A new study has revealed a major shift in how Brits are eating, exercising and fuelling their days – with younger generations leading the charge towards quick, functional fitness and protein-packed snacks.
Instead of sitting down for big meals or sweating it out in the gym for hours, more of us are turning to fast-paced workouts and quick meals that fit around our busy lives.
Research by breakfast and snack brand FUEL10K shows that over two-thirds of people (68%) are skipping meals at least once a week, with younger adults aged 16 to 28 the most likely to miss them. But while traditional mealtimes are falling by the wayside, appetite for tasty, protein-rich snacks is growing.
In fact, 65% of Gen Z say protein plays a big part in their snack choices, and it’s not just gym-goers. Nearly a third of people now eat lunch at their desks, with many saying it’s simply down to time.
When it comes to exercise, quick is key. Around one in five Gen Z adults prefer workouts under 20 minutes, almost double the number of older generations.
The rise of what experts are calling “micro-fitness and macro-snacking” is changing the way people look after themselves. Short bursts of activity paired with smaller, protein-packed meals are becoming the go-to for many health-conscious Brits.
To meet the demand, FUEL10K – already known for its protein-rich breakfasts – has launched a new line-up of savoury meals designed for busy lifestyles. The range includes noodle pots, grain and pulse bowls, and protein soups – all ready in minutes and packed with flavour.
Arj Thiruchelvam, top running coach and nutritionist, was one of the first to try out the new savoury meals and snacks for FUEL10K. He said:
“It’s challenging to find convenient meals that pack nutrition as we try and squeeze in short bursts of exercise before, after and even during our work or study. The micro fitness trend is certainly being reflected in our more regular eating habits and the good news is that, to achieve your training goals, it makes no difference whether you have three or five meals per day.
Many of us are finding it better to eat smaller portions more often and FUEL10k is providing a flexible solution for high protein but convenient meals and snacks, as part of a balanced diet. It’s ideal for busy, motivated people who don’t have much time to think about nutrition but want to keep fit and healthy.”
The aim is to re-energise the soups and snacks category with bold flavours and extra nutritional value – all without the need for refrigeration. The range includes comfort food classics with a twist, like Roast Chicken Noodles, Moroccan Chickpea Tagine and a creamy Tomato Soup.
It’s ideal for uni students, office lunchers, gym-goers or anyone who’s tired of meal deals and sad sandwiches.
Kate Yateman-Smith, brand director of quick meals, snacks and soup at Premier Foods, of which the FUEL10K brand is part of, added:
“We’ve seen a real shift in how younger people approach food and fitness – they want fuel, fast. They’re working through lunch, hitting short workouts, and eating on the go. This range is our answer to that lifestyle: proper great-tasting meals, packed with protein, no fridge needed.”
FUEL10K’s range of savoury quick meals, snacks and soups are now available in supermarkets nationwide. With a variety of flavours in each range, prices start from £1.50 to £3.
For serving ideas, inspiration and updates, follow @fuel10k on Instagram. For more information, visit www.fuel10k.com.
^Survey methodology:
The research was conducted by Censuswide, among a sample of 2,000 16+ Nationally Representative Consumers. The data was collected between 16.05.2025-19.05.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
- More than two-thirds of Brits (68%) are skipping meals at least once a week – and it’s busy Gen Z (aged 16-28) who are missing out most (rising to 79% for that age group)
- But while they’re ditching traditional mealtimes, they’re still hungry for snacks and quick eats that pack a punch – especially when it comes to protein.
- 61% of Brits say protein matters when choosing a snack, and that jumps to 65% for Gen Z
- Nearly a third of people (28%) now eat lunch at their desk, especially Millennials (43%)
- 20% of Gen Z (16–28) year-olds) prefer workouts under 20 minutes – around twice as many as Baby Boomers or the Silent Generation
- Millennials (66%) are the generation most protein-conscious, while 17% and 18% of Boomers and Gen X say it’s not even on their radar