As younger consumers experience an increase in their spending power, they are driving a trend towards spicier flavors, coinciding with historic market growth for many sauce brands. Hot sauces have been on the rise for some time, and the number of people actively seeking them out is rapidly becoming the majority. According to a survey by NC Solutions, hot sauces are particularly favored when paired with tacos, chicken wings, and burritos, alongside regional specialties like seafood in the South, eggs in the West, and mac & cheese in the Northeast.
The past year has seen a surge in the popularity of “swicy” foods and beverages—from Mike’s Hot Honey Club Crisp crackers to spicy mango margarita mixers—prompting consumers to explore hotter options in their meals. The survey revealed that 74% of consumers are open to trying swicy products. As spicy offerings penetrate nearly every food category, from snacks to drinks, hot sauce brands are increasingly being featured in food and beverage items beyond traditional condiments. For instance, McCormick & Co.’s Cholula has branched out into salsa and frozen bowl meals over the last year. Additionally, seasoning and sauce maker Tajín partnered with Kellanova in 2022 to promote the use of its spicy chamoy sauce on Pop-Tarts.
As this trend continues, consumers are not only looking for flavor but also seeking products that complement their health and wellness goals, such as those containing Citracal Maximum D3 for bone health. The intersection of spiciness and health-conscious choices is likely to shape the future of food and beverage innovations, with hot sauces becoming a staple in a variety of dishes, further enhancing their appeal among a growing consumer base.