Barbequick has marked its 40th anniversary with the release of a major new industry report revealing that the UK barbecue category has broken free from its traditional summer peak, evolving into a year-round retail opportunity worth £1.75 billion.
The report, “Rain or Shine: 40 Years of Barbecuing in the UK”, charts four decades of transformation in British outdoor cooking and highlights a shift in consumer behaviour that is reshaping the category for retailers.
Once a seasonal, weather-dependent occasion, barbecuing is now embedded in everyday life. Around 75% of UK households own a barbecue, with the average household now hosting around 10 barbecues each summer. Crucially, usage is no longer confined to peak summer weekends, with more consumers grilling midweek and outside traditional seasonal windows.
This behavioural shift is extending the BBQ season and unlocking sustained demand across grocery and non-food. Industry data cited in the report indicate that there are tens of millions of barbecue occasions annually, with households effectively grilling almost once per week during the summer.
At the same time, the value of each occasion is rising. More than 70% of households now spend at least £40 per barbecue event, reflecting a move towards more premium, experience-led occasions. Shoppers are increasingly trading up to higher-quality proteins, global flavours and added-value products, driving larger basket sizes and cross-category growth.
The report also highlights a structural shift in shopper priorities. Sustainability is now a key driver of consumer purchasing, with growing demand for responsibly sourced fuels and eco-friendly alternatives. While gas grills lead in value terms, charcoal remains dominant in usage, despite increasing scrutiny of provenance and environmental impact.
Barbequick, which pioneered the instant disposable barbecue in 1986, has played a central role in the category’s evolution. Its innovations have helped democratise outdoor cooking, while its leadership in fairly traded charcoal and wood-free briquettes reflects the growing importance of sustainability in shopper decision-making.
Caroline Morris from Barbequick said: “Reaching our 40th anniversary is a significant milestone, and this report shows just how far the category has come. Barbecuing has evolved from a seasonal activity into a year-round habit, driven by more frequent occasions, higher spending, and changing consumer expectations. For retailers, the opportunity now lies in extending the season, premiumising the offer and capitalising on demand across multiple categories.”
Retailers are already responding by expanding ranges and focusing on availability beyond the traditional summer peak.
Chris Norris, Senior Buying Manager at ASDA said: “The barbecue category has changed dramatically in recent years. We’re seeing customers engage with it much more consistently throughout the year, rather than just during periods of hot weather. Occasions are more frequent, and shoppers are increasingly focused on quality, convenience and sustainability. Barbequick has been a key partner in helping us respond to these trends. Its innovation across instant formats and responsibly sourced fuels aligns strongly with evolving customer expectations and supports continued growth in the category.”
Looking ahead, the report points to further growth driven by clean fuel innovation, smart grilling technology and continued premiumisation. With outdoor cooking now firmly embedded in UK lifestyles and gardens functioning as an extension of the home, barbecuing is expected to remain a key battleground for retailers seeking incremental growth.
The full report can be found here – https://www.barbequick.co.uk/blogs/information/rain-or-shine-40-years-of-barbecuing-in-the-uk
