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’s 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 the Eatwell Guide (EG) concerning sustainability, particularly animal-based and plant-based food consumption. To contextualize findings through participants’ lifestyles, we also assessed dietary habits and priorities, and nutrition information habits. Participants reported high familiarity yet low use of the EG, accessing nutrition information instead through online sources and food labels. Most participants felt the EG recommended a diet including plant-based foods and lower in animal-based foods; however, meat eaters interpreted a diet supporting the consumption of animal-based foods. Participants were motivated to eat sustainably while prioritizing 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 EG, and other countries’ FBDGs, to convey consistent, accessible nutrition guidelines integrating health and sustainability. Clearer information in FBDGs to increase capacity in adopting sustainable diets should happen alongside other initiatives (e.g., food labeling, prioritizing plant-based foods in public procurement) to aid the transition toward environmentally sustainable diets.