The barbecue occasion has been growing in popularity in recent years, as millions of consumers have discovered a new-found appreciation for barbecuing at home with friends and family.
The pandemic gave people the opportunity to rethink their eating habits, followed by the cost-of-living crisis focusing their minds on enjoying affordable treats at home, as a less costly alternative to going out.
As the home barbecuing habit grows, consumers are now routinely trading up on bakery staples to something more premium.
Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “Those hosting barbecues this summer will want to impress and offering an upgrade to standard bakery – such as St Pierre brioche – is one way to ensure they do so.”
In the current economic climate, entertaining at home, rather than going out, is an increasingly attractive consumer choice. The bakery category continues to benefit from consumers choosing premium options, as they look for ways to treat themselves well at home – which creates opportunity for stores to capitalise on such trends. The move towards premiumisation shows no sign of slowing and quality brands like St Pierre give consumers an opportunity to ‘trade up’ and elevate everyday meals, such as gourmet burgers and hot dogs.
A further result of the current economic climate, our desire for affordable treats is even more pronounced, and indulgence is another trend gaining traction as many embrace the little pick-me-ups that we all need from time to time. Hence retailers’ bakery sales will continue to benefit from offering a mix of indulgence and impulse buys. Food is more than just a meal on your plate, and there is a strong argument for ‘everything in moderation’.
An additional trend we are seeing is the wish to reduce food waste, in store, and at home. St Pierre products also offer extended shelf life and help retailers and shoppers alike reduce wastage.
“Retailers should look at where growth is coming from in their grocery sections over the barbecue season, especially in the bakery category, and get extra stock of, and dedicate extra space on fixtures to, high performing products,” adds Wells.
“Retailers’ customers are increasingly looking for products that deliver simple indulgence. Retailers can cater for this demand by stocking ranges that ‘upgrade’ their bakery offerings from traditional staples to something more premium. Consumers know that consistent quality that elevates a meal to restaurant-quality is worth it, especially when the additional cost is a pound or less. Brioche is one key way to do this, and St Pierre’s bestselling brioche rolls and buns range is an ideal base for enhancing burger and hot dog recipes.
“Retailers can maximise their barbecue sales by offering a range of bakery formats that are most suited to the barbecue occasion and will impress and offer an upgrade to standard bakery. St Pierre’s Brioche Buns and Brioche Hot Dog Rolls offer consumers an affordable way to do this. St Pierre’s range also benefits from a longer shelf life, which safeguards shoppers and retailers from watching food going to waste due to the uncertainties of the British summer weather.”
St Pierre’s bestselling products for the BBQ season are its core range of brioche buns and hot dog rolls. They offer consumers a simple way to elevate the everyday at-home – be it for breakfast, lunch, or dinner, and continue to fly as shoppers embrace premium options that allow for easy upgrades to at-home menus.
The brand is driving an uplift in the adoption of brioche in consumers’ continued desire for premium, authentic products that make elevating at-home menus easy, including barbecues.
St Pierre is the fastest growing bakery brand in the top 15, and the fastest growing brand in rolls. The growth of the brand and its products is indicative of the wider consumer context, as FMCG inflation is slowing, and shoppers are returning to brands. In fact, branded growth is ahead of own label for the third time in five periods, across total grocery.
“The brand is delivering 14 per cent of the growth in total bakery, growing 15 times faster in value than the total bakery category,” says Wells. “The St Pierre brand’s continued success has earned St Pierre Groupe a place as the UK’s third biggest bakery supplier (IRI Unify UK L12 weeks, Bread and Bakery Occasions to 7th September 2024) – an incredible achievement, and a title we hope to maintain as we continue building the brand in 2025.”
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe comments on behalf of the Baker Street brand: “Barbecuing is gaining popularity, driven by the continuing cost-of-living crisis, which is leading to consumers staying in rather than going out, and when the warm weather comes, that means making the most of their gardens.
“The barbecue category stands to benefit in 2025 from the increasing popularity of more substantial barbeque foods, such as burgers and hot dogs, including vegetarian and plant-based options – driven, in part, by the rise in ‘Americana-style’ dishes on menus across the UK.”
