Last year, Bar-Be-Quick conducted some consumer research, which revealed the alfresco form of cooking has established itself as a key ritual in Brits’ summer schedules, with a third (33%) admitting barbecuing is an integral part of their summer experience.
Those aged 25-34 love barbecues the best, with almost half (46%) confessing summer wouldn’t be the same without one.
Topping the charts regionally, those living in Northern Ireland love it the most, with 46% saying it’s an integral part of their summer, followed by 40% of those living in the South West and 37% of those living in the East of England.
The research also showed that half (50%) of Bristolians can’t imagine the summer without a barbecue, followed by 46% of people living in Belfast and 42% in Sheffield. People still love a Great British barbecue.
Again, the 2024 consumer research showed that concerns over the cost of eating out mean one in five Brits (21%) will be more likely to fire up the barbecue over the summer, with those aged 25-34 feeling the rise in prices more sharply than others (35%).
Bar-Be-Quick’s research showed that women are more worried than men about the impact of the cost of eating out on their monthly household budgets, with one in five flagging concerns (22%).
People living in the East of England (27%) are more likely to barbecue than banquet out, followed by a quarter of Londoners (25%) and 23% of those living in the West Midlands.
Bristolians are the most likely to barbecue due to the cost of eating out, with 29% admitting they feel the pinch in their pockets, followed by 24% of those living in London and 23% in Birmingham.
“Barbecuing is now becoming a more economical choice, which also brings significant mental health and well-being benefits, as spending time outdoors has been proven to reduce stress significantly,” comments Caroline Morris, Bar-Be-Quick Sales Director. “A recent study by the University of Oxford suggests that the more often people eat with others, the more likely they are to feel happy and satisfied with their lives. What better excuse can there be than this to break out the barbecue and get your family and friends together for an impromptu get-together this weekend? There’s something incredibly uplifting about gathering friends and family, cooking together, and enjoying a meal outdoors. We encourage everyone to keep calm, grill on, and relish the communal joy that barbecuing brings.”
Bar-Be-Quick finds BBQ accessories such as turners, tongs, and skewers to be the most popular, along with lighting agents to support the lighting of Briquettes and Lumpwood. Matches and Gas Lighters are also popular and are sold against Bar-Be-Quick’s most popular selling items – the Instant Barbecue and the Instant Lighting Charcoal.
Bar-Be-Quick recently developed a new range of Kamado barbecues to fuel customer needs, and the Kamado Egg BBQ Grill is a chic addition to any garden and also used by Michelin-starred chefs. It has an easy-to-use design, high-spec ceramics, and seven different cooking modes. Bar-Be-Quick Instant Barbecues are also very popular – they’re ready to cook within 20 minutes and will feed up to four people, and the party-sized one can serve even more.
“As a brand, we’re also now seeing that our consumers are increasingly aware of the environmental impact of the products they buy – and are drawn to sustainable products,” adds Morris. “This works hand in hand with our ethos and values of sustainability and environmentally friendly products. Our Instant Barbecues are recyclable and sustainable – their metal grill, casing and packaging can all be used again. Even the ashes can be used to fertilise soil in the garden. Naturally, they must be treated responsibly – placed on rocks or a metal surface so the ground isn’t scorched and allowed to cool correctly and not left unattended. Bar-Be-Quick has an annual educational campaign – the #coolitquick campaign- to ensure consumers know how to safely use instant barbecues across all packaging and media.”
The same variety of choices also goes for food. Consumers are interested in meat-free options – be they plant-based meat alternatives or simply ways of using vegetables more creatively. Shoppers’ food vocabulary has widened considerably – people are more interested in exotic flavours and sauces, marinades, and new ways of combining foods – long gone are the days of just a few sausages being cooked on a barbecue. A wholesaler who recognises that barbecuing and cooking outdoors is no longer a summer treat indulged in by a few, but a popular, almost year-round pastime will see a significant return on investment.
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the Baker Street brand: “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 continued 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.
“A further trend, in these cost-conscious times is that food waste also remains a big topic across the board, playing into wholesalers and retailers’ selections for their BBQ range,” adds Reynard. “We have seen that people are looking to buy more longer-life food and drink products to help combat this. The Baker Street range is cleverly packed to stay fresher for longer and guarantees a minimum life of 35 days, helping retailers to stock up to ensure on-shelf availability, while reducing the risk of wastage in poor weather. 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.”
