Sales of caviar are booming thanks to a Gen Z trend of taking ‘bumps’ of the ultra-expensive fish – MailOnline

Gen Z are fuelling a surge in caviar as sales soar 76% after taking ‘bumps’ of luxury food became a TikTok trend – MailOnline, December 2023.

Sales of caviar are booming thanks to a Gen Z trend of taking ‘bumps’ of the ultra-expensive fish.

Sales of sturgeon roe are up 74 per cent since 2020 globally, according to 360 Research, with British teenagers and those in their early twenties driving the trend.

The industry is expected to grow even further and with the marketed expected to expand by a further 40 per cent by 2027.

The UK’s ‘Caviar Queen’ Laura King MBE. Renowned for being the UK’s leading caviar brand, the Royal Warranted King’s Fine Food, is now the UK’s leading caviar importer.

She believes that caviar can cure a hangover and says 2023 has been ‘absolutely manic’.

‘Caviar works very well on the back of your hand,’ Laura recently told Tom Parker Bowles.

 ‘However, you need to be very careful about the quality. And, if it’s really cheap, whether it’s even caviar at all.’

 ‘Beautifully formed eggs, which gently burst between the tongue and roof of the palette. Fresh and clean aroma. Certainly not fishy. And a taste of the sea. But creamy and nutty, too.

The price, Laura says, is all down to age of the fish.

‘It’s all down to the age you have to wait for the sturgeon to produce the eggs,’

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