New analysis commissioned by Lidl suggests the UK is so far behind science-backed diet targets that from Saturday, July 25, it becomes impossible to catch up. The date has been dubbed “Diet Overshoot Day”.
Dietary gaps revealed
The research, reported by The Grocer, found Brits are eating only 40% of the fruit and vegetables required to stay on track for interim 2026 targets from the Eat-Lancet Planetary Health Diet. Wholegrain intake is about 85% below the recommended level, while plant-based protein sits at just 18% of the suggested amount. By contrast, people consume around 60% more animal protein than recommended, and foods high in added fats and sugars are eaten at levels 60% above what is advised.
Affordability a barrier
A separate Lidl survey indicates money worries are a key reason many feel stuck. Nearly half (45%) said affordability was one of the biggest barriers to eating more healthily and sustainably. More than half (52%) wanted more guidance on improving their diet without increasing 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.”
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 calls for collaboration
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.
