‘Swicy’ Is the New Food Trend Sweeping the Nation

American palates are heating up as consumers increasingly embrace spicier, more flavorful food and drink options.

Stores such as Walmart, Target, 7-Eleven, and more have stocked up with an eclectic mix of spicier packaged foods to cater to this shift in demand.

Sally Lyons Wyatt, a packaged goods and food service industry advisor at Circana, told CNN, “The spicy trend is here to stay.”

An expanding array of food and beverage brands are adding a bit of a kick with spicy or “swicy” flavors to their products, from chips and popcorn to burgers and ice cream, as well as frozen pizzas, alcoholic drinks, Starbucks drinks, and Coca-Cola.

Lyons Wyatt said, “My whole motto for a couple of years has been, ‘The hotter the better,’ because consumers gravitate to it. Traditionally it was younger consumers that were driving this but now we’ve seen bold flavors being embraced by most age groups but the dominant are still younger consumers.”

Younger millennials, Gen Z, and the youngest generation, Gen Alpha, are driving the rising demand for spicy flavors, according to Lyons Wyatt.

Though it appears that spiciness has only recently taken over grocery store aisles, this trend began more than a decade ago and has firmly rooted itself in the snacking market, she explained.

“But the proliferation of spiciness across different categories, like beverages, that part is relatively new,” Lyons Wyatt added.

In February, Coca-Cola introduced its first new permanent flavor in years, Coca-Cola Spiced, which the company described as a mix of the “iconic taste” of Coke with a “burst of refreshing notes from raspberry and spiced flavors.” Referring to both food and drinks, the popular beverage giant said that its own study had brought to light an “increase in consumer willingness to try a spiced beverage” and “more bold flavors and more complex flavor profiles.”

In April, Starbucks launched a new limited-edition offering of Spicy Lemonade Refreshers in three flavors: Spicy Dragonfruit, Spicy Pineapple, and Spicy Strawberry. The company stated that these creations are inspired by the innovative “swicy” trend, blending sweet and spicy flavors in delightful harmony.

Since the trend arose, brands have started actively pursuing ways to capitalize on it, aiming to expand its popularity.

Starbucks announced that its refreshers, aimed at millennials and Gen Zers, give an extra boost with the addition of a unique spicy chili powder blend. Additionally, during the spring, Starbucks introduced a selection of limited-time hot honey drinks, incorporating wildflower honey infused with chili peppers. These offerings, including the Hot Honey Affogato and Hot Honey Espresso Martini, have been added to the menu at Starbucks Reserve roasteries and certain locations across the United States.

Lyons Wyatt said, “I think we are going to see a lot more of this. There is a push now and we do see both unit and dollar growth of spicy and swicy products.”