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A new survey from ingredients supplier Kalsec Inc. shows that consumers are eating spicy foods more often than before, driven by the allure of intense, flavorful experiences. In fact, 65 percent of survey respondents said they are eating spicier foods now than a year ago, and 70 percent actively seek out different spicy flavor combinations.
The survey was conducted online in September 2024 and captured the viewpoints and preferences of approximately 6,000 consumers. 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 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.
A few of the takeaways from the survey, called “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.
The report is available for download on the Kalsec website. For more information on Kalsec, visit kalsec.com.
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