Question 12 doesn’t just reveal how much fruit and veg kids are getting, it reveals how much parents think they’re getting. Over 75% of parents believe their children are regularly hitting the 4–5-a-day target. But national data and everything else in this survey says otherwise. This is a perception gap. It shows how easy it is to feel like you’re doing “enough,” without knowing what “enough” actually looks like.
When it comes to feeding your kids, it’s personal. You want to believe you’re doing a good job. You want to believe that when they eat some berries or a banana, that’s ticking the box.
But the reality? Most parents aren’t measuring. They’re guessing.
We asked 392 parents:
“Do you believe your children regularly get 4–5 portions of fruit and veg per day?”
Here’s what they told us:
| Answer | Count | Percentage |
| Sometimes | 193 | 49.2% |
| Yes | 109 | 27.8% |
| Rarely | 85 | 21.7% |
| I’m not sure what counts | 5 | 1.3% |
More than three-quarters of parents said “yes” or “sometimes.” That’s reassuring on the surface but it doesn’t align with broader trends or the rest of this survey.
National data shows most children in the UK do not meet the 5-a-day target.
This means that many of the “yes” and “sometimes” answers are likely optimistic guesses rather than informed responses.
That’s not deception. It’s disconnection. And it’s completely understandable.
You’re not tracking daily portions. You’re doing your best, pulling meals together around a hundred other demands. Of course you assume it’s enough because to do more feels impossible and you don’t want to feel like your kids are ultimately paying the price as well as yourself.
Key takeaway: Most parents are confident in a routine that’s not delivering what their kids actually need.
That’s 5 out of 392 parents. Which tells us one thing clearly:
Most people assume they understand nutrition basics but don’t.
A portion isn’t a piece of fruit or one spoonful of veg. And most parents don’t realise that:
There’s very little public understanding of what “five-a-day” actually looks like — especially when it comes to variety and fibre content. You need to have around 80g to be classified as a portion.
Key takeaway: Clarity is more powerful than judgment. And parents are ready to learn — if it’s framed the right way.
This question taps into something deeper. No one wants to say they’re not feeding their kids well. Even if you know there are gaps, it’s easier to choose “sometimes” than “rarely.”
But here’s where it gets hopeful. This isn’t a group of disengaged parents.
It’s a group of tired, busy, well-intentioned adults who want to believe they’re getting it right. They just don’t have the knowledge or bandwidth to do it all perfectly.
That’s the moment for FiiHii to step in not with a lecture, but with relief.
“Think your child gets enough fruit and veg? You might be closer than you think and we can help fill the gaps.”
“A single blended pouch with 5 fibre-rich ingredients = 3 easy wins for you and your child’s gut.”
“No tracking. No meal plans. Just smarter, faster gut health support.”
Key takeaway: This isn’t about fixing bad habits. It’s about closing the gap between good intentions and better outcomes.
Most parents are trying. Really trying. But effort without education leads to assumption and that’s what we see here.
The opportunity for improvements is massive if we:
And do it without shame. Because parents don’t need to feel worse. Do we?
They need to feel supported, seen, and empowered to make easy changes that matter.
Subscribe to the FiiHii newsletter. We’ll show you how to support their gut health and fibre intake in small, smart, everyday ways.
