A guide to buying chillies

Chillies are cool right now. The exotic fruit - whose varieties range from sweet bell peppers, to scorching Scotch Bonnets – really is having its day, as consumers continue to up the ante in the kitchen, taking their taste buds to the next level.

They’re inspired by social media, which puts a cultural melting pot at their fingertips. By new generation artisan condiments (especially Asian-inspired products). And by chefs, who’re being more experimental than ever before with spices and heat in their kitchens. 

How many varieties of chilli are there?

Estimates say there’s about 4,000 different types to choose from – that’s quite a selection!

What’s the mildest chilli in the world?

The bell pepper, which tends to be sweet (erring towards bitter if you go for green varieties).

What’s the hottest chilli in the world?

Until 2023, it was the Carolina Reaper, developed by Ed Currie in South Carolina in 2013. Ed continues to hold the title with his newest breakthrough in cultivation – Pepper X, which has a Scoville Heat Unit (SHU) rating of 2.69 million. It’s been named the hottest chilli on the planet by the Guinness World Records. As a guide, jalapenos typically score 2,000 to 8,000 on the SHU. Quite a difference!

Are chillies good for health?

Yes. They’re packed with Vitamin C and capsaicin, which has powerful antioxidant properties. Some say they feel chillies help boost their metabolism too. Approach the extremely hot chilli peppers with caution though – they have been known to hospitalise ‘chilli heads’.

Why are shoppers buying more chilli products?

“Spicy condiments are riding a wave of cultural and culinary momentum,” says The Woolf’s Kitchen founder, Dominque Woolf. “Shows like Hot Ones helped spark interest, introducing hot sauce to the mainstream.”

Social media, she adds, continues to drive trends, skyrocketing the popularity of the likes of chilli crunch, hot honey and spicy noodles. 

Consumers are demanding bolder flavours, agrees Rumble Romagnoli, founder of Chilli No 5. “Chillies’ versatility means they can be used in everything from sauces and oils to snacks and sweets, offering a sensory adventure with each bite.”

But it’s not just about flavour. “There’s an addictive quality to chilli that keeps shoppers coming back. We’ve seen customers start with milder options and then gradually move towards hotter, spicier sauces as they build their tolerance and crave the thrill.”

He thinks shoppers are more aware of the health benefits of chillies too, calling them a natural choice for anyone seeking out flavour and functionality.

Sanjay Aggarwal, founder of Spice Kitchen, says he’s definitely noticed an uptick in sales of warmer blends. “We’re actually seeing the highest sales ever of our chilli spice tin.” He puts this down to a few things. Firstly, easy flavour. “I tend to find people are much less nervous about adding chilli to their food than they are with lesser-known spices. A teaspoon of chilli powder offers such an easy, cheap way to transform a dish from bland to interesting.”

Experimentation is another reason consumers are reaching for chilli products, he adds. “People are more adventurous with food than ever before. Cuisine from India, Mexico, Thailand and Korea all use chilli as a core ingredient, and shoppers are keen to experience those flavours at home.”

Are people getting used to hotter chillies?

Xiaoxiao Wang, owner of Soho eatery, Noodle & Beer, certainly thinks so. “Over the past few years, we’ve noticed British diners becoming increasingly adventurous – not just tolerating spice, but seeking out complex, layered heat,” he says. “It’s no longer about the burn, it’s about the balance, aroma and depth that chillies bring.”

Customers, both Chinese and international, he adds, are asking for extra heat, or choosing specific dishes for their punchy nature.

What are the most popular chillies?

Fresh green chillies with floral heat are having a moment, says Xiaoxiao. “As well as dried Sichuan chillies and the iconic Sichuan peppercorn. We’ve also seen interest in fermented chilli pastes that carry both heat and umami.”

