A missed opportunity: people do not perceive that UK food-based dietary guidelines communicate sustainable diets

Food-based dietary guidelines (FBDG) communicate government-supported nutrition guidance and can support people in making sustainable food choices. However, FBDGs rarely contain explicit references to environmental sustainability. Here, we report the results of a mixed-methods survey to understand how UK participants (n = 305) interpret guidelines in the Eatwell Guide concerning sustainability, particularly the consumption of animal-based and plant-based foods. To contextualise findings through participants’ lifestyles, we also assessed dietary habits and priorities, and how they access nutrition information. Participants reported high familiarity with, but low use of, the Eatwell Guide, accessing nutrition information instead through online sources and food labels. Most participants felt the Eatwell Guide recommended a diet including plant-based foods and lower in animal-based foods; however, meat-eaters found the guidelines consistent with their diet and interpreted a diet supporting the consumption of animal-based foods. Participants were motivated to eat sustainably while prioritising food prices and animal welfare. Furthermore, participants struggled with accessing, trusting, and processing information about sustainability and food. These findings highlight a unique opportunity for the Eatwell Guide, and possibly other countries’ FBDGs, to convey consistent and accessible nutrition guidelines that integrate health and sustainability. Featuring clearer information in FBDGs to increase capacity in adopting sustainable dietary practices should happen alongside other initiatives (e.g. food labelling, prioritising plant-based foods in public procurement, subsidising fruits and vegetables) to support people in the transition towards environmentally sustainable diets.