UK trends – Crumpets, dogs and cigarettes

Working out how us Brits think provides great insight when launching a new brand or product into the UK.  We always advise clients new to this market to conduct a thorough competitive analysis that will give you a true snapshot of how their offering will be received. Understanding current trends not only helps work out your unique selling point, but also reveals if the positioning that works well in your home territory will or won’t translate in the UK.

We thought we’d share some of YouGov’s recent cultural survey results that highlight some diverse British trends and thinking.

  • We may have some of the best restaurants in the world, but traditional British food is stereotypically held in low regard. But underestimate this at your peril. Research shows that 91% of Brits enjoy their own national cuisine. Crumpets and Yorkshire puddings (you may need to google these!) top the savoury list followed closely by Sunday roasts and fish and chips.  In the same survey you’ll also be able to find out what we think of haggis, jellied eels, Welsh rarebit and Lancashire hotpot (you’ll definitely want to google these!)
  • Whilst you might think of us as a nation of pet lovers, two thirds of us don’t think people should bring their dogs to work (aside from guide dogs, of course)
  • One in five 18-24 year olds now identify as gay, lesbian or bisexual, higher than in 2015. A majority (58%) think it is always or usually acceptable for men to refer to women as ‘girls’ but this is less acceptable in 18-24 year olds, showing the emergence of a big change in thinking and identity in the UK.
  • Just 13% of the nation say they smoke. Although willpower is the most popular method of giving up, the second most popular (16%) is now e-cigarettes.
  • Our last favourite insight is the Marie Kondo craze with research showing we would get rid of any possessions which don’t ‘spark joy’ as just under a half (47% )of Brits surveyed saying they would get rid of half of their clothing and 35% would remove at least half of their books.

If you want to gain more insight into the UK, then have a look at YouGov and their surveys or have a read of our market entry booklet full of hints and tips including insight into our sense of humour and thinking