More American consumers, particularly young people, are demonstrating a preference for spicy foods. The trend is likely related to the rise of Hispanic and Southeast Asian cuisine and the subsequent pattern of Americans being exposed to spicier foods at an early age, says QSR. A look at market research regarding the popularity of spicy foods offers insight into which franchise brands may hold an edge over restaurants featuring less exotic flavors on the menu.
Restaurant market researchers at Technomic revealed a growing preference for spicy foods in its 2013 Consumer Flavor Trend Report. Over 50 percent of American consumers are more partial to spicy flavors. This data reflects a jump from 2011 (48 percent) and 2009 (46 percent). Much of this shift is driven by millennials. Technomic's data shows that 60 percent of those in their 20s are inclined toward hotter tastes. Potential franchisees with aims to target a millennial demographic should strongly consider how to appeal to the market's love of spicy foods.
Young America's love of spicy food is further confirmed by research found in the Menu Insights and Global New Products Database, according to Food Navigator USA. This report, a joint effort by extract specialists at Kalsec and market research firm Mintel, also identifies specific trends within the growing interest in spicy foods. Szechuan peppers are particularly popular among millennials. The exotic spice further appeals to the millennial fascination with international cuisine and love of complex, natural tastes.
Savory flavors are still the top choice among American restaurant customers, according to the 2013 Consumer Flavor Trend Report. Smoky, sweet, and tangy flavors were ranked after spicy, the new runner-up. The popularity levels of these flavor trends are relatively comparable, however. Savvy entrepreneurs will gravitate toward investing in brands with menus that incorporate a varied selection of flavors.