Pilgrim’s Europe is ramping up production to make over 170,000 packs of chicken, pork and lamb kebabs every week over the summer period to keep up with surging demand around the BBQ occasion.
According to Kantar Worldpanel, BBQs featuring meat have grown by over 3.5% in the past two years with 20m additional barbecue occasions taking place in the past year alone.
In 2024, 59% of all barbecue occasions featured at least one kind of meat, the panel found.
Interestingly, when it comes to BBQs, as a nation, pork is the favourite protein, with a 15% increase in BBQ usage in the last year, whilst chicken and beef, also extremely popular, grew by 8% each.
Kantar also found that in summer 2024, 93% of barbecues were household-only, with just 7% involving guests.
Pilgrim’s Europe said these trends present a clear opportunity for retailers to meet demand for barbecue favourites, particularly British pork and chicken.
It highlighted flavour trends with increased demand for regionally inspired chilli and smoke profiles. It also said there was a clear shift towards more familiar and approachable spicy flavours grounded in “traditional culinary influences”.
Jason Winstanley, head of research & insight at Pilgrim’s Europe, said: “Summer and barbecues go hand in hand, and we expect more people than ever to embrace the season with casual, at-home grilling. Last year we skewered 3.8m pork kebabs during BBQ season, and we expect similar demand this year as the warmer weather kicks in and drives sales.”
He added: “Familiar favourites like sausages, burgers, and chicken cuts will take centre stage on the grill, with consumers looking for variety, bold-yet-approachable flavours, and formats that suit both everyday meals and bigger summer socialising occasions. This presents retailers with a clear opportunity if they can ensure comprehensive choice for all occasions.”
Pilgrim’s Europe owns brands including Richmond, Fridge Raiders, Denny, Galtee, Rollover, Oakhouse and Moy Park.
