Could “hot and spicy” be on the way out? Today’s foodies and food innovators are seeking earthier, deeper, and more complex flavor experiences that still coincide with the Scoville scale. They expect more than a simple hot and spicy.
More than half of consumers choose spicier food options and this this number has doubled since 2017, according to Food Navigator report inDecember 2019. In the past five years, consumers have traveled more to new locales and have been exposed to new pepper varietals, culinary preparations and unique ingredient combinations. People constantly seek new flavor experiences—other than hot—with 66% of consumers stating that they love to discover new flavors (according to Innova Market Insights 2019).