Americans in 2000 consumed a fifth (20 percent) more fruit and vegetables than did their counterparts in the 1970s.

Total fruit consumption in 2000 was 12 percent above average annual fruit consumption in the 1970s. Fresh fruit consumption (up 28 percent during the same period) outpaced processed fruit consumption (up 2 percent). Noncitrus fruits accounted for all of the growth in fresh fruit consumption.

Total vegetable consumption in 2000 was 23 percent above average annual vegetable consumption in the 1970s. As in the case of fruit, fresh vegetable use (up 26 percent during the same period) outpaced processed vegetable use (up 21 percent). The introduction of pre-cut and packaged value-added products and increasing health consciousness among consumers boosted average fresh broccoli consumption by a third between 1995 and 1998 and average fresh carrot consumption by more than a fifth. Highly publicized medical research linking compounds in broccoli with strong anti-cancer activity in the body has added a powerful incentive to consumption.

The popularity of pizza and other ethnic foods in the 1990s boosted average consumption of canned tomato products, but consumption of other canned vegetables declined 13 percent between the 1970s and 1997. The popularity of french fries, eaten mainly in fast-food eateries, spawned a 63-percent increase in average consumption of frozen potatoes during the same period; consumption of other frozen vegetables rose 41 percent.