The Market Numbers Tell a Spicy Story
The chili sauce market is reportedly valued in the billions and is anticipated to show continued growth during 2025 to 2034, with a significant portion driven by chili crisp varieties. The growth feels almost unprecedented when you consider how recently this condiment was virtually unknown in American kitchens. Between January and March, hot sauce and chili sauce ranked second among the most bought condiments, behind mayonnaise but ahead of ketchup and mustard.
What makes these statistics even more remarkable is the speed of adoption. The brand has become synonymous with the “chili crisp” trend, outpacing condiments like ketchup and mayonnaise in growth. Fly By Jing has emerged as one of the leading chili crisp brands in the US. This isn’t just about one successful brand either. The entire category is exploding across multiple retail channels and price points.
Consumer spending patterns reveal something deeper about American food culture. The U.S. market is reportedly valued in the hundreds of millions and is expected to show continued growth, demonstrating that this trend has serious staying power beyond social media buzz.
Generation Z Drives the Chili Crisp Craze
Young consumers aren’t just trying chili crisp, they’re evangelizing it. A survey among Americans highlighted how the younger generation, especially Gen Z, is participating in hot sauce culture by claiming over half consider themselves hot sauce enthusiasts and a quarter of them bring their own hot sauce to restaurants. This behavior represents a fundamental shift in how people approach condiments.
College campuses have become testing grounds for the next big flavor trends. This year, the global options go beyond lunch and dinner, with snacks like Tajin and Chili Crisp, or Mangonada, a popular frozen Mexican drink featured at Chartwells’ new Blends and Bowls brand. Campus dining services are scrambling to keep up with student demand for these bold flavors.
The social media factor cannot be overstated. He said he’s watching how Gen Z guests seem to love different sauce options and is experimenting with showcasing Triple Dipper “hacks” online, like putting mozzarella sticks on burger bites. Restaurant chains are literally redesigning their marketing strategies around sauce preferences.
Retail Giants Embrace the Heat
Major retailers have transformed their condiment aisles to accommodate the chili crisp phenomenon. The company now sells some 10 products online and through over 12,000 retail locations and platforms in the US including Whole Foods, Target, Walmart, Costco and Amazon. This mainstream distribution represents a complete reversal from just a few years ago when chili crisp was primarily available through specialty Asian markets.
Walmart’s entrance into the chili crisp market signals something significant. Her mission-driven brand, formed to challenge the narrative about Chinese food, debuted a line of dried noodles, partnered with Jeni’s Splendid Ice Creams, and slashed the price of its premium Chili Crisp by as much as 50% to launch at 4,600 Walmart stores. When Walmart commits shelf space to a product category, it’s usually because they see long-term consumer demand.
The pricing strategy reveals confidence in sustained growth. Each product is priced between $10 and $15, positioning chili crisp as a premium condiment rather than a novelty item. This price point indicates retailers believe consumers will pay significantly more for quality and authenticity.
Social Media Fuels Viral Growth
TikTok has become the unofficial marketing department for chili crisp brands. When any trend enters the zeitgeist these days, you can bet with almost complete certainty that it originated on TikTok, and you can be certain that the social media app has an algorithm for every type of eater. Whether you’re looking for health-conscious recipe inspiration, the hottest new restaurants, or fun and inventive twists on your favorite foods, TikTok is the ultimate destination for eating.
The visual appeal of chili crisp makes it perfect for social media content. Those satisfying crunchy textures and bright red oils photograph beautifully, creating natural viral moments. The barrier to entry for new food trends has been significantly lowered, with anyone passionate about a particular dish or cuisine holding the potential to spark a global movement. From the rise of aesthetically pleasing rainbow bagels to the re-emergence of nostalgic childhood snacks, social media has become a powerful force shaping what we consider trendy in the culinary world.
Restaurant chains are actively leveraging this social media momentum. TikTokers have been racking up millions of views on Triple Dipper review videos throughout 2024, and Chili’s has benefitted heavily from the trend. Triple Dipper sales have reportedly increased significantly and now represent a substantial portion of Chili’s business. Smart brands are riding the wave rather than fighting it.
