SHARPSBURG, Pa. — The question lingers: When did the overwhelming popularity of pickles become undeniable? Was it when Nature Made debuted its pickle-flavored gummy vitamins back in April? Or possibly during Petco’s “Pickle Mania” event in November, showcasing 26 different pickle-themed toys for pets? Maybe it was in December when a food expert remarked, “Everyone can kind of see their needs met by pickles.” However, the pickle frenzy may have reached new heights just a couple of weeks ago, when Instagram chef itsmejuliette playfully suggested surprising neighbors with edible pickle wreaths, igniting over 70,000 likes on her whimsical post.
As we look forward to 2024, pickles have firmly established themselves at the crossroads of health trends and pop culture, buzzing with terminology like “viral” and “trending.” This culinary phenomenon mirrors past food crazes such as bacon and ranch dressing, which gained immense popularity in prior years. Industry watchers like Prepared Foods have clearly labeled this moment as a definitive high point in the pickle trend.
From Tangy Pickle Doritos and Grill Mates Dill Pickle Seasoning to portable pickle pouches and various pickle-infused snacks such as pickle hummus and cookies, the versatility of pickles is manifesting in countless ways. The “pickleback” shot at bars and innovative flavor mashups, like pickle juice and Dr. Pepper, only further reflect this obsession. In Pittsburgh, a summer festival known as Picklesburgh attracts fans of the briny treat from distant states, celebrating everything from pickle beer to delightful pickle-infused dishes.
As we step into 2025, two main insights emerge. On one hand, pickles, once considered humble, have recently taken a central role in American food culture. On the other hand, there’s a question of whether this trend has peaked and whether the little green cucumbers have become too popular, perhaps “jumping the shark.”
Yet, let’s pause before making judgments. More people are embracing the briny goodness of pickles than ever before. “There’s definitely a renewed interest in pickling overall,” states Emily Ruby, a curator focused on the Heinz history at the Heinz History Center in Pittsburgh. She notes that the pickle market in the U.S. has ballooned to an impressive $3.1 billion annually, with continued growth projected.
Addressing a pertinent question: Why are sour flavors so appealing during challenging times? “Recent years have been frightening for many,” reflects Alex Plakias, an associate professor who teaches food philosophy at Hamilton College. “In 2024, we seem to be looking for common ground. Pickles might serve that purpose.” Plakias finds it intriguing that pickles can appeal to such a wide range of people, regardless of their tastes.
A closer examination reveals the impact of strategic marketing and engaging social media on this pickle craze. The quintessential American cucumber pickle is not only crunchy and tangy, but it can also easily accommodate an array of flavor profiles. Pickles are notably low in fat and may even offer probiotic benefits, making them a rare food trend that isn’t detrimental to health.
At the same time, the pickle uniquely balances traditional homeliness with a touch of edginess. John Patterson, co-founder of Pittsburgh Pickle, aptly notes that cucumbers provide a canvas for a delightful array of brines and spices, allowing for creativity. “There’s something endearing about pickles; they symbolize reliability and joy,” Patterson explains.
A pivotal appeal of pickles lies in their retro, quirky aesthetic, making them accessible content for social media. TikTok has played a significant role in amplifying pickle content, boasting 251 million posts on the subject. The absurdity of trends like the “Great Glickle Surge,” where edible glitter transforms pickles into visually appealing “glickles,” showcases the fun side of this food craze.
The pandemic also influenced food trends, encouraging many to dive back into DIY projects like sourdough baking and pickling, sparking what Nora Rubel, a food culture scholar, refers to as a revival of “grandmothercore” culture among younger generations. “Gen Z has adopted pickles as their trend, similar to the previous avocado toast craze,” she asserts.
As pickles continue to capture attention and prompt laughter with their playful pun potential, consumers find themselves engaging with food in an increasingly immersive manner. MinJi (MJ) Kim, an assistant professor studying food-related media, emphasizes that in 2024, food’s social aspects are deeply intertwined with lifestyle. She highlights the dual nature of sourness—tied to both risk and enjoyment, shaping perceptions about food.
With pickleball’s rising popularity and fried pickles becoming bar staples, the conversation continues as people dive into the new year. Rubel notes, “The variety of pickle options available is astounding; it truly feels like my era.” Yet, in a contrasting view, the food website Delish humorously remarks, “Maybe it’s time to give pickles a moment of rest in 2025. They appear worn out, and frankly, we feel the same.”
