Lidl GB research flags how far many Brits are off track when it comes to healthy and sustainable diets
According to new research commissioned by Lidl GB, Britain will meet its 2026 Planetary Health Diet Overshoot Day by tomorrow. This marks the tipping point where the country has already exceeded its annual recommended balance of foods for a healthy and sustainable diet.
This overshoot is being driven by an imbalance across UK diets. Based on the targets set out by the EAT-Lancet Planetary Health Diet (PHD), the analysis reveals that Britons are currently consuming just 40% of the recommended fruit and vegetable intake, and falling around 85% short when it comes to their fibre rich wholegrain intake. The nation is also underindexing on plant-based protein, eating just 18% of the suggested level, yet animal protein consumption exceeds recommended levels by 60%. Consumption of foods high in added fats and sugars are also 60% above recommended levels.
While consumption of starchy vegetables and dairy is broadly aligned with recommendations, and animal proteins serve a vital nutritional role in our diets, if these eating habits continue, the UK will remain significantly off track from the dietary balance that the scientists behind the Planetary Health Diet say is needed to support both planetary and human health.
As the nation experiences record breaking temperatures and more frequent extreme weather events, it is also battling rising levels of obesity and diet-related illness. As the UK works towards its 2050 net-zero targets, what we eat has become increasingly important, with the shift towards more plant rich diets recognised as a key part of reducing greenhouse gas emissions.
The Planetary Health Diet, developed by international scientists, offers a guide to address these interconnected challenges, delivering benefits for both people and the planet. The framework sets clear science-backed targets for 2050 to help feed a growing population more healthily and within just planetary boundaries. Recent analysis from the EAT-Lancet Commission found that widespread adoption of the diet could help prevent millions of premature deaths globally each year and significantly reduce food related greenhouse gas emissions.
Lidl GB lays claim to being the first British retailer and discounter to align its sales targets with the principles of the PHD. The PHD guide shows how small changes to everyday diets, such as eating more fruits, vegetables, beans, pulses, lentils, nuts, seeds, wholegrains, and plant based options can support both human and planetary health.
Yet, while the need for change is clear, many consumers feel eating well for their health and the planet is out of reach. Consumer research commissioned by Lidl GB found that 45% of people believe affordability is one of the biggest barriers to eating more healthily and sustainably, while 65% worry about the impact of their diet on their long-term health. 52% also say they want more guidance on how to eat healthily without increasing their grocery bill.
Richard Bourns, Chief Commercial Officer, at Lidl GB, says: “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. 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.”
“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 at British Nutrition Food Foundation, says: “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.”
2026 RTIH Innovation Awards
Sustainable retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
