Picnics move into the mainstream 

Summer in the UK has become a significant opportunity for retailers and suppliers to capture spend and visibility. The expansion of the seasonal event across retailers has been obvious, with the two main dining occasions for the season being BBQ and picnics. Picnics are a classic amongst UK summer culture, retailers and suppliers have identified this and innovated to craft more personalised, premium, and convenient solutions. The rise in demand can also be attributed to online trends such as ‘British tapas’ and ‘picky tea’ going viral across social media, which multiple retailers have taken in full swing to appeal to a broader audience and ingrain their brands with the culture.  

Hot weather driving lighter eating 

Summer in the UK and across Europe is becoming increasingly hot, our shopper data indicates that 82% of shoppers prefer lighter meals during periods of hot weather. Rather than preparing larger, hot meals, shoppers are increasingly opting for foods that are easy to share, require minimal preparation, and can be enjoyed outdoors. 

The shift towards lighter eating occasions places greater importance on picnic-friendly categories. Suppliers are therefore presented with an opportunity to align ranges with changing seasonal behaviours. Retailers are becoming increasingly responsive to these weather-based demand shifts, and as forecasting capabilities improve, the speed of reactions to weather changes will improve, allowing retailers and suppliers to capitalise on short-term demand spikes.  

Growth of picnic zones and choice 

During June, July and August in UK retailers, you would be hard done by to not find a dedicated section for picnic food. These zones are filled to the brim with variations of cooked meats, cheese, olives, dips, antipasti, salads, and snacks. Products within these categories are purchased more than usual, as per our shopper research, with standouts being salads and chilled sides being bought by shoppers 44% more than usual, and convenient easy-to-prepare food being bought 25% more than usual during the heatwave. This range of categories placed in a single zone creates a one-stop shop for picnic adjacent products. For suppliers, these expanded picnic zones create opportunities for increased visibility through secondary siting and promotional activity.

Retailers are also broadening the scope of their picnic offerings, recognising that shoppers want variety and flexibility when constructing a picnic meal. As a result, products once associated with specialist or premium ranges (i.e. continental charcuterie and cheese, antipasti, sushi, premium dips) are increasingly finding places within picnic ranges. This is helping retailers attract new shoppers, hold onto current shoppers, and drive larger baskets in the summertime. 

Mix, match and share for a personalised occasion 

The popularity of ‘British tapas’, grazing boards and picky teas reflects shoppers’ desire for more personalised eating experiences. Rather than purchasing a predefined meal solution, shoppers would much prefer flexibility to create their own combination of foods based on taste, dietary needs, and budget.  

Retailers are doing well to enable this customisation through multi-buy and mix-and-match promotions. Retailers are deploying multi-buy mechanics on picky bits, but at different price points. Waitrose, M&S, Ocado, Sainsbury’s, and Tesco are offering 3 items for £8, Asda are offering 3 for £7, Morrisons are offering 3 for 2, and Iceland are offering 3 for £5 ‘picky bits’. Aldi and Lidl are operating EDLPs on their picnic products, with total prices ranging based on choices.

For suppliers, this trend creates opportunities to increase basket participation. Packaging formats, serving suggestions and cross-category collaborations can all help brands become integral components of a summer picnic occasion, rather than a standalone purchase. Inspiration in this area can produce engagement and experimentation from shoppers, driving further spend.

Premiumisation and private label encourage trade-ups 

As with many food and drink occasions in the UK, premiumisation is growing in summer picnic. Shoppers are remaining cautious with spend, but many are willing to indulge in trade ups to enhance social experiences. New flavours, premium cheeses and cooked meats, and artisanal baked goods are benefitting from these trade-ups.  

Retailers are leveraging tiered private label ranges to meet different budgets. The typical tiering is value, core and premium items. This allows shoppers to tailor their shop to their budget more freely and with similar choices. Premium private label finds itself well placed within picnic zones, often having the highest visibility and most differentiation through packaging.

Alongside private label, brands continue to play an important role in innovation and differentiation on shelves. New flavours, limited edition products, premium packaging and marketing allow excitement to make its way into the shopper journey. For suppliers, finding a balance between quality, convenience and affordability remains important in competing.  

Continued momentum for future picnics 

The picnic occasion has developed into a significant mealtime mission for UK retailers, driven by warm weather, changing meal habits, and the growth of ‘picky bits’ across UK culture. Retailers are increasingly activating dedicated zones for picnic, with cross-category merchandising and promotional mechanics being deployed for simpler and more personalised availability. 

Suppliers that can secure a space in retailers picnic zones and demonstrate how their products fit within the sharing occasion are likely to benefit most from the continued growth of summer picnics.