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About 95% of Australian Adults Don’t Meet Vegetable Guidelines: Vitamix Calls for Change

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About 95% of Australian adults did not meet the recommended usual serves of vegetables, legumes and beans in 2023, according to the Australian Bureau of Statistics (ABS). Vitamix is using World Smoothie Day on 3 October 2026 to promote a morning smoothie as one way to add produce to the day—but the statistic does not show that smoothies, or any particular blender, improve vegetable intake.

What percentage of Australians eat enough vegetables?

The ABS’s 2023 analysis found that 4.8% of adults aged 18 and over met the recommended usual serves of vegetables, legumes and beans. Put another way, about 95.2% did not meet the benchmark. Across everyone aged 2 and over, 4.3% met it. The adult figure is the closest match to the headline’s “95%”; it is not an exact result for every Australian. The ABS 2023 food-group analysis reports the estimates.

Children’s results were lower: 2.1% of children aged 2–17 met the 2023 recommendation, compared with 4.8% of adults. The benchmark varies by age and sex; for adults, the minimum shown in the ABS analysis ranges from five to six vegetable serves a day.

Why you may see different percentages

An earlier ABS release reported that 6.5% of adults met the vegetable recommendation in 2022, compared with 7.5% in 2017–18. The Australian Institute of Health and Welfare summarised the 2022 result as 94% of adults not meeting the recommended serves. These figures provide context, but they should not be treated as a direct year-to-year comparison with the 2023 estimate: they come from different releases and dietary measures.

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The 2023 ABS figure estimates usual, or longer-term, consumption using the National Nutrition and Physical Activity Survey 2023. The 2022 National Health Survey figure is based on reported daily consumption. The ABS cautions that comparisons between 2011–12 and 2023 are affected by changes in reporting behaviour, food classification and data processing. Its 2022 dietary-behaviour page also excludes very remote parts of Australia and discrete Aboriginal and Torres Strait Islander communities from its stated scope. See the ABS Dietary behaviour release and the AIHW diet overview for those separate measures.

What the ABS measure counts—and what it does not

The 2023 estimate is based on modelled usual consumption, not a simple count of what people ate on one particular day. For this food-group measure, the ABS counts serves from non-discretionary foods and beverages; discretionary foods such as potato crisps are excluded. The ABS also warns that under-reporting is likely, so the estimate should be read with that limitation in mind.

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The ABS reports an average of 3.0 vegetable serves a day for people aged 2 and over in 2023, or 2.7 when potato products are excluded. The comparable 2011–12 average was 2.7, but changes in reporting and processing mean that trend comparisons require care. These averages are not the same statistic as the share of people meeting the recommendation.

What Vitamix is asking people to do

Vitamix’s World Smoothie Day message is a branded campaign suggestion, not an independent public-health finding. Channel News reported on 2 October 2026 that the company planned to encourage Australians to make a smoothie before the day gets underway on 3 October. The campaign was to continue through the first week of October, with food, family and wellbeing creators in Australia and New Zealand sharing weekday smoothie ideas. Broadcaster and home cook Magdalena Roze, a Vitamix partner, recommended adding leafy greens.

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Ali van Woerden, chief marketing officer at Fackelmann Housewares, described the idea as “a smoothie is an easy way to consume real food and to make before the day gets away from you.” That is the campaign’s rationale; the statistical sources do not establish that smoothies raise vegetable consumption over time or outperform other ways of adding vegetables to meals. The campaign report is available from Channel News.

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Can a smoothie help you eat more vegetables?

It can be a practical option if you enjoy smoothies and use ingredients that fit your preferences. A blender can combine vegetables with other whole ingredients, but buying a high-performance model is not a prerequisite for meeting dietary recommendations. Vitamix Australia lists Classic and Ascent Series blenders and identifies smoothies as one use for its products; that product information does not establish a nutritional advantage. Vitamix Australia provides its current range.

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For a low-effort change, choose the approach most likely to fit your routine: add vegetables to a meal you already make, keep convenient options on hand, or try a smoothie if it suits your taste and schedule. The evidence here does not show that one method works better than another.

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