PUBLIC awareness of NCDs has resulted in increasing demand for vegetables and fruits at Labasa Market.
A group of vendors said vegetables and fruits were common foods bought by customers these days.
Karolina Laisani, a vendor for about two decades, said her customers spent more money on fruits and vegetables than on root crops.
"Compared to past years, customers are buying more fruits and vegetables now. They share with me their interest in maintaining a healthy lifestyle," she said.
"The awareness of NCDs on the radio, television and newspaper has made my customers health-conscious, they just buy lots of fruits and vegetables.
"Ten years ago, my customers mostly bought root crops but that has changed today."
Torika Tinaikiuvita is another vendor who has noticed the shift from root crops to vegetables and fruits.
"I have noticed that more people buy fruits and vegetables now compared to past years," she said.