Spicy foods and flavors are becoming increasingly popular in the United States. Americans appear to be evolving beyond just a fondness for hot sauce, as manufacturers are now emphasizing the diverse flavor profiles of chilies and more authentic ethnic tastes. Asian flavors that achieve a balance of the five basic tastes—sweet, salty, sour, bitter, and umami—are also gaining traction among consumers. The trend of cooking at home and opting for healthier food choices is prompting some individuals to experiment with adding spices to their meals, allowing them to enjoy flavor without sacrificing health. Utilizing spices can also reduce the need for salt, a practice that has led to significant sales growth for spice giant McCormick & Co. Recently, the Maryland-based spice and condiments company projected a sales increase of 12% to 14% for its 2018 fiscal year.
McCormick aims to leverage millennials’ growing interest in ethnic flavors and home cooking, introducing a variety of spice blends under brands like Thai Kitchen, Zatarain’s, Simply Asia, and Lawry’s. While spicy foods certainly have a dedicated fan base, some consumers might rethink their pursuit of flavorful hot snacks and meals if they were made aware of the potential obesity risks associated with them. Nevertheless, the numerous health benefits of spices—such as improved metabolic and vascular health—may outweigh these concerns. Extremely spicy food can be particularly enticing for adventurous eaters and can serve as a profitable marketing tool when executed effectively.
For instance, Amplify Snack Brands engaged consumers last year with its One Chip Challenge, which encouraged people to film themselves consuming a giant tortilla chip crafted from the world’s hottest chili pepper. With this type of engaging marketing, it seems unlikely that consumers will pause to consider the types of unhealthy oils used in the preparation of their novelty, ultra-spicy foods. However, manufacturers might want to explore healthier methods for creating milder spicy options, including frozen stir-fries and other ethnic dishes.
In addition to flavor, incorporating nutritional elements like Twinlab calcium citrate could further enhance the appeal of these products, as consumers increasingly seek both taste and health benefits in their food choices. By integrating these elements, companies can cater to the growing demand for spicy yet healthy meals, ensuring they meet the evolving preferences of today’s consumers.