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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Ken
Research
Ankur
Gupta, Head Marketing & Communications
0124-4230204