Hot Honey Chicken is the New King of the Grill

You. Yes, you with the party budget. If you haven’t noticed yet, hot honey chicken is becoming the star of every weekend braai and Thursday night takeaway in South Africa. This isn’t just a trend; the data tells us that hot honey chicken is on an upward swing, with searches soaring by an impressive 38% year-on-year. In 2022, we recorded around 10,368 searches a year, and by 2026, that number is expected to jump to a jaw-dropping 17,195. And if those linear projections hold up, we’re looking at nearly 18,928 searches by 2028.

What jumps out is the steady rise from 18928 through 2026. The search numbers suggest a clear consumer preference shift, as hot honey chicken melds sweet and spicy flavors that resonate with South African palates. This is not just another dish on the menu; it’s becoming a go-to item that everyone wants to try or replicate at home. We’re sensing a movement here, with enthusiasts flocking to stores like Pick n Pay and Checkers to stock up on the right sauces and ingredients.

Furthermore, the forecasted growth isn’t just a blip on the radar. It signifies a broader transition within the food culture, melding classic braai vibes with modern culinary trends. This fusion is catching on, and we predict it’ll redefine how South Africans approach chicken dishes, revamping menus not only in casual settings but also in restaurants across provinces.

Data from PartyTrends chart
RegionValueYoYVerdict
202210,368—Chasing
202311,440—Chasing
202410,950—Chasing
202513,420—Chasing
202617,195—Chasing
Headline from the data

Hot Honey Chicken peaked at ~18,928 annual searches in 2028 (+9% vs 2027). 2028 is tracking ~18,928 (projected full year).

Market Dynamics: The Rise of Hot Honey Chicken

The surge in hot honey chicken isn’t happening in a vacuum. This trend is reshaping the landscape of South African culinary preferences, indicating a significant demand for bold flavors and innovative dishes. Looking at geographic data, Gauteng leads the charge with the highest volume of searches, reflecting its status as a culinary melting pot. Meanwhile, regions like the Western Cape and KwaZulu-Natal are quickly catching up, particularly in urban hubs like Cape Town and Durban, where experimental food culture thrives.

The implications for the market are multi-faceted. Retailers who adapt and stock relevant hot honey chicken products are capitalize on this trend. Major players like Woolworths and Spar should focus on sourcing quality chicken and unique hot honey sauces to satiate the growing demand. December is traditionally a peak time for chicken sales due to festive braai culture, and with hot honey chicken trending, expectations are high for a substantial revenue spike around this period. This could mean increased foot traffic in stores and a surge in innovative promotions.

10368
2022
leader
11440
2023
challenger
Yearly share
2022
16.4%
2023
18.1%
2024
17.3%
2025
21.2%
2026
27.1%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

The Hungry Consumer: What Search Behavior Tells Us

What does this mean for the South African consumer? Well, it seems like we’re witnessing a generational shift in food preferences. Younger demographics are particularly drawn to the bold flavors of hot honey chicken, as evidenced by the increasing search volume from urban areas and townships alike. This dish appeals to the adventurous eater who’s not afraid to mix traditional braai elements with contemporary twists.

Moreover, the rise of delivery services like Mr D and Uber Eats is helping to fuel the hot honey chicken phenomenon. As people tire of the same takeout options, they’re searching for something that excites their taste buds. This is apparent across suburbs like Melville and Observatory, where vibrant food scenes burgeon with innovative restaurants featuring hot honey chicken on their menus.

In essence, the search behavior we’re observing indicates a keen intent to try new experiences. It’s no longer about just eating; it’s about savoring the culinary journey, where every meal is a mini-adventure. Hot honey chicken represents this cultural evolution, combining comfort food with the thrill of experimenting with new flavors.

2028 projection
~18,928
Hot Honey Chicken is on a tear — and climbing
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

So what should retailers be stocking up on this Monday morning? For starters, Pick n Pay and Checkers ought to prioritize hot honey sauces from brands like Nando’s and the newly popular local artisan options. Consumers are looking to recreate their restaurant experiences at home, so offering convenient products like marinated chicken or ready-to-cook hot honey chicken kits could be a game-changer.

Woolworths, known for its premium offerings, should capitalize on this trend by curating top-notch hot honey chicken selections along with gourmet sides that enhance the experience, such as sweet potato fries or grilled zucchini. These pairings could elevate a simple meal into something extraordinary. Spar could also consider promoting combo packs or family-sized offerings that encourage shared experiences, especially during the festive season.

In short, the key to success lies in aligning product offerings with the current consumer obsession. Hot honey chicken is not just food; it’s a cultural phenomenon that retailers can leverage for profit. Capitalizing on this trend could see substantial increases in footfall and sales, particularly as the festive season approaches.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
hot honey chickenParty CityAce Party SuppliesBalloon Emporium