One in five consumers in the UK rate their diet as unhealthy despite 58% being interested in eating healthier, Birds Eye research has revealed.
The study also showed 40% of consumers flagged sugar as their main ingredient of concern with 22% saying they are more likely to minimise sugar, fats and salt intake compared to a decade ago.
Although 52% of consumers claim they try to eat five portions of fruit or beg a day, 68% have admitted to not fulfilling this quota, the research revealed.
Furthermore, only 12% know that their “five-a-day” can be achieved through frozen food and 50% incorrectly assume frozen produce doesn’t have the same nutritional value as fresh produce.
This study comes as latest statistics who that 63% of UK adults (around 35 million people) are suffering from obesity or are overweight.
“It is clear that consumers want to make healthier choices but many find it hard to do so, and this is down to a number of factors including time pressures, cost concerns, and a lack of confidence about how to make healthier choices,” Birds Eye general manager Steve Challouma said.
“We know that the food industry needs to work together to support consumers, and through continued innovation and renovation, we have a golden opportunity to improve the health of the nation in the coming decade.”
Additionally, almost a third of consumers never check traffic light labels and 39% are not confident they know the difference between different types of fat.
The British Frozen Food Federation has emphasised retailers and brands can also support consumers in making healthier choices through “improving their understanding and signposting of healthier options”.
Challouma added: “This can be achieved by expanding healthy product ranges, innovating new healthier products, making nutritional improvements to the products we are currently offering and by gently nudging consumers towards more healthy and sustainable diets.”