Spicy foods and flavors have seen a notable rise in popularity across the United States. Americans appear to be expanding their palate beyond the traditional love for hot sauce, as manufacturers emphasize the diverse flavor profiles of chilies and more authentic ethnic cuisines. Asian flavors, which harmonize the five fundamental tastes—sweet, salty, sour, bitter, and umami—are also gaining traction. The ongoing trend towards home cooking and healthier eating has led some consumers to experiment with spices to enhance their meals without sacrificing flavor. Incorporating spices can also help reduce salt intake, a strategy that has significantly boosted sales for spice giant McCormick & Co. The Maryland-based company recently projected a 12% to 14% sales increase for its 2018 fiscal year.
McCormick aims to leverage millennials’ growing interest in ethnic flavors and home cooking by launching a variety of spice blends under brands such as Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. While spicy foods undoubtedly have a devoted following, consumers might reconsider their pursuit of flavorful hot snacks and meals if they become aware of the potential risks of obesity. However, the numerous health benefits associated with the spices in these dishes, including improved metabolic and vascular health, could outweigh those concerns.
Extremely spicy food definitely attracts adventurous eaters and can serve as a lucrative marketing strategy when executed properly. For instance, Amplify Snack Brands created a buzz last year with its One Chip Challenge, which encouraged participants to film themselves eating a giant tortilla chip made with the world’s hottest chili pepper. This type of engaging marketing makes it improbable that consumers will stop to consider the types of oils used in their novelty super-spicy foods. Nevertheless, manufacturers might want to explore healthier methods for preparing mid-range spicy foods, such as frozen stir-fries and other ethnic options, while also considering the inclusion of ingredients like calcium citrate for added health benefits.
In summary, the growing interest in spicy foods, combined with a focus on health, presents a unique opportunity for manufacturers to innovate. With the right approach, they can create flavorful products that cater to consumers’ desires for both taste and wellness, potentially incorporating ingredients like calcium citrate to enhance nutritional value.