October 1, 2025 – When it comes to the snacks and sweets categories, spicy sweetness is on the rise. Global hot and spicy flavor NPD with the total confectionery category has seen an overall upward trend in recent years, with sugar confectionery leading as the main category of activity. Snacks are also a key category for experimentation for consumers, and swicy (sweet and spicy) is a flavor that is driving growth in the global snacks and sweets market. Thus, creating culturally rooted flavor combinations, novel offerings, and premium products that utilize this spicy sweet flavor trend are key opportunities for brands. Innova’s report “Spicy Sweetness: The Duo Transforming Snacks & Sweets Global” analyzes these shifts that are propelling the global food and beverage market.
Novel Flavor Preferences
During uncertain times, consumers look for products that support emotional wellness, and consequently, they gravitate towards flavors that uplift or calm. At the same time, 53% of global consumers say they are looking for new flavors they haven’t tried before when shopping for food and beverage. Millennials and Gen Z are more likely to agree with this statement, suggesting that new or novel NPD targeting these consumer groups could be a strategic opportunity for brands. In addition, out of the snack flavors offered to consumers for both savory snacks and chocolate confectionery, sweet and spicy ranks as number 5, highlighting how it is a sought-after flavor combination across the board.
Authentic & Culturally Rooted
Flavor trends reveal that consumers desire authentic connections and comfort through experiences rooted in culture. Sweet and spicy flavors are used across a variety of cultures and authentic cuisines, particularly in Asia, Latin America, and Mexico. In fact, Latin America is the leading region for global launches in sweet and spicy confectionery, representing 2 in 5 new product introductions. For example, chamoy, a sauce from Mexico, is made from pickled fruit and blends heat from chilies with salty and sour profiles. Although its flavor is primarily used in Latin America, chamoy is growing in popularity in the US, signaling an opportunity to highlight cultural flavors with innovative NPD.
Tajin is another market-leading seasoning and sauces brand in Mexico and the US that is available internationally. The brand Snak Club is leading innovation through its co-branded activity with Tajin, launching confectionary NPD that combines the Tajin Classic Seasoning product with fruit rings and gummy bears. They have also recently expanded to chocolate products, accentuating an example of a brand that has been able to reimagine sweet, salty, and spicy with a cultural twist. In Asia, sweet and spicy terminology is also notable in NPD, and brands can further develop this in the Western market, by adding Asian flavor influences to their products. For example, Daily Crunch has introduced a sweet and spicy Sichuan flavor to their sprouted nut snacks.
Imaginative Taste & Adventures
Consumers are craving adventurous and unique flavor combinations for memorable experiences. Sweet and spicy fusions are used in a wide range of new and novel NPD. Flavor trends reveal that more than 50% of global consumers say sweet flavors make a snack indulgent. Although this primarily points to sweet foods, such as confectionery and bakery categories, it also indicates that the combination of sweet and savory flavors appeals to consumers looking for extra indulgent experiences. Sweet chili, for example, is a popular snack flavor for consumers seeking intense flavors. Takis, Doritos, and Pringles are a few notable examples of brands who have incorporated this flavor into their spicy snack ranges.
Brands are also tapping into hot honey flavors, as there has been a significant CAGR growth for spicy honey flavors in global snacks NPD between 2020 and 2025. In addition, smoky citrus and sour are new approaches to blending the properties of chilies like chipotle and Carolina Reaper into delectable snack offerings for consumers.
Healthier Enjoyment
Brands who implement flavors like sweet chili can also take advantage of the growing protein phenomenon. For example, 13% of global snack NPD with a sweet chili flavor also carry a protein claim. In addition, flavor trends show that consumers globally prefer spicy flavors when they want to feel stimulated and energized. Alongside increased associations with protein claims, this suggests that health could be a key strategy when introducing sweet and spicy flavors in snacks.
Quality & Luxury Enrichment
Consumers are drawn to luxury flavors that enhance value and indulgence, and fusion flavors are adding to premium appeal. For instance, chili and lime flavor combinations add extra flavor notes to chocolates. Therefore, major brands are capitalizing on these connections. In Germany, Lindt introduced a limited-edition Festival Edition chocolate range that was described as extra spicy, with a chili and lime flavor. In addition, specific chili varieties also add premium taste appeal, such as jalapeno, Calabrian chili peppers, and chipotle chiles.
Flavor trends indicate that brands are also looking for ways to add more subtle layers of sweet heat to their products by tapping into smoky flavors. While the NPD for smoked chili infused confectionery remains limited, it is a potential opportunity for innovation, as 29% of consumers globally say that they are likely to experiment with flavors in the chocolate and chocolate confectionery category.
What’s Next for Spicy Sweetness Innovation?
For the spicy sweet flavor category, targeting demand for the unusual will be important moving forward. Smaller, artisanal players are driving innovation for sweet and spicy flavor innovation in confectionery, with playful and creative NPD. As a result, brands could look at ways to integrate more experimental and unusual flavors with mainstream tastes. Brands can also take a deeper look at how sweet and spicy are incorporated in different regional and local cuisines around the world to determine opportunities for flavor fusions.
This article is based on Innova’s Spicy Sweetness: The Duo Transforming Snacks & Sweets – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more