Fueling Flavor: What Independent Grocers Need to Know About 2025 Grilling Trends

As summer heats up, so does the demand for bold BBQ flavors and fresh grilling options — and independent grocers are uniquely positioned to serve it up.

According to a recent NielsenIQ (NIQ) survey, 88% of consumers plan to grill this summer, with nearly half grilling weekly. While classic cuts like beef, poultry, and hot dogs top the list, shoppers are also reaching for seafood, plant-based proteins, fresh veggies, and even fruits like pineapple to expand their grill game.

DIY Grillers Take Center Stage

Most consumers prefer to marinate or season meats themselves, a trend driven especially by Boomers. Popular from-scratch flavorings include salt and pepper, dry rubs, and herb blends like rosemary and thyme. However, there’s a strong market for pre-marinated options among Millennials, African Americans, and households with children — pointing to a key opportunity for grocers to offer both scratch-friendly ingredients and convenient, ready-to-grill choices.

Spice and Seasoning Are Shelf Staples

The majority of grillers lean into bold flavors, seeking out spice blends, marinades, and sauces to craft their perfect bite. Grocers can boost basket size by highlighting seasoning pairings or creating grilling kits that combine proteins, marinades, and rubs.

Shoppers Are Exploring Beyond Traditional Grocery

While traditional grocery stores remain the top destination for grilling goods, younger shoppers are increasingly branching out to local butchers, farmer’s markets, and online subscription services like ButcherBox. These channels appeal due to perceived higher quality and a more engaging shopping experience.

Independent grocers can stay competitive by emphasizing local sourcing, offering niche or gourmet grilling products, and enhancing the in-store experience with recipe cards, in-store demos, or local meat features.

What This Means for Independent Grocers

NIQ VP of Food Insights at NIQ Chris Costagli encourages retailers to embrace both tradition and innovation.

“By offering pre-made seasonings and marinades, along with inspiring recipes and tips for DIY grill masters, you can elevate flavors and meet the diverse tastes of today’s backyard BBQ enthusiasts,” Costagli said.

Make This Summer a Sizzling Success

From curated endcaps of trending ingredients to signage that educates and inspires, independent grocers can position themselves as grilling go-tos. Help shoppers turn ordinary cookouts into memorable flavor adventures—and keep them coming back for more.

Pro tip: Tap into the joy of grilling by promoting products as part of an experience, not just a meal.

As 7x World Barbeque Champion & Owner of Memphis BBQ Company Melissa Cookston says, “Barbecue is an experience that goes beyond taste. It’s about creating memories and moments.”