Things will get hot in 2021. Like, tongue-numbingly hot. Pinners will turn up the heat in the kitchen with spiced-up recipes and zesty creations – because salt and pepper just don’t cut it any more.

Steaming stir fry being cooked in a wok
A bowl of ramen topped with egg, pork, green onion and bamboo shoots
An array of red and brown spices in small individual bowls

What the global data says

75%

year-on-year increase in searches for tomatillo enchilada sauce

Find it trending in
Canada
US

55%

year-on-year increase in searches for Cajun chicken pasta recipes

Find it trending in
UK
US
Canada

2x

year-on-year increase in searches for jalapeño pepper jam recipe

Find it trending in
Canada
US

155%

year-on-year increase in searches for hot honey recipe

Find it trending in
US
Canada

70%

year-on-year increase in searches for poke bowl sauce

Find it trending in
France
Germany
UK




Tips for brands

Help Pinners to turn everyday meals into flavour adventures. Food brands can play to different taste profiles by adding a ‘spice meter’ on their creative assets. Drinks brands can promote food and drink pairings to help Pinners to cool their mouths after a hit of jalapeño. Home appliance and electronics brands can show Pinners how to turn their kitchen basics into flavour makers. And vitamin brands can promote digestive aids to help Pinners to enjoy spicy foods with ease.





Collage of three images featuring two women with short brown hair wearing orange roll-neck jumpers, coloured glassware staged in bright light and a blue car bumper

See the trend on Pinterest
Explore the Pins that bring our predictions to life.

Source: Pinterest Internal Search Data, Global, analysis period Oct 2018 to Sep 2020