Local experts, global insights
Home  >  Economic Insights  > Consumers still hot for spicy food

Consumers still hot for spicy food

19 September 2014

The growing popularity of the spice trend is showing no signs of decline, as consumers continue to seek that next, new fiery flavour. Foodservice outlets have responded by providing menus packed with piquant dishes to test the taste buds of the bravest diners, and FMCG manufacturers are following suit.

Tesco have created a range of premium ‘Three Chilli Steak Burgers’ infused with jalapeno, habenero and birdseye chillies, marketed towards consumers looking beyond the basic beef offerings. Tesco are also offering spicy savoury snacks, with Habenero and Sriracha Tortilla Chips, with ASDA providing Habenero Chilli Peanuts. As the demand for heat intensifies across food sectors, cheese, chocolate and even alcohol will succumb to the search for spice.

More niche and specialist retailers provide consumers with the opportunity to test the latest and hottest flavour innovations, such as ‘Chillipepper Pete's Dragon's Blood XXX Ultra Hot Sauce’, aimed only at those seeking the most extreme heat sensation, will drive sales of spicy offerings in the wider market.

Miranda Pellew from provided details on how larger retail chains are beginning to stock products infused with these previously  niche sauces, such as ‘Dragon's Blood’ which goes into the ‘Dragon's Egg Chilli Scotch Egg’ made by Alf Turner & Co., sold in 450 UK Co-operative stores. “Demand is rapidly increasing, and the number of Co-operative stores carrying the product is set to increase 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.

Spice set to heat up the frozen section

Little _Babys _Ice _Cream _Blog


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 offerings, such as their Black Pepper Butter Pecan, along with an eye-watering Earl Grey Sriracha combination. The internet is similarly awash with recipes for Tabasco infused ice-cream, and wasabi inspired creations designed to heat-up post-meal proceedings, which will eventually filter into FMCG markets

The Philly-based ice cream brand, Little Baby’s, has some unusual and surprising flavour combinations. Take the Black Pepper Butter Pecan, the Banana and Balsamic, the Earl Grey Sriracha combination or what about the popular Pizza ice cream.


Sam Allen By Sam Allen

Despite only being in the company since early 2014, Sam has already produced a variety of reports on consumer behaviour and market trends, including strategies for manufacturers to defend against market erosion. Sam is particularly interested in changing consumer motivations across differing countries and sectors. Sam has an honours degree from the University of Manchester.