Shoppers are also looking for quick and easy ways to create ‘fakeaway’ favourites. Baker Street’s range of Burger Buns and Hot Dog Rolls are ideal for those looking to recreate classic burgers and hot dogs, served with a variety of toppings. Baker Street’s recipes have been specifically developed for this purpose – with burger buns ‘built for burgers’, and hot dog rolls ‘ready to handle’ the load.
“Retailers can maximise their barbecue sales by offering an attractive range of bakery and other products for all pockets, including premium options,” adds Corrigan. “The past few years have taught us how to make the most of at-home events and as the difficult economic situation continues, it’s all about ‘levelling up’, taking hosting to new levels, which retailers can capitalise on.”
Food waste also remains a big topic, and for retailers, controlling it goes hand in hand with maximising sales. Consumers are looking to buy more longer-life food and drink products to help combat this in their homes. The Baker Street range is cleverly packed to stay fresher for longer and guarantees a minimum life of 35 days, helping retailers to ensure on-shelf availability and reducing the risk of wastage. This is a benefit for consumers who are looking for food items with a generous shelf-life to help cater to impromptu entertaining occasions such as barbecues.
Baker Street’s best-selling products for the barbecue season are its Burger Buns and Hot Dog Rolls, which give retailers extended-life options that allow for variety. Both the Original Burger Buns and Classic Hot Dog Rolls can be used for a host of tasty barbecue meals, including traditional ‘American style’ burgers and loaded hot dogs.
Baker Street’s range of burger buns and hot dog rolls offer extended shelf-life, appealing to retailers and shoppers alike, whilst marketing of the brand demonstrates their versatility across multiple meal occasions which offers added value.
The Burger Buns and Hot Dog Rolls are performing well as they meet consumer needs around creating impromptu take away classics which can be easily handled around the barbecue, whilst helping to reduce food waste. They also cater for the whole family and multiple meal occasions – a very attractive proposition for those wanting to make their food go further.
“Savvy retailers will note that growth in the bakery sector is being driven by rolls, so this summer is a good time to look at cross-merchandising by meal occasion, space-saving OFDs that direct footfall to key displays in-stores and offering multiple facings to popular products during the summer months. Thanks to Baker Street’s longer life offering, retailers are well placed to do exactly that without fear of wastage,” says Corrigan.
“The past few years have taught us how to make the most of at-home events and as the difficult economic situation continues, it’s all about ‘levelling up’, taking hosting to new levels, which retailers can capitalise on. Retailers can maximise their midweek barbecue business, and their barbecue sales generally, by offering an attractive range of bakery and other products for all pockets, including premium options. Particularly relevant to the mid-week barbecue opportunity, our marketing demonstrates the brand’s versatility across multiple meal occasions, which offers added value.”
Jacob Barrett – Reef Brand Manager, Global Brands, comments: “Reef is part of Global Brands’ RTD portfolio and has made an impressive comeback to the drinks market. The beverage is described as exotic fruit juice with added vodka, making it an attractive drink of choice for a wide range of consumers, but it has particularly tapped into the growing nostalgia-driven trend.”
Reef was reintroduced to the market in 2024 and went viral on social media within the first 48 hours, with the brand seeing a 5800% increase in key word search impressions and nearly 5 million eyes on the brand within a month. Reef’s brand performance is backed up by impactful sales data, growing over 221% YOY (NIQ), demonstrating the demand for the fruit juice inspired alcoholic drink amongst UK consumers.
According to the brand’s tracking data, Reef’s brand equity reaches its pinnacle during the summer months, seeing a steady incline from April and hitting a significant peak in July, at the height of British summer.
Available to purchase as a 10-pack, the drink is gaining notoriety as a steadfast option for BBQs and social gatherings in summertime due to its brand positioning and recipe.
Reef has also recently introduced a 70cl bottle, after seeing demand continue to grow for the beverage. This new product development aims to encourage sharing or can be used as a key ingredient for making refreshing cocktails.
“As summer approaches, the demand for RTD beverages rises, with sales expected to see a notable increase during the warmer months. Consumers are seeking convenience during outdoor events and gatherings such as BBQs, parties, and picnics, where RTDs are the perfect match to meet their needs,” adds Barrett.
“Players in the RTD category need to seize this opportunity where we see a shift in shopper behaviour towards convenience and an increased frequency of RTD consumption. To fully capitalise on this seasonal boost, it’s essential to strategically position RTDs within seasonal fixtures, such as BBQ and Party Food displays within retailer partners. This not only maximises visibility, but also encourages impulse purchases, helping to attract new shoppers to the category.
