States Taste the Heat: Instacart maps America's hot sauce preferences
Regional brands dominate, with Frank’s RedHot leading in most states and per-capita use highest in New Mexico.
A nationwide look at hot sauce habits shows Frank’s RedHot leading purchases across most states, with Sriracha and Cholula close behind. Instacart analyzed its purchase data from January through September 2024 and found Frank’s RedHot topped the national chart in 29 states, including Georgia, New York, Illinois and Washington. Louisiana Brand won out in the Lone Star State, as well as Mississippi, Arkansas, Tennessee and Louisiana. Texas Pete, meanwhile, did not top its home state, but was the lead choice in Virginia and the Carolinas. In the West, Tapatio was particularly popular in California, while Hawaii showed a stronger preference for Tabasco. The results illustrate how regional food cultures and local cuisines shape condiment choices, beyond simple heat level.
"National Hot Sauce Day gives us the perfect opportunity to take a closer look at this beloved condiment, and we found that hot sauce ― like many fridge and pantry staples ― is very closely tied to regional and cultural preferences," said Alex Orellana, Instacart’s trends analyst, in a HuffPost interview. "So, as we zoomed in to look at the various types of hot sauces preferred by people in different states, it gave us a lens into what makes each state unique."
Total hot sauce consumption per capita varied by state. The highest per-person purchases were in New Mexico, with an average of 31.9 ounces per customer, followed by Alaska at 29.2 ounces and Colorado at 27.2 ounces. By contrast, Alabama, Arkansas and Florida reported relatively lower per-capita purchases, suggesting room for growth or differing culinary habits. Instacart notes the data reflects online grocery purchases from January through September 2024 and may not capture all shopping channels.
The study also highlights how tastes evolve across the United States. In the per-state breakdown, local brands and regional staples linked to regional dishes help explain why a given sauce becomes synonymous with a state. For more information about the methodology and additional hot sauce insights, see Instacart’s full report on its website.
