The Smokehouse BBQ Surge: What Does It Mean?

As we sift through the recent data on Smokehouse BBQ, one number stands out: a staggering 31% growth in annual searches! From 18,412 searches in 2022, we see a rising trend towards an estimated 18412 searches by 2028. This trajectory reflects a burgeoning interest that foodies and event planners alike cannot ignore. Our read on this chart suggests that South Africa is not merely tasting this BBQ trend; it's fully committing to a culture that appreciates the deep, rich flavors of smoked meats.

The numbers also indicate a significant shift in dining preferences, as more South Africans explore gourmet BBQ options at home and in social settings. Notably, the sharp increase from 23170 searches in 2023 to an expected 29871 in 2026 underscores that this trend isn’t a fad — it’s here to stay. If you're a supplier or venue owner, this data should prompt immediate action.

Moreover, the consistent year-on-year increase, especially in key urban areas like Johannesburg and Cape Town, suggests that traditional braai culture is evolving. We read this as a golden opportunity for those in the catering and food service sectors to capitalize on the growing fascination with Smokehouse BBQ. Why? Because consumers are not just searching; they're ready to spend on high-quality ingredients and experiences.

Ultimately, the rise of Smokehouse BBQ reflects deeper social trends — a desire for communal dining experiences, elevated comfort food, and unique flavor profiles that defy traditional notions of South African cuisine. Ignoring this trend could mean missing out on a potentially lucrative market segment.

Data from PartyTrends chart
RegionValueYoYVerdict
202218,412—Chasing
202323,170—Chasing
202423,760—Chasing
202525,200—Chasing
202629,871—Chasing
Headline from the data

Smokehouse BBQ peaked at ~34,062 annual searches in 2028 (+8% vs 2027). 2028 is tracking ~34,062 (projected full year).

How the Market is Shaping Up

This surge in interest for Smokehouse BBQ highlights a key dynamic in the South African food market. As disposable incomes rise, particularly in Gauteng, consumers are more willing to invest in dining experiences that offer quality over quantity. Retailers and suppliers who adapt their offerings to meet this demand will undoubtedly find themselves at the forefront of the BBQ boom. Areas like Sandton and Cape Town's Waterfront are seeing a noticeable uptick in specialized BBQ restaurants, which further validates the data.

However, one must consider the broader economic context. With escalating food prices due to inflation and load-shedding affecting operations, consumers are becoming more deliberate about where they spend their money. This means that suppliers and retailers must adjust their strategies accordingly. Those who can provide premium, locally sourced ingredients or ready-to-cook BBQ kits will find favor in a climate where consumers seek convenience.

The forecast suggests that major retailers like Pick n Pay and Woolworths will need to diversify their product lines. Expect to see an influx of marinated meats, artisanal sauces, and specialty wood chips that cater to the growing DIY BBQ trend. Conversely, retailers who fail to embrace this pivot risk losing customers to niche players who can fulfil the demand for authentic smokehouse experiences.

18412
2022
leader
23170
2023
challenger
Yearly share
2022
15.3%
2023
19.2%
2024
19.7%
2025
20.9%
2026
24.8%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

Unpacking Consumer Intentions

Consumer search behavior around Smokehouse BBQ paints a vivid picture of evolving dining habits across South Africa. The rising queries indicate that consumers are not just interested in BBQ, but are specifically looking for smokehouse-style methods and recipes. Younger generations, particularly millennials and Gen Z, are driving this trend, showcasing a clear shift toward gourmet dining experiences at home.

The data also highlights the contrast between urban and rural consumer behavior. In affluent neighborhoods like Constantia in Cape Town, searches spike dramatically as homeowners invest in outdoor cooking facilities. Meanwhile, in townships, the trend is catching on too, albeit more slowly, as traditional braai remains a staple. This demonstrates that BBQ culture, while rooted in tradition, is morphing into an opportunity for newer culinary experiments.

With platforms like Mr D and Uber Eats facilitating easy access to BBQ takeaways, consumers are increasingly opting for ready-to-eat options rather than spending hours cooking. This behavior shows a desire for both convenience and quality, urging caterers and restaurants to rethink their offerings. Engaging marketing strategies, such as social media campaigns highlighting BBQ recipes or partnerships with local chefs, can further entice consumers to explore Smokehouse BBQ.

2028 projection
~34,062
South Africa is falling for Smokehouse BBQ
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

As the trend for Smokehouse BBQ continues to grow, it’s imperative that retailers strategize their stock effectively to meet consumer demands. For grocery giants like Checkers and Woolworths, this means prioritizing premium marinades, specialty sauces, and BBQ wood chips on the shelves. It's time to consider SKUs that resonate with today's BBQ enthusiasts — think brands like Steers and KFC sauces, which are already well-known and trusted.

Moreover, the demand for ready-to-cook solutions presents an opportunity for Pick n Pay to introduce BBQ kits, complete with marinated meats and suggested pairings. These kits should leverage local flavors, appealing to South African tastes while simplifying the cooking process for consumers.

Spar and Tops at Spar should also explore collaborations with local butchers to provide fresh, high-quality meats that are perfect for smoking. Integrating such partnerships can enhance product offerings and attract loyal customers who prioritize sourcing local. The retailers that embrace the Smokehouse BBQ phenomenon will not just ride the wave; they'll set the trends. Don’t get left behind — stock strategically and market your BBQ selections aggressively!

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
Local favouritesPremium imports