“Additionally, it’s critical to consider product placement to drive further growth, with consumers being 60% (ProQuo) more likely to purchase RTDs if they are stocked in a chiller or fridge. Given that 90% of RTDs are consumed within two hours of purchase, keeping these drinks cool enhances the likelihood of immediate sales and appeals to consumers looking for a refreshing, ready-to-serve option.”
David Heathwood, UK Commercial Director, Campari, comments: “Kantar data suggests that barbecues and outdoor eating are accounting for 1% more of the total alcohol served than they were in 2019, which is a small but not inconsequential part of a general leaning towards celebrations and bigger gatherings.”
In the spirits sector the occasions which claim the most serves per person are often when hosting others at home. This is certainly influenced by economic pressures; eating and drinking at home is a great way of socialising without blowing the budget.
“Barbecue food is a natural pairing for many Off Trade favourites. Make the most of POS displays by using them for pairing suggestions, for instance use signage near the fruit juice to suggest they mix with Wray and Nephew for a simple rum punch,” adds Heathwood.
“Positioning products that go well together always helps increase basket spend – Aperol is frequently purchased alongside prosecco and soda (to create the perfect serve), so to secure incremental basket spend, site these products close to each other, or utilise signposting POS, to remind shoppers to trade up.
“It’s also worth including the full range of price points – including fractionals and premium options – to make sure every customer is served, whether they’re on a strict budget or splashing out.”
Spritz brands have grown £48m in two years, predominantly because of Aperol – its total trade grew 40% in the same period (Nielsen and CGA). An Aperol Spritz is now the number one searched cocktail online and expectation is for the category to grow further in 2025.
Of the top ten spirits trading companies Campari was one of only three to see growth during Summer 2024 (NIQ).
“Although Off Trade alcohol occasions have actually fallen by 4.8% (Kantar) in the last year, the change is mostly due to a decrease in solo drinks and couples’ TV time; barbecue season remains a huge opportunity,” adds Heathwood. “Given the variety available in the spirits category encouraging shoppers to shake up their drinks options is a simple way to increase basket spend.”
Clark McIlroy, Managing Director, Red Star Brands, comments: “The summer season is upon us and bringing with it an array of refreshing opportunities for the drinks category.”
A significant factor in the growing popularity of RTDs for the BBQ occasion, such as vodka-based Four Loko, is the expansion of flavour profiles – consumers are increasingly demanding innovative and unique flavour combinations with all the convenience and excitement of a show-stopping pre-mix. Fuller flavour profiles and higher ABV are two key elements behind the increasing popularity of RTDs.
RTD brands like Four Loko come into their own in summer as they provide a convenient and delicious way to enjoy parties, BBQs, at-home sporting occasions, and festivals.
Pre-mixed spirits are the biggest sub-category within RTDs, with over 58% value share and growing at+10.6% YOY (IRI).
The right price point for RTDs is a crucial factor as it allows consumers to experiment without spending too much. However, there is also a move towards premiumisation as shoppers opt for higher quality serves despite the cost-of-living crisis.
“Cross-merchandising is key to increasing basket sales, especially if consumers are taking advantage of a sunny spell and doing a last minute or impulse shop ahead of a spontaneous BBQ,” adds McIlroy.
“Additionally, stock the right range. Ensure the RTDs are easy to see and access and showcase hero products and special offers. In summer, it’s particularly important to be mission critical – where possible, chill RTDs to satisfy on the go demand and encourage impulse purchases.”
Kate Abbotson, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “The soft drinks category represents a £4.5bn (Nielsen) annual opportunity for wholesalers and retailers, making it a key driver of growth.
“As temperatures rise as we head towards summer, so does consumer demand for refreshing beverages, with families and friends gathering for BBQs, festivals and outdoor sports. This seasonal shift presents a prime moment for retailers to maximise sales by stocking the right mix of products that meet evolving shopper needs.
“By understanding key trends, optimising product selection and leveraging activations linked to key occasions, retailers and wholesalers can unlock the full potential of soft drink sales. This includes ensuring availability of colas, mixers and adult soft drinks – categories that are particularly popular for social gatherings and warm-weather refreshment.”
