Contrary to popular stereotypes that paint younger generations as the most adventurous eaters, recent research reveals that it is actually older Britons, particularly those over 55, who lead the charge in culinary exploration. A survey by the Norwegian coastal voyages company Hurtigruten has found that 78% of people in this age group are willing to try new dishes, outstripping Generation Z (16-24), where only 65% are similarly inclined. The findings challenge the common perception of a bland British palate and suggest that older generations are more open to bold food experiences.

While comfort eating remains widespread across the UK—with over half the population eating the same meal multiple times weekly, and 5% consuming the same dish daily—there is also strong regional variation in culinary daring. Edinburgh emerged as the city most willing to experiment with new foods, while Sheffield ranked as the least adventurous. Travel appears to play a pivotal role in broadening food horizons, with 57% of Britons most likely to try novel dishes while on holiday, and 40% influenced by menus encountered during cruises or holidays. Cooking programmes and travel shows also inspire a significant portion of the population to step outside their culinary comfort zones.

One ingredient pushing the frontier of adventurous eating is seaweed, which has gained traction as a nutrient-dense superfood rich in minerals, antioxidants, fibre, and vitamins. Despite this, many Britons remain unfamiliar with seaweed's culinary uses—the survey showed only 12% recognised its role in Norwegian cuisine. However, interest is high, with 71% of respondents expressing willingness to try seaweed-based dishes. Hurtigruten has embraced seaweed through its award-winning Norway’s Coastal Kitchen programme, where Culinary Director Øistein Nilsen incorporates it into nearly 30 onboard dishes, ranging from bread and soups to pasta and seasonings. Nilsen emphasizes that seaweed complements the freshest local produce and hopes exposure will dispel any apprehensions, inviting diners to explore a new dimension of flavour and wellness inspired by Norway’s coastal bounty. The company also partners with sustainable local suppliers, such as the female-led Lofoten Seaweed enterprise, which cultivates seaweed responsibly to protect the pristine environment.

These findings contrast with data from other surveys that highlight Generation Z’s food behaviours in different ways. For instance, a survey by Current Backyard describes Gen Z as the most food-centric generation financially, spending significant sums on dining out and experimenting with spicy, seafood, and plant-based dishes. Yet, despite this enthusiasm, many young people report limited cooking skills and dietary patterns focused on health consciousness, including calorie counting, clean eating, and sugar avoidance. Another study points to Gen Z’s openness to globally inspired cuisines, with a majority having tried international foods, suggesting a complex appetite that balances adventurousness with caution.

Interestingly, these behaviours reveal a nuanced picture rather than a clear generational divide. While older adults may be more willing to try certain new foods, younger people show curiosity in different culinary directions shaped by health trends and multicultural influences. Millennials and boomers also differ substantially, with millennials showing greater enthusiasm for trying new foods and ethical sourcing. Overall, the evolving landscape of British food culture appears to accommodate diverse tastes and motivations, transcending simple age stereotypes.

This survey by Hurtigruten adds valuable insight into how travel, media, and health awareness influence food choices across generations. It also spotlights seaweed as an emerging ingredient with broad potential appeal, particularly among older consumers eager to explore new flavours linked to sustainability and wellbeing. As British diners continue to broaden their culinary horizons, these trends suggest a more adventurous and health-conscious future for the UK’s palate, driven as much by experience as by youthful experimentation.