The annual consumption of fresh fruit and vegetables in the UK increased from 93kg per person in 2002 to 113kg in 2007, according to market analyst Datamonitor. It predicts that by 2012 average annual consumption will reach 123kg.
Datamonitor said that the quantifiable nature of the "five a day" target has been extremely effective in breaking consumption down into an attainable goal.
However, the report also reveals that the emergence of so-called "superfruits" could be having an adverse effect because of false assumptions about their nutritional value may prevent consumers from fulfilling their fruit and veg quota.
The emphasis on a quantitative target has resulted in consumers looking to quickly "dose" themselves, much like the ingestion of a daily medicine.
Mark Whalley, consumer markets analyst at Datamonitor and author of the report, said: "This dosing allows consumers to feel satisfied that they are boosting their health without being inconvenienced by spending large amounts of time planning and preparing nutritious meals."
Datamonitor said that superfruits, such as acai and goji berries, are famed for having high levels of nutrients and anti-oxidants and have become a popular addition to consumers' diets.
It warned that people must be aware that they are not a "quick fix" solution to a worldwide epidemic of under consumption.
Datamonitor believes that overlooking more traditional "ordinary" alternatives like apples purely in favour of superfruits will prove detrimental to overall consumption and ironically begin to undo the positive effects that fruit and vegetable targets have had in the UK.
The consumption of fruit and vegetables varies by country, but countries with low consumption including the Nertherlands, Sweden and the UK are beginning to catch up with the top-performing countries in Europe such as Germany and Spain.
The report says that manufacturers have capitalised on the trend by incorporating more fruit and vegetables into their products and advertising these goods with healthy messaging.
The Department of Health launched the "five a day" campaign in 2002 backed by extensive TV and radio advertising pushes.
Last month the DoH released an online consumer video featuring TV presenter and former glamour model Melinda Messenger giving tips on what counts as a portion of your five a day.