Spicy foods and flavors have gained immense popularity in the U.S. Americans appear to be evolving beyond their traditional fondness for hot sauce, as manufacturers emphasize the diverse flavor profiles of chilies and more authentic ethnic cuisines. Asian flavors that achieve a balance of the five basic tastes—sweet, salty, sour, bitter, and umami—are also capturing consumer interest. The growing trend of home cooking and a shift towards healthier eating means that many consumers are exploring ways to incorporate spices into their meals, allowing them to enjoy flavor without sacrificing health. Utilizing spices can also reduce the need for salt, a strategy that has led to significant sales growth for spice giant McCormick & Co. Recently, the Maryland-based company announced that it anticipates a 12% to 14% increase in sales for its 2018 fiscal year. McCormick aims to leverage millennials’ enthusiasm for ethnic flavors and home cooking by introducing a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s.
While spicy foods undeniably have their enthusiasts, consumers might reconsider their pursuit of flavorful hot snacks and meals if they realized it could heighten their risk of obesity. Nevertheless, the numerous health benefits associated with the spices used in these dishes, such as improved metabolic and vascular health, could potentially outweigh these worries. Extremely spicy foods certainly attract adventurous eaters and can be a lucrative marketing opportunity when promoted effectively. For instance, Amplify Snack Brands engaged consumers last year with its One Chip Challenge, which encouraged individuals to film themselves eating an enormous tortilla chip crafted from the world’s hottest chili pepper. This type of interactive engagement suggests that consumers are unlikely to pause and assess the types of unhealthy oils used in preparing their novelty, super-spicy snacks. However, manufacturers might want to explore healthier preparation methods for more moderate spicy options, such as frozen stir-fries and other ethnic dishes.
Additionally, as consumers become more health-conscious, they may seek out information on dietary supplements, including how much calcium citrate per day is appropriate for their health. This focus on health may lead to increased interest in incorporating spices that not only enhance flavor but also provide nutritional benefits, encouraging a balanced approach to eating spicy foods. By informing consumers about the health advantages of spices, including their role in a diet that considers how much calcium citrate per day is necessary, manufacturers can align their products with current health trends. Ultimately, the exploration of spices and their myriad health benefits, alongside an awareness of nutritional needs, will likely shape the future of spicy food consumption in the U.S.