More Britons counting the calories, says new study

Weight-conscious Britons are now spending more than £1 billion a year on reduced-fat and low-calorie foods, a study showed today.

Manufacturers have also managed to tempt consumers with lighter bites by marketing foods as healthier options rather than diet products.

Researchers Mintel said annual spending on such foods increased by 55% in the four years to 2000, to stand at just under £1.4 billion.

The findings, from a survey of more than 1,000 adults, also suggested that three out of 10 adults are now trying to lose weight at any given time, although that figure was down slightly on previous years.

But more than four in 10 admitted to worrying about the fat levels in their diets while one in four said they were constantly trying to reduce their sugar intake.

Three-quarters of those questioned also believed it was important to eat healthily, although a third admitted finding it difficult to stick to wholesome diets.

Younger people, aged between 15 and 24, were among the most health-conscious, with only one in four claiming to have a care-free attitude to what they eat.

But the message, said Mintel, is still failing to get through to many people.

Spokesman James McCoy said: "While consumers are obviously health-conscious, the upward trend in size indicates that they are unwilling or unable to change their eating habits."

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