Gen Z pecks away at steak’s lead
In a plot twist that has the British meat industry stewing, a new survey has confirmed that the traditional steak pie has been knocked off its perch.
The culprit? A “Hen-Z” revolution led by younger consumers who are trading in heavy red meat for something a little more “fly.”
According to a study of 2,000 people by iconic tinned-pie giant Fray Bentos, Chicken & Mushroom has officially taken the crown as the UK’s favourite pie filling. The shift marks a generational “crust-off,” with Gen Z firmly leading the charge away from the heavy, gravy-laden steak classics favoured by their elders.
A fowl move for steak
The data shows a clear demographic divide in the pastry world. While 47% of Baby Boomers remain loyal to their steak pies, only 27% of Gen Z feel the same. Instead, 31% of the younger cohort opted for chicken or chicken and mushroom, citing a preference for leaner, “lighter” protein.
“Younger consumers have effectively pecked away at steak’s lead,” says Lisa Harris, food trends expert at Harris and Hayes. “Chicken and mushroom is a powerful combination, but the real star here is the mushroom. It’s an unstoppable functional food trend — popping up in everything from coffee to Gen Z, chocolate. In a pie, it provides that meaty ‘umami’ texture without the heavy footprint of red meat.”
Upper crust vs no crust
It’s not just what they’re eating, but how. The study revealed that pie-eating etiquette is also in a state of flux
- The traditionalists: 34% of Brits prefer to eat the crust first, saving the filling for the grand finale.
- The lid-lifters: 29% prefer to “unroof” their pie, eating the lid separately
- The rebels: a bold 11% of respondents admitted to eating their pies cold, with their hands, effectively treating the pie like a savoury handheld snack.
The “pie-chart” shake-up (Top 5 favourites):
- Chicken & Mushroom (17%) – the new champion
- Chicken (14%) – the wingman
- Steak & Kidney (12%) – the old guard
- Steak & Gravy (12%) – losing steam
- Steak & Ale (12%) – crying in its beer.
Match day ‘mash-ups’
Capitalising on this poultry-powered momentum, Fray Bentos is launching a new Chicken & Mushroom recipe just in time for British Pie Week (March 2-8). But they aren’t stopping there. To appeal to Gen Z’s love for culinary “mash-ups” — which includes a rising interest in Mac & Cheese pies — the brand is releasing a limited-edition Chicken Tikka Match Day Pie ahead of this summer’s football festivities.
“Chicken and steak have been battling it out at the top of the pie chart for decades, and we finally have a new winner,” says Jude Smart, Fray Bentos brand manager.
Whether you’re a “lid-lifter” or a “crust-firster,” one thing is clear: the steak pie’s long reign has been chopped, and for the UK’s food trade, the future looks decidedly more feathered.
The new Chicken & Mushroom tins are hitting shelves at Tesco, Sainsbury’s, and B&M with a “paltry” MRRP of £2.99.
