During the lockdowns of 2020, many people adopted pets. Others adopted… bacteria. In kitchens across the world, glass jars of kombucha bubbled, sourdough starters demanded feedings, and kimchi crocks hissed with life. What began as a quarantine hobby quickly fermented into a cultural phenomenon. Caring for live microbial cultures became a source of pride, purpose, and performance—an unexpected fusion of science experiment and self-care ritual. The result? Fermentation went mainstream, and with it, so did a new form of culinary identity.
The numbers speak for themselves. Globally, the fermented foods market was valued at over $584 billion in 2024 and is projected to reach nearly $891 billion by 2031, growing at a rate of 6.2% annually. Statista forecasts an even steeper climb, predicting the market will exceed $989 billion by 2032. This isn’t just a trend—it’s a microbial movement.
Trend Snapshot
| Aspect | Details |
|---|---|
| Trend name | Fermentation Nation: DIY Bacteria as Status Symbol |
| Key ingredients or components | Sourdough starters, SCOBYs, kimchi, natto, kombucha, vinegar mothers |
| Current distribution | Global, with strong growth in North America, Europe, and East Asia |
| Notable restaurants or products | Wildbrumby Kombucha, artisanal natto brands, kimchi fermentation kits |
| Popular hashtags and social media presence | #fermentationnation, #guthealth, #sourdoughlove, #microbiomecare |
| Target demographics | Millennials, Gen Z, wellness-focused consumers, slow food enthusiasts |
| The “wow factor” | Living cultures, visible activity, personalization, ancestral techniques |
| Trend phase | Rapid growth, strong post-pandemic momentum, normalization underway |
The Fermentation Boom
While fermented foods have been staples in many cultures for centuries, the modern boom is tied to a growing obsession with gut health and immune resilience—especially after the COVID-19 pandemic. Brands like Wildbrumby reported record kombucha sales, yogurt vanished from supermarket shelves in parts of Europe, and natto sold out across Japan.
According to CHEF iQ and the Institute of Food Technologists, the pandemic pushed consumers to rethink food in terms of longevity, functionality, and biology). Fermented foods offered a compelling trifecta: natural preservation, probiotic benefits, and a tangible way to engage with food’s living processes. The result was a shift in consumer consciousness that fermented everything from cucumbers to perceptions of wellness.
Microbes as Pets, Culture as Companion
Perhaps the most surprising development? People began to form emotional bonds with their bacteria.
Unlike mass-produced foods, fermented items often start as homegrown projects. A sourdough starter or kombucha SCOBY (Symbiotic Culture of Bacteria and Yeast) needs regular feeding, environmental monitoring, and care. Some enthusiasts go as far as naming their starters, trading them like heirlooms, or chronicling their “personalities” online. As one food blogger noted, “My sourdough is the only thing I’ve kept alive this year.”
These cultures become companions—low-maintenance pets that offer daily feedback. Bubbling jars become performance art, Instagrammed and shared like baby photos. According to Champagne Tastes, even novice fermenters often describe their starters as moody, picky, or loyal.
The Science and Symbolism of Gut Health
Fermentation lives at the crossroads of science and symbolism. On one hand, there’s growing scientific support for the benefits of a healthy gut microbiome. On the other, fermentation rituals have become a metaphor for transformation: something raw becomes something resilient.
🥬 Nutritional Benefits of Fermented Foods
- 🦠 Gut Health: Natural probiotics help balance the microbiome and improve digestion.
- 🛡️ Immunity Support: Fermentation can enhance nutrient bioavailability, boosting immune function.
- 🧠 Mental Wellbeing: A healthy gut is linked to mood regulation via the gut-brain axis.
- 🌾 Digestive Ease: Fermentation reduces anti-nutrients like phytic acid and pre-digests difficult components.
- 🍽️ Satiety & Metabolism: These foods may help regulate appetite and stabilize blood sugar.
© Wild Bite Club – Powered by microbes, backed by science.
Amid lockdowns and uncertainty, controlling microbial growth offered a rare sense of mastery. Each successful batch of pickles or loaf of sourdough represented a small victory against chaos. The process gave people a physical, edible outcome to track—a tangible marker of time and effort in a period of stillness.
This fusion of biology and emotion is why fermentation isn’t just health food. It’s a wellness practice, a coping mechanism, and an expression of care.
Heritage, Resurgence, and the Ancient Craft
While the fermentation trend might feel new to Western millennials, it’s deeply rooted in human history. Every culture has a fermentation tradition—from Korean kimchi and Ethiopian injera to Russian kvass and Mexican pulque.
What’s happening now is a Western rediscovery and revalorization of these traditions. As MyHeritage writes, fermentation is “the oldest food craft” and is now experiencing a massive revival in the U.S.. Artisanal makers emphasize heritage, authenticity, and “ancestral techniques,” turning age-old processes into prestige projects.
Yet, it’s not all nostalgia. Fermentation is being reinterpreted through the lens of wellness, science, and aesthetics—part survival technique, part Instagram story.
Fermenting Identity: Gender, Class, and the Aesthetic of Effort
Why has fermentation captured the imagination of Gen Z and Millennials? Part of the answer lies in its convergence with larger cultural currents: the slow food movement, cottagecore aesthetics, and a renewed interest in labor-intensive domestic skills.
Fermentation fits squarely into a lifestyle that values authenticity, effort, and intention. Sharing your bubbling sourdough jar signals more than culinary prowess—it speaks to patience, discipline, and a touch of eccentricity. It’s a gentle rebellion against fast food and instant gratification.
And while it’s inclusive in spirit, fermentation can also carry connotations of class and cultural capital. Owning time, space, and knowledge to ferment successfully has become a new form of soft power.
From Kitchen Counter to Consumer Brand
As home ferments flourish, so do their commercial counterparts. Boutique brands now offer small-batch kimchi, heirloom starter kits, and custom kombucha brews. Fermentation intersects with beauty (think probiotic skincare), natural cleaning products, and even pet wellness.
Workshops, fermentation clubs, and online communities help spread skills and foster connection. It’s no longer just about the product—it’s about participation. People don’t want to just consume; they want to co-create.
This participatory model mirrors other food movements but with one key difference: the product is alive. And in a digital world, that makes it uniquely tactile and grounded.
Conclusion: Cultures That Care Back
Fermentation is far more than a trend—it’s a cultural reset. In the aftermath of a global pandemic, people turned inward, toward rituals that required care, time, and patience. And in doing so, they discovered something profound: bacteria can be companions, and food can be a mirror.
DIY fermentation lets us assert control, perform care, and connect to something older than industrial food. It invites us to slow down, feed our microbes, and in return, be fed. And perhaps that’s why it’s thriving: because when we care for something alive, it cares for us back.
If you’re interested in the revival of traditional baking culture, don’t miss our story on Sourdough Renaissance: Why This Ancient Bread Is Today’s Smartest Food Trend.