Savor the Flavor: Consumer Preferences and Variety Seeking Associated with Spicy Foods

Individuals have a basic internal need for variation in their daily lives. This study aims to expand the discussion of variety seeking consumers’ interest and willingness to incorporate spicy flavors in their daily diets. Primary data was collected through an online survey, to run MANOVA and ANOVA analysis. Results provide details of attribute-level variety seeking and their interest in different types of spicy food items specifically associated with differences in age, race, and education. These differences were associated with two spicy foods categories, snack/chip food, and fresh peppers. This project was funded by the New Mexico Chile Association.