Consumers have been staying in more in the past few years, and making the most of at-home events, including BBQs in favourable weather. As the difficult economic situation continues, entertaining at home is all about ‘levelling up,’ taking hosting to new levels, which retailers can capitalise on, by adding premium products to their range.
“Bakery is one of the most frequently bought BBQ sub-categories, and wholesalers can help retailers maximise their midweek barbecue business, and their barbecue sales generally, by offering an attractive range of bakery and other products for all pockets, including options like the Baker Street range,” says Reynard. “Particularly relevant to the mid-week barbecue opportunity, our marketing demonstrates the Baker Street brand’s versatility across multiple meal occasions, which offers added value.”
Baker Street is a brand sustaining growth, despite another challenging year for the bakery category. Its best-selling products for the barbecue season are Baker Street 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.
“Wholesalers can help their independent retailer customers maximise their barbecue sales, by offering an attractive range of bakery and other products for all pockets, including premium options. 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,” suggests Reynard. “Savvy wholesalers will note that growth in the bakery sector in the convenience channel is being driven by rolls. Hence the BBQ season is a good time to look at encouraging retailers to cross-merchandise by meal occasion, with space-saving OFDs that direct footfall to key displays in-stores and offering multiple facings to popular products such as Baker Street’s range of burger buns and hot dog rolls during the summer months. Our uncertain weather can, of course, put a damper on things, but thanks to Baker Street’s longer life offering, retailers and wholesalers alike are well placed to make our products a prominent feature without fear of wastage.”
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the St Pierre brand, comments: “The barbecue occasion has been growing 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, at a less costly alternative to going out.
“As the difficult economic conditions continue and the home barbecuing habit grows, consumers are now routinely trading up on bakery staples to something more premium, and those hosting barbecues this summer will want to impress. Offering an upgrade to standard bakery – such as St Pierre brioche – is one way to ensure they do so, and wholesalers should help their retailer customers make the most of the opportunity.”
In the current economic climate, entertaining at home, rather than going out, is an increasingly attractive consumer choice, which is driving the popularity of BBQ occasions. 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 local 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 local retailers’ bakery sales will continue to benefit from offering a mix of indulgence and impulse buys, which will in-turn boost wholesalers. Food is more than just a meal on your plate, and there is a strong argument for ‘everything in moderation.’
“Retailers’ customers are increasingly looking for products that deliver simple indulgence,” suggests Reynard. “Wholesalers can help their retailers 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.”
An additional trend driving the St Pierre brand’s sales is the wish to reduce food waste, in store, and at home. St Pierre products also offer extended shelf life and help wholesalers, retailers and shoppers alike reduce wastage. This is an important factor, with day-to-day BBQ sales prone to fluctuate in the unpredictable British climate.
Barnaby MacAdam, Development Chef, Santa Maria Foodservice (Paulig Pro), comments: “When eating out-of-home, consumers are increasingly drawn to dishes and ingredients that evoke happy memories or places, offering an ‘escape through flavour’. This trend of global flavour fusion continues to gain momentum, with 2025 set to be a year of culinary exploration, driven by an unprecedented curiosity for global cuisines.” Research highlights this growing trend. Lumina Intelligence’s latest report shows that a staggering 80% of consumers like trying new foods. Similarly, Bidfood’s 2025 Trends Survey reveals that more than half of consumers (55%) frequently explore new and unique cuisines when dining out. Further supporting this appetite for culinary adventure, research published by HRA Global indicates that 90% of UK consumers are open to trying new international flavours.
“This summer, the BBQ sector is poised to reflect these evolving tastes, blending global flavours with classic BBQ favourites,” adds MacAdam. “Expect to see traditional dishes reimagined with a modern twist, infusing the familiar with the exotic to delight adventurous palates.”
The UK BBQ market is incredibly diverse, featuring a range of popular sub-categories, each appealing to different tastes and culinary preferences.
Traditional BBQ remains a cornerstone of British gatherings, with classic staples like sausages, burgers, and skewers served with timeless condiments such as mustard, ketchup, and coleslaw. These simple, familiar offerings continue to resonate with consumers seeking comfort in the tried and tested.
