Heating Up Spice Sales

The heat is on in the spice aisle. 

More consumers are incorporating home cooking into their routines, and they are turning to the spice and seasoning section for flavor inspiration to enhance their homemade meals. Industry observers say that as shoppers become bolder with their spice selections, retailers have expanded the variety and options on their shelves. 

“Spices, seasonings and infused salts are gaining popularity as consumers explore more tastes and foods from different cultures,” says Brett Cramer, co-founder of The Spice Lab, based in Pompano Beach, Fla. “We are becoming a foodie nation with cooking shows and the availability of specialty foods and spices expanding the palate and willingness to try new flavors. New, smaller-batch artisanal brands offer the consumer a high-quality option to the traditional spices found in grandma’s kitchen.”  

Hot and spicy flavors are leading the charge—growing sales and profit. For the total spice category, hot spices like cayenne, crushed red pepper and chipotle are up 30 percent in unit sales over the past three years, according to industry estimates. 

McCormick & Co., based in Hunt Valley, Md., has been tracking the growing interest in heat since it launched its annual Flavor Forecast report in 2000. The company’s latest report indicates that heat will find a contrast with tangy accents, like Peruvian chilies paired with limes and Sambal sauce, to elevate the bold experience in the coming year. 

“Consumers are looking for bolder, more exciting, global flavors, while at the same time wanting convenience and to lead a healthier lifestyle,” says Laurie Harrsen, spokesperson for McCormick. The company will introduce Gourmet Spice Blends in global flavors like Japanese Seven Spice, Korean Pepper and Thai Basil—along with more than 45 other products—in 2016. 

Officials from the San Francisco Salt Co. say they have seen an emphasis on heat as well. Lee Williamson, president of the San Francisco-based company, says its Chili-Lime blend, which features chili and lime blended with paprika, is one of its strongest sales performers. However, the heat does not stop there. 

“We’re constantly adding new blends based on consumer demand,” says Williamson. “But simplicity is key. Our research and development department is working on developing new blends featuring Sriracha and Hot Scorpion Peppers, as well as a Tangy BBQ Blend. We are also exploring ethnic flavors using curries with coconut. We like to work directly with our customers through social media and focus groups to find out what they really want.” 

Spicy and hot flavors have certainly found their place in consumers’ spice cabinets; however, Cramer says they are not the only flavor profiles shoppers seek. “The market has gone far beyond Sriracha to more complex and nuanced flavor profiles,” he says. “The Spice Lab has a large selection of seasoning blends and infused salts that appeal to today’s more adventurous cooks. From our award-winning Ancho Chile & Coffee Rub and Chipotle Citrus Seasoning Herbs de Province Salt Blend and French Grey Salt, we provide unique products in attractive glass jars or pouches, well priced to attract consumers looking for new alternatives to traditional spice blends.” 

While consumers are attracted to spices because they offer enhanced flavors to a variety of dishes, they are also incorporating seasonings into their foods because of their contributions to a healthier lifestyle. “Spices aren’t just for flavor, they are natural ingredients that can have many additional health benefits,” says Williamson, adding that San Francisco Salt Co. offers a Lavender Rosemary all-purpose spice. “For example, a lavender/salt blend will make salmon taste great, but the lavender also helps with digestive issues.” 

Spices and herbs make food taste great without the need for added salt, fat and sugar, says Harrsen. “Spices and herbs are being promoted by the USDA in public health campaigns, and health professionals are promoting spices and herbs as a strategy to lower sodium, fat and sugar intake,” she says. McCormick offers low-sodium, reduced sodium or no-salt-added versions of its products. 

Additionally, the company will introduce its Blends with Benefits line in four varieties—Citrus Chili & Chia, Italian Herbs with Flax, Matcha Green Tea with Ginger & Citrus, and Cinnamon & Chia—that include flavorful herbs and spices that add everyday versatility to good-for-you ingredients. 

“Spices and finishing salts enhance natural flavors without adding the high levels of sodium found in most processed foods,” Cramer says. “Using seasoning blends to prepare lean cuts of meat, poultry, fish and vegetables provides diverse tastes and convenience while promoting a healthier lifestyle.”     

Hot for Ketchup 

Heat and added health benefits are not only gaining popularity in the spice category. Manufacturers of condiments, like ketchup, are noting similar trends. 

“Consumers desire for spicy ketchup and condiments has created significant growth in flavored ketchups like Sriracha ketchup and Jalapeno ketchup,” says Mike Hackbarth, vice president private brand and customer demand for Fremont, Ohio-based The Fremont Co., a producer of private brand ketchup products. The company offers formulations that tap into consumer desires for sweet heat and/or sweet and tangy flavors, Hackbarth adds. 

Consumer concerns about health have also affected the condiments category, and Hackbarth says Fremont is meeting consumer needs by offering organic ketchup. “As the largest North American sugar and organic ketchup manufacturer, we were ahead of the curve to meet the consumer’s desire to shy away from high fructose corn syrup,” Hackbarth says. “Our organic ketchup is already certified non-GMO by the Non-GMO Project, and we have continued to innovate other products to meet consumers needs.”