INTRODUCTION

In Argentina, over half of the adult population is overweight and more than 95% of it eats less than the recommended five servings of fruits and vegetables (FV) per day. The objective of this study was to explore the social determinants of FV consumption among the adult population in the Metropolitan Area of Buenos Aires (AMBA).

METHODS

Focus groups were conducted with 40 men and women aged 25 to 60 years in AMBA. Analysis and constant comparison were used to identify themes and sub-themes.

RESULTS

The main perceived barriers to increase vegetable consumption were time constraints for meal preparation, insufficient knowledge on preparing vegetable-based meals, habituation, and the exposure to advertising of ultra-processed foods. Costs were a concern mainly for fruit purchases. Initiatives aimed at increasing FV availability in school settings and work environments and providing ready-to-eat items were the most common perceived facilitators for increasing FV consumption. Suggestions include school-based educational programs and restricting advertising of unhealthy food, among others.

CONCLUSIONS

It is necessary to develop policies that promote FV consumption and discourage the consumption of food with low nutritional value, which replace FV in the diet.

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