Just one in ten people hit the five-a-day target each week, with 53 per cent of shopping baskets containing no fruit or vegetables, Kantar said.
Director Giles Quick told The Grocer magazine the cost was ‘impossibly high’, adding: ‘I think it’s got to the point where a lot of people just give up.’
The report added that despite supermarket price cuts to everyday fresh goods, the cost of fruit and vegetables had been rising since January.
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