“American-Style BBQ has experienced a surge in popularity, characterised by its focus on smoked meats such as brisket, ribs, and pulled pork, prepared using low-and-slow cooking methods and paired with rich, region-specific sauces,” says MacAdam. “For example, our recipe involves seasoning a boneless pork roast with Santa Maria rock salt, Tellicherry pepper, and Bourbon BBQ Sauce, before slow-cooking it at 100°C for nine hours. Once tender the pork is shredded and served in wheat tortillas topped with crème fraîche, lettuce, sliced tomatoes, Santa Maria chipotle sauce, crushed nacho chips, and fresh coriander leaves. This dish combines smoky, spicy flavours from America, making it a versatile option for various dining occasions.”
New research from Lumina Intelligence shows that 44% of consumers have attitudes and behaviours that are very health-conscious, up year-on-year. This shift is driving interest in lighter yet flavourful BBQ options, with Eastern Mediterranean cuisine offering an appealing alternative. Rooted in Turkish, Greek, and Levantine traditions, this sub-category emphasises vibrant mezze, pillowy flatbreads, and grilled kebabs, often seasoned with herbs and sauces. With fresh, wholesome ingredients forming the foundation of this cuisine, it balances indulgence with health-consciousness, catering to a growing demand for lighter yet flavourful meals.
Fresh salads, slaws, and living bowls are becoming indispensable components of BBQ menus, providing a refreshing and nutritious balance to traditionally meat-heavy spreads, and cater to those seeking healthier options. Salads, with their vibrant colours and versatile nature, offer endless opportunities for creativity with the right dressings, you can easily transform them into global flavour experiences. A tangy Asian sesame dressing can infuse a salad with bold, umami-rich notes, while a Mediterranean olive oil and lemon dressing brings zesty, fresh flavours. Similarly, slaws can be reimagined with global twists: a Korean-style slaw with kimchi and gochujang delivers heat and complexity. A Caribbean-style slaw with pineapple and coriander brings a tropical, sweet-spicy kick.
These innovative variations ensure BBQ offerings remain dynamic and appealing while meeting the growing demand for healthier, globally inspired options. Together, these sub-categories highlight the adaptability of the BBQ sector, blending tradition with creativity to cater to a wide spectrum of preferences and occasions.
Louise Wagstaffe, Senior Culinary Advisor at Premier Foods, comments: “Global cuisines like American, Asian, Mexican, and Mediterranean are shaping BBQ trends, with 90% of UK consumers open to trying new international flavours.
Spices, sauces and marinades offer a simple and cost-effective way to capitalise on this trend.
Premier Foods’ Cape Herb & Spice seasoning range features six premium blends, from Caribbean Jerk and Texan Steakhouse to Portuguese Peri Peri and Spicy Chip, enabling end-users to offer bold BBQ flavours from around the world. The range is also suitable for people who follow a kosher, halal or vegan diet, making it a truly inclusive range.
“Our gluten-free and plant-based Sharwoods and Homepride cooking sauces provide the perfect base for marinades. They are delicious, easy to use and versatile, making it easy for wholesalers to offer customers exciting flavour combinations that appeal to all taste preferences and dietary needs.”
Matthew Moyes, Marketing Controller at leading speciality food importer and distributor Empire Bespoke Foods (EBF), comments: “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, 2023).
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 in tighter finances (Mintel). It is for this reason that shoppers will continue to look for great quality and great value in their BBQ purchases.
Many shoppers remain highly price sensitive and are looking for affordable indulgence and premium quality. However, although price is a major consideration, it’s clear that consumers also want something special, and are keen to try new foods while at the same time seeking out the best deals.
EBF’s BBQ best-sellers also include the crunchy and full-of-flavour Burger Gherkins from Mrs Elswood, the #1 gherkin brand; Cholula Hot Sauce, the world’s #1 Mexican hot sauce in authentic heritage bottles; and Frank’s RedHot sauces – an American institution and the #1 hot sauce in the USA for more than 100 years. Flavours include the Original Cayenne Pepper Sauces, Buffalo Wing and Fire-Roasted Jalapeno.
Stubb’s Hickory Liquid Smoke and Original BBQ Sauce are excellent choices for enhancing the rich, smoky flavour of barbecue dishes. This legendary BBQ sauce brand dates back to 1968 when CB Stubb opened his first BBQ restaurant in Texas.
The popular French’s yellow mustard from EBF is an all-natural, high quality classic mustard made with whole mustard seeds for added punch.
