Britons' wellbeing is suffering as their personal finances tighten - with many passing up on healthy eating for cheap fast food.
Forget the credit crunch - many hard-up Britons are facing a potentially deadly "health crunch" due to the financial downturn.
Analysis from PruHealth suggests that the rising cost of living is to blame for this dangerous trend, with the wellbeing of 10.6 million householders under threat from it. The concerns stem from a new poll from the insurer, which found that 60 percent of people currently see the "extra cost" of living healthily as unaffordable.
Furthermore, 22 percent were revealed to be following cheap, but unhealthy, diets - reflecting a year in which food prices have increased by a swingeing 13.7 per cent. Just under 15 percent also said that they were passing up on exercise classes, also for reasons of cost.
Katie Roswell, marketing director of 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."
The Consumer Price Index, the government's preferred measure for inflation, stood at 4.4 percent at its last reading. This is the highest rate measured on the index for 16 years.
