Forget bland British fare, a culinary revolution is underway as Brits boldly embrace spicier flavours than ever before. From mild-mannered to high heat, the nation’s palate is undergoing a Scoville shift, fuelled by a new generation of spice enthusiasts.
New research by Sprite reveals almost 40% of Brits and over 60% of Gen Z now consider themselves “braver” when it comes to trying spicy foods, a 28% increase compared to five years ago. Furthermore, over half (53%) of the population now actively prefer spicy food, a significant jump from 42% just three years prior. This translates to Brits now consuming spicy food an average of 11 meals per week, compared to approximately 8 meals per week just a few years ago.
Gone are the days of ketchup reigning supreme. Gen Z is leading the charge, trading in the safe condiment for fiery hot sauces and embracing the spicier side of life. This cultural shift is evident in the soaring popularity of chili-infused dishes, spicy street food, and the proliferation of hot sauce brands catering to every level of heat tolerance.
To celebrate Brits need for spice, Sprite is launching a world first multisensory spicy experience- Sprite Hot Seats – a groundbreaking innovation designed to crank up the heat and intensify the overall sensory experience of spicy food.
Designed and built by multi-sensory experts Bompas & Parr, the chairs deploy scientifically engineered super-additivity to hack taste perception via four senses, hearing, touch, sight, and smell, to boost the spiciness of the food itself.
“We’re seeing a real appetite for adventure when it comes to food. People are craving excitement and intensity, and they’re finding it in spicy meals. Sprite’s unique lemon and lime combination isn’t just refreshing; it keeps the thrill of spicy alive.”
“Sprite is the ultimate answer to enjoying the full flavour of spicy food. That’s why we’ve created the Sprite Hot Seat – to encourage Brits to embrace the heat, knowing they have the perfect partner in Sprite!” The trend extends beyond personal preference, with spice levels now influencing social perceptions. The research also reveals that a staggering 25% of respondents admitted finding it off-putting when someone orders a “mild” dish, even suggesting it “gives them the ick.”
Sara Porter, Brand Manager at Sprite
And 46% admit they feel ‘spice shame’ when ordering mild and would rather be able to publicly choose something hotter on the menu.
This highlights the growing perception that embracing spice is a sign of confidence, adventurousness, and a willingness to step outside the comfort zone.
The numbers speak for themselves. The UK’s chili and spice market has skyrocketed over the past few years. According to Statista, an annual growth rate of 4.48% is projected by 2028. – demonstrating the growing demand for fiery condiments. Retailers are responding to this demand by dedicating more shelf space to hot sauces and chili-based products, reflecting the growing consumer appetite for heat.
“The Sprite Hot Seats experience highlights the powerful role sound plays in shaping our perception of flavour, through carefully crafted soundscapes, we can amplify the sensations of spiciness, creating a more immersive and intense culinary experience. By engaging the auditory sense, we’re able to trick the brain into perceiving a greater level of heat, ultimately enhancing the overall enjoyment of the spicy food and Sprite.”
Steve Keller, Sonic Strategist
As Brits embrace the heat, research suggests we are also finding creative ways to manage it. From wet wipes and portable fans to loose t-shirts and a variety of liquids, Brits are going the extra length to enjoy spicier meals.
The British palate has officially been awakened, and there’s no turning back.
