Embraced for bold flavors and perceived health benefits, spicy dishes continue to captivate taste buds across cultures and cuisines. Globally, 22% of consumers are looking for more intense, bold flavors and 15% seek more complex flavors, according to Innova Market Insights.

This growing fascination with spicy foods reflects a broader cultural shift towards embracing diverse flavors and seeking gastronomic experiences.  Adventurous eaters aren’t the only ones exploring heat as it is influencing mainstream menus alike.

Classic dishes are getting a fiery twist — think spicy honey on fried chicken sandwiches, jalapeño or chipotle-infused mac and cheese, and chili oil drizzled over everything from noodles to pizza. Fast food chains are rolling out limited-time spicy offerings, like ghost pepper burgers or sriracha-loaded fries, to attract heat-loving customers. Additionally, customizable heat levels are more common, giving consumers control over their spice experience.

insights