A new poll has revealed that almost two-thirds of Brits of all ages (63 percent) say nothing beats the battered classic, making it the nation’s go-to favourite seafood dish.
The result will come as a shock to Gen Z and Millennial diners, who have embraced trendier options such as sushi, prawn linguine and fish tacos – all of which failed to come close to toppling the seaside staple nationally.
Salmon Nigiri and Tuna Maki may be Instagram darlings, but sushi managed 25 percent of the vote, while Italian favourite Spaghetti vongole came in 17th place, with 14 percent, according to the report from the Marine Stewardship Council (MSC) which this month celebrates Sustainable Seafood September.
By contrast, hearty home comforts filled the top of the table, including a bubbling fish pie, with mash and creamy sauce (36 percent), alongside classic pub favourite, scampi and chips (30 percent).
Even tuna pasta bake, a student flat favourite, outperformed it’s more in vogue rivals with 28 percent.
The survey shows that while Brits are happy to dabble in paella (23 per cent), seafood risotto (21 percent) or teriyaki salmon (13 percent), when it comes to real favourites, we’re a nation of comfort eaters at heart.
Moules marinière (9 percent), bouillabaisse (3 percent) and even raw sea urchin (3 percent) made the twenty eight-strong list.
Interestingly though, six in ten (60 percent) Gen Z Brits and 57 percent of Millennials say they prefer a meal of raw fish and rice to a slap-up fish and chip supper, according to the study, highlighting a growing generational divide when it comes to the nation’s taste in fish.
While a quarter of under 30s (25 percent) believe that classic staples like fish cakes (25 percent) are a bit outdated, along with battered cod (21 percent), one in five (19 percent) Gen Z even think that cod in general is old fashioned.
In fact, over three quarters (83 percent) of young Brits say their generation is more adventurous when it comes to fish and seafood, with salmon (65 percent), tuna (62 percent) and prawns (59 percent) listed in their ‘top 3’ fish to eat.
Gen Z (69 percent) are also the most comfortable getting ‘stuck in’ while eating seafood, whilst almost two thirds (63 percent) of baby boomers admit to being much less hands on and hate getting messy.
Yet regardless of what fish we eat, a quarter (26 percent) of all Brits say they are trying to live more sustainably, to help protect the oceans.
While four in ten (43 percent) simply say they would be upset if they couldn’t get hold of their favourite fish because it was no longer available due to overfishing.
Surprisingly 36 percent didn’t know that more than a third of global fisheries are being fished beyond sustainable limits, leading to 38 percent wanting to know more about which fish are sustainable and which ones are not.
MSC’s research also shows that sustainability is most key for Gen Z, with eight in ten (83 percent) of under 30-year-olds polled saying they make a point of buying sustainable fish, compared to 68 percent of those over 60.
“This new poll shows how much Brits really enjoy their fish,” says George Clark, MSC UK & Ireland Programme Director. “We all love our fish and chips, but how fish and seafood is served and preferred has clearly changed over the years. It’s not surprising that a fish supper remains the nation’s favourite, but it’s incredibly interesting to see a new generation of enthusiastic young seafood lovers becoming more adventurous with what they’re eating.
“It’s also really encouraging to see just how important sustainability is to younger Brits, and if we want to get more healthy fish and seafood into our diets, sustainability and variety have become really important factors for this younger generation. This month we are calling on seafood lovers to Buy Blue and Protect Dinner, to ensure that their favourite fish dishes will be around for future generations too. Making a simple choice at the till or from the menu, and choosing the blue MSC ecolabel, can make a big difference for our oceans, and our diets.”
Britain's favourite fish and seafood dishes:
- Fish and chips 63%
- Fish cakes 37%
- Fish Pie 36%
- Seafood pasta 34%
- Breadcrumbed with oven chips 32%
- Scampi and chips 30%
- Tuna pasta bake 28%
- Prawn linguine 27%
- Sushi 25%
- Prawn toast 24%
- Steamed with vegetables 24%
- Seafood Paella 23%
- Grilled or barbequed 22%
- Seafood risotto 21%
- Pan fried in butter with mash 19%
- Whole baked seabass 15%
- Spaghetti Vongole 14%
- Pan-fried scallops 14%
- Teriyaki salmon 13%
- Boiled (e.g. boil in the bag) 12%
- Fish tacos 12%
- Chowder 10%
- Moules Marinière 9%
- Catalan fish stew 8%
- Kedgeree 7%
- Prawn katsu sando 4%
- Bouillabaisse 3%
- Raw sea urchin 3%
This research of 2,000 Brits who eat fish was commissioned by MSC and conducted by Perspectus Global in July 2025.
For more information or for interviews please contact:
Karen Attwood, Senior PR Manager UK & Ireland
About the MSC
MSC UK & Ireland has launched Sustainable Seafood September 2025, its flagship annual campaign, with a brand new concept - ‘Buy Blue, Protect Dinner’ - designed to engage younger seafood consumers.
MSC research shows that younger generations are increasingly motivated to live healthier and more sustainable lives, with young people the most worried about the future availability of their favourite seafood dishes. The campaign sends a clear message: by choosing seafood with the blue MSC ecolabel, consumers can help safeguard their favourite dishes and the oceans they come from.
For more information visit https://www.msc.org/uk/sustainable-seafood-september