Premium Asian Brands Lead Innovation
Authenticity has become the driving force behind the most successful chili crisp brands. The company remains committed to quality and tradition. All ingredients are sourced and manufactured in Chengdu. This commitment to authentic sourcing resonates with consumers who want genuine flavors, not American approximations.
Brand expansion strategies are getting more sophisticated. Fly By Jing, the brand celebrated for introducing Sichuan chili crisp to American tables, unveils the first-ever Chili Crisp Ketchup, giving the classic American condiment a serious, Sichuan-inspired upgrade. Launching today and available exclusively on flybyjing.com, the new, small-batch spicy ketchup is infused with the bold, sensorial flavors of Sichuan. These fusion products represent the next evolution of the category.
The awards and recognition keep piling up for innovative brands. Igniting a new generation of premium Asian flavors, Fly By Jing has been named a winner of the 2025 People Food Awards, 2025 Better Homes & Gardens Food Awards, 2024 NOSH Best New Products, SELF Magazine’s 2025 and 2024 Pantry Awards, Inc.’s Best in Business Awards, and one of Fast Company’s most innovative food companies in 2025. This level of mainstream recognition was unthinkable for Asian condiment brands just a decade ago.
Restaurant Menus Get a Spicy Makeover
Professional kitchens are embracing chili crisp as more than just a condiment. Luxury items such as bone marrow and caviar shared space with visually striking ube and edible glitter, along with sustainability plays including mushrooms and oysters, plus many, many spicy items. It was a banner year for menu innovation across the foodservice spectrum. Chefs are incorporating chili crisp into everything from appetizers to desserts.
The texture element has become particularly important in modern cuisine. Chili crisp adds texture, spice, and umami to restaurant menu items. Texture was important too with the growing popularity of burrata and the creaminess that comes with dirty sodas. Restaurants are realizing that diners crave textural contrast as much as flavor complexity.
Even fine dining establishments are finding creative applications. The versatility of chili crisp allows it to bridge casual and upscale dining in ways that traditional hot sauces never could. This crossover appeal has expanded its market reach dramatically.
Health-Conscious Consumers Drive Demand
The wellness angle of chili crisp appeals to modern consumers seeking functional foods. The awareness of the health benefits associated with chilli sauce, such as its potential to boost metabolism, is driving its increased consumption. This health-driven trend is anticipated to continue, contributing significantly to the growth of the market. Unlike many processed condiments, quality chili crisp contains recognizable ingredients with perceived health benefits.
Natural ingredient lists resonate with today’s label-reading consumers. Hot sauces often contain natural ingredients like chili peppers, vinegar, and spices, making them an appealing choice for health-conscious individuals. Moreover, certain hot sauces are promoted as gluten-free, sugar-free, and vegan, expanding their attractiveness to individuals with particular dietary preferences. This clean-eating compatibility has helped chili crisp cross over from specialty to mainstream markets.
The fermentation aspects of many traditional chili crisps also tap into the gut health trend. Consumers increasingly view spicy, fermented condiments as beneficial rather than indulgent, shifting the entire category’s perception.
Global Supply Chain Challenges Create Opportunities
Manufacturing authenticity at scale presents unique challenges and opportunities. This wasn’t always easy, as early on, it took six months just to convince a local factory to work with them. Most manufacturers wanted to cut corners, use cheaper substitutes. Brands that maintain quality standards despite scaling pressures are building lasting competitive advantages.
Weather-related supply disruptions have actually strengthened the premium positioning of authentic brands. As per the data provided by FAOSTAT, the above graph depicts the decline in the production of chilli in 2020 compared to 2019 in Mexico. Mexico is one of the largest suppliers of chilies used by the U.S. hot sauce manufacturers. Quality-focused brands that control their supply chains can weather these disruptions better than mass-market competitors.
Regional manufacturing advantages are becoming more apparent. Brands that can maintain authentic production methods while achieving consistent quality standards are commanding premium prices and building customer loyalty that transcends price sensitivity.
