Summer Shopping Trends: What Shoppers Are Buying for Grilling Season
When summer rolls around, so do backyard barbecues, casual cookouts, and seasonal gatherings with friends and family.
Consequently, as shoppers gear up for grill season, their grocery lists reflect the flavors, convenience, and even non-food supplies that make summer celebrations sizzle.
This year, we surveyed over 500 American consumers to see how they’re planning to eat, entertain, and stock up for grilling occasions between May and September.
Let’s explore three key takeaways from our survey that can help CPG brands and retailers align with these shifting consumer priorities
Takeaway 1: Grilling Is a Weekly Occasion—and a Major Purchase Driver
Grilling isn’t just for holidays. In fact, 65% of consumers say they grill one to three nights per week during the summer months. With 85% planning to grill at some point between May and September, grill season represents an ongoing, high-frequency targeting opportunity for brands.
While the Fourth of July (64%) and Memorial Day (50%) were both top options when respondents were asked what occasions they plan to grill for, weekend barbecues were the second most popular option at 56%.
So whether it’s proteins or produce, from condiments to beverages, brands that position their products as essential grilling staples can take advantage of these recurring purchase cycles.
Pairing product messaging contextually on digital recipe pages is one way to meet consumers while they’re actively planning cookouts, from holidays to casual weekend outings.
Takeaway 2: Shoppers Prioritize Convenience
Summer shoppers want to spend less time prepping and more time hosting.
The majority of survey respondents say they’re reaching for easy, ready-to-use grilling components that help streamline mealtime.
76% of consumers plan to purchase pre-made buns and rolls.
43% are opting for canned goods like baked beans or corn.
40% will purchase grill-ready proteins like pre-portioned burgers or kabobs.
Even sides are influenced by convenience: salty snacks, pre-chopped vegetables, and frozen side dishes all ranked high when consumers were asked what sides they’re planning to purchase for their grilling occasions.
It’s clear: shortcuts and convenience-driven products are key considerations for CPG brands this upcoming summer. By featuring these products on recipe pages, brands can reach shoppers in a helpful, integrated way, meeting their needs in the moments that matter.
Takeaway 3: Grilling Season Is More Than Just Food
Grilling season isn’t just about what’s on the menu, it’s about everything that brings the gathering together. That includes non-food items.
This summer, consumers are stocking up on a range of essentials that support the full hosting experience:
70.4% plan to buy foil and wrap.
49.2% are purchasing disposable tableware.
42.2% are picking up cleaning supplies to keep the space guest-ready
Drinks also play a key role in rounding out the event. When shoppers were asked what drinks they’re planning to purchase for their summer grilling gatherings, 70% said soda and water. For alcoholic beverages, with 45% of respondents saying they’re planning on purchasing beer.
Brands across categories can leverage contextual commerce media to integrate their products into the full cookout experience—not just the main dish. By understanding how shoppers approach grilling occasions holistically, brands can tailor their media strategies to support the entire event, reaching shoppers with essential drinks, deserts, and non-food items.
Conclusion: Reaching Summer Shoppers in Contextual Moments
As summer rolls in, it’s clear that shoppers have grilling, convenience, and non-food essentials top of mind. Grocery and CPG brands have a chance to reach shoppers by meeting those exact needs in the pre-shop, mid-shop, and even post-shop phases of the purchase journey.
From weekly burgers on the grill to holiday celebrations, summer presents multiple opportunities to reach shoppers in high-intent moments.
By leveraging unique contextual ad formats across high-intent environments like digital recipes, CPG brands and retailers can meet consumers in the right mindset, offering relevant products that directly address their changing habits around the summertime.
