The growing popularity of the spice trend is showing no signs of decline, as consumers are continually seeking that next, new fiery flavour, says Canadean’s* analyst Sam Allen.
Foodservice outlets in many countries have responded by providing menus packed with piquant dishes to test the taste buds of the bravest diners, and FMCG manufacturers are following suit. The foodservice sector has witnessed a rapid rise in the popularity of international restaurants such as Nando’s, which offer a range of increasingly hot options. This has led to similarly positioned eateries spicing up their menus to meet the growing demand for fiery flavours, with the trend trickling through to retail.
“Tesco created a range of premium ‘Three Chilli Steak Burgers’ infused with jalapeno, habanero and birdseye chilli’s, marketed towards consumers looking beyond the basic beef offerings. ASDA is also offering spicy savoury snacks, such as Habanero Chilli Peanuts. As the demand for heat intensifies across food sectors, cheese, chocolate and even alcohol will succumb to the search for spice,” says Allen. He finds that demand for niche sauces, such as Chillipepper Pete’s ‘Dragon’s Blood’, is rapidly increasing, and the number of stores carrying the product is set to increase from 450 to 1000 over the coming months. Sainsbury’s and Waitrose are also set to begin stocking the item, along with some specialist spice-infused sausages, highlighting the need for larger manufacturers to respond to consumer demand.
Allen says: “Spicy flavours are not only reaching dinner plates, but finding their way into dessert dishes as the desire for spice with your ice-cream grows. Little Baby’s, based in Philadelphia USA, provide a variety of unusual ice cream flavours, such as their Black Pepper Butter Pecan, along with an eye-watering Earl Grey Sriracha combination.”
*Canadean provides in-depth market research across the fast-moving consumer goods (FMCG) sector, with offices in the UK, US, South America, China, Europe and Australia.
