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

Minding Meats

As this article was being written, the first U.S. case of Mad Cow (BSE) was being confirmed. Its impact on consumers' food choices will depend, to a great extend, on how this will play out in consumer media.

Non-meat barbecued options already are available. In 2003, Portland, Ore.-based Gardenburger launched BBQ Chik'n, two chicken-free soy patties in a sweet barbecue sauce. The products are pre-cooked and can be prepared in a number of ways including by microwave, conventional oven and grill. Meat substitutes that can be prepared on the grill have been unusual, notes Lynn Dornblaser, Mintel International, but may represent a trend. Last year, Riverside, Conn.-based Quorn introduced Naked Chicken Cutlets, Beef Style Dogs and Sausage Style Links made from a microprotein.

All can be prepared on the grill. Also, Lightlife Foods (parent ConAgra) recently reformulated its Smart Dogs! Line so that it could be grilled.

However, American's love of meat is unlikely to fade very soon. Pork, chicken, sausages to burgers will continue to grace picnic tables and candlelight dinner settings, especially if the items are promoted. An analysis of a 2003 Summer Grilling Promotion for the Cattlemen's Beef Board and State Beef Councils (both in Centennial, Colo.) by FreshLook Marketing Group (Chicago) showed that total beef dollar volume increased 3.4%, more than twice the rate of total meat dollar volume. Beef grilling cuts represented 68% of all beef dollar sales, according to the National Cattlemen's Beef Association (Centennial, Colo.).

Following the Trends

For consumers who want even more convenience than gas grilling foods themselves, prepared BBQ meat products continue to populate the grocery shelves and exemplify many of today's food trends.

There are foodservice examples: Maple Leaf Consumer Foods (Mississauga, Ontario) introduced fully cooked Quick & Easy Shaved Roast Beef in Au Jus or BBQ sauce for foodservice operators in the fall of 2003. "More is more" examples: Pinnacle Foods Canada's (Mississauga) Hungry-Man Backyard Barbeque Meal contains both grilled chicken breast and a rib-shaped pork patty. Trendy flavor examples: Bryan Foods (parent company: Sara Lee Bakery-Chicago), now has Chipotle BBQ Seasoned Pork Loin. And, there is at least one functional food barbecued product that addresses a health condition (Celiac disease): TyRy's (Rocklin, Calif.) Instant Gourmet Gluten-Free Texas BBQ Chicken Meal.

It will be interesting to see what 2004 and beyond brings for the BBQ bandwagon.

For more information on the report, "Outdoor Barbecue--U.S.--November 2003," ($2,995.00), contact Mintel International Group Ltd.; 213 W. Institute Place, Suite 208, Chicago, IL 60610; phone: 312-932-0400

Expanding BBQ-Flavored Products

Category                                  2003   2002

Dairy products                               0      0
Meal & meal centers                         25     18
Pet products & foods                         4      1
Processed fish, meat & egg products         54     37
Sauces & seasonings                         89     53
Side dishes                                  0      2
Snacks                                      47     53
Spreads                                      1      3
Total                                      220    167

Source: Derived from Mintel International's GNPD 01/05/04