UK supermarkets are making healthy eating more attractive, convenient and affordable for consumers, according to a report published today by the British Retail Consortium (BRC).

Healthy eating is now more attractive, affordable and convenient

The BRC claims the 'Healthy Options: Retail initiatives towards healthier eating' report shows UK retailers are committed towards developing healthier products and clearer nutritional labelling.

Retailers are helping customers make more informed choices on enjoying a healthy and balanced diet. ?All consumers must be educated about healthy lifestyles; including clear advice about the contribution that all foods make to a healthy diet as well as the importance of physical activity,? said BRC director general Kevin Hawkins.

The report, using findings by the IGD, reveals that 61% of the population believe they live a healthy diet, even though only 27% say they eat five portions of fruit and vegetables each day. There is a ?big gap? between consumers' awareness of what they should be eating and the ?reality of their day-to-day dietary regime?.