 years)

 Activities implemented during the campaign: ATL, BTL and PR

Social campaign co-financed by

EU funds - promotion of product
categories, not specific brands
 Promotion of 5 portions of vegetables, fruit or juice
in Poland

School program "5 servings of vegetables, fruit or juice" in the years (2010/11,
2011-12)
 Promotional and informative program – no promotion of branding
 The idea of the program: Education on the role of proper diet and
nutritional habits based on 5 servings of vegetables, fruit or juice
 Delivering educational materials to schools in grades I-III
(educational materials for teachers, Children's booklets, posters)
 Promotion of 5 portions of vegetables, fruit or
juice in Poland

Program "5 servings of vegetables, fruit or juice" 2011-

2014
 Promotional-information program

 Place of implementation: Poland and Romania

 Delivery time: 3 years (October 2011 - October 2014)

 Campaign targeting mothers and their children (3-10 years)

 Activities implemented during the campaign: ATL, BTL and PR

 Promotion of 5 portions of vegetables, fruit or juice
in Poland

Programs of "5 servings of vegetables, fruit or juice" in 2013/14, 2014/15, 2015/16

 Promotional and informative program – no promotion of trade names
 The program included products (vegetables, fruits, juices) on
breakfast TV - DDTVN, PnŚ
 Advertising in public transport (edition III)
 Celebration of the Day of Juice (editions IV and V)
 Participation of experts in scientific and industry conferences
 Development of expert materials on juices
 Promotion of 5 portions of vegetables, fruit or juice in Poland

EFFECTS OF ACTIVITIES IN SCHOOLS AND IN PRESCHOOLS Educational program for schools

- "5 servings of vegetables, fruit or juice„, Program for kindergarten "5 servings of vegetables, fruit or juice" in
PL and RO (two editions 2012/2013, 2013/2014), school programs - "5 servings of vegetables, fruit or juice"
2010/2011, 2011/12, program Educational class I-III primary school in the 2008-2010 project.

Almost 1 000 000

CHILDREN taking part
in the program

2 000 000 18 000

PARENTS TEACHERS

12 000 PRIMARY
20 000 DOCTORS SCHOOLS* from Poland
3 800
KINDERGARTENS
* Some schools (teachers) participated 2 times in the project
 Growing knowledge about the need to eat 5 servings of vegetables and fruits
per day

► Q32. How often do you think you should eat fruits

and vegetables?
The study was conducted:
I wave- January / February 2012 2% 3% 3% 2%
10% Once a week
II wave- November / December 2012 15% 17%
11%

III wave- November / December 2013

15%
IV wave- September 2014 17%
A few times a
week
18% 14%

Once a day
28%
24%
27% 2 times a day
31%

11% 15% 3 times a day

9%

12%
4 times a day

33% 31%
30%
21% 5 times a day

I wave II wave III wave IV wave

Source: KUPS, Awareness Campaign for 5 Servings of Vegetables, Fruit or Juice (GFK Polonia and Driver R ZenithOptimedia, September 2014)
 Promotion of 5 portions of vegetables, fruit or juice in Poland
by KUPS

Effect

 Awareness research (CATI) carried out after each year of campaign:

 Increased awareness of recommendations of doctors and specialists
regarding eating 5 portions of fruit and vegetables daily from 49%
(2008) -> 74% (2014);
 Increased awareness of the “5-a-day” campaign promoting eating
fruits, vegetables or juice from 45 % (2008)-> 76 % (2014);

 Noticeably increased interest in popularization of the “5-a-day” idea, the

nutritient value of fruit, vegetables and juices and the definition of a
portion, by internet websites, newspaper editorial teams, schools,
administration, etc.;
 Results of the campaign in Poland

Comparison of Market Research 2008 vs 2014

Daily eating frequency MOTHERS TRENDS CHILDREN TRENDS
(main target group) (supporting target group)

2008 2014 2008 2014

VEGETABLES
5 portions 2% 5% ↑ 1% 4% ↑
4 portions 3% 9% ↑ 3% 8% ↑
3 portions 12 % 24 % ↑ 11 % 23 % ↑
2 portions 24 % 23 % ↓ 24 % 28 % ↑
1 portion 40 % 28 % ↓ 40 % 24 % ↓
<1 portion 19 % 11 % ↓ 21 % 13 % ↓
FRUIT
5 portions 3% 6% ↑ 5% 7% ↑
4 portions 8% 8% = 7% 9% ↑
3 portions 24 % 18 % ↓ 24 % 27 % ↑
2 portions 24 % 32 % ↑ 32 % 30 % ↓
1 portion 23 % 24 % ↑ 24 % 19 % ↓
<1 portion 18 % 12 % ↓ 8% 8% =

Data source:
2014 – Effectiveness measurement of the promotional and informational campaign: ”5 portions of vegetables, fruit or juice”, 4th stage – Poland.
Research for the Polish Association of Juice Producers conducted by GFK Polonia and DriveR
2008 – Effectiveness measurement of the promotional and informational campaign: ”Vegetables and fruit 5 times a day”, 1st stage – Poland.
Knowledge about healthy eating is still
inadequate
KUPS data, a study by GFK Polonia, March 2016.
CAWI study, mothers of children aged 3-12, N = 180.
 What do Poles know about healthy eating?

