Andy Devaney
Once the pride of a nation, the traditional British breakfast — all grease, glory, and a splash of brown sauce — is being politely shown the door by a new generation more likely to reach for chia seeds than chipolatas.
According to a recent report by British Lion Eggs, the full English is no longer the rite of passage it once was, with twenty-somethings labelling many of its staples as downright archaic.
Brace yourself, Aunt Bessie: 38 percent of Gen Z and Millennials surveyed admitted they’ve never tasted that crispy, controversial icon — the fried slice of bread.
Even black pudding and chocolate spread are on the breakfast blacklist, with 31 percent refusing to touch them. Sugary cereals like Coco Pops (35 percent) and Frosted Cornflakes (32 percent) are also circling the drain.
Yes, the British breakfast has undergone a quiet revolution, and the results are as wholesome as they are unrecognisable.
Instead of bacon and bubble, the modern morning table features scrambled eggs (54 percent), fresh fruit (43 percent), and Greek yoghurt (37 percent). Add to that overnight oats (30 percent), protein shakes (29 percent), oat milk (27 percent), egg white omelettes (23 percent) and even chia seeds (21 percent), and it’s clear — the nation’s younger stomachs are less ‘fry-up’ and more ‘fire-up the metabolism’.
Falling Out of Favour (Gen Z Never Eat)
| Staple | % Who Would Never Eat |
|---|---|
| Fried bread | 38% |
| Coco Pops | 35% |
| Frosted Cornflakes | 32% |
| Black Pudding | 31% |
| Chocolate spread | 31% |
| Croissants | 27% |
| Rice Krispies | 24% |
| Blueberry muffins | 21% |
| Sausages | 21% |
| Brown sauce | 20% |
| Marmalade | 20% |
| Tea with milk & sugar | 19% |
| Apricot jam | 19% |
| Whole milk | 18% |
| Hash browns | 18% |
| Strawberry jam | 15% |
| Raspberry jam | 13% |
| Cornflakes | 13% |
| Fruit juice | 12% |
| Semi-skimmed milk | 11% |
Popular Breakfasts (Gen Z Regularly Eat)
| Item | % Who Eat Regularly |
|---|---|
| Scrambled eggs | 54% |
| Poached eggs & avocado | 43% |
| Fresh fruit | 43% |
| Greek yoghurt | 37% |
| Eggs on sourdough | 36% |
| Fried eggs | 31% |
| Omelette | 30% |
| Overnight oats | 30% |
| Protein shakes | 29% |
| Oat milk | 27% |
| Smashed avocado on toast | 24% |
| Almond milk | 24% |
| Banana bread | 23% |
| Egg white omelette | 23% |
| Homemade granola | 22% |
| Chia seeds | 21% |
| Green vegetable smoothie | 21% |
| Boiled eggs & soldiers | 19% |
| Eggs benedict | 16% |
| Breakfast burrito | 12% |
“It’s clear that younger Brits have good intentions when it comes to what they eat for breakfast,” said a spokesperson from British Lion Eggs.
“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.”
It’s not just what they’re eating, but what they’re avoiding. Almost half (48 percent) now consider sugary cereals unhealthy, 58 percent are actively choosing healthier options, and 18 percent are swerving ultra-processed foods altogether. Concern about food processing has spiked too — 65 percent admit they’re more wary of it now than three years ago, prompting 66 percent to slash it from their diets.
This isn’t just a health fad. It’s a cultural reset.
Four in ten (40 percent) say there’s a growing movement towards whole and natural foods. It’s an evolution in taste, yes, but also in mindset. Even condiments are changing lanes — while ketchup (still hanging on with 43 percent) leads the way, spicier bedfellows like chilli sauce are creeping up, with one in twenty choosing heat to wake up their palates. Apparently, 69 percent now like to “spice up” their breakfasts — a phrase that, let’s be honest, would terrify your average B&B landlady in 1983.
Despite all this transformation, the ritual of breakfast isn’t going anywhere. In fact, it’s booming. Two-thirds (66 percent) of Brits now eat breakfast daily, a notable leap from just 49 percent three years ago. More than half (55 percent) still swear by the old adage that breakfast is the most important meal of the day — they’re just swapping the sausages for smoothies.
So while the British breakfast may no longer be swimming in beans and bacon fat, it’s far from extinct. It’s just dressed in activewear now, topped with flaxseed, and washed down with something almond-based. Welcome to Britain’s new breakfast club.
