The heat is on in the US, as Americans are increasingly setting their mouths ablaze with spicy food. The Carolina Reaper, currently the world’s hottest pepper, has become a staple in many restaurants and grocery stores nationwide. In 2012, it was created by crossing habaneros and Naga Viper peppers, reaching an astonishing 2.2 million Scoville heat units.
The trend is not limited to extreme spice lovers; moderate heat enthusiasts are also fueling the growth of spicy food consumption. According to a recent analysis, more than half of American consumers are likely to buy spicy items, up from 39% in 2015. Even non-extreme heat fans are adding spicy dishes to their menus.
Restaurants across the country are now offering at least one spicy item on their menu, with over 19 out of every 20 establishments serving spicy options. Frito-Lay has also seen a significant increase in sales of its Flamin’ Hot products, which have risen by 31% since 2022. This growing obsession with spicy food reflects a changing American palate, where heat is becoming increasingly desirable.
Source: https://www.theatlantic.com/culture/archive/2025/08/spicy-food-american/683884