How much is the UK pickled vegetable category worth?
The UK pickled vegetable category is now worth £299 million across all retail outlets, with gherkins accounting for 20% (£61m) of the market1. To put this in perspective, Gherkins now account for higher value than other pickle categories like Chutneys, Beetroot and Onions, signalling the growing appeal of full-flavour plant-based ingredients. In particular, this reflects the strong appeal of gherkins in both traditional and emerging food trends, especially as BBQ accompaniments and premium garnishes.
Is the market in growth and what is driving that growth?
Yes, the market is experiencing strong growth, driven by consumer demand for premium, gourmet flavours and clean-label, health-forward products. Social media trends have really put pickles firmly in the spotlight, with celebrity interest even coming from the likes of the England football team and pop star Dua Lipa, which has helped gherkins to surge in popularity. As a result, Kühne’s value sales have increased by +33% and volume sales by +29%1, which really shows the tangible momentum that we’re managing to achieve.
Is consumers’ increased focus on health benefiting Kühne?
Absolutely. As 71% of UK consumers aim to eat healthily most or all of the time2, products like Kühne’s – with no artificial preservatives or colours – are in high demand. Their naturally fermented pickles particularly appeal to health-conscious shoppers looking for gut-friendly and low-sugar options, aligning perfectly with current wellness trends.
Is positive social media content about pickles also helping Kühne?
Yes, social media has played a significant role in elevating Kühne’s profile. Viral trends featuring pickles in burgers, brines, and even cocktails have amplified consumer interest. Influencer endorsements and popular food content have also made pickles a staple for adventurous home cooks and trend-driven consumers alike.
Has the brand benefited from the cost of living crisis, as more people are entertaining at home?
Definitely. With more consumers entertaining at home due to economic pressures, 62% of UK shoppers expect to be moderately or severely impacted by the cost of living in 20253. This means quality, versatile ingredients are playing a key role in helping to bring flavour to consumers’ lives during challenging times. Kühne’s premium pickled products really help to elevate at-home dining, making them a staple for shoppers seeking affordable indulgence and gourmet flavour without restaurant prices.
How can Kühne and the gherkins category maximise the opportunity beyond the burger?
Beyond burgers, gherkins are ideal in wraps, adding a plant-based element to charcuterie boards, in cocktails, and as plant-based flavour boosters in vegetarian and vegan dishes. Promoting their role in scratch cooking – a trend now embraced by 50% of households, with 17% of fully meat-free households cooking from scratch more than once daily – can further elevate their everyday use and increase frequency of purchase3.
Has the brand introduced any NPD recently?
Yes, Kühne’s Gourmet Selection is at the forefront of innovation with flavours like Honey and Chilli Cornichons helping to drive a new opportunity for gherkins. Available in three flavours – including Dill and Chilli – these are adding strong incremental growth to our line-up and are responding to the demand for bold flavours and premium options that enhance a whole host of plant-based, BBQ and snacking opportunities.
What kind of marketing support is backing the brand this year?
Kühne supports its range through seasonal campaigns, influencer collaborations, and strategic sponsorships like the National Burger Awards, which includes the much coveted award of Plant-Based Burger of the Year. The brand is also working hard to offer inspiration to consumers through its social media and digital platforms to stay top-of-mind, particularly during high-consumption periods like summer BBQs and Veganuary.
What are the brand’s biggest products in the wholesale channel?
Top-performing products include the Burger Crinkle Cut Gherkins (+38.5% sales growth), Sweet & Sour Gherkins (+58.5%)4, and the Gourmet Cornichons range, especially Honey and Herb flavours. These lines appeal to both traditional and experimental consumers, and offer real versatility for both foodservice and retail outlets wanting to provide quality plant-based products and ingredients that appeal to flavour seekers.
How can wholesalers capitalise on the huge interest in pickles and high flavour plant-based ingredients?
Wholesalers can win by spotlighting Kühne’s clean-label, plant-based products as ideal for health-conscious and flexitarian consumers. With 73% of consumers agreeing that a wide variety of plant products supports health3, pickles are a low-cost, high-flavour way to add value to meals.
How do you work with wholesalers to grow sales?
We partner closely with wholesalers to provide data-led insights to spotlight the biggest growth spots, as well as offering promotional support. We can also tailor merchandising to help maximise sales, and we focus on driving visibility during peak seasons to help wholesalers tap into the big plant-based moments in the year for Kühne such as Veganuary and the BBQ season. Thanks to the increased interest in quality plant-based products and ingredients, that is now becoming a year-round opportunity.
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