The appetite for Korean cuisine is also growing rapidly with kimchi being one of the most iconic and recognisable dishes. Mrs Elswood Kimchi (Classic, Turmeric and Beetroot) goes exceptionally well with fried or BBQ style food like burgers and grilled fish.
Fergus Martin, Senior Development Chef at Major International: “BBQs are a great way to create and execute easy summer menus. From pubs to contract catering BBQs offer a versatile feast – from burgers and hot dogs to chicken and salads. A challenge for some operators can be time and space to create delicious marinades, much-needed vinaigrettes, and moreish sauces. These are two big factors that can impact service and limit a menu.
“This is where Major’s Mari Base range can help. We’ve had really positive feedback on our Mari Base range from chefs and operators who love having one core ingredient with the versatility to create a wide range of marinades, sauces and dressings for use in their kitchen.”
Incredibly versatile and packed with mouth-watering flavour, the Mari Base range is the perfect accompaniment to any BBQ dish including burgers, pastas, salads, ribs, chicken, and more. This water-based range can really support operators to maximise their offering and increase sales through an appetising variety of easy-to-make BBQ classics. Thanks to the Mari Base range caterers can add an array of global flavours with a few simple drops.
A good example of the versatility and simplicity of the Mari Base range is how it can be added to a staple menu item. For example, an operator can add a BBQ, Piri Piri, Korean, or Caribbean Jerk flavour to a beef, chicken, and vegetarian burger with minimal prep. The Mari Base can be used as sauce by adding it a burger bun – easily accessible in a squeezy bottle to finish off the build with a drizzle of divine flavour – or as a marinade during the cooking process.
As a marinade all the recipes have been crafted to tenderise and penetrate meat, fish and vegetables, achieving a consistent flavour on dishes – perfect and practical for menu prep and service. As a sauce the Mari Base can be applied directly as an accompaniment to a specific dish, – why not add a burst of Asian flavour to a chicken dish with the Korean Mari Base – or as an additional condiment to offer customers more customisation options.
If a chef wants to add their signature herbs and spices, they can simply add it to the Mari Base marinade and sauce to enhance the flavour even more.
“Major’s Mari Base range offers a unique proposition, being water-based and having multi-use applications,” adds Martin. “With a single pot, caterers have endless possibilities, especially as the products can be added at any stage of the cooking process, to both hot and cold dishes and even used as a marinade when applied directly to protein. A choice of 12 unique flavours, including Americana and Pan-Asian varieties, the range is entirely vegetarian-certified, with all but two of the flavours also being suitable for vegans. Containing no added MSG, palm oil and made using a nut free recipe, all the bases meet the latest 2024 FSA salt targets and are allergen-free.”
Tom Styman-Heighton, Development Chef at Funnybones Foodservice, comments: “BBQ represents a huge opportunity for wholesalers, though with such an overwhelming amount of choice, it can be difficult to know where to focus. To narrow it down, operators should be mindful of ongoing industry trends, and how they can impact the BBQ occasion.”
Demand is evolving beyond a simple beef patty in a bun, so using pulled meats is a great way to achieve that saucy, sloppy indulgence BBQs are often associated with. Funnybones’ new Rio Pacific pulled meats are all authentically smoked with hickory wood chips in an open smoker for up to 14 hours, resulting in a superior taste and texture. Choose from pulled smoked chicken, or halal-friendly pork, or beef brisket. The convenient 2 x 1kg format can be kept refrigerated for up to 5 days once defrosted, so there’s no risk of unnecessary food waste.
On the flip side, plant-based dining remains extremely popular, so chefs should consider how to make this traditionally meat-focused seasonal special accessible to vegan guests.
Beans and mushrooms are particularly popular, with more exotic options like jackfruit serving as a great alternative to pulled pork. But it’s not all about the veggies. Meat-alikes have become increasingly popular in recent years, thanks to vast improvements in taste and texture.
Funnybones’ extensive portfolio has four veggie burgers to choose from, including two meat-alike options; spicy cornflake coated chicken-free fillets, and Funnybones’ pea protein-based beef-free patties. Sure to delight meat lovers and vegans alike thanks to its juicy texture, the beef-free burger also benefits from 91% less saturated fat than its beef counterpart, whilst still being rich in iron, protein, and vitamin B12 – essential to maintain in a plant-based diet.
