Key Summary
- Half of consumers say traditional breakfast, lunch and dinner routines have become less important to them.
- Younger consumers are leading the shift, with three in five saying snacks are an essential part of their diet.
- The distinction between meals and snacks is becoming increasingly blurred.
The traditional British routine of breakfast, lunch and dinner is waning and people are increasingly going for snack-sized eating throughout the day, according to a survey by Ocado Retail.
More than half (51 percent) of UK consumers said the traditional structure of breakfast, lunch and dinner is becoming less relevant to their lives, while over two thirds (67 percent) said their eating habits are now more flexible.
The findings point to a significant shift in how Britons approach food, with some consumers increasingly favouring smaller, more frequent meals and snacks that fit modern lifestyles and personal health goals. The distinction between meals and snacks is becoming increasingly blurred.
The snacking trend is particularly pronounced among younger generations, with two-thirds of Gen Z (66 percent) saying they prefer snacking or grazing on smaller meals throughout the day, while three in five Millennials and Gen Z (60 percent) say they view snacks as an essential part of their diet.
The retailer’s sales data reveals a significant increase in sales of high-fibre, calorie-controlled snacks.
This includes a 107 percent increase in year-on-year sales for Graze’s Marmite Crunch Multipack snack mix, while Bio & Me’s fibre-led products have seen sales grow by 42 percent year on year.
The searches for travel snacks and breakfast snacks have both seen a 100 percent increase in volume over the last month, suggesting snacking is replacing traditional meals during busy commutes and early morning routines.
The research was conducted by Clariti among a nationally representative sample of 2,172 UK adults in June 2026.
Ocado Retail senior nutritionist Charlie Parker said, “Consumers are becoming more nutritionally minded, with many choosing smaller, more frequent meals that better align with busy lifestyles and personal health goals. It’s a shift that reflects a broader change in how people are approaching their mealtime routines, with a greater focus on flexibility and balance throughout the day.
“Snack choices are increasingly being driven by nutritional goals, particularly among younger demographics. Consumers are looking for functional foods that will not only contribute to daily protein, fibre and five-a-day targets, but also foods that will help support their overall wellbeing.”
The findings suggest Britain is entering a new era of eating habits, where flexibility, convenience and nutrition are taking precedence over traditional mealtime structures.
