Gen Z in Britain are turning away from traditional staples such as jacket potatoes and soup, with only 12% of younger people eating these for dinner, according to a survey of 2,000 adults. The research, commissioned by Homepride, found that traditional favourites like sausage and mash and chilli con carne are also losing favour among those aged 13–28 compared to older generations.
Taste is the top priority for 23% of Gen Z, and 39% turn to TikTok for recipe inspiration – more than any other age group. One in five admit to trying a dish simply because it went viral on the platform. Time constraints remain a major barrier: 42% say they are too busy to experiment, spending an average of 35 minutes on midweek meal preparation.
Cost and recipe complexity also deter experimentation, with 32% put off by too many ingredients and 30% citing expense. As a result, one in five adults regularly use ready-made sauces for midweek meals, rising to 30% among Gen Z. Of these, 66% say sauces save time and 58% find them simpler.
Rob Watson of Homepride commented: 'Social media has completely changed how people approach cooking. Gen Z are discovering new cuisines and flavours online and bringing that inspiration straight into their kitchens.' He added that while people experiment more, there remains a demand for nostalgic classics.
