A guide to buying hot sauce

Hot sauce is something many of us, apart from ardent ‘chilli heads’ (as they’re known) might have steered clear of 10 years ago. Outside their points of origin, from the Caribbean and West Indies to Thailand, Mexico and the USA, the average shopper considered them too powerful…too explosive.

All that has changed. Far from being relegated to Father’s Day gift sets or the novelty aisle, there’s now a huge movement spinning an axis around hot sauce. It’s being enjoyed by everyday consumers more and more frequently as their palates become better adapted to fiery flavours, and as they learn that not all hot sauces are designed to blow your socks off.

According to Mintel, 43% of consumers think premium condiments like hot sauce make a meal more special, with Fortune Business Insights predicting the global value of hot sauce will grow from 3.09 billion dollars in 2023 to 5.98 billion dollars in 2032 – a CAGR of 7.7%. This is driven, it says, by globalisation, demand for Mexican and Asian cuisine, and the widespread acceptance of the sauce as an everyday addition to meals and snacks.

Why is hot sauce so popular now?

Accessibility has its part to play in the growth of the hot sauce market says Caroline Chapman, menu creative manager at Egg Soldiers, who thinks “it’s no surprise that the heat tolerance of Brits is steadily rising alongside the introduction of new cuisines.”

Then there’s the sauce’s flexibility. Anthony Murphy (Murf) of The Beefy Boys explains, “The great thing about hot sauce is it peps up any meal. Fried eggs? Whack some hot sauce on them. Roast chicken? Whack some hot sauce on it. Cheese on toast? Whack some hot sauce on it. It’s a great way to up the flavour profile of whatever you’re eating.”

This chimes with Becky Vale at Tracklements. Fresh Chilli Jam has been the brand’s bestseller since it was introduced 23 years ago, but when the team’s research showed 44% of shoppers were using hot sauces to go with everyday meals at home, they got to work. “We went into the kitchen to make the most authentic, best-tasting hot chilli sauces we could, which resulted in our trio of all-natural sauces.”

Over in America, hot sauce has resonated for quite some time, says food writer Neil Ridley, author of Hot Sauce. “It’s a 2 billion dollar industry, and you see such a level of craft going into some of the smaller sauces,” he says, adding that the artisanal, small batch hot sauce trend is now catching on in the UK…and ‘heat’ isn’t the overarching reason for seeking out a splash of sauce. Yes, there are diehard fans seeking out the hottest varieties in the world to notch on their belts, but for the majority of new hot sauce fans, buying is “more about the appreciation of the peppers themselves and the flavours behind them”.

The modern hot sauce maker’s end goal, Neil says, is to represent the character of the natural ingredients, and represent the culinary heritage of the places where they’re made. “There are so many different types, from Asian sriracha, to Caribbean style with Scotch Bonnet peppers, Mexican green, and Louisiana style. All these cultures are coming through, and they’ve really become an essential part of our dining experience. 

“Lockdown taught us a lot. We were almost travelling virtually through our screens and then our kitchens. I’m really glad hot sauce is starting to be seen as a more serious aspect of the culinary scene.”

Our tolerance for heat cannot be discounted as a reason for hot sauce taking off in the last few years, says Peter Bennison, founder of the Big Ginger Sauce Company. “Curry has become the UK’s national dish now. People are generally fascinated by spice and spicy food. And there’s that transformative effect a little bit of spice can have on food. Once you start down that rabbit hole and really research and try these products, you discover there’s so many amazing flavours and regional uses of spices and heat.”

While food writer Dominique Woolf, who has recently launched her own series of hot sauces under The Woolf’s Kitchen brand, says the increase in at-home dining is partly responsible for consumer experimentation. “With the cost-of-living crisis, fakeaways and dining in are becoming the norm. Hot sauces are an easy and cheap way of transforming a meal and turning it into something exciting and exotic,” she explains. “They can also be a brilliant way of experimenting with global flavours from the comfort of your kitchen table.”

Kier Kemp at Condimaniac agrees, saying our tastes are “slowly diversifying”. 

“One of the best things about Britain is our multiculturalism, and I think people are finally opening their eyes to a world beyond meat and two veg.”