In particular, big brands remain key – and that includes Coca-Cola™ the no.1 soft drinks brand in GB (Nielsen); Coca-Cola Zero Sugar the second fastest-growing cola brand in GB by value (Nielsen); Fanta the leading flavoured carbonate brand in GB (Nielsen); Dr Pepper the second-largest flavoured carbonate brand in GB (Nielsen); Schweppes an iconic mixer worth almost £87m (Nielsen) and Monster which is the fastest growing energy brand in GB (Nielsen).
Snacks account for 31% of food-to-go occasions (Lumina) and merchandising food and drink together can double shopper engagement and boost sales by up to 32% (Connecta), making it essential to stock sharing packs of soft drinks alongside snacks and nibbles. This helps shoppers easily grab everything they need for summer BBQs or a big night in or to drive additional sales by encouraging impulse purchases.
“With 82% of shoppers preferring a chilled soft drink for immediate consumption (One Pulse), retailers should focus on driving visibility for their chilled soft drinks range. Positioning fridges in high traffic ‘last mile’ areas near the checkout is key,” adds Abbotson.
“Prioritise colas, which rank 5th out of 200 categories for grab-and-go purchases (Co-op), and ensure it has ample space and visibility. As the cornerstone of the soft drinks category, led by the iconic Coca-Cola Original Taste, cola acts as a key signpost to guide shoppers (Kantar).”
Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, comments: “The soft drinks category has continued to see growth over the last few years, now worth a total of £4.2bn in the convenience and impulse channel (NielsenIQ). Additionally, out of all categories in this channel, soft drinks is the biggest contributor to generating store footfall and sales (Lumina) – being purchased in over a quarter of visits to UK convenience stores in 2023 and appearing in more than twice as many baskets as alcohol (Lumina).
“As a result, it is fundamental for retailers to maintain a varied soft drink offering that includes core, tried and trusted brands alongside new, trending flavours, to leverage the full potential of the soft drinks category and maximise spend.”
In 2023, stimulants outperformed the wider market, with value sales growing by 23.7% year on year and adding the most value (£181.5m) to convenience (Circana), making it the number one soft drink segment (Circana) in convenience. Sports drinks were the winning segment in 2023, with value growth of +64.6% to convenience (Circana).
While these drinks haven’t made their way into every household (Kantar), energy drink enthusiasts contribute a significant 85% of all sales (Kantar), leaving a massive opportunity for retailers to grow and tap into this lucrative segment.
Carlsberg Britvic is launching a duo of indulgent Pepsi zero sugar colas that offer a unique drinking experience. Available in two irresistible flavours — Strawberries ‘N’ Cream and Cream Soda, these are the ultimate sweet treat to indulge and give retailers the chance to recruit younger shoppers to the cola category.
Pepsi is leading the way with zero sugar cola and flavour innovation, delivering strong growth to the cola category, with Pepsi MAX Flavours driving +8.7% growth in the last year (NielsenIQ). With its track record of flavour innovation, from the bright blue Pepsi Electric to Pepsi MAX® Mango, the brand is well-positioned to be disruptive, step boldly into the indulgence space and keep consumers engaged in the soft drinks category.
This range taps into the growing demand for flavoured cola, an area that has seen significant growth, growing three times faster than unflavoured cola (NielsenIQ) highlighting the desire particularly among younger Gen Z shoppers. With this in mind, the pack designs are consciously bold with the launch supported by a comprehensive and disruptive communications plan targeted at recruiting new Gen Z shoppers into cola.
Parker adds: “Pepsi brings unique flavours and zero-sugar offerings to retailers’ shelves. This latest launch is an exciting and bold step into the indulgence space and is designed with Gen Z flavour lovers in mind. The treat-inspired flavours will entice shoppers with a new experience and help increase sales in a highly competitive category. We’ll be working with retailers to help make the launch a success, with the aim of increasing footfall and sales, thanks to the product’s distinctive look helping it stand out on shelves.”
Pepsi Treats will be supported by point-of-sale materials and free case promotions, designed to create maximum visibility and excitement across channels. The launch will roll out from 29 January across selected grocery and then become more widely available in convenience and foodservice. The product is available in a 500ml price-marked packs & plain, multipacks of eight cans, 330ml cans, and 1.5 litres (Strawberries ‘N’ Cream only).
