Banking on barbecue: barbecue-based products are on the increase, and many show unusual creativity. The market for grills is one market indicator for sauce sales

Prepared Foods, Feb, 2004 by Claudia D. O'Donnell, Tasha Huebner

Tart, sweet, "umami," savory, mild, fiery hot. Barbecue foods impact a range of sensory experiences. Add in their ability to stir memories of a favorite comfort food or to arouse excitement for a Thai, Turkish or other exotic foreign fare and it is no wonder that food manufacturers turn out barbecue-flavored foods in virtually every product category.

A large number of barbecue-flavored foods are being introduced into the North American marketplace, particularly in the sauce, seasoning and processed meat categories. The following is a compilation of a few market forecasts and new product trends in the world of barbecued products.

A Market Indicator

Barbecuing as a cooking technique combines American's love of the outdoors with the love of convenience. The volume of grills sold is a market indicator that drives BBQ sauce sales and, in part, the types of sauces and marinades sold.

According to exclusive consumer research by Mintel International (Chicago), some 73% of Americans own a grill. The outdoor barbecue market, estimated at $3.93 billion, can be segmented into charcoal, gas, and electric grills--as well as barbecue equipment accessories. This translates into an 11.6% growth in constant prices from 1998 to 2003, largely due to increased home ownership and the resulting purchase of home goods.

The outdoor barbecue market is susceptible to the vagaries of the economy, as a 6.2% decrease in sales in 2001 showed, with the events of September 11 leading consumers both to stay home when many outdoor barbecue products were on sale, and to rethink larger ticket-item purchases. Consumer spending rebounded in 2002 (with growth of 5.6%), as consumers embraced a "nesting" trend that increased the emphasis on entertaining at home and dining out less. Inclement weather impacted sales in 2003, but this trend is expected to reverse itself in 2004, as consumers continue to embrace an "outdoors living" lifestyle that lavishes attention on building a backyard getaway.

Gas grills comprise over 75% of the outdoor barbecue market, with sales growth of 10% between 1998 and 2003 due, in part, to their ease of use and clean up. Sales of charcoal grills have fallen 5% in the same time period. Electric grills comprise just over 1% of the outdoor barbecue market.

Traditionally a warm weather activity, the trend is towards grilling as a year-round endeavor. Barbecue manufacturers are making their products even easier to use and, therefore, more compelling as an everyday cooking option.

Flying Sauces

The barbecue sauce and marinade market has had its share of both packaging and formulation innovation in recent years.

For example, in mid-2003, Heinz USA (Pittsburgh) introduced EZ Marinader in Jack Daniel's Mesquite, Classico Italian Garlic & Herb, and Mr. Yoshida's Teriyaki varieties.

Consumers only need to place their choice of meat or vegetable into the flexible multi-laminate pouch containing the marinade, seal it, let it set for 30 minutes, toss out the bag and then grill the marinaded product.

Both Kraft-branded mayonnaise and Heinz ketchup have been introduced in packages that store upside down--in order for consumers to more easily dispense the high-viscosity products. However, reduced-viscosity barbecue sauces resulted in one product, Spray-BQ from William & Williams Gourmet Foods Ltd. (Port Washington, Wis.), being introduced in a spray bottle so that the sauce could be squirted onto meats on the grill. It was introduced in six flavors in 2002, including Bourbon, Brown Sugar and Smokey Bold, and retailed for $6.25 in gourmet shops.

Flights of Flavor Fantasy

Barbecue products go beyond the "flavor of the moment" to rival beverages in creativeness of flavor combinations and in their names. Last fall, Fischer & Wieser Specialty Foods (Fredericksburg, Texas) introduced Texas on the Plate brand sauces with the names Big Yellowback Moppin' Sauce, Hellfire and Brimstone BBQ Sauce Purgatory Level, Ancho Chile & Honey Sauce, Bodacious Red Soppin' Sauce, Pasilla de Oaxaca Chile Sauce, and Whiskey 'n' Peaches BBQ Sauces. Super Smokers BBQ (St. Peters, Mo.) launched Mississippi Mud Sauce Marinade & Basting Sauce. And, Sable & Rosenfeld Foods (Toronto) launched gourmet marinades under the names of Tipsy BBQ (flavored with whiskey), Tipsy Jerk (flavored with rum), and Tipsy Teriyaki (flavored with sake).

Barbecue sauces themselves exhibit great regional variations (see sidebar). Recent launches of sauces have combined more traditional flavors and sweeteners such as soy sauce, smoke, molasses, honey and so on with fruits and berries.

For example, recent introductions include Sweet Mele's (Kailua, Hawaii) passion fruit, papaya and Hawaiian Beach Barbeque sauces. There is Apricot Brandy Barbecue & Grill Sauce from Wine Country Kitchens (Napa, Calif.). And, in 2001, marionberry, blueberry, and regular and extra hot raspberry sauces were introduced by SweetSides (Mission Hills, Calif.).

It will remain to be seen how aggressive other product categories will display this fusion of flavorings.