32% declare
that they do 68% declare
not know the that they
IŻŻ know the IŻŻ
recommendat recommendati
ions ons

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
 What do Poles know about healthy eating?

2%
sugars

As much as 46%
do not recognize
vegetables, fruits
and their 2% fats
products as a
basis for a correct
diet
10% milk
and milk
17% products
cereal 15%
products meat
and fish

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
What do Poles know about healthy eating?

As many as 38%
declare that we
should eat less
than 400 grams of
32%
fruit and
declare
vegetables a day over 800 g

30%
declare
between
400 g
and 800 g

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
 What do Poles know about healthy eating?

19% indicated
FIVE as the
correct number 17%
indicated
of portions of less than 5
vegetables and
fruits per day

28%
indicated
between 6
and 9

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
 Knowledge about juices

81% of the As many as 61%

respondents 83% of the vitamins
know that a glass
of juice can be respondents
one of five are aware of the
servings of fruit beneficial
or vegetables a
day ingredients that 59%
contain juices nutrients

42% 25%
micro- antioxida
and nts
macroele
ments
KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
 Myths about juices
Wiedza o sokach

43%
preservatives But as many as
53% of the
respondents
think that juices
contain artificial
34% substances
artificial
flavors

31% dyes

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
 Myths about juices

As many as 78%
of mothers have
a misconception
14% know that sugar can
that it is
not allowed be added to fruit
juices

8% do not
know the
answer

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
The role of opinion leaders in shaping correct
eating habits

37%
20% from trusts
blogs intuition
69% declare
that their
nutrition
knowledge 36% from
23% from radio and
friends comes mainly tv
from the
Internet
31% from 33% from
morning family
TV
31%
from the
press

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
The role of opinion leaders in shaping correct
eating habits

only 22%
indicated that they
received it from
doctors (mainly
mothers of
children 0-2 years)

KUPS data, a study by GFK Polonia, March 2016. CAWI study, mothers of children aged 3-12, N = 180.
 Frequency of eating fruits, vegetables,
juices and mousses
KUPS data, study conducted by Havas Media, August 2017.Badanie CAWI, n = 300; Women
aged 25-45, with kids aged 3-12 , N=300.
 Adults consume fresh fruits, vegetables and juices
at least once per day

Usually how many times per day do the adults in your household
consume fruit, vegetables, juices and mousses?
[% of all RS]

fruits vegetables juices mousses

73,7%
40,3%
39,7%

39,0%

36,7%
35,0%

29,3%

21,0%
14,7%

14,3%
14,0%

11,3%
9,7%
9,3%

7,0%
5,0%

4 – 5 times per day or more often 2 – 3 times per day Once per day Less often

KUPS data, study conducted by Havas Media, August 2017.Badanie CAWI, n = 300; Women aged 25-45, with kids aged 3-12 , N=300.
 Children consume fresh fruits, vegetables and
juices at least once per day.
Usually how many times per day do the children in your household
consume fruit, vegetables, juices and mousses?
[% of all RS]
fruits vegetables juices mousses

62,7%
42,7%

40,3%
38,3%

35,3%

33,7%

27,7%
23,7%

22,3%
17,0%

13,3%
13,0%
10,7%
8,3%

6,7%
4,3%

4 – 5 times per day or more often 2 – 3 times per day Once per day Less often

KUPS data, study conducted by Havas Media, August 2017.Badanie CAWI, n = 300; Women aged 25-45, with kids aged 3-12 , N=300.
 In the first place, fruits are eaten whole, only
washed or peeled

In what form is fruit consumed in your

household most often?
[% of all RS]
93,3%

45,7%
39,0%
33,7%

28,0%
Whole fuit, only washed or In the form of a salad We make juice out of In the form of ready to use In the form of ready to use
peeled them juices mousses

KUPS data, study conducted by Havas Media, August 2017.Badanie CAWI, n = 300; Women aged 25-45, with kids aged 3-12 , N=300.
 CONCLUSIONS
1. The responses in questionnaire surveys are declarative:
Participants do not want to be perceived as having low knowledge
The answers in the cafeteria suggest an opinion

2. Projects of 5 servings of vegetables, fruit or juice bring tangible results:

Educate consumers about proper eating habits
halting the decline in fruit and vegetable consumption and juices
increased frequency of fruit and vegetable consumption

3. Promotion and information activities „5 servings of vegetables, fruit or

juice” should be continued to sustain the effects of earlier activity.

The projects that have been run continuously since 2008 by the KUPS
Association have had a positive impact on eating habits and
awareness of Polish consumers, but continuing education is still
necessary.
THANK YOU FOR
YOUR
ATTENTION
Barbara Groele
b.groele@kups.org.pl
www.kups.org.pl