GCXZ

Minel said shoppers wanted more information about the nutrititional benefits of eating fruit and vegetables, and warned the number of processed foods which count towards the five-a-day target, such as smoothies and soups, was confusing the public.

It said: "One in five consumers note that it's sometimes hard to know which foods count towards their five a day and there appears to be a lack of clarity around what constitutes the recommended daily allowance, marking an opportunity for clearer communications from Government health campaigns."

The Mintel 'Fruit and Vegetables' report showed that over 55s eat the most fruit and veg, with 31 per cent eating five-a-day. Some 35 per cent of households want the health benefits to be stated on packaging. And 34 per cent said they would pay a full price for "ugly" or oddly shaped fruit and vegetables if their quality, freshness and flavour was good.

A report last year found that 61 per cent of adults were not hitting their five-a-day targets with some people thinking tomato ketchup and strawberry ice cream counted as "healthy" options. The research from the Department of Health found that 37 per cent believed their diets had deteriorated since the start of the credit crisis.

In July, food experts at commodities trader Rabobank revealed that each person in the UK is eating 4kg less fruit and veg a year than in 2007 - a drop of 3 per cent. Each day, Rabobank said the typical Briton consumes an average of 346g-worth, below the Americans, Irish and the 400g threshold recommended by the World Health Organisation.