It is no secret that Scotland has been branded the sick man of Europe - an unwanted tag which stems largely from the nation's poor diet.

Lydia Wilkie, FSA Scotland

One of the central findings was that more positive, life-enhancing messages, as opposed to traditional health scare tactics, are required to persuade people to change their diet.

Outlining the strategy, FSA Scotland assistant director Lydia Wilkie said: "This is a very important piece of work which shows that people do not respond well to the usual messages about the health benefits of eating well.

"They are more likely to be attracted by a more positive approach that shows how eating better can enhance their life.

"We need to show them how it can make them feel better, look better, give them more energy and generally lead a more enjoyable life without having to follow a strict dietary regime."

Lack of cooking skills

The research found that negative associations attached to healthy eating, such as forbidden foods and strict regimes, present a barrier to a better diet.

The problem was compounded by contradictory and confusing messages in the media and on food labels, as well as poor availability of fresh produce in rural areas.

Scots know they should eat fruit and vegtables

And a lack of cooking skills, especially among young consumers, together with perceptions that healthy eating was both costly and time-consuming, were also identified as problems in the study.

Unveiling the research at the Scottish Community Diet Project's Rich Pickings conference in Dunfermline, Ms Wilkie said she hoped to make a difference to the nation's health.

She told delegates: "It is no secret that Scotland has been branded the sick man of Europe - an unwanted tag which stems largely from the nation's poor diet.

"Previous work by the FSA has shown that people know they should consume less salt, fat and sugar and eat more fruit and vegetables but are unable or unwilling to bridge the gap between awareness and actual behaviour.

Negative thoughts

"We commissioned the research to find out what the barriers are between awareness and behaviour and to suggest ways we can break these down.

Cooking skills are poor, especially among the young

"What it has shown is that people have very negative perceptions of healthy eating and largely do not respond to messages which urge people to improve their diet for medical or health reasons."

Scotland's food and health co-ordinator, Gillian Kynoch, welcomed the findings.

She said: "It adds to our understanding of how best to engage with and re-interest the Scots in improving their diet.

"We have to find new ways to encourage everyone that healthier eating is within their grasp.

Consumer attitudes

"We can all do better, we don't have to be perfect all the time, but we do all have to be making small, positive improvements.

"The challenge we are tackling, together with FSA and the Health Education Board for Scotland (HEBS), is to both get that message over and to make the easy choices for everyone."

Earlier this year, the FSA's consumer attitudes survey found 48% of Scots knew they should eat five or more portions of fruit and vegetables a day but only 23% actually did so.

It found a "considerable gap" between what individuals feel they should do and their actual behaviour.

The agency plans to take forward the findings with the Scottish Executive and HEBS as part of a co-ordinated effort to improve the nation's eating habits.