Consumer Research: BBQ Insights
In honor of National BBQ Day, Brisan Group partnered with Carl Buddig to understand what consumers do with BBQ.
Snapshot:
Many consumers purchase or use BBQ products such as meats, sauces, marinades and more.
More than half of consumers are purchasing pre-cooked ribs.
Consumers like to make BBQ at home and use the gas grill method for barbecuing the most.
Of all the types of meats to barbecue, consumers make ribs, pork and chicken the most.
Consumers want more flavor and are adding to their store-bought BBQ sauces.
Consumers are interested in a better-for-you BBQ sauce.
Consumers are craving international flavors for their BBQ options.
All Things BBQ
BBQ is an American staple and it’s no surprise that our consumers responded that they love it.
Consumers are purchasing and using BBQ sauces, meats, flavored products, condiments, marinades, store-bought products, wood chips and more.
Pre-Cooked Ribs—Convenient, Easy and Delicious.
Consumers are purchasing pre-cooked (heat and serve) ribs at retail stores. Of the brands purchased, the most popular are Kingsford, Jack Daniels and Lloyd's.
Surprisingly, the consumers who purchase pre-cooked ribs are adding more BBQ sauce, spices, garlic and onion powder to their ribs. This indicates that consumers are looking for more flavor from the pre-cooked ribs purchased at the store.
“It will be interesting for food industries to develop an all-in-one product line so consumers don’t have to do any extra work.”
The oven is used more than any other method when preparing pre-cooked ribs. This is likely due to convenience as most consumers prefer to cook the ribs on the grill.
As far as pre-cooked rib flavors, Honey, Sweet Heat and Spicy BBQ, are the flavors of interest.
Where Are Consumers Eating Their BBQ?
It’s no surprise that consumers love this American staple, but where exactly are they getting their BBQ fix? Consumers are either ordering BBQ from a restaurant or are making it at home.
Consumers who make it at home reported making it at least once a month, while those who order at a restaurant tend to order it every other month or less frequently.
“Since consumers are spending more time at home and preparing more food at home, it makes sense that BBQ is prepared more frequently especially in the summer months.”
When consumers are making their BBQ at home, the most popular method is the gas grill. The main reason for using the gas grill is that it’s easy and gives the meat great flavor.
“This is an appliance that I’m familiar with and I like meat’s texture and finish from the gas grill”
-Michelle D.
Which Meat is King?
Of all the different types of meats that can be barbecued on the grill the most popular ones are ribs, pork and chicken.
The Sauce is Boss
As far as flavor for sauces, consumers like sweet and tangy the most. When it comes to sauce viscosity, consumers prefer medium thickness.
Brand Preference
We also asked consumers what brands of BBQ sauce they purchase the most often; Sweet Baby Ray’s is the most popular choice.
Of the consumers who purchase store-bought BBQ sauce, a portion responded that they like to customize it. This is mostly to add more flavor and to spice up the sauce. Consumers add garlic, brown sugar, onion and other spices to the sauce.
A Better-for-You BBQ Sauce
With today’s healthy lifestyles evolving, some of our consumers are already purchasing better-for-you BBQ sauces. Of those who are not currently purchasing a better-for-you sauce, a significant amount of consumers responded that they would be interested in a better-for-you sauce.
Consumers would define a better-for-you BBQ sauce as one that is low in sugar, low in sodium and made with clean ingredients.
As expected, taste is very important and consumers expect a better-for-you BBQ sauce to taste similar to their regular sauce.
“With several better for you BBQ sauces on the market, how will manufactures adapt to the consumer desire for additional products and more variety?”
International Innovation Insights
Despite the plethora of BBQ products that exist consumers are still craving something more. Consumers are interested in international flavors like Mexican, Caribbean and Hawaiian.
These flavors could take flight in pre-packaged spice packets to use on meats, in BBQ sauce or other BBQ products for home use.
Key Industry Takeaways
Consumers are looking for more flavor in pre-cooked ribs and in store-bought sauce.
Consumers are making the most BBQ at home using the gas grill method.
Of all the different types of meat to barbecue on the grill, consumers prefer ribs, pork and chicken.
With healthy lifestyles on the rise, consumers are looking for healthier BBQ sauce options.
There is potential for new BBQ options that tap into international flavors like Mexican, Caribbean and Hawaiian.