Spicy Food Opportunities Are Muy Caliente

The people have spoken, and the word on their lips is “hot.”

According to a recent study from NPD Group, a majority of Americans like their food spicy, with 56 percent of households ready to add a little hot sauce to their favorite dishes.

“Hot sauce is clearly part of the diet of many U.S. consumers, and it’s a food that crosses gender, age, ethnicity and income,” Annie Roberts, vice-president of NPD SupplyTrack, said in a statement. “Hot or pepper sauce is a large seasoning category, and for food service manufacturers and operators it’s about understanding the category’s share, where the category is growing and where it isn’t, and from which other categories it’s stealing share.”

In short, hot sauce is one area where franchises should keep their eyes open. With more Americans looking for a zesty twist on the food they eat, making hot sauce available at restaurants, or creating food options that incorporate spicy flavors, could give brands a boost.

Spicy foods appeal to young consumers
Incorporating a little heat into menus may also be an essential part of reaching younger customers. All franchises are on the hunt for ways to build loyalty in the coveted 18 to 34 demographic, and data from Technomic indicates spicy foods are key.

The research and consulting firm reported in 2013 that a majority of polled consumers said they like hot or spicy foods.

“Unsurprisingly, consumers ages 18 to 34 expressed the greatest preference for spicy flavors, but interest in spice rose among almost all age groups,” the organization stated. “Specialists in customization, fast-casual concepts are ideally positioned to take advantage of consumers’ growing appetite for spicy foods.”

Meanwhile, brands worried about scaring off existing customers by making strides toward a spicier menu could start things slow with a mixture of spicy and sweet, according to Technomic. The organization recommended pairing chiles and hot sauces with fruit flavors or smooth, creamy food items to create an entry point for customers who may be wary of heating up their diets.