During the Fi Asia 2025 event held in Bangkok from 17 to 19 September, global leader in seasonings and spices, McCormick showcased its latest heat-led flavour innovations spotlighting regionally tailored chilli variants and cuisine profiles shaped by consumer insights across Southeast Asia. The company’s study revealed that Millennials and Gen Z are driving the surge in spicy consumption, treating heat as both a lifestyle and a source of culinary adventure.
Levels of heat acceptance also vary across age group, with the younger consumers more willing to explore higher heat intensity in their snacks and food products. McCormick Heat Study conducted in Thailand showed that consumers within the age group of 26 to 35 are most likely the ones who prefer extreme heat in their snacks or other food products, whereas the older consumers prefer lesser heat intensity. (see Chart 1.0)
In Thailand, where spice is a cultural expectation, consumers seek bold and layered heat experiences that go beyond chilli intensity. While chilli remains central, only 26% believe it should be the sole source of heat. Thais favour complexity, preferring hot-and-umami combinations (59%), often enriched with secondary notes such as umami, acidity, or sweetness.
Indonesia embraces hot-and-sweet profiles (47%), reflecting a national palate that enjoys the balance of fiery and sugary notes in snacks, condiments, and instant noodles. Vietnam, by contrast, leans toward hot-and-sour experiences (51%), resonating with the country’s culinary heritage of fresh herbs, lime, and tangy broths.
Chart 2.0 identifies the favourite spicy flavor combinations across the 3 countries studied by McCormick, and this shows that even within Southeast Asian region, flavor preferences vary from lighter to bolder flavors and this could be partly attributed to differences in culture, raw materials availability in the country, and the various ethnic cuisines.
McCormick has translated these insights into a range of new taste experiences showcased at Fi Asia. Highlights included Hotpot Mala Potato Chips, drawing on China’s numbing chilli-Sichuan peppercorn sensation; Spicy Korean Jjigae, tapping into the global appetite for Korean spice; Spicy Smoked-free Butter Garlic Sauce, layering garlic warmth with heat; and Uji Wasabi Korokke, infusing Japanese wasabi’s sharp bite.
Through its proprietary Heat Wheel, McCormick is redefining how food manufacturers understand and apply heat, moving beyond “spicy” to create nuanced, culturally relevant flavour experiences tailored to the evolving preferences of Southeast Asian consumers.
According to Betty Juliana, Vice President, Flavor Solutions at McCormick & Company, Inc, “A growing number of Southeast Asian consumers now look beyond the levels or intensity of heat, and looking into bold, depth and layering – as such ‘active heat’ i.e. chilli or capsicum itself is no longer the hero. Consumers are also now looking at passive heat – via incorporation of pepper, ginger and cinnamon as an example – which is now growing in popularity as it adds more depth and layering to the overall flavor of the food product.”
