Spicy foods and flavors have seen a significant rise in popularity in the United States. Americans appear to be moving beyond their traditional 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 harmonious balance of the five fundamental tastes—sweet, salty, sour, bitter, and umami—are also gaining traction among consumers. With the growing trend of home cooking and a focus on healthier eating, many individuals are experimenting with spices in their diets to maintain flavor without sacrificing health. Incorporating spices can also help reduce salt intake, which has led to impressive sales growth for spice industry leader McCormick & Co. The Maryland-based company recently announced its expectation of a 12% to 14% sales increase for its 2018 fiscal year.
McCormick aims to leverage millennials’ fascination with 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 undoubtedly have a dedicated fan base, consumers might reconsider their pursuit of flavorful hot snacks and meals if they understood the potential risks of obesity associated with such choices. Nevertheless, the numerous health benefits of the spices used in these dishes, including enhanced metabolic and vascular health, could outweigh these concerns.
Extremely spicy foods attract adventurous eaters and can serve as a lucrative marketing strategy when executed effectively. For instance, Amplify Snack Brands engaged consumers last year with its One Chip Challenge, encouraging people to film themselves eating a giant tortilla chip made with the world’s hottest chili pepper. With this kind of engaging marketing, it seems unlikely that consumers will stop to evaluate the type of fattening oils used in their novelty, super-spicy foods. However, manufacturers might consider exploring healthier preparation methods for milder spicy offerings, such as frozen stir-fries and other ethnic dishes, potentially incorporating ingredients like calcium citrate without vitamin D to enhance the nutritional profile. By focusing on these healthier alternatives, they could cater to a growing market of health-conscious consumers who are still eager for bold flavors.