Capitalise on the BBQ opportunity

So far our island has been blessed with a pretty good summer and that can only mean one thing: the traditional British BBQ. 

We’re a sceptical bunch when it comes to summer – and rightly so given our unpredictable weather. As a result, it can be difficult to forecast whether a weekend BBQ will be a sunny success or a complete washout, so we tend to be a nation of last-minute BBQ-ers. Half of shoppers decide to host a BBQ because of good weather. 

Given that meat is a summer staple, understanding what shoppers want is key to providing an appropriate range. The classics remain the most popular, with 53% of people cooking sausages and 48% beef burgers.

Recent years have seen more exotic meats, including crocodile and ostrich, find their way onto UK BBQs, spurred by out-of-home (OOH) eating trends, cooking programmes and online blogs. Similarly, OOH flavour trends are having an impact on at-home preferences. Street food favourites, have also gained popularity. 

The rarity of good BBQ weather can also spur consumer trade-up. Twenty-two per cent said they cook steak, while 18% go for pork ribs. Retailers can encourage cross-category trade-up by merchandising complementary items together. One in seven say alcohol is a main product to purchase when hosting or attending a BBQ.

As opportunities during BBQ season can be spur of the moment, outside communication is key to capitalising on them.

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