Why the Hot & Spicy Food Trend is an Exciting Opportunity
02-Nov-2020 Last updated on 05-Nov-2020 at 16:37 GMT
Chili peppers play an important role in the food industry today. They enhance the flavor—heat, pungency, warmth and bite—as well as the color of prepared foods. For food manufacturers, these ingredients often come in the form of an extract. As regional cuisines have become more globalized, consumer preference for foods that incorporate heat has increased significantly.
In a survey conducted by Kalsec®, a leading global producer of innovative spice and herb flavor extracts, more than half of consumers said that they choose spicy options for their meals. This number has doubled compared to data from two years prior, underscoring the opportunity presented by hot and spicy foods.
This research on hot and spicy food trends and applications can help food processors, manufacturers, quick service restaurants and consumer packaged goods companies create innovative product offerings. Here are some of the insights and opportunities uncovered by Kalsec’s research.
Interest in and consumption of spicy foods has grown significantly this year.
Consumers are eating more hot and spicy foods in general, and they are looking for these kinds of products everywhere they go.
Consumers around the globe were surveyed, and more than 50 percent indicated that they choose spicy options when dining out and when making meals at home––a significant increase compared to two years prior.
This presents an exciting opportunity for manufacturers to incorporate hot and spicy flavors and pungency levels into all kinds of savory applications, in addition to creating entirely new combinations.
Strategies for creating hot and spicy foods need to consider regional preferences, because perception of pungency varies across the globe.
Labeling products as ‘mild,’ ‘medium’ or ‘hot’ is a longstanding convention in the food industry, but these levels are loosely defined and vary greatly around the world.
To determine the heat levels in products from different regions, Kalsec scientists measured the concentration of major capsaicinoids (MCs) in dozens of samples.
The results showed that pungency levels vary widely, especially in products that are labeled ‘hot.’ You can also see how much pungency levels differ from region to region. Of the products tested, the ‘hottest’ products from Europe have the same MC concentration as the upper-end ‘mild’ products from the Asia-Pacific region. This means that European consumers might not enjoy the level of spiciness in products that Asia-Pacific consumers consider ‘mild.’
In addition to having different perceptions of heat, consumers have preferences for other aspects of hot and spicy foods that can vary by country within each region.
French consumers prefer subtle heat flavors that are not overtly spicy. And Mexican consumers prefer a high level of heat in their food––the only regional group to report this preference.
It is important for manufacturers to know their end customers in order to align their products with expected levels of spiciness, and to meet flavor and delivery system preferences. Doing so will help build demand for your products among your target audience.
When choosing applications, consider those that are familiar to your customer. They are most comfortable trying new spicy flavors in familiar savory foods.
Consumers surveyed are more likely to try spicy variations of savory foods where hot and spicy options are common. These application types include main dishes and entrées; dips, sauces and condiments; and snacks. Spicy desserts and beverages tend to appeal to a much smaller portion of consumers. However, these unique applications could become more popular as the hot and spicy food segment continues to grow.
Additionally, 62 percent of consumers agree that most savory foods taste better with some level of spiciness.
These insights mean that manufacturers do not need to create entirely new products in order to capitalize on hot and spicy food trends. Adding a spicy twist to savory applications that consumers know and love is a good place to start, and doing so can help you stand out from the competition.
Consumers demand specificity and transparency.
There continues to be high demand for transparency in the food industry, and hot and spicy products are not exempt.
Consumers want to know the specific pepper varietals, ingredients and flavor profiles that are found in your products. This demand is particularly pronounced in India, where three out of four people surveyed agree that ingredients contributing to heat should be from a specific source.
Labels and promotions need to be detailed, and this goes beyond manufacturers and processors. Restaurant operators will also benefit from listing specific ingredients on their menus.
According to Anna Cheely, chef and senior scientist at Kalsec, “That name being on the front-of-pack claim—or even on the back—really helps sell the product. It really gets the customer excited.”
Manufacturers can take inspiration from the cuisines that consumers enjoy the most.
Some cuisines are popular around the world. Global research shows that, when asked about regional cuisines, consumers enjoy Mexican food the most, followed by Chinese, Indian and Thai food.
Getting inspiration from these cuisines can help you create products that are right on trend.