**Older Generations Embrace Culinary Adventure, Outpacing Gen Z in Trying New Foods**
New research is challenging long-held assumptions about British eating habits, revealing it’s the nation’s older generations who may best embody the spirit of bold gastronomic exploration. Far from being set in their ways, people aged over 55 are more willing to experiment with novel foods compared to the younger Gen Z cohort, defying the stereotype of the unadventurous British palate.
The study, commissioned by Norwegian travel company Hurtigruten, casts a fresh light on generational food preferences across the UK. The findings indicate that 78% of individuals over the age of 55 are happy to sample new culinary creations, noticeably eclipsing the 65% of Gen Z respondents (aged 16 to 24) who are open to the same experience. This suggests that adventurous eating is alive and well among Britain’s older population, and that youthful curiosity about global cuisine may not be as prevalent as once believed.
The survey also highlights certain habits common to the British public. Over half of the surveyed participants, some 57%, admitted to eating the same meal more than three times a week, a nod to both convenience and comfort in food choices. A dedicated 5% confessed to enjoying the exact same dish every single day. Among the nation’s favourite staples, pizza and spaghetti bolognese reign supreme, with each being a weekly go-to for 43% of those asked.
Holiday experiences emerge as a key motivator for culinary exploration. More than half of those polled, 57%, stated they are most likely to step outside their typical menu choices when travelling abroad. Inspiration can also come closer to home, with 40% tempted by new dishes when scanning menus during a cruise or whilst on holiday. Additionally, 34% report being influenced to try different foods after watching travel or cooking programmes.
Curiously, geography appears to play a role in the UK’s taste for adventure. Edinburgh residents reportedly top the charts as the most open to experimenting with new foods, narrowly outpacing cities such as Southampton, Birmingham, Norwich, and Brighton. Conversely, those living in Sheffield were deemed the least adventurous when it comes to their palates, accompanied by their counterparts in Glasgow, Belfast, Liverpool, and Leeds.
A particularly intriguing aspect of the survey centres on seaweed, a traditional superfood in regions such as Norway but one still relatively unfamiliar to many Britons. Although just 12% of participants were aware of seaweed’s prominence in Norwegian cuisine, 71% expressed a willingness to give it a try. Seaweed’s nutritional benefits include being rich in minerals, antioxidants, fibre, and vitamins, making it much more than a passing fad.
Hurtigruten, which is well known for its Norwegian coastal cruises, is aiming to challenge perceptions through its Norway’s Coastal Kitchen programme. Led by Culinary Director Øistein Nilsen, the initiative has incorporated seaweed into 29 dishes on board, ranging from bread and pasta to butter and even sweet treats for afternoon tea. Nilsen commented, “Seaweed’s versatility pairs wonderfully with fresh, local ingredients. We believe even the most hesitant guests, once they’ve tasted the variety we offer, will quickly become converts. This is not simply a menu update, but an invitation to explore new dimensions of flavour and health benefits drawn from Norwegian waters.”
The company’s commitment to culinary innovation is paired with a focus on sustainability, sourcing its seaweed from Lofoten Seaweed in the picturesque Lofoten archipelago. This female-led business uses sustainable harvesting techniques to protect Norway’s pristine coastline while offering nutrient-rich products like truffle seaweed, sugar kelp, and vegan caviar alternatives.
These findings and initiatives not only underscore the growing adventurous streak among older Britons but also reflect a national appetite for culinary evolution. With a newfound interest in the health and gastronomic benefits of ingredients like seaweed, British consumers of all ages may soon find themselves challenging their own taste boundaries, proving once and for all that a love of food adventure transcends age.