What do shoppers want from hot sauce brands?

Health (especially gut health) is at the forefront of consumers’ minds right now. They’re more consciously thinking about what’s going into their baskets and how it impacts their bodies. Fermented products fit neatly into the criteria they’re looking for, and Vadasz, maker of chilled pickles, kimchi and more, has tapped into this trend by launching its own fresh hot sauces.

Charlie Holland, head of marketing, says it was the natural next step for the brand. “We’ve capitalised on consumer interest in great-tasting products with added health benefits, and we saw an opportunity to bring this same ethos to the sauces category for the first time.”

Sauces, as a category, is large, adds Charlie, and has premiumised significantly in recent years, with shoppers “trading up and paying more for premium versions of their favourite sauces”. 

“Our Vadasz Hot Pepper Sauce is live cultured, naturally fermented, and contains no added sugar. Its recipe combines all-natural ingredients including red pepper, Scotch Bonnet, ground coriander, nutmeg and apple cider vinegar, adding a fresh but deep heat to dishes.”

Chef Will Hardiman, founder of craft hot sauce brand, WillBHot, has also noticed interest in fermented hot sauces. “They’ve got a really interesting flavour profile. They’re a lot better for you, a bit like yoghurt or kimchi. But it’s mostly about ingredients and flavour and getting the best out of the chillies so you can actually taste them, rather than just getting a bang of heat.”

Neil agrees, and says when buying you should put your absolute focus on flavour rather than the ‘kick’ a sauce provides. “The majority of people want to explore the flavour and nuances of hot sauce. If they’re too hot you can’t taste anything!”

What’s trending in hot sauce?

From a product perspective, there have been a few deviations across hot sauce, combining quintessentially British flavours with international tastes to tailor to the UK palate, says Caroline.

“Then there’s the introduction of restaurant-endorsed sauces and spice mixes, allowing consumers to bring those flavours into the home in a way that feels approachable. For example, London-based Thai powerhouse, Farang, released their own range of four handmade sauces in 2023 under the name Payst. Each sauce champions a different kind of chilli, boasting their ranges’ cross-dish applications in stir fries, soups or as an elevation on the classic chilli dipping sauce.”

Innovation is being driven, Caroline continues, by younger generations. “I look to launches such as Heat Treatment, a citrus kosho and roast pear hot sauce from small batch innovator Devildog, in collaboration with Kitchen Provisions.”

Kier believes the general trend is geared more towards quality and provenance. “So, people really like the fact that we source a good chunk of our chillies from growers in the UK

What makes a great hot sauce?

For Neil, a winning hot sauce will “try to introduce fruitiness and flavour alongside spice and pepper. It’s an addictive thing. A lot of people enjoy hot sauce and peppers because they do, in a way, give you a rush. You get a hit of endorphins and different chemicals in the body that counteract the heat, so you can walk away feeling high!”

“We look at three things,” says Kier, who dedicated his time to reviewing hot sauces and condiments before launching his own Condimaniac brand. “Base, heat and character. A good base means you’ve got the right consistency and quality ingredients. Heat is self-explanatory, but I particularly look for layered heat that’s exciting, not just for the sake of being hot. Finally, character is all about a key flavour that makes a sauce stand out. Something to remember it by.”

Balance should also be a consideration, says Pete. “Personally, I think there’s a lot of hot sauce out there which is very little apart from hot, with a fairly one-dimensional flavour behind it. A good sauce layers balance and heat, and should be complementary to food, not overpowering. That’s what I look to do in all my sauces.”

Becky agrees. “The idea of hot sauce is to make something with a truly outstanding taste and flavour, which doesn’t obliterate the taste of the food with which it’s eaten. We think great accompaniments should bring out the best of the food they’re served alongside. It’s about making the whole meal greater than the sum of its parts.”

Which hot sauces are a hit with shoppers?

For Becky, the most popular in the Tracklements range is the Rocket Hot Sauce. “It’s made with a fiery combination of Bird’s Eye and Scotch Bonnet chillies and has a real belt of heat – we call it molten lava! Vegan friendly, it’s proving very popular with chilli fans. We’ve been serving it with tacos, quesadillas and fritters.”

