New research carried out for Bord Bia shows that Irish shoppers are among the most health-conscious in Europe, with over two-thirds choosing food on the basis of how healthy it is.
The study, conducted by Healthfocus International, examined the attitudes of Irish consumers to health and wellness, comparing the results with similar studies in other EU countries.
Some 68 per cent of Irish people said they buy food for health reasons, compared to 66 per cent in France, 58 per cent in the UK and just 35 per cent in Sweden.
The study found nearly half of all Irish people connected the quality of food they eat with their physical performance. Over a fifth related their mental well-being to their diet.
The research studied a group of people in their everyday environments and examined their relationship with food through a variety of means, including video kitchen placements, hand-written and video diaries and accompanied shopping trips.
It found that consumer choices are influenced by a wide variety of factors and expectations. Most significant among them is cost, even where healthy foods are concerned.
The research also shows that people tend to opt for healthy choices in the morning and slip into eating less wholesome food as the day goes on.