Lesley Parker, Senior Brand Manager for Kühne at UK distributor RH Amar, comments: “The BBQ sector is seeing a surge in demand for premium, gourmet, and globally inspired flavours. Pickled products, especially gherkins and other pickled vegetables, have become a must-have accompaniment, adding crunch, acidity, and balance to a range of grilled dishes.”
So much so, that sales of gherkins have grown to now represent 20% of the pickled vegetable category, matching the size of chutneys and contributing significantly to category growth, with a total market value of £61m (NielsenIQ).
There is also a growing demand for health-conscious BBQ options, with low-carb, sugar-free, and naturally fermented pickles aligning with the rise of clean eating trends. Social media is playing a major role in shaping these BBQ trends, with viral videos driving demand for pickles in marinades, sauces, and even cocktails.
“The BBQ market has certainly benefitted from consumers opting to entertain at home rather than dining out over the last couple of years, and we would expect this to continue during 2025 as the economic climate continues to look uncertain for shoppers. The resulting cost-conscious behaviour – coupled with a continuing and growing interest in home cooking – means that the BBQ is going to be a big opportunity for wholesalers and their customers as a whole host of brands tap into this occasion during the year ahead,” adds Parker.
“It’s certainly a big opportunity and gherkins and pickles, in particular, have been experiencing strong growth in traditional retail and online retail channels, aligning with this trend of premium home dining. Kühne’s new Gourmet Selection has been particularly well-positioned to capitalise on this shift, offering high-quality pickled products that enhance at-home BBQ spreads.”
Gherkins, pickled onions, and other tangy accompaniments are now staples in BBQ meals. Kühne’s Burger Crinkle Cut Gherkins and Gourmet Selection Cornichons are seeing significant demand.
Pickle brine is being used as a flavour booster and meat tenderiser, a trend fuelled by TikTok and viral food experiments.
The rise of vegetarian grilling has increased demand for pickled accompaniments, as they add depth and umami to plant-based options.
There is a growing appetite for Korean, Middle Eastern, and Latin BBQ influences, with tangy, spicy, and pickled flavours playing a major role.
Kühne’s top-performing products include Kühne Gourmet Selection (Honey, Dill, Chilli Cornichons), which is premium, highly rated, and driving category growth, with +144% growth in Honey flavour (NielsenIQ). Kühne Sweet & Sour Gherkins (330g), which is contributing to category growth with a +58.5% increase in value (NielsenIQ), while Kühne Burger Crinkle Cut Gherkins (330g) is popular among BBQ enthusiasts and burger lovers, with sales up +38.5% (NielsenIQ).
The brand is leading the premiumisation trend with its Gourmet Selection, featuring new flavours like Chilli and Honey Cornichons. These products cater to the demand for elevated pickled flavours used in BBQ dishes, cocktails, and snacking.
Kühne is also exploring new formats and sizes to cater to the premium retail and foodservice markets, ensuring convenience and versatility for BBQ lovers.
Kühne is currently one of the fastest-growing brands in the gherkins category, and overall the brand is driving huge value into the category as it now typically commands a 20% share of sales in retail as value sales are soaring by +59% and volume sales are up +39.4% (NielsenIQ).
Part of this success has been down to gaining new listings in major retailers, contributing significantly to category growth and making Kühne a must-stock brand for retailers of all sizes during key seasons and occasions.
The brand’s premium 330g gherkins range has grown +20.1%% in value (NielsenIQ), signalling the sales opportunity for the brand’s core range within retail.
Gourmet Selection sales are booming, with Honey cornichons seeing a +144% uplift in sales and the brand’s Herb cornichons posting a +135% rise (NielsenIQ).
Kühne products also over-index among higher-spending, affluent consumers, who are willing to pay for better quality (NielsenIQ).
With 8 out of 10 consumers making a conscious decision to improve their diet (IGD), and an increased focus on health and wellbeing in the summer months, the days when consumers can just serve bangers and burgers at a BBQ are a distant memory.
Martin Purdy, Commercial and Marketing Director at Florette UK, says: “Great-tasting fresh salads really enhance a BBQ, particularly as consumers now want a more varied and natural diet. The BBQ occasion is no different, with consumers using all-naturally grown salad to add freshness, colour and texture to their plate.
“The BBQ occasion also enables consumers to get creative with fresh salad. With one third of fresh salad eaten as a component, adding freshness and texture to sandwiches and wraps, and almost two thirds of salad occasions featuring on the side of plate, consumers can personalise and improve their favourite BBQ dishes with prepared salads.”
