Fried bread and sugary cereals a turn off for Gen Z

A report into British breakfast trends has revealed a host of breakfast items which twenty-something Brits have labelled old fashioned…

One item deemed uncool for the modern age is a fried slice of bread with as many as 38 percent of those polled saying they’d never tried the breakfast offering. Bowls of sugar laden cereals, including Coco Pops (35 percent) and Frosted Cornflakes (32 percent) are also off the breakfast table for young Brits, with 31 percent saying they wouldn’t eat black pudding or chocolate spread.

Even sausages (21 percent), marmalade (20 percent) and tea with milk and sugar (19 percent) are falling out of favour, according to the trends report. Topping the list of popular breakfasts, for the younger generation of adults, were healthier options such as scrambled eggs (54 percent), Fresh fruit(43 percent)  and Greek yoghurt (37 percent)

Overnight oats (30 percent), protein shakes (29 percent) oat milk (27 percent), egg white omelettes (23 percent) and chia seeds (21 percent) also made the list of popular breakfasts for younger Britons.

In fact, almost half (48 percent) of the 2,000 Gen Z and Millennials surveyed by British Lion Eggs consider sugary cereals to be unhealthy, with a further 47 percent saying they’re choosing healthier breakfast foods (58 percent) and 18 percent are eating less ultra processed foods. Two thirds (65 percent) go a step further and admit they are more concerned about processed food now than three years ago, leading to 66 percent cutting the amount in their diet.

Four in ten (40 percent) agree that there is a current movement towards whole and natural foods.

A spokesperson from British Lion Eggs: “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. “

Even though, ketchup (43 percent) remains the number one, spicy sauces are rising the breakfast condiments ranks with one in twenty now opting for chilli (seven percent) to wake them up. It’s no surprise that 69 percent of those polled say they like to spice up their breakfasts.

Over half (54 percent) think that what people eat for breakfast has changed over the years, with 42 percent agreeing that modern Brits are more concerned about having a healthier breakfast than previous generations.

Breakfast remains consistent though with two thirds (66 percent) eating it every day, an increase from 49 percent three years ago. Over half (55 percent) think that ‘breakfast is the most important meal of the day’.

 This research was commissioned by British Lion Eggs and conducted by Perspectus Global in June 2025.