Do Adults Consume Vegetables and Fruits in Malaysia?

The increasing growth of expenditure on fruits and vegetables in Malaysia is related to the consumers’ health awareness and increasing spending power. However, the consumption pattern on fruits and vegetables in Malaysia is still very low in comparison with other countries. Hence, this study aims to explore fruits and vegetables purchasing behavior and its consumption pattern in Malaysia.  Eventually, the outcomes indicated that fruits like apple, orange, banana, watermelon and papaya were the most preferred fruits; meanwhile vegetables such as chili, cabbage, cucumber, leaf mustard, tomatoes and water convolvulus were most favorable to consume by adults.  In conclusion, the findings will beneficially provide information for marketers to plan better promotional strategies to increase fruits and vegetables consumption among adults in Malaysia.