“Classic staples are not to be overlooked, especially when it comes to something as iconic as BBQ,” adds Styman-Heighton. “Burgers, wings, and ribs are all expected on menus, so wholesalers should ensure they’re investing in quality options.”
Similar to coveted baby back ribs, Funnybones’ St Louis cut ribs offer a higher meat-to-bone ratio and firmer texture, making them a much more cost-effective option. For even more convenience, Funnybones’ Rio Pacific extra-wide ribs arrive fully cooked in packs of 10, pre-seasoned with a smoky BBQ rub and boasting 700g rather than the standard 500g.
“Arguably the most important aspect of BBQ season is a sauce after all, it’s vital that wholesalers have a few different options when it comes to sauces,” says Styman-Heighton.
Funnybones’ Rio Pacific mop-style glazes are ideal for marinating and basting meat and veggies, due to their thinner consistency. Chipotle BBQ adds a fiery kick, whereas Funnybones’ maple and pepper glaze is extra sticky-sweet, and the Tennessee-style bourbon glaze has a rye-whisky flavour for that authentic American taste.
Operators could put an internationl twist on things by utilising Funnybones’ Rio Pacific Korean BBQ. Featuring notes of garlic, ginger, sesame, and Asian pear, this sauce works particularly well with pulled meats, stuffed into a golden brioche bun with some kimchi slaw and chilli mayo. Environmentally conscious operators will also appreciate its green credentials as a ‘glocal’ product (globally inspired, made locally), having been made at Funnybones’ production site in Wales.
Wings are another essential during BBQ season, and no wing selection would be complete without iconic Buffalo Wing Sauce. Funnybones’ Rio Pacific version uses a creamy texture to balance a fiery heat of cayenne pepper. It can be served ambient on the side, but Funnybones recommends tossing wings in it while cooking for maximum flavour.
Paul Vita, Managing Director at Gran Luchito, comments: “We are seeing 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.”
Authentic Mexican cuisine with its earthy, smoky, zesty, citrusy, and spicy flavours, is the perfect match for grilled meats and vegetables for those looking to fuse a traditional BBQ with more adventurous flavours. Gran Luchito’s Taco Seasonings, including an Ancho BBQ Mix, make it easy to add bold and impactful flavour, and all the grilled goodness can easily be wrapped in the Soft Taco Wrap.
“We’re continuing to see a higher number of consumers going out less, with 43% now opting to stay in (NIQ),” adds Vita. “BBQ is an incredibly popular outdoor activity and cooking technique in the UK, and the willingness of consumers to experiment with different flavours and cuisines shows that it is evolving and growing, especially as people look to make their at-home cooking a more adventurous experience.”
47% of consumers opt for Mexican when cooking world food at home (YouGov), which has the opportunity to grow the BBQ market with the blend of bold flavours, grilled dishes and smokiness unifying the two – think grilled chicken or carne asada steak tacos!
Gran Luchito’s Lightly Salted Tortilla Chips are the best-selling product and make for a perfect accompaniment to any BBQ occasion – and are perfect for dipping into another of Gran Luchito’s most popular products, Chipotle Salsa. This is the perfect combination to bring the flavours of Mexico to the grillside, either as a snack whilst cooking or as a vibrant addition to the BBQ spread.
The Gran Luchito Soft Taco Wraps are also one of the brand’s best-selling products and bring versatility and maximum flavour possibilities to a BBQ by adding an element of authentic Mexican street food.
“With 33% having tried a BBQ incorporating Mexican flavours and cooking techniques (Toluna/Harris), it is safe to say that consumers are looking to elevate the BBQ occasion,” says Vita. “Wholesalers can support this by increasing availability of spices and seasonings in which retailers can stock in order to provide a BBQ offering which is different and adds appeal. Our Gran Luchito Ancho BBQ Taco Mix, or our Chipotle Mix and Chipotle Sauce can effortlessly add powerful flavours to their traditional BBQ – for example using the seasonings to elevate grilled chicken in a traditional Mexican Pollo Asado recipe, which can be cooked over charcoal.”
Barry Brazier, Sales Director at Gosh! Food, comments: “One of the key trends impacting in the BBQ sector is the growing trend of people moving away from rigid dietary labels such as ‘vegan’ or ‘meat-eater’, and adopting more flexible eating habits, incorporating more plant-based foods within a ‘flexitarian’ diet. This is driven by an increase in people wanting to reduce but not remove their overall meat and animal product intake, with almost 60% of the UK making more of an effort to eat less meat (Social Market Foundation). As a result of this, it is more important than ever to have delicious options at BBQs to satisfy everyone’s dietary requirements.
