Despite all the campaigns to promote fruit and vegetable intake - only a third of Americans eat two or more pieces of fruit per day. 25% don't eat any vegetables at all (ref).
Recent research from Mintel shows 5 reasons for not eating healthy:
4. Time constraints
5. Taste concerns
From industry site FoodNavigator:
"consumers are not willing to trade convenience for health or other benefits. Products cannot be healthful at the expense of convenience or they will not be successful."
Whole foods require preparation. Processed foods generally require you to open the packet and eat. Which do you reach for when your hungry and in a hurry?