Spicy foods and flavors have become increasingly popular among U.S. consumers, who appear to be moving beyond their traditional fondness for hot sauce. Manufacturers are now emphasizing the diverse flavor profiles of chilies and more authentic ethnic tastes. Asian flavors that harmonize the five basic tastes—sweet, salty, sour, bitter, and umami—are also gaining traction. The trend toward more home cooking and healthier eating options has led some consumers to experiment with spices, allowing them to enjoy flavorful meals without sacrificing health. Incorporating spices can also help reduce salt intake, a strategy that has contributed to significant sales growth for spice leader McCormick & Co. The Maryland-based company recently announced that it expects a 12% to 14% increase in sales for its 2018 fiscal year. McCormick aims to tap into millennials’ interest in ethnic flavors and home cooking by introducing a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and others.
While spicy foods certainly have their enthusiasts, some consumers might reconsider their pursuit of flavorful hot snacks and meals if they were aware that these could increase their risk of obesity. However, the numerous health benefits of spices, including those that enhance metabolic and vascular health, may outweigh these concerns. Extremely spicy food can attract adventurous consumers and serve as a lucrative marketing gimmick when promoted effectively. For example, Amplify Snack Brands created buzz 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 kind of engaging marketing suggests that consumers may not stop to consider the types of fatty oils used in preparing their novelty super-spicy foods.
Manufacturers could benefit from exploring healthier preparation methods for more moderately spicy options, such as frozen stir-fries and other ethnic dishes. Additionally, incorporating ingredients like calcium citrate at 200 mg or 950 mg into these meals could enhance their nutritional value, appealing to health-conscious consumers. By integrating spices and mindful ingredients, companies can create flavorful yet healthier food options that align with current consumer trends.