🍽️ What’s on the Plate ?
- Martin Eggleston
- Jun 23
- 13 min read
Over time and specifically with the advent of technology and social media - the food world has shifted on it's axis. Generations of people adapting to seismic change. This blog focusses on taking a look at the food trends Gen Z and Gen Alpha are serving up in the UK.
Who's who ? Whos what ? and what are you ?
Gen X (born 1965–1980) - are people like me. Aged somewhere between 45 and 60. The first generation to have a form of home computer. But we grew up with limited technology, no mobile phones and lived life by the daylight hours. We grew up outdoors burning off calories by the bucket load. Takeaways consisted of Chinese food and not much else, popular restaurants were Italian, and Indian curries were a rare treat until you were old enough to drink - then post pub they became the go to late night entertainment. Mostly though, we prefer traditional meals, family dinners and fine dining. We still largely value home cooking over anything.
Gen Y also known as Millennials were born between 1981 and 1996. So now aged between 30 and 45. Often accused of being self centred, Millennials are known for being transitional in technology and lifestyle shifts. Open to anything that challenges the perceived norm. This is the generation that pioneered digital food sharing on platforms like Instagram. They were the early adopters of veganism and food delivery apps.
Gen Z are my children. Gen Z refers to people born roughly between 1997 and 2012. In 2025, They’re mostly in their late teens and twenties. They've been through secondary school at a time of swift technological change and come out of the other side of COVID. A generation that is hyper-connected, values authenticity and social responsibility. They are the pioneers of food trends on TikTok and are huge on identity expression.
Then there is Gen Alpha. Those born from around 2013 onwards — mostly primary school aged and the first generation born entirely in the 21st century. Even more tech-immersed than Gen Z. Gen Alpha are influenced by YouTube and their family food choices are already leaning toward sustainability and diverse tastes from a young age. They are a generation born of Millennial parents... To me, just like their Gen X forefathers, this generation is the next generation to change the direction of the World substantially.
Food is identity, rebellion, and connection all rolled into one bao bun
So it proves that from sustainable snacking to global fusion flavours, the UK’s youngest eaters are rewriting the rules of food culture - one bite at a time. This piece aims to give an insight into Gen Z particularly, but also take a forward look at Gen Alpha, and how they may just change the approach to eating for everybody.
Let's take a taste of how 😋
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Plant-Based eating - It’s More than Just being Vegetarian
Plant-based eating isn’t just a dietary choice — it’s a cultural default. For Gen Z, and increasingly Gen Alpha, going meat-free (at least sometimes) is normal, not niche. They blend ethics, sustainability, health, and taste into one plate. And they expect their brands to keep up.
What’s key is that they don’t see plant-based food as a sacrifice. Brands like Quorn, This™, and Linda McCartney are household names. Greggs’ vegan sausage rolls sparked queues for a reason: they’re tasty, affordable, and accessible - and they also went viral on social media. Then there's Henry and Ian, a couple of Millennial mates from Sheffield - dedicated carnivores who ate meat every single day of the week - yet now run BOSH!, the biggest plant-based online channel in the world. Their recipes have been viewed by over half a billion people on YouTube.
When I speak to Gen Z about eating animal-free, their popular choices are:
Oat, almond, and soy milk in everything from coffee to cereal
Chickpea or lentil pasta for extra protein
Vegan nuggets and plant burgers that replicate texture and taste
Dairy-free cheese that actually melts - if you believe that it exists...
Gen Z isn’t going vegan overnight — but they’re eating less meat, more variety, and embracing “flexitarian” lifestyles. It’s less dogma, more balance. Gen Alpha though, as they grow up, they won't even segment their food like that. Vegan will be embedded into their World. Food will be chosen on flavour and taste as always, but also on popularity and likes.
Gen Alpha will be less virtuous and demand more choice.
Plant-based is everyday food now, not just a health trend.
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Food = Identity + Creativity
Gen Z doesn’t just eat — they create. Food is TikTok content, a BeReal moment, or a 5-second Reel. From chaotic meal preps to viral snack hauls, it’s their personality on a plate. It's their opportunity to savour a hit of dopamine every time a peer clicks like.
Food is no longer just fuel — it’s an expression. Through food, Gen Z and Alpha tell stories, showcase identity, and even build online personas. TikTok and Instagram are brimming with short, energetic videos of teenagers making toasties, aesthetic lunches, or sharing their lunch, even if it is just snacks bought from Tesco.
