97% Still Love Hot Cross Buns… But A Generational Split Is Emerging

97% Still Love Hot Cross Buns… But A Generational Split Is Emerging

Easter is here, and new research suggests that while most people across the UK are sticking firmly to tradition, younger generations are beginning to put their own spin on some of the nation’s best-known seasonal favourites.

According to Google Trends, searches for Easter have surged by 400% as people prepare for the holiday, with food once again taking centre stage.

A survey of more than 2,000 UK adults, carried out by The Cornish Company, shows that classic treats like hot cross buns and cream teas continue to dominate, although attitudes are starting to shift in some areas.

Hot Cross Buns Still Reign Supreme

Hot cross buns remain one of the most popular Easter staples, with 97% of people saying they enjoy them.

Tradition still plays a big role in how they are eaten. The research found that:

• 83% prefer the classic flavour
• 88% believe fruit is essential for a “real” hot cross bun
• 66% choose to toast them
• 88% say butter is a must

Interestingly, more than half of those surveyed (55%) think hot cross buns should be available all year round, suggesting the seasonal treat may be moving beyond its Easter roots.

Traditional Shapes Still Lead Shopping Choices

When it comes to Easter shopping, most people are still drawn to familiar designs.

Nearly 9 in 10 (89%) said they are more likely to choose traditional-shaped treats such as eggs, buns or scones over novelty options. Eggs remain the most popular shape, followed by bunnies and floral designs.

Younger Generations Changing the Rules

While overall preferences lean heavily towards tradition, younger people appear more open to change.

The survey found that:

• 42% of under-30s believe a fruitless hot cross bun still counts as “real”
• 91% of over-60s insist fruit is essential
• 41% of younger shoppers prefer novelty Easter shapes
• Just 8% of over-60s would choose “fun” designs

These differences suggest a gradual shift in how Easter traditions are viewed by different age groups.

Cream Tea Debate Settled?

Beyond hot cross buns, cream teas remain a key part of Easter for many.

The research found that 93% of people agree scones are essential to a proper afternoon tea. In a blind taste test, 69% chose the Cornish method of jam first, ahead of cream first.

Strawberry jam was the most popular choice, with 67% favouring it, while 64% said alcohol is perfectly acceptable as part of the occasion.

Tom Woodley, Managing Director and co-founder of The Cornish Company, said: “Easter is one of those moments where food traditions really come to life. Whether it’s a hot cross bun in the morning or a cream tea in the afternoon, these rituals are about comfort, nostalgia and sharing something special.

While we’re seeing small shifts, particularly among younger people being more open to new flavours or fun shapes, the foundations haven’t changed, and Brits are evidently still drawn to classics.

And when it comes to cream tea, our research shows the Cornish way (jam first, always) really does let the flavours shine.”

A Tradition That’s Evolving

Despite some changing attitudes, the overall picture remains clear.

Easter continues to be a time when people across the UK lean into familiar foods, traditional shapes and long-standing habits.

The Cornish Company is offering a range of traditional cream teas, including vegan and gluten-free options, available for next-day delivery in time for Easter.

Whether it’s a toasted hot cross bun or a jam-first cream tea, it seems the classics are still very much at the heart of the celebration.