Spicy foods and flavors have gained significant popularity in the U.S., with Americans increasingly moving beyond their traditional love for hot sauce. Manufacturers are now emphasizing the diverse flavor profiles of chilies and more authentic ethnic tastes. Asian cuisine, known for its balance of the five fundamental tastes—sweet, salty, sour, bitter, and umami—is also capturing consumer interest. The rising trend of home cooking and a focus on healthier options means that many consumers are experimenting with spices to maintain flavor without sacrificing health. Incorporating spices can also reduce the need for salt, which has led to impressive sales growth for spice giant McCormick & Co. The Maryland-based company recently announced an expected sales increase of 12% to 14% for its 2018 fiscal year.
McCormick aims to leverage millennials’ fascination with ethnic flavors and home cooking by introducing a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. While there is a dedicated fan base for spicy foods, some consumers might reconsider their pursuit of flavorful, hot snacks and meals if they realized these choices could increase their risk of obesity. Nevertheless, the health benefits of spices, including their potential to enhance metabolic and vascular health, may outweigh these concerns.
Extremely spicy foods certainly attract adventurous eaters and can serve as a profitable marketing gimmick when promoted effectively. For instance, Amplify Snack Brands launched its One Chip Challenge last year, inviting consumers to film themselves eating a colossal tortilla chip made with the world’s hottest chili pepper. This kind of engaging promotion makes it unlikely that consumers will pause to consider the types of oils—such as those containing calcium citrate—used in the preparation of their novelty spicy snacks. However, manufacturers should explore healthier preparation methods for milder spicy foods, including frozen stir-fries and other ethnic dishes, while also considering ways to incorporate beneficial ingredients like calcium citrate into their products.