This generation uses food to say who they are, where they’re from, and what they value. And yes, it’s performative — but it’s also authentic. A Bento box lunch isn’t just cute, it’s a vibe. A random £3 meal deal rating becomes digital culture. For the subject it's satisfying the craving for that hit of dopamine. When somebody likes what they post or comments something positive it makes them feel great.
The youngest generations have become narrators and producers in their own lunchtime - trending post on the socials such as:
“What I eat in a day” vlogs with commentary
Food challenges (eg. sour pickle wraps, spice level tests)
Reviewing the weirdest snacks from local supermarkets
Quick fire food hacks, such as Home-cooked versions of Deliveroo (takeaway) favourites.... *Other popular delivery services are available 😜
🎥 Famous voices: Food influence comes from all sorts of directions. None more relevant in 2025 than TikTok personalities like @spudarmy (aka Spudman), known for his energetic potato van content, and @itsmeLouis who brings cheeky humour to food reviews. They are examples of personalities that are reshaping what food influence looks like in the UK.
Spudman - 4.3m followers on TikTok
Let's be honest - If it's not in your story, did you even eat it?
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Global Flavours on Speed Dial
Gen Z is also more willing to experiment. Multiculturalism is at the heart of the UK’s youth experience. With friends, families and schools reflecting a diverse mix of backgrounds, global flavours are just part of the palate. There’s no novelty in sushi, biryani, or dumplings — it’s just lunch.
They aren’t tied to traditional British fare and will happily blend cuisines. Think jerk chicken tacos, gochujang mayo on chips, or bubble tea with a Greggs bake.
Common combos devoured by Gen Z:
Bao buns, sushi rolls, and mochi ice cream from dining clubs, food halls, markets and traders
Desi-style fries or samosa burgers from independent takeaways and food trucks
Halal Nando’s orders with extra garlic peri-peri
Instant ramen - check it out
Pot noodles creating instant ramen - hacked with soft-boiled eggs, chilli oil, and cheese. This is really a thing - when Ramen bowls bounced onto the British restaurant scene in the late 2010's, they were seen as niche. To be sampled. Now every Gen Z with their fingers on the pulse of a generation knows all about how to make them using a Bombay bad boy pot noodle base... instant ramen, to the point where it feels like fancy ramen and can qualify as a legit meal. Plus, it uses up the leftovers in the kitchen at the same time, which is another big tick in the life box of Gen Z and Gen Alpha.
From jerk chicken to bubble tea, World flavours are part of everyday life. Gen Z isn’t discovering global food — they were raised on it.
“World food” is just food now.
My lunch is bao buns and bubble tea. I grew up with this stuff
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Snack Culture: The Grazing Generation
Three meals a day? Outdated. Grazing, snacking, and mini-meals define Gen Z’s food life. It’s about convenience and bite-sized satisfaction.
Snacking has overtaken structured meals. Whether it’s due to screen time routines, hybrid learning, or just convenience, Gen Z and Alpha are always grazing. Snack plates, bento boxes, and high-protein nibbles have replaced sit-down lunches.
And they’re not reaching for crisps and chocolate only — snacks are curated now. Convenience must meet health expectations, packaging must be cute, and bonus points if it’s been featured by a TikToker.
This is where Gen X start to struggle in the modern World. When I was a child Prawn Cocktail flavour was relatively new, and Worcester Sauce flavour was a fad. We still craved those plain crisps with a little blue bag of salt... there's a dirty word 'Salt'. Modern times have seen snacking move to a whole new dimension - Have you ever heard of let alone tried any of these ?:
Protein bars or balls with bold flavours (like salted caramel or matcha)
Seaweed crisps or roasted chickpeas
Freeze-dried strawberries or apple chips
Mini hummus tubs with carrot batons
Air-fried ... well aire fried anything it seems
Freeze-dried fruits
Snacking is no longer a side act — it’s the main event.
Try this recipe for size....
Oats, peanut butter, banana, a couple other ingredients rolled together into bite-sized balls create an easy but delicious snack. Not only are these peanut butter banana energy bites yummy, but they require only 5 ingredients to be combined. They do need to be chilled before serving though....
2 ½ cups Porridge Oats
2 tbsp honey
1/4 cup creamy or chunky peanut butter
1 cup ripe mashed banana (about 2 large bananas)
1 tsp ground cinnamon
Mix it all together, roll into bite-sized balls, chill, and devour. It's no-bake, quick and really easy... a perfect recipe for the younger generations demanding instant gratification.
