News In Brief

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

By Elizabeth Crawford

- Last updated on GMT

Source: Getty
Source: Getty
With the unofficial end of summer around the corner, most Americans are planning on firing up their grills for what may be the last time this season for many people, unless they are Millennials or Gen Zers, according to marketing firm Acosta’s recently released annual grilling survey.

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.

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