Gochujang, Korea’s iconic fermented chilli paste, is fast becoming a kitchen essential in the UK. Its unique mix of sweetness, umami and modest heat is inspiring everything from sauces and snacks to ready meals, as British consumers continue to embrace bold global flavours. 

From Street Food Star to Supermarket Staple 

Once found mainly in Korean restaurants and specialist stores, gochujang has now made its way into the mainstream. Major retailers are now stocking Gochujang, such as Tesco, Waitrose, and Asda, and now this year, Lidl has sold Gochujang Sauce.  

Mintel’s Insight and Trends report 2026 list it among the “layered global flavours” driving the next wave of spicy snack innovation, sharing shelf space with ingredients such as harissa and chamomile.  

The growing popularity of fermented foods continues to drive this trend. As consumers place greater emphasis on gut health, clean-label formulations, and natural fermentation processes, products like kimchi, kombucha, miso and now gochujang are experiencing robust growth

Fermentation: From Trend to Transformation 

Fermentation is more than just a passing craze; it is emerging as a long-term growth engine for the UK food industry. According to Future Market Insights, the market for fermented ingredients is projected to expand at a compound annual growth rate (CAGR) of 8.4% between 2025 and 2035, increasing from $2.74 billion to $6.13 billion. 

Social Media’s Secret Ingredient 

Social media has played a key role in transforming gochujang from a niche condiment into a global favourite. From spicy noodle challenges to quick fusion dishes, platforms such as TikTok and Instagram are driving discovery. 

Gen Z is particularly influential in this rise. Younger consumers are driving experimentation with new flavours and formats, showing higher engagement with ready-made sauces, meal kits and bold international cuisines. For them, gochujang represents both adventure and authenticity, a flavour that is globally inspired yet naturally crafted. 

The “Swicy” Opportunity 

The UK food scene is undergoing a flavour revolution, with consumers increasingly drawn to “swicy” combinations, spicy with a touch of sweet. Gochujang sits perfectly within this trend, offering both complexity and balance. 

Brands are capitalizing on this trend by pairing gochujang with complementary sweet and savoury notes to create distinctive flavour profiles. They’re also innovating across new formats such as marinades, snacks, dipping sauces, and ready-to-eat meals while introducing seasonal or limited-edition launches to satisfy consumers’ craving for novelty. This approach aligns with the fact that over 30% of UK consumers say flavour has become a more important factor in their food and drink choices

What’s Next for Gochujang in the UK? 

As gochujang cements its place in British kitchens, expect even more cross-category innovation, from savoury snacks and “swicy” sauces to fermented dressings and flavour-forward meal kits. 

To accelerate adoption, brands can: 

· Modernise messaging and packaging to connect with Gen Z values of health, transparency and authenticity.

· Collaborate with social media influencers to showcase easy, creative ways to use gochujang in everyday meals.

· Boost visibility in convenience and online retail using smaller formats and digital-first campaigns to attract on-the-go shoppers.

At a time when UK consumers want flavour, function and story in every bite, gochujang ticks every box. Fermented, flavourful and fast-growing.

Want to explore flavour innovation? 

Our team has developed concepts inspired by gochujang and the wider world of fermentation. Get in touch to discover how these global tastes can enhance your next product launch. 

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