Evolution in Organic Barbecue Sauces and Rubs to Drive Asian Markets: Ken Research


Barbecue sauce is a flavoring ingredient used as a seasoning for smoked meat, vegetables and other foods products to enhance the organoleptic property of the foods. Barbecue sauces are very popular according to the geography as they incline to tenderize the meat and provide them with spicy flavour. Apart from beings used as seasoning or marinades, sweet barbecue sauce is used as dips. The increasing demand for natural or organic food products in Asian countries has driven the market for organic barbecue sauces which are now gaining popularity. Barbecue rubs are also spices and herbs blended in a different way to add flavour to meat cuisines. Rubs are mostly in dry form but not necessarily in wet form.

Asia’s barbecue sauce and rubs market is categorised into organic and non-organic based on the product type. Organic barbeque sauce market is expected to increase as more Asian consumers are demanding for chemical free food products. Manufacturers of organic food products are adopting natural food ingredients and various organic processes to meet the increasing consumer demands. Barbecue sauce and rubs are available at supermarkets/hypermarkets, online retail, specialty stores, and wholesale retailers. Supermarket/hypermarket account for more market share in the sale of barbecue sauces and rubs due to more consumption and popularity of smoked/barbecued food amongst the Asian population.

According to the study “Asia BBQ Sauces & Rubs Industry Situation and Prospects Research Report”, Asian population is focussing on healthy lifestyle and general health awareness is encouraging the consumption of foods rich in protein and less fat. Use of taste enhancers is increasing in Asia’s food industries which demands barbecue sauces and rubs. Deep fried food destroys the potent protein content and increases cholesterol in the body, making it unsuitable as a healthy diet. Therefore, there is an increasing trend of consumption of barbecued or smoked meat and vegetables. The major ingredient in barbecue sauces and rubs is tomato which is rich in anti-oxidant content possessing anti-cancer properties. Barbecue sauces and rubs are used at home cooking as well as in commercial cooking such as restaurants and hotels.

Modernization has made Asian people rely on the readymade food products such as barbecue marinades, rubs and sauces encouraging a drastic growth in this sector. Almost all the available barbecue sauce enhances the flavour of the food without hampering the nutritional value which is an added advantage of using ready to use barbecue sauce. Barbecue sauces are available in the low-fat form which is attracting health conscious consumers.

 The unique blend of flavours has witnessed a growth in the barbecue sauces and rubs market and more players are expected to enter the Asian markets. The leading players in Asia’s barbecue sauces and rubs market are Kraft, Sweet Baby Rays, Croix Valley, KC Masterpiece, Stubbs, Victory Lane BBQ, Flagship, Rufus Teague, Traeger, Sucklebusters, Famous Daves, Open Pit, ConAgra Foods, Oakridge BBQ Rub, Aliminter S.A., and Gyma.

The increasing consumption of meat, demand for better tasting food, continuous rise in the disposable incomes are a few factors that are encouraging the growth of barbecue sauces and rubs market in Asia. However, the growth of the barbecue sauces and rubs market may be hindered due to a lot of adulterated items available in the market. Rapid modernization and increasing population in Asian countries will witness a continuing growth in barbecue sauces and rubs market over the next few years.

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Ankur Gupta, Head Marketing & Communications