A growing number of people are following the World Health Organization's message and eating five portions of fruit and vegetables a day.
Research conducted by the food and grocery organisation IGD revealed that 43 per cent of shoppers claim to be eating five portions of the fresh produce a day.
While this still leaves many below the healthy threshold, it is an increase on 2006's figures when just 32 per cent of shoppers made the claim.
Joanne Denney-Finch, chief executive at IGD, commented: "It is very encouraging that the message that eating five portions of fruit or vegetables a day is getting through to shoppers, but the Government, the food industry and other stakeholders working together need to keep pushing the message to some social groups in particular."
The number of people intending to do more exercise has remained relatively static over recent years.
This year, 36 per cent of shoppers intended to be more active compared with 2006's figure of 35 per cent.