Retailers have rejected claims by consumer group Which? that supermarkets need to make it easier for shoppers to choose healthy options.
The Which? report said consumers were finding the credit crunch a barrier to healthy eating.
About 28 million UK adults said price had become more important when choosing foods since the financial downturn. Nearly three in five agreed that they would buy more fruit and vegetables if they were cheaper, and almost a quarter said that the economic crisis had made healthier eating less of a priority.
Which? said Consumers wanted more action from manufacturers, retailers and particularly caterers.
But the British Retail Consortium (BRC) said retailers have been leading from the front on healthy eating for years, offering customers nutritious food at affordable prices and providing extensive information to help them make healthier choices.
It said Which? was wrong to suggest price is a barrier to healthy eating and that there was no significant link between income and dietary patterns. “That demonstrates intense competition between UK retailers is making healthy food affordable for families of all incomes and education is the key to improving eating patterns,” it added.
The BRC pointed out that home cooking is currently increasing as customers buy more fresh ingredients and use retailers’ tips to improve their cooking skills.
British Retail Consortium Food Policy Director Andrew Opie said: “It’s nonsense to suggest price is a barrier to eating well. Which? is actually discouraging customers from exploring healthy eating choices by pushing the myth that fresh fruit and veg. are expensive. Customers should look beyond scare headlines, get into supermarkets and see just how affordable good fresh food is.
“Fresh produce is the main focus of promotions as retailers battle it out to offer customers the best possible value.
“Retailers have also re-formulated products, for example to reduce salt and remove fats; they are providing customers with more nutritional information than they’ve ever had – not just on labels – and working with government on initiatives such as the ‘5-a-day’ fruit and veg. campaign.”
