CHAPEL HILL, NC - A new report by The NPD Group reveals the most popular way to tap America??s snack tooth is with fresh fruit, QSR Magazine reports.

According to NPD??s "Snacking in America," growing concerns about health have led to an increasing popularity of fruit as a snacking choice. And because it??s eaten throughout the day, it appears in more snack occasions than other snack foods.

The report examines attitudes about snacking as well as snack selection drivers. During the two-year period ending March 2012, fresh fruit was consumed in 10 more snack occasions a year than the next top snack food, chocolate, and 25 more occasions a year than the third choice, potato chips.

Adding to fruit??s popularity is its acceptance among all ages. Consumers 65 and older eat the most fruit, followed by children under 12.

"Taking the who, what, when, and where of fresh fruit consumption into account, the point to be made is that fresh fruit is a top-of-mind snack with most consumers," said Darren Seifer, NPD food and beverage industry analyst. "Among the opportunities this trend presents to producers and produce retailers to market and merchandise fruit around the activities during which it is most likely to be eaten, usage can be expanded with packaging innovation and promotions for on-the-go activities when it??s least likely to be consumed."