Gen Z Preference for Avocado Over Bacon Threatens Traditional Full English Breakfast, According to a Poll
A significant shift in dietary habits is underway in the United Kingdom, with an increasing number of people opting for plant-based ingredients in their cooked breakfasts. According to recent data, 35% of the entire population now consume more plant-based ingredients as part of their morning meal compared to five years ago.
This trend is particularly noticeable among younger generations, Gen Z and millennials, who are moving away from traditional items like bacon and sausages towards healthier alternatives such as avocado and spinach. The motivation behind this change is multifaceted, with concerns about health, cholesterol, animal welfare, and the environment playing key roles.
Health considerations are becoming paramount for many Brits. Kantar data shows that 604 million more breakfast servings were chosen on health grounds recently, while enjoyment and practicality reasons declined in importance. A survey by British Lion Eggs found that 65% of Gen Z and millennials are increasingly concerned about ultra-processed foods, implying a reduction in processed breakfast meats like bacon and sausages.
The consumption of traditional breakfast foods such as chocolate croissants, fried bread, and sugary cereals is also decreasing, indicating a broader move away from typical processed breakfast foods. Searches and consumer interest in healthy breakfast ideas and plant-based options have surged, peaking in early and late 2025.
The Full English isn't going anywhere, it's just adapting as tastes and priorities evolve. While everyone's favourite - bacon - has dropped by 10% among meat-loving Boomers, 41% now at least sometimes swap out ingredients such as eggs or bacon for something plant-based. A third confirmed they would be open to trying plant-based egg alternatives in the future.
The most meteoric rise has been for the humble spinach - with Gen Zs eating 10% more than in 2020. Consumption of ingredients such as avocados, salad leaves, and plant-based sausages has increased compared to five years ago. Just Egg, a plant-based egg brand, found that traditional breakfast and brunch foods are being reshaped towards more plant-based options.
Factors such as doctor and nutritionist recommendations (19%) and concerns about cholesterol (15%) are given as the main reasons for considering plant-based alternatives. However, 18% admit that animal welfare concerns are driving the change in their diet, while 14% are changing their ways simply to try new plant-based foods. Additionally, 15% are motivated to reduce their environmental impact.
In summary, Gen Z and millennials in the UK are moving away from traditional bacon and sausage breakfasts, favouring healthier, often plant-based alternatives like avocado and spinach, motivated by health awareness, convenience, and changing lifestyle habits. This shift towards plant-based eating is set to continue, with 38% now dedicating at least half of their plates to plants, and half of Millennials (53%) and Gen Zs (49%) having turned their back on animal products.
