December 15, 2025

Hot Trends – Spicy Flavors Ignite Food And Beverage Innovation

Trilogy Flavors, Inc.

TURN UP THE HEAT – CONSUMERS LIKE IT SPICY

According to FMCG Gurus’ consumer insights¹, more than half (60%) of global consumers crave novel and exotic flavors, with a striking 80% of these adventurous eaters specifically seeking spicy sensations. Tastewise² echoes this sentiment: “As taste preferences diversify, spicy condiments remain a captivating and inspiring choice for consumers worldwide, reflecting their changing palates and culinary exploration.”

According to Kalsec’s survey³ of 5,858 consumers,80% frequently enjoy trying hot and spicy foods from various cultures. Almost 4 out of 5 global consumers believe that most foods taste better with some level of heat. Consumers enjoy hot and spicy food at different levels, with 81% liking medium heat or above. Similarly, Circana’s survey⁴ of 1,114 Americans found that tolerance varies; 9% eat anything as hot as possible, 31% can handle hot flavors, 33% limit medium, and 20% can only handle mild. Over three in five (62%) of all consumers surveyed indicated they are more likely to buy a food or beverage item if it is advertised as spicy. New product development is fueled by the younger generations’ interest in spicy flavors, the rise of hot sauce innovations, restaurants catering to spicy food experiences, and beverages with a kick.

GENERATION Z AND MILLENNIALS ARE HOT FOR SPICY

Gen Z and Millennials have grown up with global flavors. Heat is a familiar part of their diet, per Mintel⁵. Kalsec’s research³ showed that children introduced to spicy flavors by their parents are significantly more likely to embrace higher heat levels, demonstrating the enduring influence of early experiences. 34% of Americans consider themselves “hot sauce connoisseurs,” and 37% would try a taste of the world’s hottest pepper, according to Circana⁴. 51% of Gen Zers identify themselves as hot sauce connoisseurs, while 60% of Gen Z and 47% of Millennials said they’d try a bite of the hottest pepper. 35% of Gen Z are willing to sign a waiver to eat something extremely spicy, compared to 21% of Americans who have done the same. Interestingly, FMCG Gurus’ consumer insights¹ found that 58% of global consumers state that spicy flavors boost their mood.

To cater to this demographic, brands are getting creative. For example, Ocean Spray launched Cranberry Smoked Chilli sauce, “a hot version of its traditional cranberry sauce.” Marzetti and TABASCO^® teamed up on a Spicy Ranch dressing. Bitchin’ Sauce and Yellowbird Foods introduced limited-edition Serrano and Habanero dips that fuse Bitchin’ Sauce’s creamy, almond-based, dairy-free base with Yellowbird’s fresh, fiery peppers. Huer, the gummy candy brand, collaborated with Frank’s RedHot^® on the Huer x Frank’s RedHot^®Spicy Gummy Bears. In January 2026, Goldfish will introduce its first flavored pretzels in Honey Mustard and Hot Buffalo varieties. Also expected in January is International Delight’s Paris Hilton collab, with a Sweet & Spicy Creamer “that’s hot and a mash-up of opposing flavors.”

Turn up the heat to appeal to the younger generations’ never-ending quest for spicy sensations. Contact us today to develop your next spicy flavor.

HOT SAUCES DRIVE INNOVATION

According to Circana⁴, 93% of Americans eat hot sauce. Over half (51%) use hot sauce more than once a week. Five common reasons why individuals enjoy hot sauce are:

Enjoy the taste
Feel it adds depth to the dish
Enjoy the sensation of heat
Grew up eating hot or spicy foods
Like to customize the heat level of their meals

The global hot sauce market is estimated at $4.5 billion in 2025 and is projected to reach $11.9 billion by 2035, with a CAGR of 10.2%, according to Future Market Insights⁶. Chili pepper, a popular ingredient in hot sauce, is also growing. According to Research and Markets⁷, the chili pepper market grew from $1.23 billion in 2024 to $1.31 billion in 2025. It is expected to hit $1.79 billion by 2030, at a CAGR of 6.4%. “Fueled by consumer demand for both familiar favorites and extreme heat experiences, the industry continues to expand its footprint in retail, foodservice, and industrial applications.” Innova Market Insights’ data⁸showed a 4% increase in global launches of chili-flavored packaged foods and beverages over the past five years.

Hot sauce offers consumers complex and contrasting flavor profiles and taste sensations. “Swicy,” a portmanteau of “sweet and spicy,” has proliferated. For example, on restaurant menus, Hot pepper sauce is up 3165% and Mike’s Hot Honey has grown 1206%, according to Datassential⁹. Another example is Mango Chile, which has grown by 61% over the past four years. 55% of the population is familiar with it, and 31% have tried it, according to Datassential¹⁰.

Brands are launching a variety of spicy flavor profiles. Lemon Pepper and Spicy Peach sauce join Sweet Baby Ray’s lineup. Mrs. Wages added Spice Sauce to its portfolio in two varieties: Original Mississippi and Western. Brooklyn Peltz Beckham launched a new hot sauce brand, Cloud23. It is available in Hot Habanero and Sweet Jalapeño flavors, exclusive to Whole Foods. For the holidays, PS Seasoning’s released a limited-edition Gingerbread BBQ Rub. It “blends the punch of backyard barbecue with the familiar taste of gingerbread cookies” and features brown sugar, cinnamon, molasses, and vanilla with ancho chili and smoky undertones.

Kalsec’s research¹¹ found that 71% of consumers are most likely to try a new spicy product in sauces. The top peppers they want to try are Calabrian Chilis (48%), Chile de Arbol (47%), and Scorpion Peppers (47%).