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Tech-Savvy Foodies
QR code menus. Deliveroo drop-offs. TikTok chefs. Gen Z eats digitally. From YouTube recipes to “Buy it with Prime” sauces, food meets tech at every turn.
They learn to cook — and order — entirely online.
This is the first generation raised entirely in the digital age, and their food habits reflect it. They discover recipes on TikTok, order delivery via apps, and film their meals before eating them. AI meal planning, interactive grocery lists, and QR menus aren’t novelties — they’re just the norm. Where a visit to the pub used to involve more alcohol than is healthy, a bag of scratchings and maybe a crab stick if the fish man walked around with a basket of fresh fish product from Grimsby. Now a visit to the pub involves low alcohol or no alcohol drinks (35% of Millennials, Gen Y and now Gen Z do not drink alcohol at all), it involves social eating and absolutely no fish man.... in fact the times have changed so much, in most pubs they do not even visit the bar, choosing instead to order via an app. Thereby limiting social interactions to a confined immediate group.
What is exciting though, is that they’re also influencing food trends globally. A viral TikTok ramen recipe can sell out supermarkets. A teenager’s review of a new Sainsbury’s snack could get 3 million views. Gen Z isn’t just consuming content — they’re creating the next wave of food culture.
I bought a chilli crisp I saw on TikTok and made noodles that night. Amazon Prime, innit. — Mia, 19, London
I never thought I would ever see a queue around the block for a Jacket Potato, but I do - and as for a queue for the humble crumble.... my Grandma would not believe me.
Humble Crumble
the viral Borough Market stall specialising in all types of Crumble
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Eating Green (Not Just for Show)
In recent years, food choices among younger generations have transformed dramatically. Gen Z stands out as a leader in this movement toward sustainability. This generation has grown up in a world deeply affected by climate change and has become increasingly aware of environmental issues. As they embrace sustainable eating habits—from plant-based diets to strong support for local farms—they are making a significant impact on the food industry. Sustainability isn’t optional — it’s expected. For these generations, climate awareness is part of how they shop, eat, and live. They look beyond labels and question brands’ practices.
They notice greenwashing. They expect compostable packaging, transparent sourcing, and menus that highlight carbon footprint or food miles. And they reward brands that get it right — with loyalty and visibility online.
The Rise of Conscious Consumerism
Gen Z is redefining what it means to be a consumer. As they enter the workforce and gain purchasing power, they are acting on the belief that their grocery choices can drive global change. They demand transparency from brands about their sourcing, production methods, and environmental impacts.
The Local Food Movement
Gen Z champions the local food movement, striving to support local farmers and prioritise fresh, sustainably sourced foods. Farmers' markets have gained significant popularity.
participation in local food systems has increased by 24% over the past three years among younger consumers.
By choosing local produce, Gen Z reduces the environmental impact of transporting food over long distances. When consumers are aware of where their food comes from, they make more mindful choices that favor quality and sustainability, positively impacting their communities.
The Importance of Food Waste Management
Food waste is a pressing concern for Gen Z, who understand its environmental toll. Estimates are that around one-third of food produced globally is wasted - a staggering 1.3 billion tons each year. To combat this issue, Gen Z employs innovative strategies such as meal planning, composting, and using food-sharing apps to minimise waste.
This generation advocates for better food waste policies that encourage recycling and food donation. They call on governments and businesses to improve food rescue efforts, fostering a circular food economy where waste is drastically reduced.
Building Community Through Food
Food fosters community, and for Gen Z, it serves a dual purpose of social connection and advocacy for change. Online platforms are buzzing with recipe sharing, cooking tips, and gardening advice, creating a sense of camaraderie around sustainable practices.
Social media has reshaped food culture, emphasizing that meals can be both ethical and visually appealing. Instagram and TikTok are filled with accounts dedicated to showcasing sustainable cooking, inspiring followers to prepare seasonal, plant-based dishes. This community-driven approach makes sustainability more relatable and enjoyable, empowering Gen Z to drive meaningful conversations.
The Power of Education and Awareness
Education is vital in Gen Z's push for sustainability. More schools are integrating sustainability into their curriculum, teaching students about environmental stewardship and ethical food sourcing. This educational foundation encourages informed dietary and lifestyle choices.
