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Methodology -

NCSolutions commissioned a consumer sentiment survey of 1,114 US adults in April and May 2024. Participants were asked about their eating habits and preferences. The results were weighted to represent the US population by age, gender, region, ethnicity, marital status, education level, and household income.

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The hottest -

According to the survey, hot sauce surpassed ketchup, BBQ sauce, ranch dressing, and mustard as the most popular condiment among Americans in 2024. Over half of respondents reported using hot sauce more than once a week.

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Taking the lead -

According to NCSolutions' purchase data, mayonnaise remained the most popular condiment purchased by consumers in the first quarter of 2024. Hot sauce and chili condiments followed closely behind, surpassing ketchup, mustard, and soy sauce in popularity.

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Warming up -

Interestingly, hot sauce purchases peak towards the end of the year. In 2023, October, November, and December, were the months with the highest hot sauce sales.

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Still up there -

While hot sauce emerged as the top condiment choice for most Americans, ketchup remained a close second. Baby boomers were the only generation to prioritize ketchup over hot sauce. Additionally, women were more likely than men to prefer ketchup to hot sauce.

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Getting bold -

While 93% of Americans consume hot sauce, their tolerance levels vary widely. A daring 9% can handle the hottest of hot sauces and 31% enjoy hot flavors. On the other hand, 33% prefer medium heat, while 20% can only tolerate mild heat.

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Matter of honor -

Topping others in terms of tolerance appears to be a significant motivator for consuming hot sauce and exploring spicier varieties. The survey revealed that 34% of respondents admitted to trying to outdo family and friends when eating spicy foods.

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Online challenges -

The competitive trend aligns with the rise of online spice challenges, where social media users film themselves consuming extremely spicy foods and products. Notably, 34% of Gen Z respondents admitted to participating in these challenges.

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Dangerous game -

One challenge, known as "The One Chip Challenge," has led to adverse reactions in some children, including vomiting, excessive sweating, and a blue tongue. After incidents involving students at Bay Area schools, multiple principals have issued warnings to parents about the Paqui brand chip, which contains extremely high Scoville Heat Units (SHU), the measuring unit of a pepper’s pungency.

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Dangerous game -

The chip reportedly contains Carolina Reaper and Naga Viper peppers, which measure  almost 1.6 million and 1.4 million SHU respectively. For comparison, jalapeño peppers range from 2,500 to 8,000 SHU. To illustrate the intensity, pictured is WWE wrestler Logan Black's reaction after being forced to eat a Paqui chip following his loss to Jeff Cannonball.

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Celebs are in -

The online phenomenon was further fueled by celebrity participation in spicy food challenges. Many A-list stars have appeared on "Hot Ones," a popular YouTube show where guests consume progressively spicier chicken wings while being interviewed. Celebrities like Daniel Radcliffe (pictured), Idris Elba, and Jennifer Lawrence have appeared on the show.

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Hot sauce culture -

One respondent, who considers hot sauce her "entire life," stated, "I would eat hot sauce any day. It's a great conversation starter. I also really like 'Hot Ones' and even created my own 'Hot Ones' challenge," highlighting the influence of the online show on hot sauce culture.

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New connoisseurs -

The growing online fan base may explain why over half of self-proclaimed "hot sauce connoisseurs" are Gen Z, compared to just 34% from other generations.

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Feeling bold -

While a bold 37% of Americans would be willing to try the world's hottest pepper, younger generations show a stronger inclination for extreme heat; 60% of Gen Z and 47% of Millennials expressed interest in tasting it.

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What else is behind it? -

People were most drawn to hot sauce for the following reasons, in order of preference: enjoying the taste, feeling it added depth to dishes, enjoying the sensation of heat, and growing up consuming hot or spicy foods.

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Drawbacks -

However, the indulgence in hot sauce comes with physical consequences. Over two-thirds (68%) of respondents reported experiencing a runny nose, while others dealt with sweating, crying, or digestive issues. Interestingly, nearly a quarter (23%) consume hot sauce specifically to clear their sinuses.

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Getting "swicy" -

While sweet and spicy combinations aren't new, the term "swicy" has recently gained popularity in marketing. Google searches for the term increased by 1,700% from March 2023 to March 2024, and three-quarters of Americans expressed interest in trying "swicy" foods or drinks.

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Hot sauce in their bag -

People are so passionate about hot sauce that one in four Millennials and Gen Z prefer to bring their own to restaurants, rather than risk not having it with their meal.

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The hotter the better - When purchasing hot sauce, 51% of consumers consider its SHU. Additionally, over 60% are more likely to buy a product if it's advertised as hot or spicy.

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Mass produced vs. local -

Hot sauce from grocery stores still accounts for the majority of purchases, with only 14% of respondents sourcing it from local farmers' markets. While most Americans prefer traditional brands, over 10% enjoy artisanal hot sauces.

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The winners -

Overall, the preferred hot sauce brands are Tabasco, Frank's RedHot, Cholula, Louisiana Hot Sauce, and Texas Pete, in order of preference.

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What's on the menu? -

In terms of preferred foods to pair with hot sauce, Americans most commonly choose tacos, chicken wings, and burritos. However, regional preferences have emerged: Southerners often add hot sauce to seafood, soups, and stews, while Northeasterners favor mac and cheese, fried rice, and hamburgers. Out West, people tend to enjoy hot sauce with burritos and eggs.

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International flavors -

Hot sauce culture has sparked a broader interest in spicy foods from around the world. Three-quarters of Americans enjoy cuisines known for their spice, with Mexican, Chinese/Szechuan, Spanish, Thai, and Indian topping the list.

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Roots based -

For respondents, where you grow up or live can significantly influence hot sauce consumption habits. For instance, 19% of Southerners and 18% of Westerners attribute their hot sauce consumption to the prevalence of spicy food in their region.

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Boiling blood -

Additionally, one-third of respondents credit their high tolerance for hot sauce to their current or hometown, while 27% cite cultural or social influences. Notably, over half of Asian and Hispanic respondents specifically attribute their tolerance to cultural or social influences.

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Specific taste -

Aspiring hot sauce connoisseurs shared their preferred flavor profiles in order: tangy, smoky, sweet, garlicky, and tomato based.

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Water it down -

While 10% of Americans over 21 prefer an alcoholic beverage with their spicy food, most opt for non-alcoholic drinks. Water is the most popular choice, followed by soda and milk.

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Not for everyone -

While the number of spice enthusiasts is growing, some remain hesitant. The top five reasons for not embracing the hot sauce trend are, in this order: disliking spicy food, discomfort with the burning sensation, digestive sensitivities, low spice tolerance, and lack of exposure to hot or spicy food during childhood.

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Take it easy -

Whether you're already a hot sauce connoisseur or just starting your spicy journey, it's important to proceed with caution and respect your limits. While spicy food can have health benefits, it can also cause adverse reactions. If you have any intolerances, it's essential to be aware of them to avoid potential harm.

Sources: (NCSolutions) (Business Insider)

See also: The world’s hottest peppers, and where to eat them

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