It is unwelcome news for enthusiasts of cheese and ham, egg and cress, and other classic sandwich fillings, as these are now being dismissed as 'outdated' by younger generations. According to recent research, Generation Z in the United Kingdom is increasingly gravitating towards trendy, American-inspired options such as Chicken Caesar salad sandwiches, meatball subs, and Philly cheese steaks, moving away from hearty British staples.
The Decline of Traditional Fillings
The survey, commissioned by Coca-Cola Zero Sugar, indicates that 81 per cent of Britons aged 18 to 30 express boredom with traditional sandwich fillings. Among 2,000 respondents, cheese and ham, along with egg and cress, topped the list of snubbed sandwiches, with 29 per cent considering them passé. Ham salad followed closely in third place, while classic roast beef and horseradish was rejected by 23 per cent. Other fillings failing to impress include Spam, tuna mayo, and the ever-divisive Marmite. Even sweet options like jam sandwiches were deemed outdated by 20 per cent, and ham and egg sandwiches were also viewed as old-fashioned.
Rise of Global Flavours
Instead, young Britons are embracing international flavours. Chicken satay (30 per cent), buffalo chicken (29 per cent), and mozzarella and tomato (29 per cent) are gaining popularity. Loaded steak baguettes and pulled pork brioche buns are also on the rise. Despite these shifts, the sandwich remains a cornerstone of British cuisine, with the average person consuming them four times per week. Remarkably, 23 per cent of respondents claimed that a disappointing sandwich could ruin their day.
Drinks and Social Dining Trends
When it comes to beverages, over half (52 per cent) believe a fizzy drink is the best accompaniment to a sandwich, followed by water (35 per cent), energy drinks (32 per cent), and coffee or tea. Additionally, young Brits are moving away from solitary desk lunches, with 80 per cent preferring to eat with others during the week—an average of once or twice per week.
A Long-Term Shift
This move away from traditional fillings has been developing for some time. In 2024, bread manufacturer Allinson's reported that Gen Z is turning their backs on classics like ham and mustard or cheese and onion in favour of 'fancy' options such as avocado and olives. The study across all age groups found that while sliced ham is a favourite among Boomers (25 per cent), Gen Z prefers leaner chicken. Gen Z is also more likely to include continental cheese (48 per cent) compared to just over a quarter of Boomers (27 per cent). Young people favour fillings like peppers and chillies (35 per cent), whereas Boomers prefer onions (29 per cent).
An Allinson's spokesperson commented: 'We are truly a nation of sandwich lovers. Regardless of what fillings we put inside, how we choose to serve or slice them, the humble sandwich has been a mealtime mainstay for centuries—and will be for centuries to come.' The spokesperson also noted a growing trend among young Brits to cut off crusts, urging them to use crusts for breadcrumbs or croutons.
Top 10 Traditional Sandwiches Snubbed by Gen Z
- Cheese and ham – 29%
- Egg and cress – 29%
- Ham salad – 28%
- Cheese and pickle – 27%
- Roast beef and horseradish – 23%
- Spam – 23%
- Tuna mayo – 22%
- Marmite – 20%
- Jam – 20%
- Ham and egg – 19%
Source: Coca-Cola Zero Sugar
