Quick Market Insights:
The Shift: 80% of Gen Z/Millennials seek “full sensory” food experiences.3
The Trend: “Swicy” (Sweet + Spicy) is replacing simple hot sauce.
The Opportunity: Localising global spicy trends (“Glocalised”) builds consumer trust.
Diners today are increasingly seeking bold and expressive flavours that deliver both excitement and differentiation. Heat-driven profiles have emerged as a key driver of menu development and product innovation, appealing to consumers who want more than just taste—they want a full sensory experience.
While spicy flavours were traditionally associated with Asian cuisines, they have now crossed regional boundaries and entered the mainstream, influencing both foodservice concepts and retail-ready products worldwide. Younger consumers, particularly Gen Z and Millennials, are leading this shift, with around 80% actively seeking experiences that combine flavour, aroma, and visual appeal.
Key Trends Shaping the Hot & Spicy Food Industry
What are “Glocalised” Spicy Flavours?
Glocalised spicy flavours adapt global products to local taste preferences by incorporating familiar spices, sauces, and flavour profiles. This approach keeps offerings relevant and exciting while fostering stronger consumer connection and trust, particularly in Southeast Asia, where spice is deeply embedded in food culture.
In Malaysia, food content creator Jason Chen showcased this trend by selling chicken popcorn with an Ayam Gepuk-inspired sauce at a Kuala Lumpur food festival.1 Originally from Indonesia, Ayam Gepuk has become popular in Malaysia; by tailoring it to local snack formats, he created a unique twist that resonated deeply with modern consumers.
The Rise of “Swicy” (Sweet + Spicy)
Swicy flavours are evolving beyond simple heat into layered, fruit-forward, and globally inspired profiles. Driven largely by Gen Z’s appetite for adventurous, sensory-rich experiences, “swicy” now blends tropical or citrus sweetness with complex chilli heat, savoury notes, and bold acidity.2 This trend reflects a shift toward experiential eating—where contrast, creativity, and small moments of delight matter more than familiarity.
Top Swicy Flavour Combinations:
Mango or Guava + Jalapeño or Habanero
Pineapple or Yuzu + Chipotle
Hot Honey + Savoury bases (e.g., pizza, roasted vegetables)
Maple + Chilli or Tahini
Product Application Guide
Product Brand | Best Application | “Swicy” or Glocalised Idea |
Aryzta Croissants | Sweet/Spicy Pastries | Chili-honey butter glazes or chocolate-chili twists. |
Foodcraft Fries | Snacks & Sides | Season with caramelised chili or spicy plum powder. |
Foodcraft Sandwiches | On-the-Go Meals | Authentic local tastes like Penang Laksa Tuna or Sambal Chicken. |
How Brands Can Leverage These Trends
At DPO International, we help brands turn bold flavours into opportunities. Whether it’s customising menus for food outlets or offering unique to-go meals for convenience stores, we offer end-to-end solutions that help brands excite modern consumers.
Bring bold and spicy flavours to life with us. Connect today to explore tailored solutions for your menu or retail formats!
