A major new report from MINTEL, looking at the nation’s attitudes towards food, shows that half (48%) of all British adults are ‘fed up with being told what to eat by ‘do-gooders’ on healthy eating campaigns’. It would seem that a very sizeable portion of the British public is showing signs of health education ‘overload’, however well-intentioned the initiatives are. What is more, MINTEL’s exclusive consumer research reveals that many adults express an element of confusion over what actually constitutes healthy food. Around seven in 10 (69%) adults say ‘it is hard to know which foods are healthy as advice from experts keeps changing’, while almost three in five (58%) say that ‘it is difficult to work out if foods are healthy from the labels or information on the pack’.

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