Young activists are also at the forefront of social movements advocating for climate change, food justice, and equity. With their passion for sustainability ignited, Gen Z is compelling brands and policymakers to adapt. Their voices are essential in shaping a more sustainable food landscape.
A Greener Future Awaits
Gen Z's move toward sustainable food choices is revolutionising the culinary world in inspiring ways. Their commitment to environmental health through plant-based diets, local agriculture, and food waste reduction is pushing industries to rethink their practices. As this generation continues to lead the charge for a greener future, they are not only changing how we eat but also the foundations of the food industry.
Each meal is a testament to Gen Z's belief in a sustainable lifestyle. Their choices could change the world for the better, proving that caring for the planet is not just a trend but a way of life. The future of food is indeed green, and Gen Z is at the helm of this vital movement.
Packaging made of recycled or compostable materials
Local, seasonal produce on menus
Visible plant-forward options
Apps or menus that flag sustainability metrics
Gen Z wants transparency, local sourcing, and low-impact choices.
Sustainable packaging is a basic expectation now.
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Comfort Food, But Make It Cool
Comfort food has always had a special place in the hearts and stomachs of young people, but Generation Z and Generation Alpha are redefining what indulging in something delicious means. The classics like mac and cheese or chicken noodle soup are no longer the only options. These younger generations are embracing a variety of innovative and exciting dishes.
Remember fish fingers, beans on toast, and Marmite? Gen Z is remixing UK childhood staples into Instagrammable, ironic meals.Yes, Gen Z and Gen Alpha are bringing irony and creativity to the classics. Beans on toast is still on the menu — but it might be sourdough, harissa beans, and microgreens now. Retro foods are being revived with a modern, often cheeky, twist.
Nostalgia plays a big part in food choices. It’s not unusual to see fish finger tacos, oven chips with aioli, or elevated Pot Noodles on foodie feeds. It’s comfort food through a postmodern, Gen Z lens. Imagine gourmet grilled cheese sandwiches infused with truffle oil or classic burgers topped with spicy kimchi and creamy avocado. This fusion of old and new entices young diners to rediscover their childhood favorites in exciting ways. A notable example is the rise of the "cronut"—a croissant-doughnut hybrid that has taken on the traditional in bakeries around the world. Such creative adaptations breathe new life into familiar flavors.
Sweet Treats Reinvented
Sweet treats are also experiencing a transformation! Desserts like bubble tea, mochi ice cream, and gourmet donut varieties are becoming more popular than traditional cakes and cookies. Bubble tea, for example, provides an enjoyable way to experience a drink along with chewy tapioca pearls, appealing to young people's love for interactive and fun food experiences. In fact, the bubble tea market is projected to grow by 8.5% annually, indicating a significant rise in popularity.
DIY Comfort
Last but not least, many young people are finding inspiration to experiment with comfort food in their kitchens. The lockdown during the pandemic prompted many to embrace cooking as a hobby, leading to viral trends like whipped coffee and TikTok pasta recipes. This combination of self-care through cooking and the joy of sharing food creations with friends and family makes this trend delightfully appealing. A staggering 56% of Gen Z reported that they started cooking more at home during this time, highlighting a newfound love for culinary creativity.
It’s evident that Gen Z and Gen Alpha are transforming the landscape of comfort food with their innovative approaches and emphasis on health, flavor, and sustainability. Their diverse culinary choices reflect a love for tradition while simultaneously pushing creative boundaries.
So next time you crave comfort food, consider exploring these trendy options that embody the bold tastes of today’s youth!
Marmite and avocado toast on rye
Gourmet cheese toasties with dipping pots
Deep-fried Mars bars from food trucks at festivals
School dinner remakes (pizza baguettes, turkey twizzlers, etc.)
Posh beans on toast
TikTok toasties
Posh Beans on Toast | British classics with a Gen Z twist.
It’s like childhood meals but smarter. Less beige, more flavour — Jamie, 18, Bristol
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Final Bite
This generation isn’t just following food trends — they’re defining them. With ethics, aesthetics, technology, and identity all tied up in what’s on the plate. Unlike Gen X who very much embraced their food journey of practicality, function and enjoyment, Gen Z and Gen Alpha are eating with purpose and personality.
Forget the full English. The breakfast of the Gen Z champion may very well be Avocado on Toast, a smoothie pouch, a bubble tea, and an oat latte — with a TikTok review, an insta reel and a BeReal post before it’s even finished.
Tasty!
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