Classic British teatime favourites are falling out of fashion as health-conscious young Brits swap Victoria sponge and scones for protein-rich alternatives, according to a new study.
The research, conducted by British Lion Eggs, found that almost a third (29 %) of 18- to 30-year-olds would not consider indulging in a cream bun during their morning or afternoon break, with other traditional treats like chocolate cake (31 %), iced buns (30 %) and scones with jam (23 %) also deemed outdated and unhealthy. Even the humble cup of tea with milk and sugar is losing favour, with 25 % avoiding it altogether.
Instead, nearly half (45 %) of those surveyed prefer to snack on protein-rich foods, with 31 % committed to hitting a daily protein goal. Hard-boiled eggs (32 %), protein shakes (21 %) and slices of ham or chicken (12 %) have emerged as the go-to choices for younger Brits, along with options like nuts (19 %), carrots with houmous (16 %) and salmon (24 %).
The shift in snacking habits appears to be driven by health benefits, with 55 % choosing protein-rich snacks because they keep them fuller for longer, 30 % citing muscle-building advantages, and 23 % highlighting weight management benefits.
A spokesperson for British Lion Eggs commented, “It is clear to see from the research that health-conscious Brits are looking to change up their snack routine and increase their protein each day so that they can stay fuller for longer, manage their weight and stay strong, with eggs one of the most nutritious, natural, cost-effective and versatile ways to do this.”
The trend is particularly noticeable in workplaces, with 74 % of young professionals opting to bring their own healthy snacks to the office rather than indulging in traditional cakes and biscuits. Nearly half (48 %) admitted they try to avoid sugary office treats whenever possible, while 27 % are so proud of their healthy choices that they regularly share them on Instagram and TikTok, using hashtags like #healthy (33 %), #healthysnacking (19 %) and #protein (16 %).
More than half (52 %) of respondents believe younger generations are more health-conscious than their predecessors, with 50 % stating that modern Brits are more likely to choose sugar-free snacks than previous generations.
As Gen Z leads the charge towards a more health-focused lifestyle, the fate of the traditional British teatime treat hangs in the balance. Whether the classic Victoria sponge and a strong brew with milk and sugar will survive the changing times remains to be seen.
