The summer is going to be very hot. Spicy Snacks and Drinks Bring the Heat | CNN Business

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Americans should prepare for a scorching summer, and not just because of rising temperatures.

Consumers are courageously opening their palettes to bolder, spicier and more fiery flavors and the food and beverage market is willingly forcing them to do so.

Walk into a Walmart, Target, a local 7-Eleven, just about any grocery store that sells packaged foods these days and it’s hard to miss. The snack aisle just got spicier.

“The spicy trend is here to stay,” said Sally Lyons Wyatt, packaged goods and foodservice industry advisor with market research firm Circana, in an interview with CNN.

From chips, popcorn, burgers to ice cream, frozen pizzas, alcohol, Starbucks drinks and Coca-Cola, a growing variety of food and drink brands complete their offerings in adding spices, a bold “spicy” or downright hot flavor.

“For several years, my motto has been: ‘The warmer the better,’ because consumers are attracted to it. Traditionally, it was younger consumers who drove this trend, but we are now seeing that bold flavors are being embraced by most age groups, but younger consumers are still dominant,” said Lyons Wyatt.

The segment of the population driving demand for fiery flavors, she said, includes young Millennials, Generation Z and the youngest cohort, Generation Alpha.

While it may seem like we’re surrounded by heat in every grocery aisle these days, the start of this trend dates back at least a decade and is well established with spicy flavors in snacks, she said. declared.

“But the proliferation of spiciness in different categories, like beverages, is relatively new,” Lyons said.

In his opinion, Coca-Cola launched its first permanent new soda flavor addition in years in February. The flavor he chose: Coca-Cola Spiced. The company told CNN that its own research found an “increase in consumers’ willingness to try a spicy drink” and “bolder flavors and more complex flavor profiles” in food and drinks.

The soda giant described the new drink as a blend of traditional Coca-Cola flavor with raspberry and spice flavors and said it would be available in both fully sweetened and sugar-free varieties.

Starbucks launched a limited-time new spicy line of its spring lemonade drinks in April in three flavors: Spicy Dragonfruit, Spicy Pineapple and Spicy Strawberry, which it says are inspired by the “swicy” trend of combining creative way of sweet and spicy flavors. .

Spicy and sweet give you “Swicy”. And yes, brands are trying to make it a thing by looking for ways to expand the spicy trend.

He said the refreshments, targeting Gen Z and millennials, are boosted by adding Starbucks’ spicy chili powder blend to the concoctions. This spring, Starbucks also introduced hot honey drinks, made with chili-infused wildflower honey, such as Hot Honey Affogato and Hot Honey Espresso Martini, to the menu for a limited time at its Starbucks Reserve roasters and select stores. Americans.

“I think we’re going to see a lot more of this stuff,” Lyons Wyatt said. “There is a surge now and we are seeing growth both in units and dollars in spicy and sweet products.”

According to Circana, dollar sales of foods and beverages described as “spicy” increased 9% year over year.

Circana’s latest data also reveals that 11% of 25 to 34 year olds enjoy bold and unexpected flavors, up 7 percentage points from 2019, and 11% of 18 to 34 year olds enjoy bold and unexpected flavors, up 4.7 percentage points. from 2019.

Changing demographics are a big driver for bolder flavor experiments, industry experts said.

The United States has become more racially and ethnically diverse and, as such, is seeing expanded access to more international ingredients and dishes, said Jennifer Creevy, director of food and beverage at the company forecasting and trend analysis company WGSN, in an interview with CNN.

“The younger generations, Gen Z and Gen Alpha, also have a much more global vision than previous generations. To them, a chili chip or salsa macha is as much a regular condiment as, say, mayonnaise or ketchup,” Creevy said.

Increased globalization has also led to music, entertainment and video games becoming the norm, which in turn influences our food decisions, she said.

“Take the rise of K-Drama and K-Pop as an example. Fans of this entertainment want to consume the media but also want to taste the flavors of Korea, hence the rise of spicy Gochujang, which is now found in everything from dishes to snacks, drinks and desserts “, she said. Gochujang, a red chili paste, is a popular Korean condiment.

Interest in Vietnamese and African cuisine has also increased over the past four years, according to international market research firm Mintel.

The pandemic has also been a significant accelerator of the popularity of spices.

“During the pandemic and subsequent lockdowns, consumers were unable to travel and therefore yearned to taste the cuisines of faraway lands,” Creevy said. “This, coupled with consumers having more confidence in cooking, has led to more adventurous tastes.

Can our taste buds handle spices as we age?

The longevity of spices and swicys will depend on consumers’ determination to stick with these flavors as they age.

“Our taste buds change as we age. So I hesitate to say it’s for everyone throughout your life,” Lyons Wyatt said. “It’s fueled by the younger generation and enjoyed by all generations, but not to the same degree.”

Expect the spiciness to extend to other food categories as well. “More sweet and spicy in confectionery, frozen products, deli items and more in pizza varieties thanks to sauces,” she said.

Pepsico, owner of the Flamin’ Hot spicy snack and drink brand, told CNN that in 2023, shoppers in North America made nearly 400 million trips to stores to purchase Flamin’ Hot products, up 31% from the previous year.

“Flamin’ Hot is particularly popular with younger, more adventurous consumers who want an intense experience in every bite,” said Mustafa Shamseldin, category growth manager and marketing director, International Foods at Pepsico. “We’ve continued to grow the brand to meet the expectations of this group and are constantly working to deliver flavors that resonate, whether it’s intense flavors with a hint of spice or a burst of heat.”

Nestlé USA, owner of the DiGiorno frozen pizza brand, told CNN it is capitalizing on the trend with product innovations. Nestlé launched its DiGiorno Thin and Crispy Stuffed Crust Pepperoni Pizza with Mike’s Hot Honey in the spring. Nestlé also launched the Tombstone tavern-style pizza called “the Primo”, with pepperoni, sausage, banana peppers and red onion.

Nestlé also introduced recent spicy innovations such as California Pizza Kitchen’s Hot Honey Croissant Crust Pizza, Stouffer’s Spicy Mac Nacho and Hot Pockets x Hot Ones.

“I’d like to challenge the perception that the American palate has always been bland: red pepper flakes have always been an essential part of the pizza experience,” said Varchasvi Singh, foodservice analyst at Mintel .

“Americans have made condiments like Sriracha and hot honey cult favorites. But there is certainly an increased appetite for spicy foods and flavors, driven by a desire to explore unfamiliar ingredients and cuisines,” Singh said. “This enthusiasm is not a fad, it is here to stay.”