Lidl GB says Britain reaches Planetary Health Diet 'Overshoot Day' before end of July

Britain reached its 2026 Planetary Health Diet Overshoot Day on July 25, according to new analysis commissioned by Lidl GB, with the retailer warning the country's eating habits remain far from the balance recommended by scientists for both human and planetary health.

• Lidl GB analysis found Britain reached its 2026 Planetary Health Diet Overshoot Day on July 25, having exceeded the annual recommended balance of foods for a healthy and sustainable diet.
• The research showed Britons consumed 40% less fruit and vegetables than recommended and just 18% of the suggested intake of plant-based protein.
• Consumer research commissioned by Lidl GB found affordability remained a major barrier, with 45% citing cost as an obstacle to healthier and more sustainable eating.

The Planetary Health Diet, developed by the EAT-Lancet Commission, provides science-based dietary targets designed to help feed a growing global population while remaining within planetary boundaries by 2050.

According to Lidl GB's analysis, the UK has already exceeded its recommended annual dietary balance for 2026. The retailer said this reflected continued overconsumption of foods high in added fats and sugars, alongside lower-than-recommended intake of fruits, vegetables, wholegrains and plant-based proteins.

The findings showed Britons currently consume just 40% of the recommended amount of fruit and vegetables, while wholegrain intake falls around 85% below recommended levels. Plant-based protein consumption stands at just 18% of the suggested level, while animal protein consumption exceeds recommendations by 60%. Foods high in added fats and sugars are also consumed at levels around 60% above the recommended amount.

Lidl noted that consumption of starchy vegetables and dairy products broadly aligns with the Planetary Health Diet recommendations, while acknowledging that animal proteins continue to play an important nutritional role.

The retailer said the findings come as the UK faces both rising rates of obesity and diet-related illness, alongside increasing pressure to reduce greenhouse gas emissions as part of its net-zero ambitions. It pointed to research from the EAT-Lancet Commission suggesting wider adoption of the Planetary Health Diet could help prevent millions of premature deaths globally each year while reducing food-related greenhouse gas emissions.

Alongside the dietary analysis, Lidl commissioned consumer research examining attitudes towards healthier and more sustainable eating. Nearly half (45%) of respondents said affordability was one of the biggest barriers to improving their diets, while 65% expressed concern about the long-term health impacts of what they eat. More than half (52%) said they wanted more guidance on eating healthily without increasing their grocery bills.

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."

He added: "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 of the British Nutrition 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."

Lidl GB said it was the first British retailer and discounter to align its sales targets with the principles of the Planetary Health Diet. It has also introduced its "Live Well" marker across selected own-label products to identify items that support both health and sustainability.

As part of its longer-term commitments, the retailer aims to increase the proportion of plant-based foods it sells by 20% by 2030, increase plant-based protein to 25% of the total protein it sells by 2030, raise the share of wholegrain products sold to 25%, and classify 10% of its own-brand range as Live Well by the end of the decade. Lidl said it is supporting these targets through year-round promotions, Lidl Plus rewards, and discounts on fresh fruit and vegetables through its Pick of the Week and Live Well offers.