Dive Brief:
- Over half of Gen Z consumers identify themselves as hot sauce connoisseurs, and a quarter bring their own hot sauce to restaurants, according to a new survey of 1,114 American adults published by NC Solutions.
- Hot and chili sauces were the second most-purchased condiments between January and March among those surveyed, outpacing ketchup and mustard and behind mayonnaise. The respondents pointed to Frank’s Red Hot, Cholula, Tabasco, Louisiana and Texas Pete as their favorite traditional hot sauces, with 12% preferring artisanal alternatives.
- Over three in five (62%) of all consumers surveyed indicated they are more likely to buy a food or beverage item if it is advertised as spicy, the survey found.
Dive Insight:
As their spending power increases, younger consumers are ushering into an era of spicier flavors, which comes at the same time many sauce brands are reaching historic market growth. Hot sauces have been gaining popularity for a while now, but the number of those who seek them out is quickly becoming a majority.
The NC Solutions survey results indicate hot sauce is most popular when paired with tacos, chicken wings and burritos, as well as regional varieties like on seafood in the South, on eggs out West and on mac & cheese in the Northeast.
“Swicy” food and drinks — from Mike’s Hot Honey Club Crisp crackers to spicy mango margarita cocktail mixers — have seen viral popularity over the past year, which is also driving consumers to search for a hotter edge in their food items. According to the survey, 74% of consumers said they would be willing to try swicy offerings.
As spicy offerings take over nearly every food category from snacks to drinks, hot sauce brands are also appearing more frequently in food and beverage items outside of just condiments. McCormick & Co.’s Cholula has expanded into salsa and frozen bowl meals over the past year. Seasoning and sauce maker Tajín collaborated with Kellanova in 2022 on a collaboration with Pop-Tarts, encouraging consumers to use its spicy chamoy sauce on the toasted pastry.
