\nThe number of adults preferring to eat healthy or organic food has fallen by almost a third in 2022 as living costs and inflation surge, a new survey has revealed.<\/p>\n
According to the latest report<\/a> from the Institute of Practitioners in Advertising (IPA) – which spoke to 3,000 shoppers – consumer awareness around healthy eating has dropped since the start of the year.<\/p>\n The data also revealed that those who state they always read the label before making a purchase has fallen by almost a quarter. This drop is higher among those aged between 35 – 54 and men.<\/p>\n The survey – which measures a wide range of lifestyle choices – shows a strong correlation between consumers\u2019 squeezed budgets and their less healthy food choices.<\/p>\n It also revealed that almost 85% of adults are aware of the price of goods and services increasing, with awareness increasing by 11.8% for 35 – 54-year-olds.<\/p>\n As a result, the number of adults who say they are coping on their current salary has dropped by 5.5%, to 63.7%. Only half of young adults (15 – 34) and just under two-thirds of women say they are coping on their current income.<\/p>\n