instore - September 2016 - 22
Consumers are increasingly looking for spicy foods, even to the point of pain.
Why? And how can retailers jump aboard?
by Ryan Atkinson
t's evident in the growing number of specialty spice stores and
the hot sauces they sell, many with daunting and morbid names
like Texas Tongue Torch, Insanity, or titles with variants of death,
nuclear and devil in them.
It's definitely evident on YouTube, where one can peruse endless
videos of people punishing their taste buds, whether it's a popular,
professionally produced series like "Hot Ones" - where celebrities sit
down with host Sean Evans for an interview while eating progressively
hotter chicken wings - or the countless amateur clips of people eating
the hottest peppers they can get their hands on, often with varying
levels of nausea.
It's evident: Our love of heat - even to the point of pain - is at an alltime high and showing no signs of slowing down. But why?
Paiin, prride and
d pleassure
e
Julie Stevens is vice-president and co-founder of Brimstone Originals
Specialty Foods, a Largo, FL, company that produces unique jellies,
especially ones that are loaded with heat. Brimstone's best-selling jelly
is also its hottest - the All Natural Habañero Pepper Jelly.
22 * SEPTEMBER 2016 * instore
Stevens says one reason she thinks consumers are hungry for heat is
simply for competition. "We've noticed a sort of craze over who can eat
the hottest pepper," she says. "Everywhere we go we see restaurants
adding an ever-hotter sauce, and the customers love it. It never ceases
to amaze us the amount of self-inflicted pain a person will go through
just to win bragging rights. These are true pepper heads."
Dr. Paul Rozin - a professor of psychology at the University of
Pennsylvania and one of the leading experts on determinants of
human food choice, whose
name comes up often when
researching spice - calls it
"benign masochism." According
to the New York Times, Rozin
tested chili eaters by gradually
upping the pungency of food
to the point subjects said they
could go no further. After the
test, the subjects said the level
of heat they enjoyed the most
was the one just below the level
of unbearable pain.
KISA_MARKIZA - FOTOLIA / ADOBE STOCK
Bringing
the heat
Table of Contents for the Digital Edition of instore - September 2016
instore - September 2016
Editor's Note - Teamwork: Natural partnerships
Table of Contents
News - On our radar
Spotlight - By the numbers: Deli soups
Cover story - Let's work together
Product Correlation Strategies
Commissary Insider - September 2016
Insight Insider - Freshway Foods
Food Safety - FSMA's Sanitary Transportation Rule
Equipment - Making conveyors fit
Product Category Spotlight - Prepared deli side dishes and salads
Technology - Luminometer monitoring
Research and development - Functional ingredients for nutrition fortification
Preview - What's in store at IBIE?
Feature - Bringing the heat
Specialty Insights - Consider: Yogurt parfaits
Equipment & Packaging - Latest innovation: Packaging
Product Knowledge - Need to know: Waffles on the go
Merchandising - On display: Resurrecting cupcakes
Product Trends - First to Market
Product Showcase
Ad Index
instore - September 2016 - instore - September 2016
instore - September 2016 - 2
instore - September 2016 - Editor's Note - Teamwork: Natural partnerships
instore - September 2016 - 4
instore - September 2016 - 5
instore - September 2016 - Table of Contents
instore - September 2016 - 7
instore - September 2016 - News - On our radar
instore - September 2016 - 9
instore - September 2016 - Spotlight - By the numbers: Deli soups
instore - September 2016 - 11
instore - September 2016 - Cover story - Let's work together
instore - September 2016 - 13
instore - September 2016 - 14
instore - September 2016 - Product Correlation Strategies
instore - September 2016 - 16
instore - September 2016 - 17
instore - September 2016 - Insight Insider - Freshway Foods
instore - September 2016 - CI2
instore - September 2016 - CI3
instore - September 2016 - CI4
instore - September 2016 - CI5
instore - September 2016 - Food Safety - FSMA's Sanitary Transportation Rule
instore - September 2016 - CI7
instore - September 2016 - CI8
instore - September 2016 - CI9
instore - September 2016 - CI10
instore - September 2016 - CI11
instore - September 2016 - Equipment - Making conveyors fit
instore - September 2016 - CI13
instore - September 2016 - Product Category Spotlight - Prepared deli side dishes and salads
instore - September 2016 - CI15
instore - September 2016 - Technology - Luminometer monitoring
instore - September 2016 - CI17
instore - September 2016 - CI18
instore - September 2016 - CI19
instore - September 2016 - Research and development - Functional ingredients for nutrition fortification
instore - September 2016 - CI21
instore - September 2016 - CI22
instore - September 2016 - CI23
instore - September 2016 - CI24
instore - September 2016 - 18
instore - September 2016 - Preview - What's in store at IBIE?
instore - September 2016 - 20
instore - September 2016 - 21
instore - September 2016 - Feature - Bringing the heat
instore - September 2016 - 23
instore - September 2016 - 24
instore - September 2016 - 25
instore - September 2016 - Specialty Insights - Consider: Yogurt parfaits
instore - September 2016 - 27
instore - September 2016 - Equipment & Packaging - Latest innovation: Packaging
instore - September 2016 - 29
instore - September 2016 - 30
instore - September 2016 - 31
instore - September 2016 - Product Knowledge - Need to know: Waffles on the go
instore - September 2016 - 33
instore - September 2016 - 34
instore - September 2016 - 35
instore - September 2016 - Merchandising - On display: Resurrecting cupcakes
instore - September 2016 - 37
instore - September 2016 - 38
instore - September 2016 - 39
instore - September 2016 - Product Trends - First to Market
instore - September 2016 - Product Showcase
instore - September 2016 - Ad Index
instore - September 2016 - 43
instore - September 2016 - 44
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