March 19, 2025 – Globally, chili flavors and fusions are preferred in food and beverages for their bold taste and sensory excitement. Innova’s 360 research highlights key trends shaping chili flavors and fusions in food and beverage globally. It also identifies opportunities that may develop in the future, including global flavor influences, creative and novel fusions, and offering consumers products for elevated in-home culinary experiences.
This article is based on Innova’s Global Trends in Chili Flavors & Fusions report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumer Preferences
47% of consumers globally are influenced by familiarity and healthy/better-for-you flavors when choosing food and beverages in the past year. When consumers want to feel energized and stimulated, they choose hot and chili flavors. Regional differences influence preferences, as consumers in India and Indonesia are more likely to choose these flavors to meet a range of emotional needs. Meanwhile, Chinese consumers prefer hot or chili flavors for indulgence and a refreshing experience.
Nearly 3 in 5 consumers globally are most likely to experiment with flavors at home. Sauces, seasonings and toppings, desserts, ice cream, and sweet bakery items are top categories for experimentation. Over the past year, consumers have looked for spicier flavors in sauces and seasonings, ready meals, soups, and savory snacks, reflecting a global appetite for bold and dynamic tastes.
Chili Flavor Innovation Trends
Chili flavors are growing in the global packaged food and beverage launches, with a 5% CAGR growth over the past five years. Asia leads in activity, contributing 29% of launches in the past year, followed by Western Europe at 27%. Africa is the fastest-growing region for chili flavor product launches.
Sauces and seasonings is the top category for chili flavor innovation, accounting for 42% of global activity. This is followed by snacks, ready meals and side dishes, and meat, fish and eggs. Soup and meat substitutes are the fastest-growing categories for chili flavors launches.
Generic “chili” flavor dominates global food and beverage new product development, ahead of jalapeño and sweet chili. Sriracha is the fastest-growing chili flavors in sauces and seasonings. Brands are giving it attention away from traditional chili sauces and appearing in mayonnaises, seasonings and pasta sauces.
Several chili flavors are outpacing overall category growth. Sweet chili, peri peri, sriracha, pimento, and ghost chili are all experiencing double-digit CAGR growth, reflecting consumer demand for bold and versatile flavors.
Chili Flavor Drivers
Chili blends and fusion flavors drive innovation in the flavor category, appealing to consumers seeking adventurous choices. Brands often use broad terms like “flamin’ hot” instead of specifying chili varieties, particularly in snacks. Hot and spicy has more diversified use, mostly in Asian NPD or Asian-influenced meals in the global market. Fusion concepts like “sweet and spicy” are also adding appeal across categories.
Global flavor exploration continues to shape new product development, with nearly 2 in 5 consumers seeking international cuisines. Lesser-known cuisines are gaining attention, and brands are expanding on rising interest in the global food scene, particularly from consumers looking to recreate dishes from restaurants or street food outlets in their homes. For instance, Latin American (Brazilian, Peruvian), African (Nigerian, Ethiopian), and Levantine (Syrian, Lebanese) cuisines are gaining attention. These can offer unique chili pepper varieties and recipes.
Fusion flavors are fueling innovation in cross-category new product development, adding unexpected flavor twists and creating indulgent eating experiences. More than 2 in 5 consumers globally are looking for crazy creations that provide them with the ultimate indulgent experience. This aligns with Innova’s top trend of 2025, ‘Wildly Inventive,’ highlighting consumers craving bold and extraordinary food and beverage experiences, driving companies to create indulgent experiences.
Chili-Infused Flavors Trends
Chili-infused honey is rising with a 61% CAGR growth in launches over the past five years as consumers seek sweet and spicy experiences. Hot honey is especially popular in the US and UK. Brands are launching products like Marketside Hot Honey Hummus featuring a highlight sweet and spicy combination of hot honey, and Waitrose And Partners Summer Cheddar And Hot Honey Pinwheels highlight hot honey sauce and ancho chili and herb crumb.
Meanwhile, traditional spicy and sour flavors remain prominent in Asian markets, where chili and citrus blends enhance savory dishes. Latin American influences are also gaining ground, with chili and lime combinations offering a tangy heat. Snacks lead this trend, accounting for 94% of all new chili and lime flavor product launches in 2024. Additionally, brands are incorporating chili flavors to add premium appeal across categories.
What’s Next in Global Chili Flavors Trends?
Consumers often choose spicy flavors like chili when they want to feel energized or stimulated. Brands can tap into this by incorporating chili across categories that naturally align with these emotional/physical needs. For instance, from sports foods and beverages to indulgent treats linked to moments of happiness.
Cross-category mash-ups present further scope for innovation. Sweet and spicy combinations are gaining attention beyond the savory foods arena. Desserts, ice cream, soft drinks, and hot drinks all offer innovators opportunities to add a spicy kick. As consumer curiosity grows, brands are likely to focus on bolder flavor fusions, offering memorable sensory experiences across diverse product categories.
This article is based on Innova’s Global Trends in Chili Flavors & Fusions report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