The UK’s favourite prepared salad brand (Nielsen), outperforming category growth at +43% extra packs of Florette sold vs last year, is part of a farmer-owned co-operative. Florette is supporting its market-leading products and introducing new, inspirational products which tap into key usage occasions such as BBQ.
Innovative NPD is also playing its part in raising awareness and demand for Florette products, complemented by sustained above the line investment. This includes a summer-long, high profile sponsorship by Florette this year of the Food Network, the UK’s No.1 dedicated food TV channel together with a partnership with both goodfood and olive, the UK’s leading food magazines. Media support is complemented by a major on-pack promotion, giving consumers the chance to win ‘Tasty Escape’ holidays to one of five destinations and £100 a day can be won for the duration of the promotion.
Paul Vita, Managing Director at Gran Luchito, comments: “The BBQ occasion is in growth, and this is driven by a variety of external factors. With a growing trend toward al fresco dining, more consumers are looking for enjoyable at-home experiences rather than dining out. In fact, 43% of UK consumers now prefer staying in for meals (CGA), creating a shift towards home-based events like BBQs.”
Additionally, as people become more adventurous with their cooking, there’s a noticeable increase in experimentation with different flavours and cuisines. This shift is perfectly aligned with the BBQ occasion, as consumers seek to make their at-home meals more exciting by incorporating global flavours, fusion dishes, and diverse ingredients into their BBQs. All these factors suggest that BBQs are not only growing in popularity but also evolving into a more dynamic and versatile dining experience.
With 47% of consumers opting for Mexican when cooking world food at home (YouGov), this has the opportunity to grow the BBQ market with the blend of bold flavours, grilled dishes and smokiness – think grilled chicken or carne asada steak tacos.
There is a growing interest in incorporating international and world cuisines into BBQ offerings, with 94% saying that they’re open to trying new things at a BBQ, and of this, 34% saying they have a keen interest in trying Mexican style dishes – more than other world cuisines (Toluna/Harris).
“At Gran Luchito, we completely understand the desire to experiment with Mexican food at a BBQ. In Mexico they have been grilling meat over an open flame for centuries and the country has played an integral role in building a foundation for the BBQ flavours we’re familiar with,” adds Vita.
Matthew Moyes, Marketing Controller at leading speciality food importer and distributor Empire Bespoke Foods (EBF), comments: “42% of home cooks say that concerns about ultra-processed foods have made them cook at home more compared to a year ago (Mintel).
The meat reduction trend is now firmly mainstream. With interest in sustainability expected to grow, this will bolster its relevance moving forward. With half of all adults looking for more guidance on how to deliver more flavour in meat-free meals, this creates a sizeable opportunity for meat-free meal components, sauces and seasonings.
Younger consumers in particular are continuing to experiment with different world food flavours and condiments to add to their meat or grilled vegetables.
The stage is set for seasonings to take the lead in barbecuing. The country’s appetite for new flavours is growing, with increased demand for globally-inspired flavours and cooking trends. Meanwhile, Brits are continuing to swap out pricier red meats for chicken, and with a wide variety of bold condiments and toppings, there is plenty of headroom for growth in the BBQ category.
The continued trend for cooking at home means consumers are looking for ways to cook like a chef – but quickly and easily. EBF’s Stubbs Liquid Smoke & BBQ sauces for marinating, dipping, and drizzling over grilled meats and dishes are perfect for adding a sweet or smoky flavour.
Convenience is an increasingly important factor in leveraging the BBQ category. As long as brands continue to provide authentic flavours and taste experiences there is further growth potential for this segment. Leaner cuts, sugar-free or reduced-sugar sauces, and lower-fat options (eg chicken over beef) are increasingly in demand.
There is a growth in premium sauces and artisanal condiments: eg craft hot sauces, unique flavour rubs. Condiments are projected to grow to £1.15bn by 2027 (Mintel).
The pressures on household incomes have continued to curb eating out, supporting at-home occasions as a lower cost option. Among at-home meals, tighter finances have seen many consumers opt for cooking from scratch over pricier convenience options. 46% of home cooks list money-saving as a reason to cook completely or partly from scratch, rising sharply among those experiencing tighter finances (Mintel). It is for this reason that shoppers will continue to look for great quality and great value in their BBQ purchases.
