Five-a-day, a price to pay: an evaluation of the UK program impact accounting for market forces

J Health Econ. 2011 Jan;30(1):87-98. doi: 10.1016/j.jhealeco.2010.10.006. Epub 2010 Nov 4.


We provide an ex-post assessment of the UK 5-a-day information campaign, where the positive effects of information are disentangled from potentially conflicting price dynamics. Using 4 years of data from the Expenditure and Food Survey between 2002 and 2006, we estimate that the 5-a-day program has lifted fruit and vegetable consumption by 0.3 portions, on average. We also provide quantitative evidence of a differentiated impact by income group, ranging from 0.2 to 0.7 portions. All impacts are larger than those observed by simply comparing pre-policy and post-policy intakes.

Publication types

  • Evaluation Study
  • Research Support, Non-U.S. Gov't

MeSH terms

  • Female
  • Fruit / economics*
  • Health Policy
  • Health Promotion*
  • Humans
  • Income / statistics & numerical data
  • Male
  • Marketing
  • Middle Aged
  • Program Evaluation
  • United Kingdom
  • Vegetables / economics*