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Abstract
'5-a-day' public information campaigns have been implemented in many countries to promote the
consumption of at least five portions of fruits and vegetables (F&Vs) per day per person as part of a healthy
diet. This study proposes an ex-post evaluation of its impact on household purchases of F&Vs for food-athome
consumption, using household scanner panel data and a before-after identification framework. It uses
a dynamic tobit panel data model to account for non-participation, habit formation and household
unobserved heterogeneity. Over the 2002-2010 period, the portions of F&V available each day for
consumption by a household member have increased from 2.4 to 3.3 (+0.9). Our estimates reveal that 43%
of this increase is due to the 5-a-day campaign (+0.38 portions). The largest effect is observed for fresh
fruits (+0.16 portions), processed vegetables (+0.08 portions) and natural fruit juices (+0.08 portions). As
a negative nutritional consequence, there has also been a small increase in fruit drinks with added sugar
(+0.05 portions).