Barriers to adequate fruit and vegetable consumption: exploring biases towards canned & frozen food in a qualitative study

Despite their nutritional equivalence to fresh produce, canned and frozen fruits and vegetables (F&V) are often perceived negatively by consumers, leading to reduced consumption. This study explores the barriers to adequate F&V consumption, focusing on biases toward canned and frozen options. A qualitative, within-subjects design was used to investigate explicit beliefs about fresh, canned, and frozen F&V among 357 undergraduate psychology students. Thematic analysis of responses to open-ended questions identified primary themes (descriptive cognitive and affective factors) such as flavour, body benefits, mood and mental health, convenience, and processing, as well as secondary themes (underlying laten beliefs) indicating "magical thinking" regarding lifestyle quality, food purity and contamination. Results showed that fresh F&V were generally rated more positively compared to frozen and canned options, which were associated with negative beliefs about flavour and palatability, health, contamination, and lifestyle quality. These biases reflect underlying cultural, historical, and social influences, which contribute to persistent negative evaluations and avoidance of canned and frozen F&V. Addressing these biases through public health campaigns and educational interventions may improve F&V consumption and reduce associated health risks. Future research should explore the influence of cultural and historical narratives on these biases and test interventions designed to alter these perceptions.