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Dive Briefing:
- According to a new survey of 1,114 U.S. adults conducted by NC Solutions, more than half of Gen Z consumers identify as hot sauce lovers, and a quarter say they bring their own hot sauce to restaurants.
- Hot sauce and chili sauce were the second most-purchased condiments among those surveyed between January and March, ahead of ketchup and mustard and behind mayonnaise. Respondents cited Frank's Red Hot, Cholula, Tabasco, Louisiana and Texas Pete as their favorite traditional hot sauces, with 12% preferring traditional alternatives.
- More than three in five (62%) of all consumers surveyed said they would be more likely to purchase a food or drink advertised as spicy.
Dive Insight:
As the purchasing power of younger consumers increases, we are entering an era of spicier flavors, and this comes at a time when many sauce brands are reaching historic market growth. Hot sauces have been popular for a while, but the number of people seeking hot sauces is quickly becoming the majority.
According to the NC Solutions survey, hot sauce is most popular with tacos, chicken wings, and burritos, but it's also popular with seafood in the South, eggs in the West, and mac and cheese in the Northeast.
“Swish” foods and drinks—from Mike’s Hot Honey Club Crisp Crackers to Spicy Mango Margarita cocktail mixers—have gone viral over the past year, pushing consumers to seek out spicier flavors in their food. Surveys show that 74 percent of consumers are willing to try a Swish product.
As spicy foods take over nearly every food category from snacks to drinks, hot sauce brands are also appearing more frequently in food and beverage items, not just condiments. McCormick & Co.’s Cholula expanded last year into salsa and frozen ball meals. Tajín, a condiment and sauce maker, partnered with Kellanova in 2022 to collaborate with Pop-Tarts to encourage consumers to use its spicy chamoy sauce on toasted pastries.
