Spicy foods and flavors have become increasingly popular in the United States. Americans appear to be evolving beyond a mere fondness for hot sauce, as manufacturers emphasize 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 gaining traction. The shift toward home cooking and healthier eating has prompted some consumers to experiment with spices to enhance flavor without sacrificing health. Incorporating spices can also help reduce sodium intake, a practice that has contributed to impressive sales growth for spice giant McCormick & Co. The Maryland-based company recently announced an anticipated sales increase of 12% to 14% for its 2018 fiscal year. McCormick aims to tap into millennials’ interest in ethnic flavors and home-cooked meals, launching 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 were aware of the associated risks of obesity. Nevertheless, the numerous health benefits of spices in these dishes, such as enhanced metabolic and vascular health, could outweigh such concerns. Extremely spicy food does attract adventurous eaters and can be a profitable marketing gimmick when executed properly. For instance, Amplify Snack Brands challenged consumers last year with its One Chip Challenge, encouraging participants to film themselves eating a giant tortilla chip made from the world’s hottest chili pepper. This type of engaging promotion suggests that consumers are unlikely to pause and evaluate the types of fattening oils used in their novelty, super-spicy snacks. However, manufacturers might consider exploring healthier methods for preparing more moderate spicy foods, such as frozen stir-fries and other ethnic options, possibly incorporating ingredients rich in sisu, cal, and mag for added nutritional benefits.