E-commerce Transforms Distribution Strategy
Online sales channels have democratized access to premium chili crisp brands. Surging e-commerce in the food sector is another key trend. The transformation of the food retail landscape by e-commerce platforms has provided consumers with access to a wide variety of chilli sauce brands and flavors. This ease of access and convenience are expected to further fuel the market.
Direct-to-consumer strategies are proving especially effective for artisanal brands. Jing Gao popularized chili crisp with Fly By Jing with what started as a passion product and is now an entirely new set on grocery store shelves. Join us to discuss how she leveraged DTC sales to secure retail opportunities, building and scaling a first to market product. This approach allows brands to build relationships with customers while gathering valuable data about preferences and usage patterns.
The subscription model is gaining traction for specialty condiments. Consumers who discover chili crisp often become repeat purchasers, making them ideal candidates for subscription services that introduce them to new varieties and flavors regularly.
International Flavors Drive Category Expansion
Regional variations of chili crisp are expanding the category beyond its Sichuan origins. This trend introduces bold, flavorful ingredients like ginger, seaweed, and chili, transforming menus with global cuisines and fusion cuisine. Social media amplifies these trends, spreading the popularity of international dishes worldwide. Korean, Mexican, and Southeast Asian versions are finding their own audiences.
Fusion products are creating new subcategories within the market. Products in this trend introduce consumers to different parts of the world through a mix of traditional international snacks like chamoy candy and new combinations like mango sticky rice chips or a chili crunch oil edamame and nut mix. These innovative combinations appeal to adventurous eaters seeking novel experiences.
The globalization of food culture means that authentic regional varieties can find mainstream American audiences. This trend benefits both traditional producers and innovative fusion brands that respect the original while creating something new.
Texture Innovation Drives Product Development
The “crunch” in chili crisp has become as important as the heat level. Brands are also creating crunchier versions of chili crisp and introducing new seasonings that elevate salads and roasted veggies. This trend extends to beverages and desserts, with innovations like crème brûlée espresso martinis and pistachio-topped pastries offering delightful crunch. Texture has become a key differentiator in an increasingly crowded market.
Whole Foods has identified textural elements as a major trend. Dehydrated fruits and candy are taking over social media, with consumers seeking that light, airy crunch. This trending texture can also be seen in beverages and desserts, like crème brûlée espresso martinis or pistachio-topped pastries. This broader crunch trend benefits chili crisp products that emphasize their textural components.
Product developers are experimenting with different ratios of oil to solids, creating varieties that range from primarily liquid to predominantly crunchy. This diversification allows brands to appeal to different usage occasions and consumer preferences within the same product line.
The Future Burns Bright for Chili Crisp
Market projections suggest the chili crisp phenomenon is far from peaking. The global hot sauce market size was valued at USD 4.1 billion in 2024, with expectations to reach USD 10.9 billion by 2034, at a CAGR of 10.2%. This growth trajectory indicates that current popularity represents the early stages of a long-term shift in American taste preferences.
Innovation continues at breakneck speed across the category. In January 2025, Cholula introduced “Cholula Extra Hot,” a spicy version of its family recipe, and introduces eight hot sauces, new categories, and McCormick’s new products. In August 2024, McIlhenny Company, the creators of TABASCO® Sauce, has launched TABASCO® Salsa Picante, their first-ever Mexican-style hot sauce. This rich, thick, and spicy sauce is made with the same quality standards as the brand’s over 150 years of pepper expertise.
The cultural impact extends far beyond sales figures. Chili crisp represents a broader acceptance of bold, ethnic flavors in mainstream American cuisine. This shift suggests staying power that transcends typical food fads, positioning chili crisp as a permanent fixture in American kitchens rather than a temporary trend.
What started as a curiosity has become a necessity for millions of Americans. The combination of authentic flavors, social media virality, health consciousness, and innovative product development has created perfect conditions for sustained growth. Whether you’re a longtime devotee or still discovering the magic of that first crunchy, spicy spoonful, one thing seems certain: chili crisp isn’t going anywhere. What do you think about it? Tell us in the comments.
