Spicy Trend: Hot Sauce Sales Soar in the UK as Celebrities Join the Craze
Ed Sheeran ventures into the hot sauce scene with ‘Tingly Ted’s,’ developed in collaboration with Kraft Heinz
Britain is experiencing a surge in hot sauce popularity, with sales, particularly of sriracha and chilli sauce, nearly doubling in the past year. Waitrose reports a 55% year-on-year increase in hot sauce sales, attributing the trend to the rising popularity of YouTube shows like ‘Hot Ones,’ where celebrities indulge in spicy challenges. Celebrities, including Ed Sheeran, Alice Cooper, Michael Anthony, Ron ‘Bumblefoot’ Thal, and Joe Perry, are launching their hot sauce brands. The chilli market is now valued at over £1.23 billion annually, expected to reach £1.6 billion by 2028.
Spicy Ventures by Celebrities
Ed Sheeran ventures into the hot sauce scene with ‘Tingly Ted’s,’ developed in collaboration with Kraft Heinz. The condiment comes in two varieties: ‘Tingly’ and ‘Extra Tingly,’ reflecting Sheeran’s love for spiciness. Other music icons like Alice Cooper, Michael Anthony, Ron ‘Bumblefoot’ Thal, and Joe Perry have also launched their hot sauce brands.
Global Trend and Influencer Impact
The popularity of hot sauce extends globally, with influencers playing a significant role. Platforms like TikTok, featuring shows like ‘Hot Ones,’ contribute to the trend. The global chilli market’s value is projected to grow to £1.6 billion by 2028. The younger generation, particularly Generation Z, shows a preference for hotter sauces, influencing the market’s direction.
Health Benefits and Culinary Diversity
Consumers are drawn to hot foods for their intense flavor, and eating chilli and spicy foods is believed to have health benefits. The compound capsaicin in peppers is thought to reduce some risk factors for heart disease and cancer. The culinary diversity offered by hot sauces aligns with the changing preferences of consumers, with 77% of Gen Z expressing a preference for hotter sauces.
Social Media’s Role and Impact of Covid-19
Social media, especially platforms like TikTok, contributes to the popularity of hot sauce, with videos featuring hashtags like ‘hot sauce’ garnering billions of views. The Covid-19 pandemic limited international travel, leading consumers to explore exotic ingredients and spice in their kitchens. Individuals who lost their sense of taste due to Covid-19 are now drawn to hot foods, seeking intense flavors.
Market Growth and Changing Food Traditions
The chilli market’s rapid growth and the increasing popularity of hot sauces reflect changing food traditions and preferences. The market is expected to continue expanding, driven by consumer experimentation and the desire for unique and flavorful culinary experiences. The rise of hot sauce delivery companies and memberships attests to the trend’s sustained momentum.