A-Listers inspire surge in Brits opting for pescatarian-style diets

The eating habits of celebrities including Harry Styles, Victoria Beckham, Natalie Portman and Amanda Holden are sparking a surge in pescatarian-style diets among UK consumers this January, according to new research from Young’s Seafood.  

Searches for pescatarian and fish recipes have spiked by 170% on Google Trends, reflecting growing consumer interest in fish-forward eating patterns. Industry observers note that this shift is being driven not only by celebrity influence but also by the annual “New Year, new me” reset – with pescatarianism offering a more achievable alternative to restrictive diets such as Veganuary.  

Dubbed by many as ‘Pescanuary’, the trend highlights how consumers are seeking flexible, realistic ways to improve their diets without sacrificing enjoyment. Unlike all-or-nothing resolutions, pescatarian eating allows individuals to swap a few meat-based meals for fish each week, making healthier habits more sustainable.  

Nutritionists point to the science underpinning the movement: fish is naturally rich in Omega-3 fatty acids, vitamin D and high-quality protein, all vital for heart, brain and immune health. Yet most UK consumers still fall short of the recommended two portions of fish per week, typically managing only one.  

For food and drink manufacturers, the rise of pescatarian-style eating presents opportunities to innovate across retail and foodservice. From ready-to-cook fish dishes and frozen seafood solutions to snack formats and meal kits, the demand for convenient, flavourful fish options is expected to grow.  

“Every January we see people set incredibly tough goals, and many inevitably give up by week two. This year, we’re encouraging a softer reset. Swapping a few meat-based meals for fish can make a real difference to how people feel, particularly as there’s so many varieties of fish to choose from, there’s no chances of food fatigue,” said Joel Carr, development chef at Young’s Seafood.  

As consumers look toward 2026, the message is clear: healthier eating doesn’t need to feel punishing. Inspired by celebrity lifestyles but grounded in everyday reality, pescatarian-style diets offer a tasty, convenient and nourishing way to reset – and one resolution people are far more likely to sustain.