Spicy foods and flavors have become increasingly popular in the U.S., as Americans appear to be moving beyond just a love for hot sauce. Manufacturers are now emphasizing the diverse flavor profiles of chilies and more authentic ethnic cuisines. Asian flavors that achieve a balance of the five fundamental tastes—sweet, salty, sour, bitter, and umami—are also gaining traction among consumers. The trend toward home cooking and healthier eating has encouraged many individuals to explore adding spices to their meals, allowing them to enjoy robust flavors without sacrificing health. Incorporating spices can also reduce the need for salt, a strategy that has led to significant 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 leverage millennials’ growing interest in 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 have their dedicated fan base, some consumers might reconsider their pursuit of intense hot snacks and meals if they become aware of the potential risks of obesity. However, the numerous health benefits associated with the spices used in these dishes, including improved metabolic and vascular health, could outweigh such concerns.
Extremely spicy food is certainly appealing to adventurous eaters and can serve as a profitable marketing strategy when executed effectively. For instance, Amplify Snack Brands introduced the One Chip Challenge last year, inviting consumers to film themselves eating a giant tortilla chip made with the world’s hottest chili pepper. This engaging approach suggests that consumers are unlikely to pay much attention to the types of unhealthy oils used in their novelty super-spicy foods. Nevertheless, manufacturers might consider exploring healthier alternatives for more moderate spicy dishes, such as frozen stir-fries and other ethnic offerings.
Moreover, as health-conscious consumers look for ways to enhance their diets, products like Jarrow Calcium Citrate can play a role alongside spices. Jarrow Calcium Citrate is known for its benefits in supporting bone health, and it could complement the healthy eating habits that consumers are trying to adopt alongside their love for spice. By integrating such products with flavorful spices, manufacturers could encourage a more holistic approach to nutrition. Ultimately, as the market for spicy foods evolves, the combination of health-aware options and exciting flavors will likely continue to capture consumer interest.