British consumers have drifted off course
Britain has already drifted off course in the race to hit healthy eating goals for next year, after piling too much fat, sugar and meat onto plates – and not enough fruit and vegetables. New analysis commissioned by Lidl suggests the UK is now so far behind the pace needed for science-backed diet targets that, from a specific point in the calendar, it becomes impossible to catch up.
That milestone falls on Saturday, July 25 – dubbed “Diet Overshoot Day”. Lidl says this is the date when, based on current eating habits and the interim 2026 targets from the Eat-Lancet Planetary Health Diet, the maths no longer works in Britain’s favour. The retailer points to Government National Diet and Nutrition Survey data indicating we’re overdoing less healthy foods and under-consuming the staples linked with better health and a lower environmental footprint.
The research, reported by the Grocer, found Brits are eating only 40% of the fruit and vegetables required to remain on track for the interim 2026 targets.
Other gaps are even wider. The analysis suggests wholegrain intake is about 85% below the recommended level, while plant-based protein sits at just 18% of the suggested amount. By contrast, people are consuming around 60% more animal protein than the Planetary Health Diet recommends. Foods high in added fats and sugars are also estimated to be eaten at levels 60% above what’s advised.
The Eat-Lancet Planetary Health Diet was created by scientists through a partnership between medical journal The Lancet and the EAT food think tank, with the aim of shaping diets that are healthier while also easing pressure on the planet. It envisages a major cut to red meat consumption, alongside a big increase in fruit, vegetables, legumes and nuts by 2050.
Lidl argues that, even with 24 years to go until the longer-term deadline, the UK is not moving quickly enough to meet those ambitions. It says the overshoot date is intended to underline how far eating habits have strayed from the trajectory required to hit the interim targets.
How Britain’s diet compares with the 2026 target (Lidl analysis)
- Fruit & vegetables: 40% of target
- Wholegrains: 85% below target
- Plant-based protein: 18% of target
- Animal protein: 60% above target
- Foods high in fats & sugars: 60% above recommended level
A separate Lidl survey suggests money worries are a key reason many people feel stuck. Nearly half (45%) said affordability was one of the biggest barriers to eating more healthily and sustainably. More than half (52%) said they wanted more guidance on improving their diet without pushing up their food shop.
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. 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, chief executive 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 says it became the first UK supermarket to align its sales targets with the Planetary Health Diet last year, and is calling on other supermarkets, food producers and ministers to work together to make healthier options easier to buy and more affordable.
