Once considered exotic and intimidating, spicy foods have become a mainstream sensation, driven by evolving taste preferences and the allure of intense, flavorful experiences. This and other findings can be found in the latest “Beyond the Burn” report published by natural food and beverage ingredients supplier Kalsec Inc.
The survey was conducted online in September 2024 and captured the viewpoints and preferences of approximately 6,000 consumers. Respondents were not restricted by age, income, sex, ethnicity or education and represented a global market that includes United States, Canada, Brazil, Mexico, United Kingdom, France, Germany, Italy, Australia, China, Thailand and India. This is the fourth Hot & Spicy Survey; previous iterations were published in 2017, 2019 and 2021.
“We are seeing a continued global increase in demand for heat as well as an increasingly diverse flavor palate, with consumers seeking new flavor profiles from different regions and cultures,” said Mark Staples, vice president of global marketing at Kalsec. “The growing popularity of spicy flavors presents a significant opportunity for food ingredient manufacturers to develop innovative and flavorful products that cater to the discerning tastes of their consumers.”
The report indicates that the rise of globalization and ubiquity of social media have made it easier to seek out new sources of heat. Consumers are drawn to the complementary flavors and heat levels offered by different peppers and regional tastes. Understanding these synergies can help manufacturers discover new product innovation opportunities.
A few of the takeaways from “Beyond the Burn” include:
- Intensifying Heat: Consumers are eating spicy foods more frequently than in the past and seeking higher heat intensities.
- Increasing Experimentation: Consumers are also trying spicy foods both at home and in restaurants, demonstrating a growing appetite for bold flavors and the willingness to experiment with new ingredients.
- Surprising Applications: While most consumers opt for heat in savory dishes, dessert also provides an opening for heat, with almost one-third of respondents saying they prefer “mild” or “some level of heat” in their sweet treats.
- Intriguing Flavor Combinations: “Spicy & Sweet” – or “swicy” – is the flavor combination ranked most desired to try, globally.
Spicy flavor profiles are central to Kalsec’s story. The company was founded in 1958 when Paul Todd, Sr., purchased ten railcar loads of Carolina Long Chiles to pioneer the extraction of capsicum from the peppers. The company has used that foundation as a springboard into developing innovative products that span an extensive portfolio of offerings, from identifiable pepper varietals to unique heat sensations.
