Our latest Global Insight Series will discuss all things chilli and heat. Heat is no longer just about spice, it’s about depth, complexity, and balance. 38% of Americans would try spicy and fruity flavour combinations[1], and 44% of US Gen Zers would pay more for a product advertised as ‘spicy’[2]. From emerging cuisines that highlight unique regional chillis to alternative ways of delivering heat beyond traditional spice, consumers are embracing heat in innovative ways.
As global palates expand, a new wave of cuisines is making its mark, each with distinctive chillis embedded in their traditional dishes. Known for its fruity and tropical heat, scotch bonnet is central West African and Caribbean cooking, where it has already been celebrated and used for depth and complexity, often in fruity hot sauces and jams to balance out sweet fruits like peaches and bananas, or in the iconic jerk and jollof seasonings.
Emerging Hot Cuisines
Other emerging ‘hot cuisines’ are Indonesian, North African, Creole, and Yemini- which rose in popularity by almost 40% in 2024[3]. Each harness heat as a central pillar to some of their most foundational dishes and consumers are latching onto this. Yotam Ottolenghi recently tipped the punchy chilli condiment Pipelchuma to be the next front runner in the hot category, meanwhile other blends like Hawaij appeal to consumers looking for a warming heat. These regional blends supply consumers with a greater sense of authenticity and greater complexity to dishes.
Ottolenghi Chillli Sauce
While chillis used to be the first port of call when adding heat to a dish or product, other ingredients are being rightly recognised for the ways they add heat in the absence of chilli. Fiery is commonly used to describe chilli heat but is also closely associated with the warming heat of ginger, galangal, and cinnamon. Think fiery ginger beers and hot cinnamon sweets. On the other end of the scale are the sinus-clearing wasabis and horseradish, with an eye-watering pungency that cuts through even the richest of dishes. Finally, with Wonka like wonder is the tingling, numbing sensation that comes from Szechuan peppercorns, which even when used sparingly imparts significant heat.
More than just Heat!
Today’s consumers crave more than just fiery heat, they seek depth, contrast, and complexity in their spice-driven experiences. The interplay of flavours is key: tropical fruits like mango and tamarind lend a natural sweetness that tempers chilli’s bite, while smoked paprika and chipotle introduce a rich, lingering warmth. Umami powerhouses like miso and soy sauce add intrigue, deepening the flavour profile, while dairy elements such as yogurt and coconut milk mellow the intensity with creamy indulgence. But spice isn’t just for the savoury world, its influence is expanding into unexpected territories. Dutch confectioner Zad Candy even recognising the purchasing power of spice with their new ‘Hot Range’ and bottling their new ‘Souracha’ liquid candy in a sriracha-inspired bottles. Spiced sparkling waters with hints of ginger and cayenne offer a refreshing kick, while heat-infused cocktails layer sophistication onto classic drinks. Even desserts are embracing the thrill, from ancho-spiked chocolate to Sichuan-infused treats that redefine the boundaries of sweet and heat.
The exploration of heat in food and beverages continues to evolve, with consumers seeking more than just fiery spice. The future of heat lies in balancing intensity with depth, discovering new applications, and experimenting with regional influences to create unique and unforgettable taste experiences.
UK – Pepsi Co Extra Flamin’ Hot Range
Pepsi Co Extra Flamin’ Hot Range. Launching three ‘unexpected products’, PepsiCo have paired up with brands to create a Ginsters Spicy Twist sausage roll, Upcircle lip-tingling lip balm, and our favourite Doughlicious gelato bites with ghost chilli and chipotle chilli crumb.
US – Snak Club X Hot Ones
3 snack mixes created in collaboration with hot ones. Peanuts, pretzels, sesame sticks and toasted corn are coated in the hot ones official sauces with 3 heat levels and flavour profiles- hot, tangy, and smoky. . Vegab and additive free.
AU – Red Rock Deli Siracha Chip Range
Australian potato chips are slow cooked before being seasoned with a vibrant spicy Sriracha blend.
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References:
1.https://business.yougov.com/content/50392-snacking-trends-in-the-us-61-of-americans-ready-for-sweet-and-smoky-snacks
2.https://www.flipsnack.com/A5898977C6F/the-next-flavor-report/full-view.html
3.https://reports.tastewise.io/hubfs/Flavor%20Chase%20Top%20Trend%20Predictions%20for%202025.pdf?utm_campaign=2025%20Trend%20Report%20Campaign&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz--K-BW0kKQ9MsUACzpsmwtiNoPfJsFlNTgWzsVYz4xwFDv65mGprpAftzAE6MJMViRhAlPV
Please note, we are not affiliated, associated, or in any way officially connected with the brands and products mentioned within this post.