With a large percentage of Brits attending anything from two to ten barbecues a year, regardless of weather, alongside a willingness to spend on supplies, this season hosts an opportunity for retailers to encourage consumers to branch out and try new and exciting flavours.
“BBQ season is a great opportunity for retailers to inspire shoppers with new and exciting flavours alongside traditional BBQ favourites,” says Eleanor Bridgman, Sales & Marketing Director at Geeta’s Foods. Research has shown that the most recreated cuisines at BBQs are Greek, Caribbean and Indian, demonstrating an opportunity to support UK consumers as they seek out products and ingredients that can help them add delicious flavours to their summer celebrations.
“Our mission at Geeta’s is to inspire everyday foodies to add the depth, vibrancy and excitement of Indian flavours to everyday meals and snacks,” continues Bridgman. “Our seasoning sachets offer consumers a great opportunity to experiment with Indian flavours in an easy and convenient way at one of the most loved sharing occasions in the British culinary calendar, BBQ season.
“Offering exciting flavours in products that consumers are familiar with, such as chutneys and ketchups, is also an effective way of encouraging consumers to try something new. Our Premium Mango Chutney offers a sweet and spicy accompaniment or marinade for the BBQ meat or veg.”
Barry Brazier, Sales Director at Gosh! Food, comments: “As summer approaches, and the weather gets warmer, there is an increase in BBQ and at-home al fresco eating and entertaining (Financial Times), which remains the UK’s no.1 summer home leisure activity. It is an occasion that retailers should ensure they are considering when planning their summer ranges.”
Gosh! products are an ideal option for retailers as they cater to all dietary needs and are a perfect addition to BBQs, whether used as a topping for salads for a satisfying side dish or added to skewers for extra nutrition.
The products are created to support people with their dietary preferences and increase overall veg intake. The range of seasonal burgers are also the ideal alternative for guests choosing to forego meat. For example, Spring Veg Garden Super Green’s Burger is high in fibre and packed with 14 different plant points, including a delicious medley of peas, cannellini beans, lemon and rosemary, perfect for people prioritising healthier options.
“Retailers should make sure that they are offering a selection of products that cater to everyone’s dietary needs,” adds Brazier. “There is a growing trend of people turning away from processed foods that contain additives and preservatives, with nearly half of the UK prioritising healthier food choices (Food Manufacture) and 42% of UK food and drink buyers planning to increase their purchases of healthy products (Mintel).”
“As a result, more than ever people are opting for BBQ options that taste good and help people feel good with added nutritional benefits. At Gosh! we believe in the power of real, whole foods to nourish the body. Our products are made using 100% real ingredients, and we are firm believers that getting more veg-filled foods into your diet shouldn’t be difficult or time-consuming. This is why our products are the perfect alternative for people looking to serve healthy and nutritious options at BBQs. Our website also has a wide range of delicious recipes which are perfect for a BBQ, from sizzling skewers, to satisfying side salads – as everyone knows a BBQ isn’t the same without the sides.”
Jesús Pérez, Deputy Director of the Interprofessional Association of Iberian Pigs (ASICI), comments: “BBQ and summer eating occasions continues to experience growth in the UK, and this shift presents exciting opportunities for premium products like Ibérico Ham. As more consumers embrace outdoor cooking and eating, especially in the warmer months, there’s a marked trend towards elevating these gatherings with high-quality products. People are increasingly looking for unique and luxurious offerings to impress their guests when hosting at home.
“In particular, we see that UK consumers, especially those hosting social events or family gatherings, are prioritising quality over quantity. Premium items like Ibérico Ham, not only elevates the summer culinary experience but also speaks to the growing desire for authentic and exceptional food.”
As part of the trend towards “slow food” and mindful eating, Ibérico Ham provides a perfect balance of sophistication and ease of service, making it a perfect choice for a social event. Ibérico Ham is not only a gastronomic luxury, but also a versatile food that can be enjoyed at any time of the day. Its umami flavour transforms every meal into a sensory experience, elevating any table and turning every occasion into something special.
Furthermore, the rise of food-centric socialising means people are increasingly interested in making their gatherings stand out with top-tier offerings. Products like Ibérico Ham are becoming a natural fit for discerning hosts who want to provide their guests with a memorable culinary experience.
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