Two-thirds of people in the UK wish they could eat more healthily, but 42 per cent claim that they can't because it’s too expensive.
That's according to a new survey by British Heart Foundation (BHF), involving 2,444 adults.
The findings come weeks after a study University College of London suggesting that consumers need to eat at least seven pieces of fruit and vegetables a day dominated headlines.
The results are perhaps somewhat unsurprising, as food prices have risen nearly twice as fast as rent in the last five years.
And this has left nearly two in five people admitting they have to sacrifice healthiness for cost when it comes to their grocery shop.
People in the lowest income bracket are being hit the hardest - nearly three-quarters of the respondents who earn less than £10,000 per year said they struggle to afford food that would provide them with their 5 A DAY.
Victoria Taylor, senior dietitian at BHF, said: “Healthy eating on a budget is one of the biggest challenges of our times. With the increasing cost of a weekly shopping basket it’s a real concern that despite people’s best intentions they’re struggling to eat healthily.
“But there are ways you can make healthy home-cooking more affordable, so that the rising price of your food shop doesn’t need to come at a cost to your heart health.”