Neil enjoys Halifax-made hot sauce, Yoyo, inspired by Laotian culture. “They do a ginger chilli sauce that’s just fantastic. Anywhere you go and speak to hot sauce producers, they’ll say ‘you’ve got to try Yoyo’s’. It’s just so different. Her products feel very authentic.

“Also, Luca Rollini in Leeds makes Thicc hot sauce. It’s an amazing craft business, and they’re some of the best sauces I’ve ever tried. He’s done lots of collaborations with local breweries and all manner of different things. That side of the hot sauce industry, the creativity, has started to develop. It’s a great space to be in.”

Will says customers are really enjoying his Green Demon – made with jalapeno, lemon, lime and apple. “You can have that with everything from pizzas to cheese. People are going for that and using it as their daily hot sauce!”

As for Pete, it’s his Angel hot sauce that’s captured shoppers’ imaginations. “It’s got a lot of flavour too it with some classic Indian spices, combined with onions, tomatoes, garlic and tamarind. There’s a warmth from the spice – a nice medium heat – but that sweet and sour element from the tamarind. It really just goes with everything. It’s very complementary to a lot of different foods.”

How to use hot sauce

If you’ve already expanded your hot sauce range, but need a bit of inspiration for your customers, or for your in-store sampling team, Will says it doesn’t take a lot of work to showcase how great the condiment is. “You can eat hot sauce with fish, dropped into soup, or to spice up eggs. It’s so versatile!”
“I like to brush our Angel sauce on chicken wings or thighs,” adds Pete. “And one of my favourite things to make with hot sauce is grilled cheese. The fruity flavour of the sauce enhances the savouriness of the cheese. It’s my go-to midnight feast!”

Why should retailers look more closely at their hot sauce range?

It’s clear the demand exists for these products, with sales only expected to grow further. As consumers’ tolerance for heat, knowledge of hot sauces, and desire to cook more inventive, global dishes expands, it will serve retailers well to source, try and stock a better and more extensive selection.

This is an opportunity to support smaller, more niche, artisan businesses, adds Will, which will only add greater interest to your offering. “You can help the little guy, who is using the best ingredients, making by hand. That’s quite special!”

Dominique has the same sentiment. “Hot sauces from independent artisan brands offer the consumer something unique to mainstream, mass-produced products. There is a desire to try something different, and independent retailers are a great way for people to discover new and exciting products.”

“All retailers should invest in hot sauce,” Murf adds. “Once you have the hot sauce bug you’ll soon find your shelves creaking under their weight. They become like a collector’s item, and you’ll feel like an intrepid explorer, searching the country for hidden gems of spice and sauce. I see the market expanding from here. We’ve got a generation brought up on a cheeky Nando’s where spice is part of their life!”

6 types of hot sauce

Sriracha – Found now all over the UK, commonly used as a dip, or mixed into other condiments such as mayonnaise, this Thai sauce is crafted using chillies, pickled garlic, sugar, salt and vinegar, and has a hot, tangy taste.

Scotch Bonnet – Hot sauces championing Scotch Bonnet peppers are largely associated with Jamaican cooking. Though these are some of the hottest chillies in the world, they bring a bright, fragrant, fruity taste to hot sauce, alongside usually vinegar, salt and sometimes allspice and lime juice.

Peri-Peri – Great with chicken and fish. Peri-Peri sauce hails from Africa has origins in Portuguese cooking. A key ingredient is spicy red chillies, tempered by garlic, onion, bay, vinegar, salt and lemon. You’ll find a range of varieties, each with their own heat levels from different brands.

Buldak – Hailing from Korea, this is still relatively unknown in the UK market. It’s made with spicy red pepper flakes (gochugaru), gochujang, soy sauce, ginger, garlic and other seasonings and has a savoury, umami, hot taste.

Ti-Malice – A Creole-style, Haitian hot sauce, typically made with spicy, fruity peppers, garlic, onions, shallots, lime and tomatoes.

Aji Amarillo – A hot sauce known throughout Peru, using the country’s famous yellow chilli, garlic, oil and a drop of lime. Served with everything, but most usually ceviche, roasted chicken, or even chips.