Get Fired Up | Kerry Red Arrow

What’s happening in the category?

Strong Category Growth Continues

Smoke and Barbecue continue to be among the most popular flavours in Meat NPD, with a CAGR of 8.7% from 2020-2021*.

Smoke and roasted flavours in meat alternatives NPD grew by an incredible 33% in the five years ending in Q1 2022**.

What are the key flavour trends we see?

Generic BBQ and Smoke flavours dominate in retail; however, fast rising smoke flavours include beechwood smoked and oak smoked.

Niche categories like Mesquite smoked are also seeing more attention recently**.

Specific country and regional flavours have an important influence on the BBQ/grill category, for example Memphis or Argentina**.

Influence of traditional regional barbecue, grill
and smokey flavours

In a recent survey, 60% of respondents agreed that “I am open to trying new global cuisines”, giving retailers and processors permission to experiment with innovation.**

* source: Innova NPD Database

** source: Innova report on Trends in Smoke, Grill and Barbecue Flavours.