Across the Generations: How Consumers Are Embracing the World of Chili Peppers

Spice isn’t just for thrill-seeking taste buds anymore—it’s becoming a deliberate flavor choice across all age groups. Our latest global research uncovers how different generations are engaging with chili peppers, highlighting what they’ve already embraced and which varieties they’re curious to explore next. The findings reveal more than just a love of heat, they showcase how consumers of all ages are on flavor journeys, blending tradition with curiosity, familiarity with discovery.

Every generation—from Silent to Gen Z—is embracing spicy flavors, not just for heat, but for the diverse profiles chili peppers offer: smokiness, earthiness, tang, and even subtle sweetness.

Silent Generation: Subtle Heat, Rich Flavor

While the Silent Generation may not be chasing the hottest chilies, they show a clear appreciation for complex, well-rounded heat. Favorites like Cayenne and Chipotle lead the way—both familiar and versatile in traditional home cooking.

What’s especially noteworthy? This generation shows high interest in exploring Guajillo, Calabrian Chili, and Ancho—flavors known for their earthy, smoky, or slightly sweet characteristics, suggesting that taste complexity still draws strong interest even among older consumers.

Baby Boomers: Classic Heat with Cultural Curiosity

Boomers are firmly rooted in staple heat—Cayenne, Jalapeño, and Chipotle dominate their “tried and liked” list. But the real story is what’s next. This group is showing strong curiosity for Guajillo (49.7%) and Green Hatch (49.1%), along with Pasilla and Ancho, peppers often tied to traditional Mexican cuisine.

These results point to a generation open to global influences—especially when rooted in authenticity and cultural tradition.

Top Emerging Peppers for Boomers

• Guajillo – Smoky, tangy

• Green Hatch – Earthy, bright

• Pasilla – Mild, raisin-like

• Ancho – Sweet heat with depth

Gen X: Familiar Foundations with Growing Openness

Gen Xers blend their love of recognizable heat (Jalapeño, Cayenne, Chipotle) with a growing curiosity for bolder, more niche peppers. Their top five “interested in trying” list features Green Hatch, Chile de Árbol, Calabrian Chili, Pasilla, and Ancho—a list that closely mirrors Millennial exploration patterns.

This generation could be a bridge group—comfortable with spice, yet increasingly motivated to explore deeper global flavor cues.

Millennials: Curating Their Heat with Intention

Millennials are the most experienced and most intentional when it comes to spice. They’ve widely tried and liked heat-forward peppers like Jalapeño (61%), Chipotle, and Cayenne, but they’re also seeking depth: Green Hatch, Chile de Árbol, Calabrian Chili, and Pasilla are among their top targets for new flavor discovery.

This generation wants global authenticity and culinary narrative—heat with meaning. They're a driving force behind restaurant innovation and CPG product exploration of regional peppers.

Gen Z: Flavor-First Explorers

Gen Z has inherited a well-stocked pantry of spicy flavors—and they’re hungry for more. Their tried-and-liked list mirrors Millennials, but their “interested in trying” list suggests slightly softer heat preferences (e.g., Pasilla, Ancho) balanced with globally rooted chilies like Guajillo and Chile de Árbol.

They’re not necessarily chasing burn—they’re exploring vibe-forward spice that enhances sauces, snacks, and experiences. This makes them a key audience for innovation in snacks, dipping sauces, read-to-eat meals, and global street food.

Age Isn’t the Decider—Flavor Curiosity Is

Across every generation, we’re seeing a shift: spice isn’t just about Scoville levels. It’s about story, culinary heritage, regional identity, and a desire to experience food in new ways.

For food manufacturers and culinary developers, this presents real opportunity:

• Innovate across age groups with layered chili flavor profiles

• Spotlight origin stories to engage curiosity

• Design custom heat experiences that offer more than just burn

Take advantage of our wide variety of pepper extracts to showcase unique pepper flavors and specific ingredients on front of your pack. Explore