Treat yourself for healthy living

Kelloggs remains the biggest brand in the UK followed by beans and soup maker Heinz, a study from TNS Worldpanel found.

Cadbury rose from fifth to third place showing the strength of the confectionery brand which was hit by a salmonella scare in June costing Cadbury Schweppes £20 million.

The fastest growing categories in the past year have been fruit and vegetables, and confectionery, TNS said.

Alcohol is still the biggest market, worth £8.4 billion, but growth has remained static. Stella Artois is the most popular alcoholic drinks brand.

Edward Garner, research director of TNS Worldpanel, said: "The healthy eating messages are getting through and we are choosing more wholesome foods, but feel the need to then reward our good behaviour with a treat, such as a glass of wine or some chocolate."

The popularity of foods that are good for us is seen in the growth of brands such as Warburtons and Danone which posted sales growth of 17% and 21% last year. These brands have benefited from promoting a wholesome image, as have Hovis and Flora, TNS said.

Craig Smith, editor of Marketing magazine which commissioned the research, said the success of bread brands is also due to clever marketing.

The 9% overall growth in bread sales is "especially impressive given that this rise comes in a staple food category that is already bought by most UK households", he said.

The data is based on the financial year ending April 23.