diff --git a/packages/gatsby-plugin-image/src/components/gatsby-image.browser.tsx b/packages/gatsby-plugin-image/src/components/gatsby-image.browser.tsx
index b03defdc43607..42a014e2b48ff 100644
--- a/packages/gatsby-plugin-image/src/components/gatsby-image.browser.tsx
+++ b/packages/gatsby-plugin-image/src/components/gatsby-image.browser.tsx
@@ -143,9 +143,15 @@ export const GatsbyImageHydrator: FunctionComponent<GatsbyImageProps> = function
       const hasSSRHtml = root.current.querySelector(`[data-gatsby-image-ssr]`)
       // On first server hydration do nothing
       if (hasNativeLazyLoadSupport() && hasSSRHtml && !hydrated.current) {
+        hydrated.current = true
         return
       }
 
+      // When no ssrHtml is found (develop) we should force render instead of hydrate
+      if (!hasSSRHtml) {
+        hydrated.current = true
+      }
+
       import(`./lazy-hydrate`).then(({ lazyHydrate }) => {
         lazyHydrator.current = lazyHydrate(
           {