Britain will reach its 2026 Planetary Health Diet Overshoot Day on Saturday (25 July), meaning the nation will have already exceeded its annual recommended balance of foods for a healthy and sustainable diet, according to new research commissioned by Lidl GB.
The analysis, based on the science-backed targets of the EAT-Lancet Planetary Health Diet (PHD), found UK diets remain heavily imbalanced, with people eating too little fruit, vegetables, wholegrains and plant-based protein, while consuming excessive amounts of animal protein and foods high in added fats and sugars.
The research found Britons currently consume just 40 per cent of the recommended fruit and vegetable intake and around 15 per cent of the suggested wholegrain intake. Plant-based protein consumption stands at only 18 per cent of recommended levels, while animal protein intake is around 60 per cent above the guideline. Foods high in added fats and sugars are also consumed at levels 60 per cent above recommendations.
Lidl said consumption of dairy products and starchy vegetables broadly aligns with the dietary framework, and acknowledged that animal proteins continue to play an important nutritional role. However, it warned that without changes to eating habits, the UK would remain well off track from the dietary balance scientists say is needed to support both human and planetary health.
The retailer said the findings come as the UK faces rising levels of obesity and diet-related illness alongside more frequent extreme weather events, with shifts towards plant-rich diets increasingly recognised as an important part of reducing greenhouse gas emissions and meeting the country's 2050 net zero ambitions.
The Planetary Health Diet, developed by the EAT-Lancet Commission, sets science-based dietary targets designed to feed a growing global population while remaining within environmental limits. According to the commission, widespread adoption of the diet could help prevent millions of premature deaths globally each year while significantly reducing food-related greenhouse gas emissions.
Lidl GB said it is the first British retailer and discounter to align its sales targets with the principles of the Planetary Health Diet.
Consumer research commissioned by the retailer found affordability remains the biggest obstacle to healthier and more sustainable eating. Almost half (45 per cent) of respondents said cost was one of the main barriers to improving their diet, while 65 per cent were concerned about the long-term health impact of what they eat. More than half (52 per cent) said they wanted more guidance on eating healthily without increasing their grocery bills.
Richard Bourns, chief commercial officer at Lidl GB, described the findings as “a wake-up call”.
“As a nation, we're at a dietary tipping point, and we need a big shift in how we eat to ensure we're consuming more of what we're currently lacking,” he said.
“Our research shows people want to make healthier and more sustainable choices for the planet, but often affordability stands in the way. At Lidl GB, we're breaking down those barriers by proving that market-leading value can go hand-in-hand with making foods encouraged by the Planetary Health Diet more affordable and accessible.”
Bourns said the retailer hoped the findings would encourage greater collaboration between retailers, policymakers and producers to make healthier food choices more accessible.
Elaine Hindal, chief executive of the British Nutrition Foundation, said helping consumers understand what a balanced diet looks like while ensuring healthier options remain affordable is essential.
“A healthier, more sustainable diet doesn't need to be complicated,” she said. “Helping people understand what a balanced diet looks like, while making those options easy to choose and affordable to buy is critical to building a food system that works better for people and the planet.”
As part of its sustainability strategy, Lidl GB has committed to increasing the proportion of plant-based foods it sells by 20 per cent by 2030, raising plant-based protein to 25 per cent of its total protein sales, increasing wholegrain products to 25 per cent of sales and classifying 10 per cent of its own-brand range under its “Live Well” health and sustainability initiative. The retailer said these ambitions will be supported through year-round promotions, Lidl Plus rewards and discounts on fruit and vegetables.