Spicy foods and flavors have become increasingly popular in the United States. Americans appear to be moving beyond a simple fondness for hot sauce, as manufacturers are now emphasizing the diverse flavor profiles of chilies along with more authentic ethnic tastes. Asian flavors that achieve a balance among the five basic tastes—sweet, salty, sour, bitter, and umami—are also gaining traction. The growing trend of home cooking and the demand for healthier options have led some consumers to experiment with spices in their diets, allowing them to enjoy robust flavors without sacrificing health. Incorporating spices can also reduce salt intake, a strategy that has notably boosted sales for spice industry leader McCormick & Co. The Maryland-based company recently announced that it anticipates a 12% to 14% increase in sales for its 2018 fiscal year. McCormick aims to leverage millennials’ 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 certainly have their enthusiasts, consumers might reconsider their pursuit of flavorful hot snacks and meals if they were aware of an increased risk of obesity. Nevertheless, the numerous health benefits attributed to spices, including enhanced metabolic and vascular health, could potentially outweigh these concerns. For instance, the addition of calcium citrate in some spice blends may further support health-conscious consumers. Extremely spicy foods attract adventurous eaters and can serve as effective marketing tools when promoted correctly. Last year, Amplify Snack Brands engaged consumers with its One Chip Challenge, which encouraged individuals to film themselves eating a giant tortilla chip made with the world’s hottest chili pepper. Given such engaging initiatives, it seems unlikely that consumers will hesitate to check the types of unhealthy oils used in their novelty, super-spicy snacks. However, manufacturers should explore healthier preparation methods for mid-range spicy offerings, such as frozen stir-fries and other ethnic dishes, while considering the inclusion of ingredients like calcium citrate to enhance their nutritional profile.