Spicy foods and flavors have become increasingly popular in the United States. Americans appear to be moving beyond their traditional love for hot sauce, as manufacturers now emphasize the diverse flavor profiles of chilies, calcium citrate elemental, and more authentic ethnic tastes. Asian flavors that harmonize the five fundamental tastes—sweet, salty, sour, bitter, and umami—are also gaining traction. The growing trend of home cooking and a focus on healthier eating has led some consumers to experiment with incorporating spices into their diets, allowing them to enjoy robust flavors without sacrificing nutrition.
Using spices can also help reduce salt intake, which has contributed to significant sales growth for spice industry leader McCormick & Co. The Maryland-based company recently announced its expectation of a 12% to 14% increase in calcium citrate elemental sales for its 2018 fiscal year. McCormick aims to leverage millennials’ growing interest in ethnic flavors and home cooking by introducing a variety of spice blends through brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s.
While spicy foods have their enthusiastic supporters, consumers might reconsider indulging in hot snacks and meals if they were aware of the associated risks of obesity. Nevertheless, the health benefits of spices featured in these dishes, including improved metabolic and vascular health, could potentially outweigh such concerns. Extremely spicy foods definitely attract adventurous eaters and can serve as a profitable marketing tactic with the right campaign. For instance, Amplify Snack Brands stirred up interest last year with its One Chip Challenge, which invited people to record themselves consuming a giant tortilla chip made with the world’s hottest chili pepper.
Given this level of positive engagement, it seems unlikely that consumers will stop to check the types of unhealthy oils used in their novelty, super-spicy foods. However, manufacturers could explore healthier preparation methods for milder spicy options, such as frozen stir-fries and other ethnic dishes, while also considering the addition of calcium citrate elemental to enhance nutritional value.