A new report into British breakfast habits reveals a shift in the way younger adults are starting their day, with many traditional staples falling out of favour.
According to the research, commissioned by British Lion Eggs, 38% of Gen Z and Millennials say they would never eat fried bread. Sugary cereals like Coco Pops (35%) and Frosted Cornflakes (32%) are also being pushed aside. Other once-popular items losing ground include black pudding, chocolate spread, and even sausages, with around 1 in 5 saying these are off their morning menu.
Instead, the younger generation is choosing breakfasts they see as healthier and more natural. Scrambled eggs (54%), fresh fruit (43%), and Greek yoghurt (37%) top the list of go-to morning foods. There’s also a rise in high-protein and dairy-free options, such as overnight oats (30%), protein shakes (29%), oat milk (27%), and chia seeds (21%).
The survey of 2,000 people aged 18 to 34 found that 48% see sugary cereals as unhealthy. Another 47% are making a conscious effort to eat healthier breakfasts, while 66% are cutting back on processed foods.
More than half of those surveyed believe breakfast habits have changed over the years, with 42% agreeing that people today are more focused on eating well in the morning than previous generations. Two thirds still eat breakfast daily, and 55% consider it the most important meal of the day.
A spokesperson for British Lion Eggs said:
“It’s clear that younger Brits have good intentions when it comes to what they eat for breakfast. They are increasingly opting for naturally nutritious foods to start the day. Breakfast trends come and go, but eggs remain at the top of the menu, and they are now being enjoyed alongside other healthier options as well as being recognised as an unbeatable nutrient-packed choice.”
And while ketchup remains the most popular condiment at breakfast (43%), there’s a growing interest in spicy sauces, with 7% choosing chilli in the morning. In fact, 69% say they enjoy adding some heat to their breakfast.
The findings show that younger Brits are turning away from old-school favourites and embracing fresher, more functional choices that reflect their wider interest in health and wellbeing.
