80% of UK Consumers Focused on Healthy Diets

SURREY, United KingdomA new report from Leatherhead Food Research reveals more than 80% of U.K. consumers in 2012 reported taking a proactive approach to healthy living by following a healthy diet, up 10% since 2004.

According to Diet, Health and Obesity in the UK: State of the Nation 2012," compared to research conducted in 2004, there is a broader level of understanding towards what constitutes a 'healthy' diet, which now includes a greater emphasis upon factors, such as eating fresh fruit and vegetables (95% see this as important in 2012), having a balanced diet (87% in 2012) and drinking enough fluid (74% in 2012); these are increases since 2004 of 20%, 24% and 26% respectively. A higher intake of oily fish and a diet low in salt/sugar are factors that also have increased in importance since the previous research in 2004.

Laura Kempster, Senior Analyst in Leatherhead's Sensory, Consumer and Market Research, said: Broadly speaking, this research indicates a greater engagement with our health and the food we consume. According to Leatherheads findings, a greater proportion of consumers now, compared to 2004, find time to cook from scratch, exercise and are generally more informed and engaged with food. This presents numerous opportunities for the food and beverage industry to create products which meet these needs; and our new report will help them to identify and exploit these opportunities."