Welsh residents snub TikTok meals in favour of old school British dishes

  • Only 29% of Welsh residents have re-created TikTok food trends like Gigi Hadid’s vodka pasta or baked oats
  • Even in 2022, women cook 58% more meals from scratch than men 
  • The top three meals the Welsh make at home are a Full English Breakfast (91%), Sausages and Mash (85%) and Steak and Chips (82%) 
  • A fifth (20%) of meat-eaters now keep plant-based alternatives to creams, cheeses, spreads, milk, and meat in their kitchen, for versatility and taste

Out of the 15 million TikTok users in the UK, people are still not taking inspiration from viral food trends, as only 36% of Brits are re-creating what they’ve seen on social media platforms which comes in at in an even lower average for Welsh residents at 29%.

Upfield, the number one producer of plant-based spreads, cheeses, and creams around the world, finds women more likely to try-out food trends, as almost half (40%) give recipes, like Gigi Hadid’s vodka pasta, the feta pasta craze or baked oats, a go. This drops to 19% for men. Not that this is surprising, as – despite it being 2022 – women are still making 58% more dishes from scratch than their male counterparts.

Only 5% of over 55yos have tried-out a social media food trend, but trend-led figures rise for vegetables used as substitutes. 20% have tried vegetable rice, like cauliflower or broccoli rice, and 17% have spiralised their vegetables.

The uptake of plant-based trends is also shown by the contents of the Welsh residents’ cupboards, with just over a fifth (21%) now keeping plant-based alternatives to creams, milk, cheeses, spreads, and meat as kitchen staples for their versatility and taste.

Despite social media feeds being flooded with people making banana and sourdough breads during lockdown, Upfield reports that nearly two thirds (72%) of Brits left making these popular breads to the professionals.


Traditional English meals, including their vegetarian and vegan variations, are revealed to be top the list of dishes that the Welsh know how to cook. 91% can make a Full English Breakfast, 85% Sausage & Mash, and 82% can make Steak and Chips.

In fact, the only non-traditional English meal to make the top five for the Welsh is Spaghetti Bolognese, with nearly two thirds (71%) of Brits rustling it up at-home.

Different cuisines have Welsh residents stumped, with only 40% knowing how to make Asian dishes like Sweet and Sour whilst only 32% can make a Risotto.



Just over a quarter of Welsh residents (26%) are unsure of timings when it comes to cooking whilst 22% don’t know how to make a sauce, and 15% don’t have the right equipment. Additionally, a whopping 96% of Welsh residents have suffered a physical mishap in the kitchen which includes either burning themselves or dropping a nice on their foot.

Damian Guha, General Manager of Upfield UK & Ireland said: “Brits are definitely sticking to what they know when it comes to cooking at-home, and it seems social media food trends aren’t inspiring them to try-out new recipes in real life.

Those that do take-over, are the flexitarian, vegetarian and vegan diets, where people are updating traditional English meals to make them plant-based. Something that is reflected through people’s purchasing power, where more than a third (34%) keep plant-based alternatives in their kitchens.

Upfield will continue to support people in eating more plant-based by producing products that will make it easy for everyone to swap out, without sacrificing taste on the dishes that they love.”

 Top 10 meals Welsh residents can cook from scratch:

  1. Full English Breakfast (91%)
  2. Sausage and Mash (85%)
  3. Steak and Chips (82%)
  4. Sunday Roast (81%)
  5. Spaghetti Bolognese / Shepherd’s Pie and Cottage Pie (71%)
  6. Toad in the Hole (55%)
  7. Traditional pies and mash e.g., Steak and Kidney or Chicken and Mushroom (47%)
  8. Noodle dishes including Chow Mein and Stir Fry (46%)
  9. Indian curries e.g., Tikka Masala and Korma (41%)
  10. Sweet and Sour Chicken (40%)


About Upfield:

At Upfield, we make people healthier and happier with tasty, plant-based foods that are better for our planet. As the global leader in plant-based nutrition, Upfield is the number one producer of plant-based bread spreads and cheeses with more than 100 brands, including Flora and Flora Plant, Flora ProActiv, I Can’t Believe It’s Not Butter, Elmlea and Violife. Headquartered in Amsterdam, we sell our products in over 95 countries and have 15 production facilities around the world. The company employs more than 4,200 people. Since 1871, we have been the authority in the category of spreads, which gives us unsurpassed experience, know-how and inspiration. We are focused on leading in this new era by focusing on delivering healthier products that taste good and have superior quality and help us achieve our “Better Plant-based Future” mission. For more information, please visit our website at www.upfield.com