14 May 2007, 19:14 PM

  • According to new research, the average Briton is eating more healthily, with fruit and veg now making up almost one third of the average weekly shop.

The survey, commissioned by Sainsbury’s, found that not only have so-called healthier items like fruit and veg consistently accounted for around a third of sales, but that the average person now purchases less indulgent items.

Also, products such as burgers and crisps have seen substantial falls in sales over the past nine months. However, berries and cherries have also seen a similar substantial decline. Soup has seen the largest sales increases so far this year; with packet soup seeing an 80% rise in sales over the last nine months.

Commenting on the findings, Charlotte Parker, nutritionist at Sainsbury’s, said, “It is apparent that millions of people are taking a pragmatic and sustainable approach to health and diet.”

She added that consumers are opting to take small steps to improve their diets, rather than radical ones, which can have a much greater impact long term.