Lidl GB Research Highlights UK's Urgent Dietary Challenges

Research commissioned by Lidl GB shows that Britain passes its 2026 Planetary Health Diet (PHD) Overshoot Day just over halfway through the year.

Based on the science-backed targets set by the EAT-Lancet PHD, the date marks the point at which the UK exceeds its annual recommended balance of foods for a healthy and sustainable diet. 

PHD is a science-backed framework offering clear targets for feeding a growing global population healthily, while staying within planetary boundaries by 2050.

A range of dietary challenges

The analysis, conducted by consultancy WPI Economics, finds that Britons consume just 40% of the recommended amount of fruit and vegetables and only 15% of the suggested intake of fibre-rich wholegrains. 

Plant-based protein consumption is also well below target, reaching just 18% of recommended levels, while animal protein intake exceeds guidance by 60%.

Meanwhile, foods high in added fats and sugars are consumed at levels 60% above recommendations. 

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. 

“At Lidl GB, we’re breaking down those barriers by proving that market-leading value can go hand-in-hand with making foods encouraged by the PHD more affordable and accessible.” 

Growing calls for increased government action

The Lidl GB-commissioned analysis follows a report published in July 2026 by the Health and Social Care Committee, which advocates for the UK Government to take a “bold approach” to tackling the country’s obesity crisis.

The overall cost of the obesity crisis for the UK is an estimated £74.3bn (US$99.4bn) annually. 

It calls on the UK Government to tackle the crisis and the country’s “obesogenic environment” through wide-ranging food policy initiatives, including legislation on junk food adverts, improving the affordability of healthy produce and updating nutrition profile models.

Writing in the report, Layla Moran, Health and Social Care Committee Chair and Liberal Democrat MP for Oxford West and Abingdon, says: “The government’s food policy needs an overhaul. Perversely, the worst options are the cheapest while the healthiest are harder to access.”   

Lidl takes action

Layla’s sentiments are echoed in recently published Lidl consumer research.

It found that 45% of respondents believe affordability is one of the biggest barriers to eating more healthily and sustainably, while 52% also say they want more guidance on how to eat healthily without increasing their grocery bill. 

Lidl GB is the first British retailer and discounter to align its sales targets with the principles of the PHD. 

The framework encourages people to make small, everyday dietary changes, such as eating more fruit and vegetables, beans, pulses, nuts, wholegrains and plant-based foods, to support both human and planetary health.

“As the first discounter and British retailer to align our commercial strategy to the principles of the PHD, we’re supporting this ambition through year-round promotions, rewards and initiatives designed to make balanced choices more affordable,” says Richard.

“By highlighting how quickly we have overshot the PHD 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.” 

A retailer with public health in mind

Lidl GB aims to make the foods encouraged by the PHD more accessible and affordable. 

The retailer was the first British supermarket and discounter to introduce a marker identifying own-brand products that meet both health and sustainability criteria as part of its Live Well initiative.

Lidl GB has also pledged to increase plant-based food sales by 20% by 2030, raise wholegrain products to 25% of total sales and ensure 10% of its own-brand range carries the Live Well label.