Grilling Season Shopper Trends

The cost of food tied with flavor as the most important factor for shoppers making grilling-related purchases, according to Breaktime Media.

Breaktime surveyed shoppers in May to find out what they’re buying and where, along with how much they’re spending on the outdoor activity.

A total of 56% of surveyed shoppers head to grocery stores for their grilling items, followed by Walmart at 24% and warehouse clubs at 12%. Basket values are less than $40 for 41 percent of shoppers, according to the survey.

Meats dominate the menu, with 57% of shoppers picking burgers and 15% selecting hot dogs and brats. Only 6% indicate they are grilling plant-based burgers.

For beverages, the top three items are soda at 33%, water with 24% and beer at 18%. Hard ciders and hard seltzers each account for 3% of survey responses.

Here are some ways brands can be top-of-mind during grilling season this summer:

• Inspire shoppers to get creative with their barbecues by recommending personalized party themes using a personality quiz.
• Amplify a special “Summer BBQ” offer to help convert the 31% of shoppers who stated price as their purchase driver and boost sales.
• Use a list to showcase fun recipes shoppers can make for each barbecue holiday (i.e. Fourth of July and Labor Day).
• Create buzzworthy moments through a custom performance-based promotion like a social giveaway or register-to-win sweepstakes.