Summer may be ending, but grilling season isn’t and brands can connect with aficionados online

Results from the annual survey conducted this summer reveal that 67% of Americans who grill report they will do so on the upcoming Labor Day holiday weekend. But just because the day marks the end of summer, during which 69% say they grill at least once week, doesn’t mean it is the end of grilling season for everyone.

According to Acosta, 61% of Gen Zers and Millennials who grill will continue to do so all year. But, year-round grilling isn’t just for young folk, although it is more prevalent with them, Acosta adds. It notes that 46% of all grillers will continue to do so year-round. This is up from 42% in 2017 and 2018.

Connect with grillers online​

In addition to grilling longer into the fall and winter, more grillers are getting recipe ideas and tips online and from grocery stores and retailers than in the past – making this a great way for manufacturers to reach consumers and potentially find a spot in their carts.

Acosta reports that 51% of grillers found recipes on websites – up 11% from last year. A closer look reveals 28% are browsing grilling specific websites – up 5% from last year – and 24% are looking at cooking show websites for ideas, which is 2% increase from last year.

The largest increase, however, was on grocery and retailer websites, which 23% of grillers said they looked at this year – a 10% increase from last year. This suggests manufacturers of standard grill fare, including condiments, proteins and spices, may benefit from promoting products online with retailers.