Interest in South American cooking is leading customers out of their comfort zone of the usual supermarket offerings of jalapenos and Bird’s Eye chillies. Fruity Amarillo -  the yellow variety used in multiple Peruvian dishes - is hot on the scene, as are dried chillies typical in Mexican cooking such as Ancho, Guajillo and Pasilla. 

Basque-style pintxos are capturing the imaginations of home cooks at the moment too, especially gildas (green pepper, olives and anchovies), so the typical Guindilla is well worth having in your stable.

Which chilli products are must-haves?

Chilli crisp dominates the marketplace, alongside a surge in hot honey products, and, says Dominique, “Harissa has firmly established itself as a go-to ingredient in many kitchens, while chimichurri is also on the rise as shoppers embrace Latin American flavours.” Chilli jam, she adds, “holds its place as a popular classic, while sweet and spicy combinations, such as candied jalapenos, tap into the booming ‘swicy’ trend, making chilli more accessible to a wider audience.”

Chilli jam, agrees Liz Cuff of Tracklements, has become as essential on shelves as mustard and ketchup. The brand launched its version 25 years ago, and it remains a best-seller, with data from Blue Marble Research revealing 60% of shoppers are keen to try new combinations of food with chilli jam, with 28% eating it at least once a week.

With 44% of shoppers using hot sauce alongside everyday meals, and 46% enjoying them weekly, Liz says it made sense for Tracklements to expand its repertoire, launching three hot sauces in 2024. “The great thing for retailers with UPF-conscious shoppers is, they can stock our hot sauces, safe in the knowledge they contain ‘kitchen cupboard’ ingredients. We even ferment the chillies for our Sriracha sauce on site.”

Chilli No 5’s chilli-infused extra virgin olive oil is striking a chord, says Rumble. “And superfood-packed world chilli sauces are in high demand because they bring a touch of luxury to any dish, and contain good-for-you ingredients.”

Meanwhile, the rise in home cooking has pushed chefs to up their game, exploring different expressions of chilli, from smoky chipotle, to citrussy yuzu chilli. “We sell a huge amount of Carolina Reaper and Scorpion flakes,” Rumble adds.

Xiaoxiao agrees, saying anything with a chilli oil base is in demand. “Customers are increasingly curious about our house-made condiments – especially our spicy fermented bean pasta and crispy chilli oil.”

Chilli oil is now a store cupboard staple, says Sanjay, “both for cooking, and for drizzling on top of dishes as a finishing touch. They’re a great way to control the heat level in a dish, and they’re perfect for adding some spice without overwhelming the flavour.”

What are some chilli brands to try?

Sublime, maker of flavoured butters, has recently launched an XO sauce and The Other XO (a vegan version) under its Creations line. Both have a rounded, umami taste, with a hit of fragrant chilli.

Chili Maven’s authentic Mexican-style Salsa Macha (with dried chillies, nuts, seeds and garlic) goes with everything. And we really like Big Ginger Sauce’s sweet, garlickly Angel hot sauce.

What should retailers think about when stocking chilli products?

Xiaoxiao says to look out for Chinese cult favourite chilli condiment brand Lao Gan Ma, which is becoming mainstream in home kitchens. “Their popularity lies in their versatility. A spoonful can instantly elevate fries, pasta or noodles with layers of heat, umami and complexity. For retailers, expanding in this category means meeting the demand for flavour-forward ingredients that make everyday cooking more exciting and effortless.”

Focus on offering a balance of chilli-infused products across your range, Rumble advises – from mild to intense. Ensuring products are made with clean, natural ingredients, free from artificial colourings and preservatives is also important. “Shoppers today are more aware of what they put in their bodies, so transparency is key. Retailers should also ensure their chilli range reflects global flavours, allowing customers to experience the world without leaving their kitchens.”

“Products that bring real flavour (not just heat) tend to perform better long-term,” adds Dominique. “Balancing trend-led products like hot honey with established staples helps create a well-rounded offer.”

Prioritise quality as well, says Sanjay. “Shoppers are becoming more discerning about this.”