“At Gosh!, we believe in real food, we use 100% natural ingredients to create delicious, nourishing plant-based products, loved by vegetarians, vegans and meat-eaters at BBQs alike, that are bursting with flavour, and made of just veg. We are on a mission to help people make healthier choices, but don’t want to compromise on great tasting, delicious food when they’re enjoying their BBQs. Our range of seasonal burgers are the ideal alternative for guests choosing to forego meat at a BBQ. For example, our Veg Garden Burger is high in fibre and packed with 8 different plant points, including yellow peppers, chickpeas, courgettes, olives and green lentils, perfect for people prioritising healthier options.”
There is a growing trend of people choosing clean label food options, 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 nutritious BBQ options.
“At Gosh! 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 when preparing a delicious BBQ,” adds Brazier. “This is why our products are the perfect healthy option for people and businesses looking to serve alternative and nutritious options at BBQs. Our website has a wide range of delicious recipes which are perfect for a BBQ, from sizzling skewers, to satisfying salads.”
Times are changing in the world of food, and whilst parents have been focusing on their family eating their 5-a-day for years, Gosh! is pioneering the concept of ‘plant points’, which is a guideline encouraging people to eat at least 30 different plant foods each week. One plant point refers to one portion of plants, which includes fruit, vegetables, whole grains, legumes, nuts and seeds, herbs and spices.
This is a concept that is taking over from 5-a-day and ensures we are consuming a broad spectrum of nutrients needed to keep our bodies healthy, which can be particularly difficult amongst kids and BBQ guests who are fussy eaters. To make things as easy as possible for those planning a BBQ, Gosh!’s latest ranges tell your customers exactly how many plant points are in each pack, so you can easily and quickly track how many plant points you are serving your customers.
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.”
Florette is the UK’s favourite prepared salad brand (Nielsen), outperforming category growth at +43% extra packs of Florette sold vs last year, and part of a farmer-owned co-operative. Florette is doing more than any other brand to attract more shoppers to the category, creating a clear point of difference by 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.
Florette has a wide range of all-natural salad products to enhance the BBQ occasion, including Florette Crispy (90g and 140g) which is the biggest selling product in the impulse channel and seeing strong growth at +25% (Nielsen) and Florette Mixed salad (125g), the 2nd biggest product in the impulse channel and growing well alongside Crispy +32%, with its crunchy mix of leaves adding interest and texture to any healthy meal.
Both Florette Crispy and Florette Mixed appeal to the rising numbers of consumers looking more closely at food nutritional values. Fat free, naturally low in salt and sugar, and high in fibre, both products contain leaves which are a source of Vitamin A and B9, which together provide a range of health benefits.
“In addition to taking more interest in food nutrition, we know consumers are now more time conscious than ever before and want to limit meal preparation times. Ready-to-use fresh salads are not just convenient, the carefully selected blend of leaves provide the perfect eating experience,” adds Purdy.
With more opportunities to include fresh salads in BBQ meal deals, Florette is reminding convenience retailers of consumers’ primary focus on the ‘top up shop’, highlighting that fresh salad is one of the areas where consumers look to complete the BBQ meal purchase.
“Consumers wanting to save time on preparing BBQs is aligned to the increase in shoppers looking for more convenient options rather than scratch cooking. In addition, shoppers are looking to make healthier choices where they can and this is where pre-prepared fresh salads such as Florette have a key role to play,” concludes Purdy.
Fabien Levet, Commercial Manager at Pidy UK, comments: “BBQ has evolved well beyond traditional meat-in-a-bun with many consumers looking for new and exciting options. In a foodservice setting this could be achieved by simply adding BBQ sauce or seasoning to existing menu items to tap into this seasonal opportunity.
For example, quiche remains a popular lunchtime or light dinner option, and is great for tapping into the ongoing trend of health-conscious dining this BBQ season. Operators could add chunks of marinated and grilled chicken, smoky pulled pork, or chargrilled veggies. “Wholesalers should prioritise convenience-led products which can help operators keep on top of busy summer demands, whilst still delivering tasty and trendy BBQ options,” adds Levet. “Pidy’s range of ready-to-use quiche bases are ideal for operators to grab and fill as required, and with a shelf life of nine months, chefs won’t have to worry about 22cm in diameter, caterers have ultimate flexibility in creating individual meals or larger portions which can then be sliced and served with a side salad.”
