'Fifth of Britons' diet every few weeks

ABOUT one in five Britons start a diet at least once a month and more than a third shop for low-calorie food, according to a new study.

Twenty-two per cent of men and women begin a diet every few weeks, while 36 per cent look for the least-fattening items in the supermarket.

Among women, 43 per cent regularly shop for low-calorie food despite 63 per cent believing there is too much pressure on them to slim down. When it comes to fruit and vegetables, about 60 per cent of men and women eat the recommended five portions daily, meaning four out of ten are missing out.

Only a quarter of those aged 16 to 24 consume their five-a-day, compared with almost three-quarters of over-65s.

The study, commissioned by Seven Seas, claimed three out of ten mothers say they reward a child's good behaviour with an unhealthy treat.