It’s no doubt that Americans have a strong affinity for using hot sauce to add some kick to their meals, but which of the many fiery flavorings takes the top spot is up for debate.
According to data from an online grocery platform, the most popular hot sauce and chili sauce brands among Americans were Frank’s RedHot, Huy Fong Foods (Sriracha), Cholula, and Burman’s, based on sales between January and September 2024 nationwide.
The Instacart report breaks down data by state, showing which hot sauce brands are most in demand across the 50 states. The report also highlights which states have the highest and lowest per-customer volumes of hot sauce purchased.
National Hot Sauce Day lets us dive deeper into the world of hot sauce, which, like many household items, has strong ties to geographic and cultural variations.
It’s worth noting that Texas Pete wasn’t the top-selling hot sauce in Texas, although it was the leading option in Virginia and the Carolinas. In contrast, Louisiana Brand proved more popular in Louisiana, as well as in Mississippi, Arkansas, and Tennessee.
Frank’s RedHot was the top hot sauce brand in 29 states, including Georgia, New York, Illinois, and Washington.
We were surprised to find that hot sauce preferences vary by region, as seen in the popularity of Tapatio in California and Tabasco in Hawaii, which stands out from the rest of the states,” Orellana said. “This shows that hot sauce tastes aren’t just about basic flavors, but are also tied to local cuisine and culture. It’s interesting to see how personal and regional identities play a role in which spices people use to season their food.
According to sales data, New Mexico residents purchased the most hot sauce per person, consuming an average of 31.9 ounces per individual. This was closely followed by Alaska and Colorado, with 29.2 and 27.2 ounces per resident, respectively. Meanwhile, those in Alabama, Arkansas, and Florida tend to use less hot sauce in their cooking, although it’s worth noting that consumer preferences can shift over time.
“We’re excited the report gives Americans a look at the wide variety of hot sauce preferences across the country, and people can see how their own tastes match up with the data – maybe it’ll even inspire them to try a new hot sauce from another part of the country for a comparison!” Orellana said.
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