Saturday, July 25 marks Britain's 'Diet Overshoot Day' – the point in the year when it becomes mathematically impossible for the nation to achieve science-backed 2026 dietary targets, according to research by Lidl.
The findings suggest the UK is already eating too many foods high in fat and sugar and too few healthier options, leaving the country well behind the pace needed to meet internationally recognised goals for healthier and more sustainable diets.
Current diet vs targets
The research, which uses data from the Government's National Diet and Nutrition Survey, found Brits are eating just 40% of the fruit and vegetables needed to stay on track with interim 2026 targets set out under the Eat-Lancet Planetary Health Diet, according to the Grocer.
The analysis also found people are falling around 85% short of recommended wholegrain intake, consuming only 18% of the suggested level of plant-based protein, while eating 60% more animal protein than recommended. Meanwhile, foods high in added fats and sugars are being consumed at levels 60% above those recommended by the diet.
Cost as a barrier
The retailer's separate survey of UK adults also found cost remains a major obstacle. Nearly half (45%) said affordability was one of the biggest barriers to eating more healthily and sustainably, while more than half (52%) wanted more advice on how to improve their diet 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."
He added: "Our research shows people want to make healthier and more sustainable choices for the planet, but often affordability stands in the way."
Calls for action
Lidl became the first UK supermarket to align its sales targets with the Planetary Health Diet last year and is urging other retailers, food producers and ministers to work together to make healthier food easier to buy and more affordable.
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."
