Which shopper are you?

Do you load up your shopping trolley with fresh fruit and veg, fill the fridge and forget about it - only to throw it all out when it has gone rotten?

Or do you carefully scan the ingredients of everything you buy as you search for E numbers and excess salt?

A study today finds that all food shoppers fall into 10 distinct groups.

It says there are "Weekend Junkies" who make sure the family eats healthily through the week but find cooking a chore at weekends.

At the other end of the spectrum are the earth mothers who, like new mother Gwyneth Paltrow, would not dream of feeding their children non-organic food.

The report finds that, although most people are aware of the benefits of healthy eating, hardly any of us actually manage it. Most resort to fast food, junk food and snacks rather than cooking sensible, healthy meals.

Psychotherapist Christine Webber, who carried out the study based on 500 indepth interviews with shoppers, said: "People are becoming more health-conscious but we still seem to muddle along eating unhealthily due to our hectic lifestyles and 'gobble and go' culture."

But Ms Webber did find that most parents tried to give their children a healthy diet - while ignoring their own. She said: "Most are keen to give their children nutritious and interesting food but, when it comes to themselves, they will gladly heat up a microwave meal."

Christian Cull of Waitrose, which commissioned the survey, said: "We all need to be more practical about maintaining a healthy diet."