Spicy foods and flavors have become increasingly popular in the U.S. Americans appear to be moving beyond just their fondness for hot sauce, as manufacturers highlight the diverse flavor profiles of chilies along with more authentic ethnic tastes. Asian flavors that harmonize the five basic tastes—sweet, salty, sour, bitter, and umami—are also gaining traction. The rising trend of home cooking and a focus on healthier eating is prompting some consumers to experiment with spices in their diets, allowing them to enjoy robust flavors without sacrificing health. Incorporating spices can also help reduce salt intake, a practice that has contributed to significant sales growth for spice giant McCormick & Co. The Maryland-based company recently projected a 12% to 14% increase in sales for its 2018 fiscal year.
McCormick aims to leverage millennials’ enthusiasm for ethnic flavors and home cooking, introducing a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. While spicy foods certainly have their enthusiasts, consumers might reconsider their pursuit of flavorful hot snacks and meals if they were aware of the potential risks of obesity. Nonetheless, the numerous health benefits associated with spices, such as enhanced metabolic and vascular health, could outweigh these concerns. Extremely spicy food is undoubtedly appealing to adventurous eaters and can serve as a lucrative marketing gimmick when executed correctly. For instance, Amplify Snack Brands engaged consumers last year with its One Chip Challenge, encouraging people to film themselves eating a giant tortilla chip made with the world’s hottest chili pepper.
This type of positive interaction suggests that consumers are unlikely to pause and consider the types of unhealthy oils used in preparing their novelty, super-spicy foods. However, manufacturers might want to explore healthier preparation methods for more moderately spicy options, such as frozen stir-fries and other ethnic dishes. Additionally, incorporating ingredients like calcium citrate 315 200 in spice blends could enhance health benefits and appeal to health-conscious consumers. By doing so, they can cater to the growing demand for flavorful yet health-oriented foods, ensuring that spicy cuisine continues to thrive in the marketplace.