The aim was to investigate the attitudes towards fruit and vegetables (F&V) and assess their association with consumption. A nation-wide random-sample of Swedish inhabitants (18-84y) was contacted in three stages to cover the seasonal variation. They could choose a web-based or a paper-and-pen questionnaire. F&V consumption was measured with a validated 13-item precoded 24-h recall. The items regarding attitudes towards consumption of F&V had pre-drafted answer categories. Explanations for experienced barriers in F&V consumption were asked with open-ended items. Significance level was P<0.01 (2-sided). Totally, 1 304 (51%) questionnaires were returned. The web-based questionnaire (n=313) was more popular among younger (41y vs. 54y, P<0.001) and high-educated (P<0.001). As many as 93% believe F&V have some health effects. However, 58% think 1-2 F&V portions/day would be enough to be healthy and only 7% thought ≥5 F&V portions are needed. Almost all like the taste of F&V. However, 11% of the respondents find daily F&V consumption difficult, and 23% have problems with using F&V in cooking. Preparing vegetables is more often thought to take too long time than preparing fruit (21% vs. 9%). F&V consumption is higher among health interested (P<0.001), or those who try to eat healthily (P<0.001). Several explanations for consumption difficulties were given: not having F&V as a habit, being too lazy, or lack of time, to mention a few. Although using a web-based questionnaire can be a good option for some consumer subgroups, the traditional paper-and-pen version is still preferred by most respondents. Taste preferences cannot explain F&V consumption differences in this population. Preparation of vegetables was found to be more difficult than preparation of fruit which often are consumed as they are. The participants' beliefs on the needed F&V amounts are lower than the recommended ≥5 portions / day. Health interest was positively correlated with the F&V intake. Individual habits and responsibility for one's own F&V consumption were emphasized in the open responses.Posterpresentation: 7th International Conference on Diet and Activity Methods. Diet and Physical Activity Assessment: From the Individual to the Environment. June 5-7, 2009. Washington, DC, US
