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Survey Results Show Consumers Prefer Some Spice In Food


Consumers prefer some level of heat in their food, according to a new survey commissioned by Hunt Valley, Maryland-based Frank’s RedHot. 

The survey explored personality correlations between people who are spicy food enthusiasts, targeting adults who celebrate winter holidays.

Some of the key findings:

  • Ninety-three percent of respondents prefer some level of heat in their food. Thirty-six percent say they go for medium, 33 percent go for mild and 24 percent like their spice level set to hot.
  • Spicy food eaters are more likely to enjoy trying new things (76 percent), consider themselves attractive (62 percent) and are more content with their lives (66 percent) than milder heat lovers.
  • Those who like spice are also more likely to describe themselves as creative (54 percent), confident (51 percent) and adventurous (44 percent), as opposed to mild heat lovers who are more likely to describe themselves as empathetic (41 percent) and shy (37 percent).
  • Almost one-third of spicy food fans follow a certain diet like vegan or vegetarian — more than double the number of mild heat fans and more than any other heat preference. 
  • More than one-third (35 percent) of respondents are tired of eating the same things each holiday season and identified potatoes (46 percent) and meats (41 percent) as some of the top blandest foods.
  • To amp up flavor, respondents are adding seasoning (44 percent), mixing flavors (39 percent) and including sauces like hot sauce or a marinade (39 percent). 

“It makes perfect sense that those who take the heat head on are ready to take on anything and everything else. Our loyal fans go big on both flavor and adventure, and they’re always chasing the spice of life,” said Kevan Vetter, executive chef for McCormick.

“We eat the same dishes every year, and people are ready for imaginative recipes and new takes on the classics. Frank’s RedHot is the perfect antidote to boring food, infusing dishes with bold flavors and a craveable kick in seconds.”

The survey of 2,000 people who celebrate a winter holiday was conducted by market research company OnePoll on behalf of Frank’s RedHot between Nov. 1-7.

Frank’s RedHot is one of McCormick & Company’s brands. With more than $6 billion in annual sales across 170 countries and territories, McCormick & Company manufactures, markets and distributes spices, seasoning mixes, condiments and other products to the food industry, including e-commerce channels, grocery, food manufacturers and foodservice businesses.

To learn more, visit mccormickcorporation.com.

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