'Health crunch' faced by 11 million Brits

The rising cost of living is putting pressure on the health and wellbeing of 10.6 million Brits, according to research from PruHealth, the insurer that rewards people for engaging in healthy behaviour.

A staggering 60 per cent cannot afford the perceived added expenses associated with ‘being healthy', suggesting many people believe they can't afford to look after their general health and wellbeing in the current economic climate.

We all know the benefits of ‘healthy living', but one in five Brits (22 per cent) feel they are not following diets that are as nutritionally balanced as they would like due to the rising cost of living. In the last 12 months alone food inflation has reached a record high of 13.7 per cent, and as many families come under increasing financial strain, nearly one in five parents (19 per cent) are now turning to cheaper, frozen and convenience food options, with one in eight (12 per cent) buying less fruit and veg than they used to. Two thirds (65 per cent) think that healthy foods are simply more expensive than other foods available.

And it's not just our diets that are feeling the impact of tightened purse-strings with a third (32 per cent) of Brits also feeling that cost is a barrier to participating in exercise. A significant number (14 per cent) of UK adults say they cannot currently afford to take exercise classes or participate in paid-for sports activities, which can be frustrating at a time when the Olympics may be inspiring many to get more active.

However, despite the financial pressures of the current economic climate, holidays are still important to one in five Brits (21 per cent). It would seem that for some, by forsaking some of the day-to-day basics, they are still able to treat themselves and escape from the daily grind.

Furthermore, many savvy Brits (14 per cent) have found free ways of working out and taking regular exercise, and with a bit of shopping around there are also healthy produce options in the shops that have stabilised or come down in price in the past six months.

Katie Roswell, Marketing Director, PruHealth, said: "Our research shows that people's buying habits are clearly beginning to change as food costs rise and inflation increases. The worry is that the progression from credit to health crunch may worsen as people reduce outgoings by buying less fruit and vegetables, and continue to believe that all exercise is expensive.

"Although it's a time of belt-tightening for many people, there are some ways of maintaining your health and wellbeing without breaking the bank. Looking out for deals on varieties of fruit and vegetables whose prices have dropped, and taking advantage of cheaper ways of exercising, such as using the local swimming pool or by getting off the bus a stop early, can all help. And it's also key to take a break sometimes from the stresses and strains of everyday life and treat ourselves to some quality time with family or friends."

Opportunity for savings on Eurostar tickets, Mark Warner Holidays and Cineworld with PruHealth

When it comes to looking after your health and wellbeing PruHealth believes that it pays to be healthy, and it's only fair that people who look after themselves in their day-to-day lives should be rewarded. Starting in August, policyholders will now also be able to reward themselves for making the effort to live a healthy lifestyle with the opportunity for subsidised rates at some of the UK's leading lifestyle companies by engaging in PruHealth and PruProtect's Vitality programme. Vitality covers 5 areas - education, exercise, nutrition, screening and smoking cessation - and members can earn points by participating in healthy activities related to each area. By earning points, members can move up to different status levels (Bronze, Silver, Gold and Platinum) and could benefit financially for doing so. For Platinum members savings include up to 93 per cent off the cost of a return EurostarTM ticket to Paris, up to 40 per cent off Mark Warner holidays and substantial discounts off Cineworld cinema tickets (available from Autumn 2008) and Polar Heart Rate Computers.