Brits ‘most adventurous’ with food at 26 – as TikTok and travel play key part

Brits are at their most adventurous in the kitchen at age 26, with travel, social media, and curiosity driving a nation of bold eaters, new research reveals.

Brits are most likely to experiment with new flavours at the age of 26, according to a study of 2,000 adults. Nearly a third (30%) believe their taste buds fully mature during their twenties, with more than half (53%) saying that cultural exposure, especially through travel, opens the door to new cuisines.

Italian food remains the top choice for 53% of respondents, while a whopping 83% say food is a key part of their travels abroad. More than a third (36%) admit they have become more adventurous with age.

CHICK ‘N’ DIP from Domino’s commissioned the study ahead of the launch of its chicken tenders, wings and boneless bites – plus nine globally inspired dips – to its stores across the UK and Ireland, from Monday 9th February.

Izzy Gardener from the brand said: “Travel plays an important role in our exposure to new flavours, often the first question asked by family and friends when you return is ‘how was the food?’.

“Getting abroad and trying all of these flavours is a great way of experiencing local culture, we’ve aimed to make that accessible for everyone with this offering which is inspired by world flavours.”

The research also found that 10% of Brits try something new a few times each week, rising to 21% among Gen Z. Social media is also fuelling adventurous eating, with one in seven (13%) trying new foods after seeing them sampled on TikTok.

More than half (53%) believe taste buds change over time, and 37% admit they often end up liking new foods once they try them.

Curiosity is the biggest motivator (41%), but nearly a third (29%) are swayed by recommendations from others. And when it comes to trying new foods, 31% feel excited, while 21% admit to feeling apprehensive.

The OnePoll.com study also looked at eating habits, finding that 31% add condiments to most meals, though 40% say double-dipping is a step too far.

Izzy Gardener added: “As tastes evolve, people are becoming more open to experimenting with flavour, often inspired by travel, social influence and a desire for variety.

“Dips are the vehicle through which customers can explore different global tastes in one order, making it easy to mix, match and discover new flavours while enjoying their freshly baked chicken.”