Summer BBQs continue to drive seasonal spending, with retailers and suppliers investing in innovation, convenience and premiumisation to grow shopper baskets.
Why summer BBQs remain a key seasonal retail opportunity
Summer is a strong opportunity for retailers to promote adjacent products such as snacks, soft drinks, smaller plate foods, fruit, and frozen desserts, but one of the staples of a summer proposition is BBQ. This mission, which is directly tied to the summer season, can draw spend on multiple categories at once due to the needs for fresh meat, drinks, baked goods, condiments, and snacks. Retailers are investing in impactful displays and meal-solution merchandising to capture attention, while suppliers are driving innovation through new products, flavours and convenience-led solutions. Altogether, retailers and suppliers are drawing on the seasonal demand for BBQ in the summer to provide inspiration to shoppers and create an experience
How retailers are expanding their summer BBQ ranges
The typical summer BBQ proposition continues to be built around staple products such as burgers, sausages, kebab skewers, ribs, and steaks, supported by a broader selection of fresh and marinated meats. Most retailers are dedicating at least one chilled fixture to fresh BBQ meat, stocking large volumes of core lines across multiple price tiers, from entry-level to premium. At the value end, ranges focus on unseasoned BBQ essentials, while premium tiers introduce more marinade, seasonings, elevated cuts, and more distinctive packaging, all enticing trade-ups.
In 2026, most major UK retailers have invested in expansion within their BBQ ranges, such as Waitrose introducing new BBQ specific SKUs, Sainsbury’s introducing new BBQ lines, Tesco expanding its Fire Pit and Finest ranges just for BBQ, Asda involving BBQ in its 400 food and drink line expansion, and Morrisons offering introducing a 2kg Bank Holiday BBQ Box for £9.97.
Innovation, premiumisation, and category differentiation in BBQ
While the core meat offering is consistent across retailers, suppliers continue to play a significant role in differentiating the category through innovation, flavour development, and premiumisation. Restaurant-inspired marinades, world-food influences, and convenience-formats help create excitement in BBQ fixtures. Beyond protein, retailers and suppliers are working together to merchandise sauces, BWS soft drinks, baked goods, and general merchandise such as disposable dinnerware, grilling equipment, and outdoor decorations to create an event customisable to the shopper. This broader offering reflects the growing importance of BBQ as a complete occasion, helping shoppers move beyond simple meat purchases and building baskets filled with everything needed for outdoor dining in one trip.
Changing shopper demand for convenience and premium BBQ products
Shopper expectations for BBQs continue to evolve, with convenience remaining a key driver for shoppers seeking products that minimise preparation without diminishing quality and flavour. In response, suppliers are developing ready-to-cook ranges, pre-marinated options and prepared side dishes. Retailers are then bringing these products together through meal-deals, cross-merchandising, and themed displays. At the same time, premiumisation continues to spread across UK retailers with shoppers exploring higher-quality ingredients, adventurous flavours, and restaurant-style meals. This appetite for premium quality pairs perfectly with retailers expanded BBQ ranges tapping into premium private label and new flavours, such as Waitrose’s BBQ Souvlaki chicken sizzlers.
Importance of occasion-based retailing and BBQ’s role in summer
One of the greatest strengths of the BBQ category is its ability to generate spending across multiple categories. Suppliers and retailers are increasingly working together to encourage shoppers to think beyond the core protein purchase and consider the full occasion. Strategic merchandising that links meat with rolls, sauces, salads, and beverages can create a more seamless shopping experience while building bigger baskets at the same time. Engaging shoppers and providing them with all they need in an easily accessible location and format is the key to winning the summer BBQ mission.
Opportunities for growth in summer BBQ
Looking ahead, there remains significant potential for further development of the summer BBQ occasion. Suppliers and retailers can build the trend towards convenience by creating more complete meal and entertainment solutions tailored to different group sizes and occasions within the occasion (e.g. birthdays, watch-parties, good weather). Premiumisation is also likely to continue gaining momentum, particularly in premium private label and world food inspired flavourings. Sustainability presents another opportunity for growth, as climate change has become increasingly front of mind during the summer heatwaves across Europe for the past few years, so highlighting responsible sourcing can put shoppers at ease when purchasing.
Winning the summer BBQ through complete occasion solutions
Summer BBQ continues to be a valuable seasonal opportunity, but its success is bolstered by inspiring an occasion meant to be shared and easing the process of purchasing and hosting a BBQ. Retailers can elevate the occasion by bringing together adjacent categories in cross-merchandising areas to build baskets, and suppliers can inspire trade-ups through product innovation, such as new flavours, and providing easy-to-cook meal kits for convenience. By focusing on the complete occasion rather than individual products, retailers and suppliers can unlock further growth, driving larger baskets, increased trade-up and stronger shopper engagement throughout the BBQ season.