The Case Against Launching a New BBQ Seasoning - Flaps 20 Sauce and Rub

The Case Against Launching a New BBQ Seasoning

In recent years, the global BBQ seasoning market has experienced substantial growth, with major players such as Croix Valley Foods, KC Masterpiece, and Sweet Baby Ray's dominating the industry. However, considering the competitive landscape and consumer behavior, launching a new BBQ seasoning may not be the best idea. Here's why.

Market Overview

The global BBQ seasoning market was valued at USD 13.38 billion in 2021 and is projected to reach USD 13.86 billion in 2022, with an expected compound annual growth rate (CAGR) of 4.6% from 2022 to 2030. Barbecue rubs accounted for the largest market share of 55.1% in 2021, driven by increased consumption for marinating and a growing preference for organic food. Additionally, the sauce segment is anticipated to expand at the fastest CAGR of 5.0% from 2022 to 2030.

Reasons Against Launching a New BBQ Seasoning

1. Competitive Landscape

The BBQ seasoning market is dominated by major players such as Croix Valley Foods, KC Masterpiece, and Sweet Baby Ray's, among others1. These established brands have a strong foothold in the market, making it challenging for new entrants to capture significant market share.

2. Research and Development

Developing a new BBQ seasoning involves extensive research and development to create a unique and appealing product. This process requires significant investment in resources, time, and expertise to ensure the seasoning's quality, taste, and consistency meet consumer expectations.

3. Consumer Behavior

Consumer preferences and tastes are constantly evolving, making it difficult to predict the success of a new BBQ seasoning. While there is a growing demand for diverse flavors and ethnic tastes, launching a new product without thorough market research can be risky.

4. Friends' Feedback

Relying solely on feedback from friends and family when testing a new BBQ seasoning may not provide accurate insights. People close to the product developer may be biased or hesitant to provide honest feedback, which can lead to misleading information regarding the seasoning's appeal to a wider consumer base.

5. Comparison with National Brands

Competing against well-established national brands in the BBQ seasoning market requires a new product to surpass the quality, flavor, and brand reputation of existing offerings. Conducting blind taste tests and comparisons against national brands is essential to assess the new seasoning's competitiveness.


While the BBQ seasoning market offers significant opportunities for growth, the challenges of entering this competitive landscape must be carefully considered. Launching a new BBQ seasoning requires thorough market research, extensive investment in research and development, and a realistic assessment of the product's potential in comparison to established national brands.

In conclusion, the decision to launch a new BBQ seasoning should be approached with caution, considering the competitive nature of the market and the complexities involved in product development and consumer preferences.

1 Source: Global BBQ Seasoning Market Analysis and Industry Forecast, 2021-2030

Back to blog

Leave a comment

Please note, comments need to be approved before they are published.