Spicy Pepper Consumption and Preferences in the United States

Little data are publicly available about U.S. spicy pepper ( Capsicum sp.) consumers and their type-specific preferences. This research adds to the body of knowledge surrounding the demand side of the U.S. spicy pepper market by providing exploratory data to examine U.S. consumer preferences as they relate to seven common spicy pepper types: cayenne ( Capsicum annuum ), habañero ( Capsicum chinense ), jalapeño ( C. annuum ), New Mexico-type long green and red ( C. annuum ), paprika ( C. annuum ), poblano/ancho ( C. annuum ), and serrano ( C. annuum ) peppers. Data were collected using an online panel survey of 1104 consumers. Results suggest that jalapeño peppers were the most popular fresh spicy pepper purchased by participating food consumers. Paprika powder, a relatively mild spicy pepper product, was the most widely-consumed dried or ground pepper of the seven studied. Women appear more likely to be non-likers of spicy foods than men ( P ≤ 0.05). Responses of this survey group suggest that many consumers enjoy spicy peppers and that consumption varies by pepper type. Finally, the most popular pepper types do not necessarily appear to be the “hottest” or “mildest” of those available in the market.