THE eating habits of A-listers including Harry Styles, Victoria Beckham, Natalie Portman and Amanda Holden is driving a surge in pescatarian-style diets among Brits.

These famous faces, who abstain from meat but enjoy fish-based meals, are thought to be the driving force behind increased interest in the lifestyle diet this January, with searches for pescatarian and fishrecipes spiking by 170% on Google Trends according to research by Young’s Seafood.

It’s also thought that this trend is being influenced by the typical ‘New Year, new me’ approach to January, albeit it with a more achievable feel than the more usual Veganuary, punishing gym routines or joyless diets that the nation opts for. 

Dubbed by many as ‘Pescanuary’, this trend isn’t just a celebrity fad. In fact, nutritionists agree there’s solid science behind why fish-forward diets are having a moment and why more Brits are keen to follow suit.

Fish is naturally rich in Omega-3 fatty acids, vitamin D and high-quality protein, all of which are essential for heart, brain and immune health. Despite this, most people in the UK still aren’t eating enough. While health experts recommend two portions of fish per week, research shows many Brits are managing only one.

That gap is helping fuel interest in pescatarian-style eating this January. Unlike more restrictive New Year challenges, swapping a few meat-based meals for fish feels achievable, flexible and realistic. In January 2025, around 5% of UK adults tried Veganuary, but only 2% of those participating completed it, highlighting how tough all-or-nothing resolutions can be.

By contrast, ‘Pescanuary’ allows people to make small changes that fit real life. Whether it’s adding fish once a day, a couple of times a week, or simply choosing fish when it suits family routines, the focus is on progress rather than perfection.

Joel Carr, Development Chef at Young’s, said: “Every January we see people set incredibly tough goals, and many inevitably give up by week two. This year, we’re encouraging a softer reset. Swapping a few meat-based meals for fish can make a real difference to how people feel, particularly as there’s so many varieties of fish to choose from, there’s no chances of food fatigue. It’s a meaningful change without taking away the joy of eating.”

As Brits look ahead to 2026, the message is clear: healthier habits don’t need to feel punishing. Inspired by celebrity lifestyles but grounded in everyday reality, adding more fish to the menu offers atasty and convenient, yet nourishing way to reset, and one resolution people are far more likely to stick with.

For more information on Young’s or to find seafood recipe inspiration, please visit youngsseafood.co.uk or check out Young’s social channels IG or FB.