[Gurunavi Research Department] Survey on "Extremely Spicy Food" 2026

Gurunavi, Inc. (Headquarters: Chiyoda-ku, Tokyo; President and Representative Director: Shiro Sugihara) conducts various food-related surveys aligned with societal trends targeting Gurunavi members, including users of "Rakuten Gurunavi (https://www.gnavi.co.jp/)", and regularly publishes information as the "Gurunavi Research Department." This time, we surveyed about "extremely spicy food." Details are as follows.

[Survey Results Highlights]

- 43% of people like extremely spicy food.
- The most common frequency of consumption is "about once a month" at 24%, and just over half eat it at least once a month. Among those who eat it at least once a month, over 60% are men in their 20s and 30s.
- Regarding changes in eating frequency over the past 2-3 years, 20% said it increased. The increase is more pronounced among younger age groups.
- The preferred seasons for eating it are "summer" and "winter," both at 34%.
- The top 3 reasons for wanting to eat it in summer are: "Want to sweat and feel refreshed," "Want to experience stimulation and a sense of accomplishment," and "Can eat it even when appetite drops."
- The temperature at which people most want to eat extremely spicy food is "30°C," with an average of 28.7°C.
- The top 3 types of spiciness desired this summer are: "Numbing spiciness of Japanese pepper/Sichuan pepper," "Complex spiciness of spices," and "Burning spiciness of chili peppers." For all items except "Numbing spiciness of Japanese pepper/Sichuan pepper," women exceeded men by more than 10 percentage points.
- The most common desired spiciness level for summer is "8."

Extreme Spice Boom Driven by Youth and Women! Diversifying Spiciness Needs

Kumiko Honma, Research Group Leader, Gurunavi, Inc.

In this survey, 43% of respondents answered that they "like" extremely spicy food, and just over half eat it at least once a month. While there were no major changes in numbers compared to a similar survey conducted last year, when asked about changes in eating frequency over the past 2-3 years, the increase was greater among younger age groups, indicating that extremely spicy food is spreading among the youth.

The reasons for wanting to eat extremely spicy food remain the same as last year, with "Want to sweat and feel refreshed" and "Want to experience stimulation and a sense of accomplishment" ranking high. However, a difference from last year is the "desired spiciness level for summer." Until last year, "7" was the most common, but this year, "8" is the most common at 25%. Perhaps people want to refresh their mind and body with stronger stimulation.

Furthermore, when asked about the "type of spiciness" they want to eat this summer, while "Numbing spiciness of Japanese pepper/Sichuan pepper" is popular among men, women showed greater support than men for multiple types of spiciness, such as "Burning spiciness of chili peppers" and "Complex spiciness of spices," which is an interesting result.

Severe heat is expected again this year, so why not challenge yourself with "stronger stimulation" according to your physical condition and get through the summer deliciously and refreshingly?

<2025 [Gurunavi Research Department] Survey Results on Extremely Spicy Food>

https://pro.gnavi.co.jp/magazine/t_res/cat_2/a_4523/

[Survey Overview]

- Survey Period: Friday, May 29, 2026 – Sunday, May 31, 2026
- Survey Method: Web questionnaire
- Survey Target: Nationwide
- Respondents: 1,300 Gurunavi members in their 20s to 60s