As we enter 2024, we’ve embraced the opportunity to evaluate our sales data for the past year. We're taking a long look at the products we have and the flavors they offer, and what has generated the most interest among our customers. We gathered our data and shook it up, then shook it up some more, and gave it one more shake for good luck as we let the information unfold. Then we made notes about the spices, customer types, and regional flavors that stood out.
This list, featuring eight groupings, is not put together in ascending order or indicates that one category is more powerful than another. It’s a representation of what we’ve found to be relevant, timely, or trending upwards. You may find room for some overlap. We did too, but that’s part of the fun of working with spices. They go together in so many ways.
There’s something intoxicating about the combination of stinging heat and playful sweetness. We’ve been watching this flavor concept grow for quite some time, and we’ve really seen it take root with items like Honey Chipotle Rub, which is a top seller both to restaurants and to retailers. Birria Taco Seasoning, with its complex blend of chiles, brown sugar, and sweet and savory ingredients, has steadily been picking up steam as a seasoning for stews, tacos, soups, and even roasted vegetables. Keep an eye on Chili Crisp; this spicy-sweet and texturally rich blend flew off our shelves as soon as we released it. We feel so strongly about Chili Crisp that we’re looking to expand this line and explore the boundaries of this sweet-heat seasoning blend.
Smoky Flavors
Our smoky spices and seasonings are consistent customer favorites, all through the year. Smoked Paprika sells strongly across all of our customer categories, from retailers to restaurants to food manufacturers, and is a terrific flavor base which adds woodsy and aromatic depth to dishes. It’s difficult to decide which of our line of smoked salts is the current favorite, though Smoked Applewood Salt Flakes may have a tiny edge thanks to its surprising sweetness, and is a great way to add a smoky punch at the end of a dish. Smoky Citrus Salt is a blend that combines the best of both worlds; this seasoning salt delivers perky citrus fruits and savory smoked salt. As a double-win, savory fruit seasonings are also a flavor combination to keep an eye on, which we’ll discuss in a few moments.
Asian Flavors
Asian seasonings usually offer great balance. There’s a little bit of heat, a little bit of sweetness, a touch of tart, some salt, some bitterness, and they’re terrific on everything, from beef to seafood to vegetables. Our Spicy Thai Seasoning hits all these markers and has been a steady favorite among our restaurant customers. Interestingly, it’s purchased not just by Asian restaurateurs, but by a wide range of cuisine-themed restaurants, from French bistros to American brewpubs. While Japan hasn’t traditionally been a region that we’ve looked to for spicy innovation—yet—the increased interest in global food exploration has us watching the Japanese seasoning, Shichimi Togarashi. This sophisticated and spicy blend is marked by heat, crunch, and an array of umami flavors. Over this past year we’ve watched it move from strictly Asian customers to pizzerias, seafood restaurants, and country clubs. Sriracha Powder is one of our newest blends and we introduced it to fill the holes left vacant by the condiment’s supply chain issues. We are so pleased with its performance we’re planning to expand this line in the coming year.
International Chicken Wings
Buffalo, NY had no idea what it started when it gave spicy chicken wings to the world. 75% of American consumers enjoy eating wings. They’re fun to eat and shareable, and make for memories as well as full bellies. Traditional Buffalo-style wings are still the best-selling flavor, but the demand for barbecue-style wings—like ones tossed in North Carolina BBQ Rub—has grown by a staggering 373% this past year. Wings are also a terrific way to expand a menu and experiment with palates. Korean Chicken Seasoning leans into the ongoing consumer demand for Korean barbecue, and you can also find wings tossed with Middle Eastern-style blends Shawarma Seasoning or current up-and-comer, Harissa Spice.
Plant-Forward
Plant-based eating is on the rise. Vegetarian items now appear on more than 42% of US restaurant menus; this is expected to grow by another 6% in the coming year. The approach to plant-based menu planning is changing as demand grows, as customers increasingly don’t want foods that mimic the flavor and texture of meat. The three blends we’re watching in regards to this are 1) Brazilian Steakhouse Seasoning, which has a strong umami profile thanks to the mushroom powder in the blend, and is terrific on baked tofu. 2) Nashville Hot Chicken Seasoning, which is a steady seller all year long, and despite its assignation as a chicken seasoning, makes outstanding roasted cauliflower tacos. And 3) Pork Stank. This blend was developed for us by a competition barbecue pit master, with pork butt in mind. However, it is magical on potatoes and is a popular purchase by several plant-forward and healthy-eating restaurants that want to deliver the flavor and nostalgia of a good pulled pork barbecue without the meat.
Chile Heat
The American public can’t get enough of chiles. Chile pepper consumption has increased dramatically in the US since 1980, from approximately 3 pounds per person annually, to more than 7 pounds in 2021. We see all flavors and heat levels of chiles in our facility, from mild, chocolatey Ancho Chile Powder to smoked, spicy Pasilla de Oaxaca to the crazy-hot heat of the Ghost Chile Powder. The word “spicy” is on more than 70% of American menus, and that crosses all cuisines and types of restaurants. If you’re not participating in the spicy food revolution, take a look at our chile pepper page, find the right pepper for you, and start exploring the world of heat and flavor today.
BBQ & Grilling
Grilling isn’t so much a trend as it is a lifestyle that more than 90% of Americans can get behind. It’s a lifestyle that formed in the 1950s, as Americans redefined themselves in the wake of the second World War. The strong association with red meat continues, but grillers have opened up to the idea of grilling for breakfast and lunch or brunch, which have grown by 7% and 12% respectively. They are also putting sides and meal extenders, like vegetables or potatoes, on the grill, as well as alternative proteins like seafood—most recently, lobster—and tofu. Grilling and barbecue are defined by strong flavors that can stand up to what is imparted on grilled products by charring and smoke, and what can add a bit of textural interest on its own. Austin Steak Rub, with its tried-and-true aromatic base and coarse texture, is about as traditional a steak rub as you can find. Burger Blast delivers surprising, African-inspired flavor to a classic American burger. Another classic seasoning blend and the only one to make a second appearance on this list, sweet and spicy North Carolina BBQ Rub has enough sugar in it to add a crisp bark on the outside of food, and enough heat to counter the sugar, which also plays into the sweet heat trend.
Fruit and Savory Pairings
This is one of the more playful trends to watch. Consumers are looking for flavors that are intriguing and refreshing; interest in “tropical flavors” like citrus, mango, and pineapple have risen approximately 65% in the last twelve months. First up: Chili Lime Seasoning, a tart and fruity blend that features citrus, chiles, and warming spices. It originated as a way to spice up fruit and has taken on a life of its own; it is now used on everything from watermelon to the rim of a margarita glass. We also love Habanero Mango Chicken Rub, which is great for so much more than chicken and is regularly purchased by restaurants and retailers. Hibiscus is rising in its appeal to the wellness set, and Tangerine Hibiscus Rub is a perfect storm of tangy, fruity flavors that incorporate some savory elements and even a bit of chile pepper heat.
Honorable Mentions
There are two more types of seasonings we would like to make note of. First: Interest in African foods and flavors may begin to rise as Western food service professionals look for new ways to expand their menus. And second: If you’re a retailer, restaurant, or prep service packager looking for something that will sell, look at Tuscany Bread Dipping Seasoning. It’s a versatile, fun blend that has terrific customer feedback. We measure our sales of this product in tons, and don’t see it ending any time soon.
