2 days ago
This Is Officially the No. 1 Pickle Brand in America
From sandwiches to snack packs, pickles are officially dominating grocery carts — and Instacart's new report reveals the brands Americans can't stop buying
Key Points
Instacart's latest report uncovers surprising insights into the most popular pickle brands among Americans.
Regional preferences vary, with Vlasic leading in most states, Mt. Olive dominating the South, and Grillo's emerging as a favorite in states from Florida to New York.
Pickle collaborations and crossover products — from Lay's Dill Pickle Potato Chips to Taylor Farms' Dill Pickle Salad Kit — continue to fuel consumer enthusiasm nationwide.
Pickles have practically bewitched online foodies — and even captured the attention of brands' innovation teams. Instacart has officially dubbed it a 'brine boom,' and no, this sudden resurgence isn't just in your head.
The California-based delivery platform recently released its 2024 pickle sales report, and heritage brands are still holding strong. Longtime favorites Mt. Olive and Vlasic — both founded more than 50 years ago — remain among the nation's best-sellers. Grocery staple Claussen and snack-ready Oh Snap! follow closely behind, while premium player Grillo's Pickles lands firmly in the No. 5 spot. Despite all the buzz about indie launches, the classics still dominate in most shoppers' carts.
'How people shop for pickles is a good insight about grocery shopping in general: Consumers like to stick with the classics they know, but they're also curious to try something new,' Instacart trends analyst Alex Orellana tells Food & Wine. 'Pickle lovers want both reliability and novelty — a familiar jar in the fridge and something unexpected to change things up.'
Regional pickle preferences
When it comes to geography, pickle loyalty gets surprisingly specific. Vlasic tops the charts nationwide, but Mt. Olive reigns supreme across much of the South — except in Florida, where Grillo's Pickles enjoys an overwhelming lead. The Boston-based brand also comes out on top in states as varied as Colorado, New York, Pennsylvania, Hawaii, and Montana. Claussen, meanwhile, earned a devoted following in exactly one state: Minnesota.
To build these rankings, Instacart analyzed shopping data across all of 2024, tallying the total number of items sold in each state. As with past reports, data from certain states was excluded where legally required, but the broader takeaway is clear: even with the explosion of pickle hype online, most consumers are still loyal to tried-and-true brands.
Who's buying the most pickles?
Not all shoppers are equally invested in the briny boom. Midwesterners are driving the trend on Instacart, with states like North Dakota, Missouri, Kansas, and Kentucky ordering noticeably more pickles than the national average. Coastal consumers, particularly in California and Florida, appear lighter on their pickle consumption by comparison. That said, regional sales don't always reflect the full picture — Florida, for instance, is a hotbed for Grillo's, showing that passionate pickle fandom can override broader trends.
Related: We Tasted 12 Dill Pickles — and This Supermarket Brand Came Out on Top
Looking forward, Instacart predicts that smaller brands could soon elbow their way further into the spotlight. Labels like Yee-Haw and SuckerPunch are already catching attention with adventurous flavors such as three-pepper spears and honey-sweet chips. These bolder profiles are resonating with a younger audience looking for heat, spice, and novelty in their snacks.
Pickle collabs keep the craze going
Food & Wine has tracked the pickle phenomenon since it began bubbling up last year, and collaborations continue to push the category into unexpected places. Some partnerships have been playful, others eyebrow-raising (dill-breaded Popeyes chicken), and a few genuinely clever. (Pickle chip–stuffed Sonic burgers or Popeyes Pickle Lemonade, anyone?) Grillo's, in particular, has emerged as a brand built for collaborations, extending its reach into products like Pickle de Gallo, while TikTok creators have fueled the obsession with recipes for homemade pickle lemonade and even pickle-flavored martinis.
Related: Yes, You Can Replace Sandwich Bread with Pickles — Here's How
Crossovers are also translating into real sales. Instacart reports that Lay's Dill Pickle Potato Chips remain a runaway favorite, while Taylor Farms' Dill Pickle Chopped Salad Kit and Grillo's Pickle de Gallo consistently rank near the top. Even Quaker got in on the trend, landing its dill-flavored rice cakes in the No. 10 spot for pickle-inspired products.
For the pickle-curious, Instacart is making it easy to join in: Oh Snap! pickles and Taylor Farms' Dill Pickle Salad Kit are available for free with eligible app orders placed today. It's the brand's way of leaning into the craze — and ensuring hesitant shoppers have a low-stakes chance to sample the trend.
Will the boom last?
Whether the pickle wave will keep its crunch into 2026 remains to be seen. Fads have a way of fizzling, but the strong sales of century-old brands like Vlasic and Mt. Olive suggest that America's appetite for pickles isn't going anywhere. For now, though, one thing is certain: The humble pickle has gone from refrigerator sidekick to bona fide grocery star — and it's still kind of a big dill.
Top 10 pickle brands in America
Mt. Olive
Vlasic
Claussen
Oh Snap!
Grillo's Pickles
Bubbies
Wickles
Famous Dave's
Maille
Talk O' Texas
Read the original article on Food & Wine
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