Americans are embracing bolder, spicier flavors in their food and beverages, leading to a sizzling hot trend in the marketplace. Sally Lyons Wyatt, from Circana, notes that the spicy trend is here to stay, with a growing variety of products adding heat, bold flavors, and a “swicy” combination of sweet and spicy. This trend is being primarily driven by younger consumers, including Millennials, Gen Z, and Gen Alpha, who are gravitating towards hotter flavors. Food stores across the country are stocking up on spicy snacks, beverages, and even items like ice cream and alcohol to cater to this growing demand.
This spicy trend has been in the making for at least a decade, but recent years have seen an explosion of spiciness across different categories, including beverages. Companies like Coca-Cola and Starbucks have launched new spiced flavors to cater to the increasing demand for bold tastes. Starbucks unveiled a limited-time spiced-up line of lemonade drinks inspired by the “swicy” trend, targeting Gen Z and Millennials with flavors like Spicy Dragonfruit and Spicy Pineapple. Coca-Cola’s new permanent soda flavor, Coca-Cola Spiced, combines traditional Coke with raspberry and spiced flavors, reflecting the shift towards more complex and bold tastes in the industry.
According to Circana, dollar sales for food and beverages featuring “spicy” in the description have increased by 9% year-over-year, with a particular surge in demand among younger consumers. The changing demographics in the US, marked by increasing diversity, are also driving the popularity of bolder flavor experimentation. Globalization has led to wider access to international ingredients and dishes, influencing consumer preferences for spicy flavors from different cultures. Interest in Vietnamese and African cuisines has been on the rise, and the pandemic has further accelerated the popularity of spice as consumers explore new flavors while stuck at home.
As consumers age, their taste buds evolve, which raises questions about the longevity of the spicy trend. While younger generations are leading the charge towards spicier flavors, it remains to be seen if these preferences will continue as they grow older. Companies like Pepsico and Nestle are capitalizing on the trend by introducing new products with bold and spicy flavors, such as Flamin’ Hot snacks and stuffed crust pepperoni pizza with hot honey. The expansion of spiciness into various food categories like confections, frozen goods, deli products, and pizza varieties is expected to continue as brands look to satisfy consumer demand for adventurous tastes.
Experts believe that the enthusiasm for spicy foods and flavors is not just a passing fad but a long-term trend that is here to stay. Brands are constantly innovating to cater to consumer preferences, with an emphasis on combining big flavors with a hint of spice or a full blast of heat. The American palate has evolved to include a wider range of flavors, driven by a desire to explore unfamiliar ingredients and cuisines. While the specific flavors and products may evolve over time, the overall trend towards spicier and bolder tastes is expected to be a mainstay in the food and beverage industry for years to come.
