For countless Americans, hot sauce is a culinary essential, sparking passionate debates and fierce brand loyalties. A new analysis of grocery delivery data provides a clear, state-by-state picture of these preferences, revealing a nation united by a love of heat but divided by favourite brands.
National Favourites and Regional Champions
In honour of National Hot Sauce Day on January 22, the grocery delivery platform Instacart examined purchase data from the first nine months of last year. The analysis identified the top five most-purchased hot sauce brands across the United States. Leading the pack nationally was Frank's RedHot, followed by Huy Fong Foods' iconic Sriracha, Taco Bell's branded sauce, Cholula, and Texas Pete.
However, diving deeper into state-level data uncovers strong regional allegiances. Texas Pete dominates in the Carolinas, Georgia, and Virginia—a notable detail given its name, as it is not the top choice in Texas itself. Meanwhile, Louisiana Brand holds sway in its home state and neighbouring Arkansas, Mississippi, and Tennessee.
Surprising Patterns and Personal Tastes
Alex Orellana, a trends analyst at Instacart, highlighted the intriguing regional patterns. "One of the most interesting takeaways was how strong, and sometimes surprising, regional loyalty can be," Orellana stated. He pointed to unique contrasts, such as Cholula being a favourite in both distant Montana and Hawaii. In California, Tapatío stands alone as the top choice, a clear reflection of local food culture influencing grocery carts.
The report also calculated which states purchase the highest and lowest volumes of hot sauce per customer, though the specific rankings were part of the broader study. Orellana emphasized that these buying patterns offer insight into larger shifts in American eating habits. "Whether it's sticking with reliable pantry staples or experimenting with new sweet-heat combinations, these patterns show how flavour trends move from curiosity to habit," he explained.
What Hot Sauce Data Tells Us
The data, covering deliveries from January 1 to September 30 of the previous year, goes beyond mere condiment choice. It acts as a window into regional identity and evolving culinary tastes. "We hope this data helps people see how something as simple as hot sauce reflects bigger shifts in the way Americans eat," Orellana said. Ultimately, it underscores the personal and cultural significance of how people choose to bring flavour and heat into their daily meals.
