Pilgrim’s Europe is significantly increasing its production capacity to provide over 170,000 packs of chicken, pork, and lamb kebabs weekly during the summer season. This move aims to meet the rising demand associated with barbecue events.
According to Kantar Worldpanel, barbecues featuring meat have surged by over 3.5% in the past two years, with an impressive 20 million additional barbecue occasions occurring in the last year alone. In fact, projections for 2024 reveal that 59% of all barbecue events included at least one type of meat.
Notably, pork emerges as the nation’s preferred protein during barbecues, boasting a 15% increase in usage over the past year. Meanwhile, chicken and beef have also shown robust growth, each rising by 8%.
Kantar’s data further indicates that in the summer of 2024, a remarkable 93% of barbecues were confined to households, with only 7% involving guests.
Given these trends, Pilgrim’s Europe perceives a clear opportunity for retailers to fulfill the growing demand for barbecue staples, particularly **British pork and chicken**. The company also highlighted current flavor trends, noting increased interest in regionally inspired chili and smoke profiles. Moreover, there is a noticeable shift towards more familiar and approachable spicy flavors, grounded in traditional culinary influences.
Jason Winstanley, head of research & insight at Pilgrim’s Europe, stated, “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, the company sold 3.8 million pork kebabs during BBQ season, and they anticipate similar demand as warmer weather approaches.
Winstanley added, “Familiar favorites like sausages, burgers, and chicken cuts will take center stage on the grill. Consumers are seeking variety, bold-yet-approachable flavors, and formats suitable for both everyday meals and larger summer gatherings. This presents retailers with a clear opportunity if they can ensure comprehensive choices for all occasions.”
Pilgrim’s Europe is proud to own various well-known brands, including Richmond, Fridge Raiders, Denny, Galtee, Rollover, Oakhouse, and Moy Park.
