PBH: To increase produce consumption, make it a habit
- by John Groh | June 19, 2020
In devising strategies to get people to eat more fruits and vegetables, the Produce for Better Health Foundation has tapped into science to determine what can trigger people to choose produce over less-healthy alternatives.
During a virtual workshop, titled The Feelings and Habits that accelerate fruit and vegetable consumption: Delivering on the Desires and Demands of Consumers, held June 17 during United Fresh LIVE!, PBH President and CEO Wendy Reinhardt Kapsak and PBH Chief Behavioral Scientist Jason Riis discussed ways that people can incorporate healthy eating into their everyday lives, providing a boost for their physical and mental health, while benefiting the industry.
Reinhardt Kapsak began the session noting that fruit and vegetable consumption has been flat for 15-20 years, with people eating only half the recommended number of servings per day. The foundation, which she said is the only non-profit organization dedicated solely to increasing produce consumption, created its Have A Plant campaign a year ago to capitalize on the trend of plant-based foods and spur more consumption.
She said the campaign, which seeks to educate people about the benefits of adopting a more plant-focused diet, has made an impression and has led to people feeling better about themselves. This, in turn, leads to more consumption, as people look to create more occasions to eat produce. But the key for the industry is to make consumption easy, so that people make it a habit.
Riis, who is also president of Behavioralize, a consulting firm that works with companies of all sizes, from Fortune 500 firms to start-ups, acknowledged that “making it easy is not always easy,” but repetition is they key to making something habitual.
He cited a statistic that 43 percent of what people do every day is repeated in the same context usually while they are thinking of something else.
“A habit is an automatic behavior we have internalized,” he said, noting they happen in a consistent context following repetition and a reward. But it can take two or three months to form a new habit.
How can the industry help?
Riis posed a few questions for marketers to evaluate whether they are encouraging consumers to buy their products repeatedly.
“Is it easy for consumers to remember to buy your product?” he asked. “Is your product always in the same place? Does your product always look as good as it did the last time they bought it? Proper merchandising is key to repeat purchases.”
He also said industry can play a key role in influencing consumption by providing proper packaging. For example, pre-portioned pre-cut fruit and vegetable packs can be given to kids while they are waiting for their meal to be prepared. “In my house, we call it a ‘pre-dinner power chomp’ to give it more appeal.
Riis also cited a study that found that repeated exposure can help kids overcome an aversion to fruits and vegetables they previously disliked.
“Over 80 percent of parents reported that their kids showed an increase in liking fruits and vegetables they previously did not like following an exposure program of 14 days. So the more exposure and consumption, the more likeability,” he said.
Reinhardt Kapsak added that parents can further help by praising their kids for liking fruits and vegetables. “Keep in mind that change does not happen overnight,” she said.
Emotional aspect
Riis said people experience an emotion of some kind 90 percent of each day, whether it’s joy, sorrow, happiness, anger, pride or other.
Reinhardt Kapsak said fruits and vegetables “are foods rooted in a better mood” and pride is an especially strong emotion when it comes to produce.
“Pride is a strong, positive emotion and eating fruits and vegetables is a cause for pride since you are improving your health and well being,” she said. “And kids can also learn to be proud of healthy eating by involving them in the meal planning, shopping and preparation.”
Riis said inspiration plays a role in increasing consumption because creating new habits requires inspiration. He cited “fresh start” moments as times when people can be influenced to adopt new behavior. Some of these moments include New Year’s Day, a new job or home, or a new relationship.
“These kind of things cause people to be more forward-looking,” he said. “They are great opportunities to make life changes and create new habits,” one of which, PBH hopes, is eating more fruits and vegetables for the sake of their physical and emotional health.
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