flaming chili pepper at the end of a fork

Spicy food has captivated taste buds worldwide, evolving from a niche preference to a global phenomenon. It's no longer just a trend; it's a culinary movement driven by a desire for bold, intense flavors and unique experiences.

65% of consumers report eating spicier foods today than a year ago, a 27.5% jump since 2019.

This shift toward spicier foods signals more than just a love for heat—it reflects a growing desire for adventure on the plate. From households to restaurant kitchens, consumers are pushing beyond mild flavors, craving medium or higher heat levels at a rate never seen before. What’s driving this culinary curiosity? Global exposure to diverse cuisines, a digital world of food inspiration, and a hunger for new experiences.

Today’s consumers don’t just want spicy food—they want to experiment. They’re inspired by global recommendations, social media trends, and the bold heat that enhances a wide array of dishes. Whether it’s a touch of chili or a burst of peppery intensity, the spice is seen as the element that can transform a dish into something extraordinary.

Almost 4 out of 5 global consumers believe that most foods taste better with some level of heat.

And while the “swicy” trend (that sweet and spicy fusion) remains a favorite, there's an emerging fascination with more unexpected flavor combinations. Think floral notes, citrus bursts, and bitter undertones that challenge the taste buds in new and exciting ways. But this is just the beginning of where spicy can go.

Spicy & Floral combinations have seen a remarkable 129% increase in interest since 2019.

What does this mean for the future of spicy food? It’s not just about familiar flavors like curry or sriracha anymore. A wave of new culinary exploration is bringing fresh inspiration from Middle Eastern and African cuisines—flavors that are smoky, earthy, and deeply complex. Paired with peppers that go beyond the usual suspects of jalapeño or chipotle, consumers are venturing into more exotic varieties with an eye for nuance and flavor balance.

As more consumers embrace this spice-forward culinary journey, one thing is clear: they’re not just experimenting in restaurants. The trend extends into home kitchens too, where people can tailor their spicy dishes to personal preferences, mixing heat levels and flavor profiles to discover something new. This makes spicy food a highly adaptable, evolving trend that’s here to stay.

Download our latest research, "Beyond the Burn: Consumer Insights on Hot & Spicy Trends," to uncover more about:

  • The escalating global demand for spicy food

  • The most popular flavor combinations and regional specialties

  • Emerging trends in peppers and spicy flavors

  • Consumer preferences for home cooking versus restaurant dining

  • Opportunities for food manufacturers to leverage the spicy food trend