Likewise, plant-based dining remains a popular trend, and this extends into BBQ season. With over 5.4 million vegetarians and 2.7 million vegans in the UK according to Statista, it’s vital for wholesalers to have a wide plant-based offering to help operators meet this ever-increasing demand. Plant-based pastry can be particularly complex, so having a ready-to-use version, such as Pidy’s vegan sablee, eliminates this stress without compromising on the crisp, golden, ‘buttery’ finish Pidy has become famous for. Chefs could take inspiration from Pidy’s Mediterranean tartlet – simply spread mustard over the base of the tarts and layer grilled courgette, aubergine, mixed bell peppers, tomatoes, and onion. Season with salt, pepper, and crushed garlic – or add a BBQ seasoned dressing – then bake at 170oC for 20 minutes.
Michael Baggs, Founder of Mash Gang, comments: “We’re seeing sustained growth in the BBQ occasion, driven by changing consumer behaviours and a cultural shift towards outdoor socialising. Whether it’s a casual get together with mates in the park or a full-scale back garden multi-family feast, consumers are embracing BBQs and they’re no longer just a summer ritual, as they’re becoming more popular in spring and autumn. 79% of consumers are said to choose beer as their go to BBQ drink (Lumina), yet with 48% of adults who drink alcohol planning to reduce their intake this year (Aviva), the non-alc space has seen a significant uptake in demand for drinks that fit seamlessly into these occasions. People still want something flavourful and refreshing in hand while they’re flipping burgers, even if they’re skipping the alcohol.
“Several factors are fuelling the growth of BBQ culture,” adds Baggs. “Firstly, we’re seeing shifts in lifestyle as consumers prioritise experiences and social occasions; with in-person get togethers becoming increasingly desirable as people lean away from online culture. BBQs are a perfect excuse to bring people together, and increasingly in culture are seen as ways to have delicious premium foods, while in the past we saw them as places to try to cook a multipack of sausages as quickly as possible.”
Additionally, the premiumisation trend continues to thrive, as consumers increasingly elevate their food and drink choices, opting for higher-quality, more flavourful options – whether it’s craft meats, artisan condiments, or premium non-alcoholic beers. “With more focus on wellness, many are moderating their alcohol intake and looking to increase their protein intake. BBQ with no-alc beer is a great way to maximise protein and still have some beers with significantly fewer calories.
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 (Source: IRI 52 wks 01.12.24).
Four Loko is performing strongly in the RTD category, driven by top-selling flavours like Four Loko White, Tropical, Pink Melon, and Dark Berry Burst. The brand is seeing steady market share growth, strong consumer appeal, and high retail sell-through rates, supported by innovative launches and effective marketing strategies that keep the brand ahead in the category.
Demand for fuller flavour profiles is also growing, as evidenced by Four Loko White, which is the fastest selling SKU in GB Convenience, and Dark Berry Burst which is also competing for the top spot. Vodka-based RTDs which combine a high ABV spirit with berries or fruits are increasingly popular as they deliver a mix of familiar and premium flavours to the consumer.
An AG Barr spokesperson comments: “Rubicon Spring, the UK’s No. 1 Sparkling Flavoured Water (Circana), is disrupting the functional water category in 2025 with its brand new Rubicon Spring Vits still range, available from March.”
Available in plain and £1.29 PMP options, Rubicon Spring Vits is launching in three delicious flavours: Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon. Packed with essential vitamins to support energy and immunity and made with spring water, fruit juice and natural flavours, each format is just 15 calories and fully HFSS compliant.
78% of shoppers are still choosing drinks for enjoyment, but aiming to drink more water. Taste remains the top driver but 69% are interested in added benefits such as energy and immunity (Mintel).
“We know consumers want to make smarter soft drink choices without compromising on taste so offering a great tasting product with added health benefits will bring more consumers into the functional water category,” adds the spokesperson.
“There is a perfect gap in the market for a trusted and established brand like Rubicon Spring to boost this category and help retailers tap into its full potential. The new Spring Vits range contains 100% of the consumer’s recommended daily vitamin intake of a multivitamin blend, which is unlike any other brand on the market, as well as being full of the tasty fruit flavours that Rubicon is known for.”
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