The opportunity for business in delivering planetary health diets
The planetary health diet is a blueprint for how to feed a growing population healthy diets while nourishing the planet. It is win-win for people and planet in reducing the health risks of poor diets while tackling environmental degradation. Aligning customer baskets with planetary health diets is also key to long-term business resilience: it aligns with growing consumer demand, mitigates risks from climate and resource pressures, and enables sustainable supply chains in a rapidly changing world.
Businesses are uniquely positioned to drive the delivery of the planetary health diet through their interaction with their customers. In the UK, supermarkets account for the vast majority of food purchases, with over 90% of Gen X and Boomers shopping in them regularly, while almost half of people consume dinner out of home once a fortnight or more. It’s easy to see the scale of influence food businesses hold in shaping what and how we eat.
The transition to planetary diets also presents significant business opportunities. UK consumers are looking to integrate more healthy and sustainable dietary choices, with 58% open to changing their eating habits, signalling a strong consumer appetite for change. Companies that proactively adapt to customer preferences will be front runners in mitigating risks from climate change, and best placed to secure resilient supply chains with a competitive edge.
Shining Examples of Businesses Embracing Planetary Health Diet
Forward-thinking companies are already stepping up to move their operations closer to planetary health diets:
In Retail: Lidl has introduced its Planetary Health Diet model, which supports customers in building a basket aligned with the diet's principles. By emphasising fruits, vegetables, whole grains, and plant-based proteins, Lidl is making it easier for consumers to shop sustainably. Across retail, plant-based new product development (NPD) is still growing despite the shift towards less ‘processed’ products, for example tofu volumes have soared 30.8%, showing continued demand towards more environmentally friendly SKUs.
In Food Service: BaxterStorey’s Chef Academy programme is empowering chefs to make plants and grains the stars of customer plates. By inspiring culinary creativity, they are ensuring that healthy, biodiverse, and nature-friendly options become the cornerstone of menus.
In Hospitality: Accreditations like the Sustainable Restaurant Association’s “Food Made Good Standard” are setting the bar for sustainability in dining. Their principles encourage restaurants to serve “more plants and better meat,” ensuring that farmers and fishers are supported while diners are offered meals that align with planetary health goals.
How Businesses Can Go Further
While these examples highlight positive strides, the transition to sustainable diets requires broader and more systemic changes. Here’s how businesses can further drive progress:
Make Planetary Health Diets Easy for Customers: Businesses can take the lead in making planetary health diets accessible and appealing to consumers. For example, strategically directing price investments and promotions toward foods that align with the Planetary Health Diet. Additionally, targeted marketing and advertising campaigns can highlight the benefits of these foods, creating customer demand for foods that have a positive impact on health and the environment, while loyalty schemes can provide additional incentives to shift purchasing habits.
Innovate Across Supply Chains: From sourcing regenerative ingredients that restore soil health, promote biodiversity, and deliver good health to customers through nutrition, companies can leverage their supply chains to prioritise sustainability of the ingredients which make up healthy customer baskets. By reimagining supply chains as ecosystems that support resilience, businesses can create more sustainable operations that drive the long-term health of people, planet, and their bottom line.
Measure and Report Impact: Clear metrics and transparent reporting against environmental and health metrics enable businesses to systematically track progress, identify specific areas for improvement, and highlight successes in achieving planetary health goals. Transparent reporting not only helps businesses stay accountable but also builds trust with consumers, investors, and stakeholders by showcasing a commitment to continuous improvement. By leveraging tools like lifecycle assessments, sustainability dashboards, and third-party certifications, companies can effectively communicate their impact and drive greater industry-wide change.
The Opportunity for Leadership
The Planetary Health Diet is not just a framework for action—it’s a business opportunity for the future of food. Businesses have the tools, resources, and influence to drive change at a pace and scale that matches the urgency of our planetary and health challenges. By aligning their strategies with the principles of the Planetary Health Diet, companies can help create a food system that nourishes people, supports the planet, and ensures sustainable growth into the future.
