The retailer has identified Saturday 25 July as “Diet Overshoot Day”, the date when the UK’s consumption patterns are considered too far from the 2026 goals to remain on track. The analysis highlights gaps between recommended levels of fruit, vegetables, wholegrains and plant-based proteins, alongside higher consumption of animal protein and foods high in fats and sugars.
The findings are based on data from the Government’s National Diet and Nutrition Survey and were reported by The Grocer. They examine how closely British diets align with the interim targets designed to encourage healthier eating patterns with a lower environmental impact.
The Eat-Lancet Planetary Health Diet was developed by scientists through a partnership between The Lancet medical journal and the EAT food think tank. The framework proposes changes to global diets, including increased consumption of fruit, vegetables, legumes and nuts, alongside reduced intake of red meat by 2050.
UK Diet Falls Short across Several Food Categories
According to Lidl’s analysis, British consumers are eating only 40% of the fruit and vegetables required to remain on track for the interim 2026 targets. The figures also show a significant shortfall in other recommended food groups.
Wholegrain consumption is estimated to be 85% below the suggested level, while plant-based protein intake stands at just 18% of the recommended amount. At the same time, consumption of animal protein is around 60% above the level advised by the Planetary Health Diet. Foods containing high levels of added fats and sugars are also estimated to be consumed at levels 60% above the recommended amount.
Lidl said the overshoot date was intended to show how far current eating patterns have moved away from the trajectory required to meet the interim targets. The supermarket has argued that changes are needed across retailers, food producers and policymakers to make healthier options easier to access.
Richard Bourns, chief commercial officer at Lidl GB, said the findings showed that people wanted to make healthier and more sustainable choices but that affordability often created barriers. “Our research shows people want to make healthier and more sustainable choices for the planet, but often affordability stands in the way,” Bourns said.
Affordability Remains a Barrier for Consumers Changing Diets
The analysis also examined public attitudes towards healthier and more sustainable eating. According to a separate Lidl survey, 45% of respondents said affordability was one of the biggest obstacles preventing them from improving their diets. The survey found that 52% of people wanted more guidance on how to make dietary improvements without increasing their food spending.
Elaine Hindal, chief executive of the British Nutrition Foundation, said that understanding what makes up a balanced diet, while ensuring suitable options are affordable and accessible, was important for creating a food system that benefits both people and the planet.
Lidl said it became the first UK supermarket to align its sales targets with the Planetary Health Diet in the previous year. The company is calling for wider cooperation between supermarkets, producers and ministers to support changes in food purchasing habits.
The retailer’s analysis comes as the UK faces the challenge of meeting longer-term dietary goals set out by the Planetary Health Diet framework. While the 2050 target remains more than two decades away, Lidl says the July 25 date highlights the distance between current consumption patterns and the interim targets expected by 2026.
