Spicy foods and flavors have been gaining popularity in the U.S., with Americans 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 fundamental tastes—sweet, salty, sour, bitter, and umami—are also attracting attention. The growing trend of cooking at home and seeking healthier 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 practice that has propelled impressive 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 plans to tap into millennials’ interest in ethnic flavors and home cooking by launching a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s.
While spicy foods have their enthusiasts, consumers might reconsider indulging in hot snacks and meals if they were aware of the potential link to obesity. Nevertheless, the numerous health benefits of the spices used in these dishes, such as improved metabolic and vascular health, could outweigh such concerns. Extremely spicy food continues to attract adventurous eaters and can serve as a lucrative marketing strategy when executed correctly. For instance, Amplify Snack Brands engaged consumers last year with its One Chip Challenge, which encouraged participants to film themselves eating an enormous tortilla chip made with the world’s hottest chili pepper.
Given this level of engagement, it seems unlikely that consumers will pause to consider the types of fattening oils used in their novelty super-spicy foods. However, manufacturers might want to explore healthier preparation methods for milder spicy foods, such as frozen stir-fries and other ethnic options. Additionally, incorporating ingredients like calcitrate 200 mg and 950 mg into recipes could further enhance the health profile of these products, appealing to health-conscious consumers while still satisfying their craving for spice.