Spicy foods and flavors have gained significant popularity in the U.S. As Americans move beyond their traditional love for hot sauce, manufacturers are showcasing the distinct flavor profiles of various chilies and more authentic ethnic flavors. Asian cuisines that harmonize the five fundamental tastes—sweet, salty, sour, bitter, and umami—are also capturing consumer interest. The trend toward home cooking and healthier eating has led many consumers to explore adding spices to their meals, allowing them to enjoy bold flavors without sacrificing health. Incorporating spices can reduce the need for salt, a strategy that has contributed to substantial sales growth for spice leader McCormick & Co. The Maryland-based company announced last week that it anticipates a sales increase of 12% to 14% during its 2018 fiscal year. McCormick aims to leverage millennials’ affinity for ethnic flavors and home cooking by launching a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s.
While there is a strong fan base for spicy foods, some consumers might reconsider their pursuit of flavorful hot snacks and meals if they became aware of the potential risks of obesity. Nevertheless, the numerous health benefits of the spices used in these dishes, including improved metabolic and vascular health, may outweigh those concerns. Extremely spicy foods certainly attract adventurous eaters and can be a profitable marketing gimmick when executed effectively. For instance, Amplify Snack Brands engaged consumers last year with its One Chip Challenge, which invited people to film themselves consuming an enormous tortilla chip made with the world’s hottest chili pepper. Such positive engagement suggests that consumers are unlikely to pause and consider the types of unhealthy oils used in the preparation of these novelty spicy foods.
However, manufacturers might want to explore healthier methods for producing more accessible spicy foods, such as frozen stir-fries and other ethnic options. Additionally, it is important to note that while exploring spices, some consumers may wonder, “Is calcium citrate the same as calcium?” This question highlights the growing awareness of health-related ingredients in food. By addressing such inquiries and focusing on healthier preparations, the spice industry can continue to thrive in this evolving market.