WOMEN wearing the trousers and men carrying the shopping bags?

It might sound like some peculiar parallel universe or bizarre alternate reality but according to new research from Sainsbury's almost a third of men are now taking control of the family food shop.

But don't be in too much of a hurry to hand over those shopping lists ladies. The survey also reveals that despite happily toddling off with a trolley and perusing aisle upon aisle of provisions, men are neglecting to take responsibility for their families' health - blaming anyone but themselves for their food failings.

At a time of mounting concern surrounding the health of the nation, the latest findings show that nine of the top ten excuses for men's aversion to healthy food products place the blame for their dietary shortfalls elsewhere. Just a quarter of men (23%) are prepared to accept responsibility for their bad diet, preferring to lay the blame upon time (49%), cost (37%) or even lack of education (24%).

The survey reveals twice as many men as women refuse to worry about their diet. Almost ten per cent (9%) of men, compared with five per cent of women, couldn't care less about what they eat. Similarly, just five percent of women blame their poor diet on not having any control over what is cooked at home - compared with ten percent of men who hold the cook responsible for their unhealthy eating habits.

But it's not just the male of the species who need to rethink their nutritional regime. The research revealed more than three quarters of the population (79%) admit they aren't fully satisfied with what they eat but will rarely take responsibility for making improvements.

Beth Hart, Sainsbury's nutrition and health manager commented: "Most of us can relate to the common excuses people are using to justify their dietary habits.

"The reality is that many of the excuses used, are in fact misconceptions; the notion that healthy food costs the earth and takes forever to prepare simply isn't the case. A well balanced diet will leave you with more energy and feeling brighter than before: helping to tackle some excuses for poor diet such as a busy lifestyle."