In 2023, around ** percent of Gen Z consumers in the United States and the United Kingdom stated that TikTok was their main social media platform for beauty product and trend dicovery. Instagram ranked second.

As of September 2024 in the United Kingdom, 98 percent of Generation Z, those born between 1995 and 2012, were using social media. The same was true for 97 percent of millennials in the country. Overall, 92 percent of Gen X were on social networks, as were 86 percent of Baby boomers.

According to a survey in summer 2022, over **** of Generation Z consumers in the UK said that they wear neutral colors, such as black, white, and grey. Pastels was the second most popular color scheme.

In 2024, some ** percent of Generation Z survey respondents in the United States and the United Kingdom stated that their most valuable social platform for food recommendations was TikTok. Instagram was the second most valuable platform for Generation Z.

According to the Statista Global Consumer Survey carried out between April 2022 and March 2023 in the United Kingdom, members of the Gen Z cohort were the *********** to agree with the statement that they have one or more food intolerances. The older the respondent, the *********** they were to agree with the statement. For more countries, the results of prior surveys, and a variety of other topics, please visit our Global Consumer Survey web page.

As of January 2025, over ********** of Brits aged 18 to 24 said that sustainability affects their clothing decisions - such as where they purchase clothes - a fair amount. Only ** percent answered that sustainability played no role in their clothing decisions.

In the United Kingdom (UK), millennial shoppers were the group purchasing clothing and shoes the most online. A total ** percent of millennials, aged 27 to 42, reported shopping mostly online for clothes and shoes in the 2nd quarter of 2023. Gen Z shoppers followed, with ** percent mostly shopping online for their apparel.

In December 2024, Generation Z was the generation with the highest share of responding adults who planned not to eat meat in the coming year in Great Britain (GB). Approximately ******* stated that they did not intend to eat meat in 2025. Another **** percent of Gen Z respondents stated that they were already meat-free. Reduction in the meat consumption of British consumers Recently, there have been noticeable changes in meat consumption by consumers in the United Kingdom (UK). Almost ********* of survey respondents stated that they eat less or much less meat, as compared to half a year ago. Moreover, an average of approximately ** percent of British respondents had recently purchased plant-based alternatives for the first time. This was higher than the share of respondents who had done so in the United States and Germany, which was on average around ** and ** percent, respectively. Not only are meat alternatives tried by many new consumers in the UK, but such products are also consumed across all generations, with relatively low variations. The share of consumers who eat meat substitutes in the UK by generation was ** percent among respondents from Generation Z. Veganism in Great Britain According to a recent survey in the UK, the share of vegans is approximately ***** percent. There is no discernable difference among the share of vegans when it comes to gender. Moreover, an average of about ** percent of adults in the UK follow no nutritional rules or diets. Among the different regions in GB, the percentage of vegans slightly varies. In London, the share of people who follow a vegan diet tends to be particularly high, whereas the share of vegans in the Midlands and the rest of the South tends to be relatively low. The main reason for being vegan in the UK is an ethical motivation. Almost ** percent of survey respondents stated that they do not consume animal products because they are concerned with the welfare of animals. Environmental reasons were also considered by about **** of respondents.

Younger generations are more likely to use buy now pay later than older generations in the United Kingdom in 2025. This according to a survey held in the first month of 2025, and asked respondents whether they were using BNPL or not. Millennials - ages 28 to 43, according to the source - used the payment options the most. Gen Z followed the same trend, with **** of the respondents from this age group saying they used buy now pay later. The source states this "is no surprise", citing the high social media activity of a company like Klarna in the past.

According to the Statista Global Consumer Survey carried out between July 2023 and June 2024 in the United Kingdom, members of the Gen Z cohort were the *********** to agree with the statement that food must be convenient and fast. The older the respondent, the *********** they were to agree with the statement. For more countries, the results of prior surveys, and a variety of other topics, please visit our Global Consumer Survey web page.

In 2021, when asked whether there's no such thing as too much coffee, Gen Z had the highest share of respondents that disagreed with the statement, reaching ** percent. On the other hand, ** percent of both Millennials and Gen X answered that there can never be too much coffee.

The number of social media users in the United Kingdom was forecast to continuously increase between 2024 and 2029 by in total 4.7 million users (+8.92 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 57.35 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

Millennials and Generation Z were forecast to be tied as the generations with the largest share of the sustainable apparel market in the United Kingdom in 2022. They each made up just over ********** of the market.More information on this topic can be found in the Statista report on the generational gap in sustainable consumption.

In December 2021, ** percent of Gen Z in the United Kingdom stated that they never drink coffee at home or at work. Gen X and Baby Boomers on the other hand shared that they drink coffee at home or at work multiple times a day, reaching a share of ** and ** percent respectively.

According to the Statista Global Consumer Survey carried out between July 2023 and June 2024 in the United Kingdom, members of the baby boomer generational cohort were the most likely to agree with the statement that they actively try to eat healthy. The younger the respondents, the less likely they were to agree with the statement. For more countries, the results of prior surveys, and a variety of other topics, please visit our Global Consumer Survey web page.

Dietary habits among millennials in the UK The millennials are the largest generational cohort in the UK, with almost **** million people. In 2020, millennials surpassed the baby boomer generation as the largest generation for the first time. The most popular type of diet among millennials in the UK is the flexitarian diet, which consists of eating mostly plant-based foods while occasionally eating meat and fish. Approximately ** percent of millennials are flexitarians. Moreover, around ** percent of millennials follow a low- or no-carb diet. As compared to other generations, a relatively high share of millennials either do not eat meat or intend to go meat-free in the future. Only Generation Z has a higher share of people who either follow a meat-free diet already or intend to do so in the future. The impact of price increases on healthy eating in the UK Being able to eat healthy is one of the most common food-related concerns among consumers in the UK, as stated by about ** percent of British consumers. The top food-related concern, however, is the food price. Starting in August 2021, food prices in the UK have increased rapidly. In March 2023, the food inflation peaked at **** percent. Prices have declined since. The increase in the cost of living in the UK has also impacted the healthy eating habits of consumers. Approximately ** percent of consumers state that they eat less healthy to save money, while ** percent state that they work more hours and have thus less time to cook.

In 2022, just over ** percent of consumers in the United Kingdom (UK) stated they would be willing to pay at least ten percent more for products if the items in question were considered sustainable. At nearly ** percent, UK millennials were most keen to pay more for sustainability, while the same was only true for about ************** of Generation X consumers.

The number of Pinterest users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 0.3 million users (+3.14 percent). After the ninth consecutive increasing year, the Pinterest user base is estimated to reach 9.88 million users and therefore a new peak in 2028. Notably, the number of Pinterest users of was continuously increasing over the past years.User figures, shown here regarding the platform pinterest, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

According to a summer 2024 survey, sponsored posts were the primary format for cooperation with influencers, as stated by responding decision makers in Europe. Affiliate marketing was the second preferred format for cooperation. France was the one exception, with 40 percent of respondents primarily preferring user-generated content (UGC) and paid advertising.

The number of LinkedIn users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 1.5 million users (+4.51 percent). After the eighth consecutive increasing year, the LinkedIn user base is estimated to reach 34.7 million users and therefore a new peak in 2028. User figures, shown here with regards to the platform LinkedIn, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

The number of Instagram users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 2.1 million users (+7.02 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 32 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).