With summertime grilling in full swing, brands have gotten busy with efforts to not only satisfy consumer appetites but also spark culinary creativity and community. Despite the economic challenges of the past year, the allure of grilling remains undiminished, with many embracing it as a cherished way to savor the outdoors, according to the Acosta Group Grilling Shopper Insights Report.
The report states that Gen Z and Millennials are rewriting the grilling playbook, embracing experimentation with proteins, condiments, marinades and spices. This presents an opportunity for brands and retailers to curate and share innovative recipes via social media platforms, fostering brand engagement and loyalty among this adventurous demographic.
These younger grillers are also embracing plant-based alternatives. This is a prime opportunity for plant-based brands to engage and target this audience through digital and retail media, offering innovative solutions that cater to evolving dietary preferences. They are also interested in grilling fruits and vegetables, with half of grillers incorporating produce into their culinary creations.
