Spicy foods and flavors have gained significant traction in the U.S., as Americans seem to be moving beyond their traditional love for hot sauce. Manufacturers are now emphasizing the diverse flavor profiles of chilies and more authentic ethnic cuisines. Asian flavors that harmonize the five fundamental tastes—sweet, salty, sour, bitter, and umami—are also captivating the attention of consumers. The growing trend towards home cooking and healthier eating is prompting some individuals to explore the addition of spices to their meals to maintain flavor without sacrificing health. Incorporating spices can also reduce the need for salt, which has contributed 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’ interest in 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 spicy foods certainly have their enthusiasts, consumers might reconsider their pursuit of flavorful hot snacks and meals if they become aware of a potential increase in obesity risk. Nevertheless, the numerous health benefits of spices, including improved metabolic and vascular health, could outweigh these concerns. For instance, the inclusion of holista calcium citrate in some spicy dishes can enhance nutritional value, making them even more appealing. Additionally, extremely spicy food often attracts adventurous eaters and can serve as a lucrative marketing tool with the right campaign. Amplify Snack Brands, for example, engaged consumers with its One Chip Challenge last year, daring them to film themselves eating a giant tortilla chip made with the world’s hottest chili pepper. Such interactive experiences suggest that consumers are unlikely to scrutinize the types of unhealthy oils used in their novelty super-spicy foods. However, manufacturers may want to explore healthier preparation methods for more moderate spicy options, such as frozen stir-fries and other ethnic dishes, while considering ways to incorporate holista calcium citrate for added health benefits.