The Rise of Picklecore and What It Means For Private Labels
Nostalgia meets edge in the latest food phenomenon capturing the hearts (and taste buds) of Gen Z: pickles. Yes, those delightfully crunchy, briny wonders have stepped into the spotlight as a generation-defining food, much like avocado toast did for Millennials.
With consumer behavior in constant flux, the foods we enjoy have often been symbolic of broader societal shifts. For Generation Z, briny, punchy foods like pickles and tinned fish are at the forefront of a culinary revolution that speaks volumes about their identity, values, and aspirations. Pickles, in particular, sit at the intersection of nostalgia and bold modernity — a jar of pickles is aspirational minimalism wrapped in culinary coolness. They embody a blend of the familiar and the edgy, harmonizing a time-honored taste with a daring, briny punch. However, the appeal of these foods stretches beyond mere flavor — it's a statement, a declaration of what this generation stands for and desires. Here’s how private label brands can capitalize on it.
Pickles: The Gen Z Paradox
To understand why pickles resonate so deeply with Gen Z, we must look beyond their salty allure. Pickles have become a cultural symbol. They represent the duality of Gen Z's nature — a longing for authenticity paired with a craving for boldness and personality. There is a powerful subtlety in a pickle's crunch that speaks to the essence of this generation. It is a nostalgic comfort, exactly what Gen Z seems to gravitate toward, and it doesn’t shy away from being unapologetically vibrant. It's a flavor that doesn't whisper; it shouts.
For retailers, the rise of the pickle trend is laden with untapped potential. But the golden ticket isn't in creating another pickle-flavored product. Instead, it involves understanding the why behind the craze. Pickles manifest what today’s consumers crave: authenticity, personality, and a bold declaration of self. This opens a gateway to innovation for private labels in product development, where creativity harmonizes with cultural resonance.
A Canvas for Creativity and Co-Creating with Culture
In the quest to engage with Gen Z, savvy retailers and brands recognize that utilizing pickles as a creative breeding ground can yield significant rewards. By fostering a sense of community around pickles, brands can tap into the thriving online discourse. Gen Z is passionate about sharing experiences, and creating products that are not just consumables but conversation starters can lead to viral success. The pickling craze offers brands a platform to intersect with Gen Z’s love for vivid self-expression and connection. Think limited-run products that cleverly tie into current cultural phenomena, reimagining packaging to transform everyday items into collectible treasures, or emphasizing storytelling that makes a product feel social-ready and connected to a broader community.
Private labels have long mastered the art of trend-following; however, the real victors in the Gen Z market are those who transcend imitation and engage in genuine co-creation with culture. Pickles might be the current epicenter, but the process of decoding their popularity equips retailers to adapt to whatever trend claims the spotlight next. The key lies in harnessing the energy that foods like pickles generate — a blend of history, boldness, and cultural relevance.
Tinned fish, similarly, has captivated Gen Z's interest as an emblem of culinary adventure and eco-consciousness. Whether savoring sardines over bread or relishing anchovies in a gourmet setting, this generation appreciates the tinned fish trend not only for its palatable virtues but also for its narrative and sustainable footprint.
Decoding the Flavor of the Future
As pickles and tinned fish continue to capture the imagination of Gen Z, private labels must rethink their engagement strategies. Take a look at what Bay Valley Foods is doing. The company manufactures and distributes proprietary pickle brands and store pickle brands from two manufacturing facilities and is America’s No. 1 private label pickle supplier and market leader.
Retailers can lean on manufacturers that are tapped into the space, ready to provide items customers crave. At the time of writing this, Kroger’s Breaded Dill Pickle chips are sold out, echoing the demand for these salty, briny, and bold flavors.
In essence, pickles are more than a food trend — they are a cultural dialogue. They invite private label brands to move away from replication and toward meaningful collaboration with the consumers who hold the key to the future. Seizing this opportunity means committing to a deeper understanding of the values that guide Gen Z, transforming fleeting trends into enduring connections.
Pickles, in all their snappy glory, remind us that sometimes, the simplest flavors can bring about the most meaningful conversations. With each crunchy bite, pickles tell us that the future of food is as much about flavor as it is about culture — a sentiment Gen Z and the world are ready to savor.
Nicole Haney is a senior strategist at Electric, a New York-based next-generation strategy, innovation, and design consultant firm.
