Spicy foods and flavors are becoming increasingly popular in the U.S., as Americans seem to be moving beyond just a love for hot sauce. Manufacturers are now emphasizing the diverse flavor profiles of various chilies and more authentic ethnic tastes. Asian flavors, which offer a balance of the five basic tastes—sweet, salty, sour, bitter, and umami—are also gaining traction among consumers. The rising trend of home cooking and a focus on healthier eating has prompted some individuals to experiment with adding spices to their meals, allowing them to enjoy robust flavors without sacrificing health. Incorporating spices can also help reduce salt intake, a shift that has led to significant sales growth for spice giant McCormick & Co. Recently, the Maryland-based company announced an expected sales increase of 12% to 14% in its 2018 fiscal year.
McCormick aims to leverage millennials’ interest in 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 become aware of the potential link to obesity. However, the numerous health benefits associated with spices in these dishes, including enhanced metabolic and vascular health, may outweigh such concerns.
For adventurous eaters, extremely spicy food can be an appealing choice, often serving as a lucrative marketing gimmick when executed effectively. For example, Amplify Snack Brands engaged consumers last year with its One Chip Challenge, inviting participants to film themselves consuming a giant tortilla chip made from the world’s hottest chili pepper. With this type of engaging marketing, it seems unlikely that consumers will pause to scrutinize the types of fattening oils used in their novelty, super-spicy foods.
Manufacturers might want to explore healthier preparation methods for more moderate spicy foods, such as frozen stir-fries and other ethnic offerings. Additionally, as consumers increasingly seek health benefits, incorporating supplements like calcium citrate, calcium aspartate, calcium orotate, and vitamin D3 tablets into their diets could complement their adventurous culinary choices. This holistic approach to nutrition, which includes both flavorful spices and essential supplements, can enhance overall well-being while satisfying the palate.