BRITAIN’S DIET HAS ALREADY EXCEEDED HEALTHY & SUSTAINABLE THRESHOLD FOR THE YEAR, NEW ANALYSIS REVEALS

• Britain will reach its 2026 Planetary Health Diet Overshoot Day on Saturday 25th July - the point in the year when the country has already exceeded its annual recommended balance of foods for a healthy and sustainable diet.
• The Planetary Health Diet is a science-backed framework that sets clear targets to help feed a growing population healthily and within planetary boundaries by 2050.
• New research from Lidl GB reveals Britain is significantly off track, eating more foods high in added fats and sugars, whilst eating 40% less fruit & veg, alongside 82% less plant based protein than recommended.
• Separate research shows affordability remains one of the biggest barriers preventing consumers from making healthier and more sustainable choices.

New research commissioned by Lidl GB shows that Britain will meet its 2026 Planetary Health Diet Overshoot Day by tomorrow (Saturday 25th July). This marks the tipping point where the country has already exceeded its annual recommended balance of foods for a healthy and sustainable diet. 

This overshoot is being driven by an imbalance across UK diets. Based on the science-backed targets set out by the EAT-Lancet Planetary Health Diet (PHD), the analysis reveals that Britons are currently consuming just 40% of the recommended fruit and vegetable intake, and falling around 85% short when it comes to their fibre-rich wholegrain intake. The nation is also underindexing on plant-based protein, eating just 18% of the suggested level, yet animal protein consumption exceeds recommended levels by 60%. Consumption of foods high in added fats and sugars are also 60% above recommended levels. 

While consumption of starchy vegetables and dairy is broadly aligned with recommendations, and animal proteins serve a vital nutritional role in our diets, if these eating habits continue, the UK will remain significantly off track from the dietary balance that the scientists behind the Planetary Health Diet say is needed to support both planetary and human health. 

The findings come at a critical moment for the UK food system. As the nation experiences record breaking temperatures and more frequent extreme weather events, it is also battling rising levels of obesity and diet-related illness. As the UK works towards its 2050 net-zero targets, what we eat has become increasingly important, with the shift towards more plant-rich diets recognised as a key part of reducing greenhouse gas emissions. 

The good news is the Planetary Health Diet, developed by leading international scientists, offers a practical guide to address these interconnected challenges, delivering benefits for both people and the planet. The framework sets clear science-backed targets for 2050 to help feed a growing population more healthily and within just planetary boundaries. Recent analysis from the EAT-Lancet Commission found that widespread adoption of the diet could help prevent millions of premature deaths globally each year and significantly reduce food related greenhouse gas emissions. 

Lidl GB is the first British retailer and discounter to align its sales targets with the principles of the PHD. The PHD guide shows how small changes to everyday diets, such as eating more fruits, vegetables, beans, pulses, lentils, nuts, seeds, wholegrains, and plant based options can support both human and planetary health. 

Yet, while the need for change is clear, many consumers feel eating well for their health and the planet is out of reach. New consumer research commissioned by Lidl GB found that nearly half (45%) of people believe affordability is one of the biggest barriers to eating more healthily and sustainably, while 65% worry about the impact of their diet on their long-term health. More than half (52%) also say they want more guidance on how to eat healthily without increasing their grocery bill. 

Richard Bourns, Chief Commercial Officer, at Lidl GB, said: “These findings are 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. 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. 

“As the first discounter and British retailer to align our commercial strategy to the principles of the Planetary Health Diet, we’re supporting this ambition through year-round promotions, rewards and initiatives designed to make balanced choices more affordable. By highlighting how quickly we have overshot the Planetary Health Diet targets, we also hope to bring balance to Britain’s diet by working with retailers, policymakers and producers to make better food accessible for everyone.” 

Elaine Hindal, CEO at British Nutrition Food Foundation said: “A healthier, more sustainable diet doesn’t need to be complicated. 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 the fastest-growing bricks-and-mortar retailer, reaching more than three in five  households, the discounter’s ambition is to make foods encouraged by the Planetary Health Diet more accessible and affordable. Lidl GB was the first British retailer and discounter to introduce a marker - Live Well - for both health and sustainability to own-label products.

To support this ambition, Lidl GB has committed to increasing the proportion of plant-based foods sold by 20% by 2030, increasing the proportion of plant-based protein to 25% of the total protein it sells by 2030, 20% of all protein sales come from plant-based sources, increasing the share of wholegrain products sold to 25%, and categorising 10% of its own-brand range as Live Well by 2030. To drive forward these commitments, the discounter offers year-round promotions, discounts and Lidl Plus rewards, including savings on fresh fruit and veg through its Pick of Week and Live Well offers. 

ENDS

Notes to Editor
About the WPI Economics research 
To understand how the UK is progressing towards the Planetary Health Diet targets, Lidl GB commissioned research that translated the 2050 goals into annual milestones.

The Planetary Health Diet Overshoot Day was calculated by the research consultancy WPI using a three-step methodology:

• Set an interim target: WPI translated the Planetary Health Diet's 2050 recommendations into an interim target for today, vs the end date alongside estimated forecasts for population growth through to 2050.
• Measure today's diet: Using National Diets and Nutrition Survey (NDNS) data, WPI compared current UK food consumption against the interim targets across eight key food groups addressed by the PHD, measuring where consumption is above or below the PHD interim targets. The food groups measured include added fats, added sugars, milk products, animal based proteins, fruit & veg, plant-based protein (which include beans, pulses, lentils, nuts, seeds) , wholegrains and starchy veg.
• Calculate Overshoot Day: WPI combined these results into an overall alignment score and converted it into a calendar date, indicating the point in the year at which the UK has effectively exceeded its Planetary Health Diet target for 2026.

WPI Economics is an independent economics, policy and data insight consultancy. The views expressed herein are based on independent research and represent solely the views of the authors. They are provided for informative purposes only. 

About the consumer research
The research was conducted by Censuswide, among a sample of 2,000 adults in the UK (excl. Northern Ireland). The data was collected between 03/07/2026 - 07/07/2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles.

About Lidl GB
Since arriving in Great Britain in 1994, Lidl GB has experienced continuous growth and is now the UK’s fifth largest supermarket with over 35,000 employees, across more than 1,010 stores and 13 distribution centres spanning England, Scotland, and Wales.

As part of the Schwarz retail group, Lidl is one of Europe’s leading organisations in the food retail industry. On a global scale, the supermarket connects over 395,000 colleagues, operating around 12,900 stores and more than 230 logistics centres across 32 countries.

The discounter takes pride in its value-led proposition, providing customers across Great Britain, from Dingwall in the highlands of Scotland to Penzance in Cornwall, with the highest quality products at the lowest possible prices.

At the heart of everything the discounter does is its global brand positioning: More to Value. While Lidl GB remains famous for keeping grocery bills low, it believes true value goes far deeper than the price tag and places a strong emphasis on its responsibility for people, society and the environment. Lidl GB is also passionate about the strength of long-term supplier partnerships and sources two thirds of its products from British suppliers, with a commitment to invest £30 billion to strengthen the British food industry by 2030. By shifting the focus toward emotional and community benefits, Lidl proves that everyday savings doesn't mean compromising on what matters most.

The Schwarz Group is the largest retail group in Europe and the fourth largest in the world. In the financial year 2025 it generated a revenue of €185.6 billion.

For more information about Lidl GB visit corporate.lidl.co.uk