AUGUST 2025
Global Food
Marketer
™
Educating & Enriching News of Global Food Markets
2024 Condiments, Sauces, and Rubs Buyers Mission at the American Royal BBQ in Kansas City, KS
A Taste of America: The Global Market for U.S. BBQ Products Few foods evoke a sense of place quite like American
U.S. cooking competitions, BBQ-themed reality shows, and
barbecue. Rooted in regional tradition and full of bold,
the rise of food influencers showcasing smoked meats
complex flavor, U.S. BBQ products, from sauces and rubs
and bold sauces. For international buyers, American BBQ
to marinades and condiments, have captured the attention
represents both novelty and authenticity, offering a chance
of international buyers and consumers alike. As global
to tap into a food culture rich in history, craftsmanship,
interest in authentic flavor experiences grows, so too does
and flavor.
the opportunity for American suppliers to expand into new
U.S. sauces and condiments are currently exported
markets with these shelf-stable, flavor-packed products.
to more than 130 countries. Products associated with
While Americans are deeply familiar with the flavors and
American-style barbecue are particularly appealing
regional traditions that define barbecue, the category is
in markets where consumers are seeking new taste
still relatively new in many international markets. Interest
experiences and where foodservice providers are looking
is growing quickly—fueled in part by global streaming of
to differentiate their offerings.
AUGUST 2025
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