US fruit and veg consumption slides PBH's ongoing study shows that consumption is down 10 per cent since 2004 Related Articles US fruit and vegetable consumption continues to fall in spite of decades and public health campaigns, according to a new report from the Produce for Better Health Foundation (PBH). State of the Plate: America’s Fruit and Vegetable Consumption Trends, shows that consumption has fallen by almost 10 per cent since 2004, when the first report was published. The most significant contributors to this decline have been a 16 per cent decrease in vegetable consumption frequency, followed by a 15 per cent reduction in juice intake. In the past five years alone, overall consumption has declined by 3 per cent, indicating the trend is worsening every year.