Healthy eating messages are slowly changing shoppers' buying habits, with more than 43% now claiming to eat at least five portions of fruit or vegetables a day, research from food industry research body IGD shows.

The figure has been increasing at a steady pace since 2006 when just 32% of shoppers said that they hit the target.

The biggest increase over the past 12 months has been among skilled manual workers, where the number of shoppers claiming to meet the 5-a-day target has risen by 25 percentage points.

Those in the lower social grades, however, are not responding as well.

Only 26% of shoppers from semi-skilled and casual working backgrounds said they met the recommended intake of fresh fruit and veg no change at all from 2006.

IGD chief executive Joanne Denney-Finch said it was encouraging that the message was getting through to shoppers, but that the government, food industry and other stakeholders needed to continue working together so that it was better picked up by shoppers from lower social groups.

Topics