Gen Z less likely to eat traditional British midweek meals like jacket potatoes as four in ten turn to TikTok for recipe inspiration instead
Britain’s midweek dining habits are shifting, as Gen Z turn their backs on British staples, according to a fresh survey. A poll of 2,000 adults found that just 12% of younger people sit down to jacket potatoes or soup for their evening meals, while traditional favourites such as sausage and mash and chilli con carne are falling out of favour amongst Gen Z compared to older age groups.
The research revealed that 23% of those born between 1997 and 2012 put taste first when choosing what to eat, with 39% heading to TikTok for recipe inspiration – more than any other generation, while one in five admit to trying a dish simply because it went viral.
Rob Watson from Homepride, which commissioned the research, said: “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.
“What’s interesting is that while people are experimenting more, there’s still a real appetite for nostalgic classics. People still want those satisfying, familiar flavours, but they’re looking for faster, easier ways to achieve them.
“That’s where cooking sauces can really help, making it simple to recreate both classic dishes and new favourites at home.”
Homepride has unveiled a new interactive quiz designed to uncover your midweek cooking personality.
Based on your favourite dinners – from the dependable staples of a ‘Classic Comforter’ to the adventurous, internationally influenced dishes of a ‘Bold Modernist’ – the quiz pairs you with a cooking style and suggests personalised recipes using its sauces.
Three quarters of Britons confessed they consume the same or comparable meals each week as they appreciate familiar routines.
Time remains the greatest obstacle to experimenting with something different, as 42% reported they’re too occupied to be more daring with their midweek meals, spending on average 35 minutes preparing them.
Meanwhile, 32% are discouraged by recipes with excessive ingredients and 30% cited cost as a primary worry.
Consequently, one in five adults routinely use ready-made sauces when preparing midweek meals – climbing to 30% amongst Gen Z. Of those, 66% stated they save time and 58% believe they make cooking simpler.
Rob Watson for Homepride added: “Midweek dinners don’t have to be time-consuming to be full of flavour. People are looking for quick, easy ways to cook meals that still feel satisfying and varied.
“With options like cooking sauces, it’s never been easier to explore different flavours at home without adding extra time or complexity – whether you’re sticking to a classic or trying something new.”
THE TOP FIVE MID-WEEK CLASSIC MEALS FALLING OUT OF FASHION WITH GEN Z
- Casserole – 2% (Gen Z) vs 19% (Boomers)
- Jacket potato – 12% (Gen Z) vs 28% (Boomers)
- Sausage and mash – 13% (Gen Z) vs 26% (Boomers)
- Chilli con carne – nine% (Gen Z) vs 17% (Boomers)
- Soup – 12% (Gen Z) vs 18% (Boomers)
