Map reveals the most popular hot sauce in each US state
Americans have long had a love of hot sauces, and a new report from Instacart revealed the brands that dominate in each state.
The U.S. spicy sauce market is hugely profitable and it's expanding rapidly. It was worth about $963 million in 2022, according to Forbes Business, and it's projected to grow to $1.67 billion by 2030.
The Instacart data, released in honor of National Hot Sauce Day on January 22, shows that while some brands enjoy nationwide popularity, others have a stronghold in specific regions. Frank's RedHot was the undisputed favorite across the United States in 2024, ranking as the most popular hot sauce in 29 states.
Frank's dominance spans coast to coast, with significant popularity in states such as Georgia, New York, Illinois and Washington.
"Whether you're adding a dash of hot sauce to your morning eggs or giving your wings an extra kick, our findings reveal the essential role hot sauce plays in kitchens nationwide, enhancing flavors and adding that much-desired zing to any dish," Instacart said in its statement.
Regional Favorites
While Frank's RedHot leads nationally, regional preferences highlight unique tastes. The map below shows which hot sauce comes out on top across the U.S.
In a somewhat surprising twist, Texas Pete—a hot sauce brand that originated in North Carolina—was not the most popular choice in Texas, as well as Mississippi, Louisiana and Arkansas. Instead, Texas Pete was the preferred pick in Virginia and the Carolinas.
Other state favorites include:
- Tapatio in California
- Tabasco in Hawaii
- 505 Southwestern in New Mexico
- Burman's in Oklahoma and six other states.
The Spiciest States
The report also examined which states consume the most and least hot sauce per capita. New Mexico emerged as the spiciest state, with 31.9 ounces per customer purchased on Instacart. Alaska and Colorado followed closely behind.
On the other end of the spectrum, Alabama was named the mildest state, with the lowest per capita hot sauce purchases, followed by Arkansas and Florida.
Which States Buy the Most Hot Sauce?
These are the states buying the most hot sauce, according to the Instacart data:
- New Mexico (31.9 ounces/customer)
- Alaska (29.2 ounces/customer)
- Colorado (27.2 ounces/customer)
Which States Buy the Least Hot Sauce?
Here are the states buying the least amount of hot sauce:
- Alabama (16.6 ounces/customer)
- Arkansas (17.4 ounces/customer)
- Florida (17.7 ounces/customer)
America's Ongoing Love Affair with Heat
As hot sauce continues to be a staple in kitchens across the country, its growing popularity aligns with broader culinary trends emphasizing bold and diverse flavors.
Social media may play a role in fueling the demand for spicy condiments. Shows like Hot Ones, which features celebrities eating progressively spicier wings, rack up millions of views and contribute to the rising popularity of unique, high-heat blends.
One thing is clear: No matter where you live, there's a hot sauce out there that matches your region's tastes. Whether it's Frank's RedHot, Tabasco, or a small-batch specialty sauce, Americans' love for heat is showing no signs of cooling down.