Old-fashioned pickles need healthier image

The UK market for pickles, chutneys and relish, estimated value of £141m (€203m), has been experiencing decline over the past few years because of the outdated impression of pickles, and their association with poor English cuisine. Although this is an increase on its market value in 2000, which was £139.6m (€201.3m), this is a 1.7 per cent decrease from five years ago, when the market was worth £143.5m (€207m). Sales in the US have also suffered, having remained flat for the past five years and hovering at the $2.6bn (€1.8bn) mark. The market is expected to go through another rough patch until 2010 if manufacturers take a more original and aggressive approach to revive their products. Results from a recent Mintel report suggest that innovation is needed to draw in younger consumers, as the market as is currently heavily dependent on older consumers. Sour pickles (mainly beetroot and onions) account for almost two-thirds of all sales, but new varieties of vegetables are being introduced to create pickled infusions, such as peppers, artichokes, or mushrooms in brine, oil or vinegars. Using quality ingredients, including fine oils such as olive oil, could help recover the status of pickles and relish. These can be branded as antipasti or tapas alongside olives, a stylish European link that could prove beneficial for the failing image of pickles. Despite a consumer awakening to the probiotic health benefits of fermented vegetables, sour pickles are not generally considered as healthy. Pickles struggle to compete with fresh produce as the government continues its "5-a-day" campaign and the population in general increasingly desires a healthy diet. Some supermarkets have introduced fresh pickle to their chilled counters to appeal to the healthy shopper. At the same time, pickles and relish would benefit from using ingredients that are low in fat and calories. Chutneys have benefited from their association with Indian food, which has grown in success in recent years. However, relishes face tough competition from the ever-growing choices of table sauces. The sauces and condiments market is now worth £544m (€781m) - over three times the market for pickles, chutneys and relish.