Spice is nice. Reach out to Trilogy Flavors to collaborate on your next hot sauce project.

RESTAURANTS WANT IN ON THE ACTION

Consumers’ interest in new experiences, particularly the younger demographics, is driving spicy food innovation. According to Datassential¹², 65% of Americans either love or like spicy food, with 34% in the “love it” category actively seeking spicy food experiences. Only 35% are neutral or negative toward spicy food. From March to June 2025, a total of 76 new spicy food items were launched. Moreover, 95.3% of restaurant menus feature spicy food options. The word “spicy” is now on more menus than any other word besides “fruit” or “vegetable.”

From breakfast to snacks to dinner, QSRs are launching limited-edition spicy menu items. This summer, in honor of McDonald’s 50^th anniversary of its signature Egg McMuffin, the QSR introduced a Spicy McMuffin for a limited time featuring a Spicy Pepper Sauce. In the fall, for the first time, Taco Bell added poblano peppers to its national menu for a limited time. The fire-roasted-flavored peppers were featured on the brand’s new Steak & Poblano Rolled Quesadilla. In collaboration with Cheetos Flamin’ Hot and Laredo Taco Company, 7-Eleven offered three bold and spicy limited-time menu items, including Cheetos Flamin’ Hot Burrito, Cheetos Flamin’ Hot Nachos, and Cheetos Flamin’ Hot Taco. Popeyes Louisiana Kitchen and YouTube Hot Ones partnered on a limited-time spicy chicken menu. Popeyes x Hot Ones menu included Darin’ Dab Ghost Wings (hot), Sizzlin’ Sriracha Dippers (mild), Smokin’ Rojo Sandwich (medium), and The Last Dab (extremely hot).

Heat up your food and beverage formulas with Trilogy’s spicy flavors to satisfy consumer demand for new restaurant experiences. Contact us or request your samples to schedule a consultation.

BEVERAGES WITH A KICK

Savory beverages, both non-alcoholic and alcoholic, have been trending. The element of spice is now emerging in drinks. Spicy margaritas are a popular example. According to Datassential¹², spicy margaritas have increased by 42% on menus. Tastewise¹³ identified Spiced & Smoked Cocktails as a beverage trend. “Cocktails featuring ingredients like smoked salt, chipotle, and star anise are becoming menu mainstays. These flavors build a layered drinking experience and push cocktail trends into more complex territory.” Diageo’s 2024 Flavor Forecast¹⁴ identified spicy as a top cocktail trend, adding an extra dimension. Jalapeño is a “powerhouse ingredient” in cocktails, with social conversations about it growing in the UK (+32%), Canada (+27%), and the US (+25%).

V8 has extended its limited-edition spicy line with the launch of V8 Spicy Cajun. AriZona Beverages and Mike’s Hot Honey collaborated on three hot honey-infused AriZona Tea flavors: Spicy Green Tea, Spicy Mucho Mango, and Spicy Watermelon. In addition, the brand released Mike’s Hot Honey Syrup, optimized for both hot and cold drinks. RTD Beekeeper Coffee joined forces with Gopuff for the exclusive launch of Beekeeper’s newest creation, Hot Honey Cold Brew Latte. For the winter season, BeatBox debuted Sweet Heat Cinnamon, a limited-time flavor. Beatbox will roll out Chillitas, a new flavored malt beverage line, in February. The spicy-sweet flavors will include Chili Mango, Pica Piña, Sandia Loca, and Wild Paloma.

Kick up the heat on your beverage flavor innovations. Request your samples here or contact us to collaborate on your next beverage project.

WHAT’S NEXT?

Globally, consumers are increasingly interested in spicy flavors in food and beverages. Projections indicate that by 2029, 96.3% of restaurant menus will feature spicy food, per Datassential¹². Spicy profiles started the trend, then swicy took over. Going forward, new spicy combinations will continue to emerge. Kalsec’s research¹¹ discovered that 64% of extreme heat eaters seek out tangy flavor combinations, 63% seek salty, and 62% seek sour. Nestlé USA’s 2026 Food & Beverage Trends report¹⁵ identified “Swangy” & “Swavory:” The Next Wave of Heat as a 2026 trend. “The next wave signals an expanded spectrum of flavor. Expect new twists on heat that add an extra depth to flavors, like “swangy” (spicy + sweet + tangy) and “swavory” (spicy + sweet + savory). Similarly, Koch Associates¹⁶ unveiled Sweet, Spicy & Sour (The Next Swicy) as one of five annual predictions. “Sweet and spicy is evolving into something more layered: sweet, spicy, and sour. That third dimension-vinegar, tamarind, citrus, sumac-is what makes these builds pop.” Relatedly, as a trend for 2026, Kitchen Hub¹⁷ forecasts Swicy and Sour: Layered Flavors Rule. While heat-meets-sweet continues to rise, sour flavors driven by yuzu, tamarind, calamansi, sumac, vinegar reductions, and fermented citrus pastes are trending. For example, Datassential⁹ found Chamoy was a trending menu flavor that bridges sweet, sour, and heat, and grew 684%. Consumers will continue to seek unique sensory experiences featuring spicy flavor combinations.

Trilogy Flavor Chemists expertly balance heat and complex flavors, leveraging a robust library of flavor resources. Contact us today to spice things up.

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About Taste of Trilogy
Customer taste preferences are continually evolving. Back your next product launch with supporting data and consumer studies to meet the customers’ growing demand for flavorful food and beverages. Sign up to receive market insights directly in your inbox.
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