Gochujang, Korea’s iconic fermented chilli paste, is fast becoming a kitchen essential in the UK. Its unique mix of sweetness, umami and gentle 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. For example, Tesco, Waitrose, and Asda, and now this year, Lidl has sold Gochujang Sauce.  

Is Mintels Insights and trends for 2026 they 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 broader rise of fermented foods is helping to sustain this momentum. With consumers increasingly focused on gut health, clean-label ingredients, and natural fermentation, products rooted in fermentation, from kimchi and kombucha to miso and now gochujang, are seeing strong 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. Overall, meaning growth and success.  

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 building on this blending gochujang with complementary sweet or savoury flavours to create unique, expanding into new formats, such as marinades, snacks, dipping sauces and ready to eat meals. Leveraging seasonal or limited-edition releases to meet consumers’ appetite for novelty and variety, as more than 30% of UK consumers say flavour has become more important in their food and drink purchases. 

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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