Research by Co-op suggests this summer is set to be full of alfresco dining at home, with barbecues taking centre stage.
As the cost-of-living crisis continues to impact consumers, the convenience retailer found that over half of UK adults (56%) are more likely to have a cost-effective barbecue at home this summer rather than spending on meals out at restaurants.
Sales data from the study suggests that Co-op will sell more than 22 million British sausages, 7.5 million British burgers and 6.2 million British kebabs over the summer, with over half of UK adults (54%) believing it is important to buy British products when having a barbecue.
Additionally, 15% of UK adults aged 35-44 normally buy their ingredients for a barbecue 9-12 hours before firing up the coals, and just over one fifth of UK adults (21%) aged 35-44 normally buy their ingredients for a barbecue less than four hours before.
Saturday is the day for spontaneous barbecues for nearly half (45%) of UK adults, though the younger generation (16-24) are more inclined to have a spontaneous mid-week barbecue on a Wednesday. Data from the study has shown that the average number of barbecues people are invited to per year is three, with residents of Greater London attending the most (four), compared to those that live in Scotland, who were likely to only attend two barbecues per year.
Nicole Tallant, Head of Co-op’s Delicious Food Team, said: “It’s no surprise that barbecues remain a firm favourite when it’s time to get together with friends and family in the warmer months and this summer, they are potentially going to play an even more important role, as the cost-of-living squeezes household budgets and going out for meals happens less.
“This year we’ve made sure that our British barbecue range is packed full of those iconic smokehouse flavours but also available at great value, including special member price offers and multibuy deals.”
NAM Implications:
- And having refined their cooking-from-scratch skills…
- …they become more discerning (and critical) of hospitality offerings.
- All part of the New Norm…
