Spicy options are becoming increasingly popular, with 95.3% of restaurant menus now featuring them, up from 91.6% a decade ago. However, the growth is not about making dishes hotter, but rather about creating complex, layered flavors. Diners are looking for spices combined with smoke, tang, fruit, or sweetness, rather than just heat.

This shift is evident across the industry, from consumer surveys to trademark filings by major companies. Gen Z consumers, in particular, prefer mild or medium flavors, with 74% opting for these over very spicy options. The trend marks a move away from the previous focus on extremely hot foods. For more information on this shift in consumer preferences, further details are available from the source.