How grocers can spark sales growth this grilling season
As outdoor temperatures start to climb, Canadians look forward to one of the most cherished times of the year: summer grilling season. As reflected in a 2024 survey from Caddle in partnership with Dalhousie University’s Agri-Food Analytics Lab, 42% of Canadian consumers fire up the barbecue more than once a week in summertime. From quiet solo meals to family gatherings to full-on parties, the long days and warm weather offer plenty of opportunities to cook, eat and entertain outdoors.
As usual, grills across the country will be aflame with the standard burgers, steaks, chicken breasts, pork chops and hot dogs this summer. But, changing demographics, a more informed and adventurous consumer base and the influence of social media (Asian cucumber salad, anyone?) are introducing more diversity to our collective palate.
Cuts of meat beyond the “big three” of chicken, beef and pork will find their way to dinner plates in the coming months, as will sauces, condiments and dips inspired by culinary cultures from around the world. And innovative new variations on classic cocktails will join the staples of beer and wine in washing those meals down.
All of this will take place against the backdrop of a global economic environment that is best described as “uncertain.” With the U.S. government engaging in a cycle of applying and pulling back on aggressive tariffs, the availability and cost of food products is difficult to predict. In turn, the trade battle has inspired a wave of patriotism among Canadian consumers.
READ: How grocery shoppers are standing up to the U.S.
These circumstances may bring a proudly Canadian vibe to summer gatherings—particularly on the Canada Day (July 1) holiday that kicks off the season.
“We’ve been thinking of the mechanical effects of tariffs, but there’s also an emotional context in which the tariffs are applied,” says Joel Gregoire, associate director, food and drink at Mintel. “I imagine the level of patriotism this year will be off the charts compared to previous years, and I wonder if there’s an opportunity for retailers to make a push on celebrating what it means to be Canadian.”
Gregoire isn’t certain whether this pride will be reflected in choosing traditional barbecue fare or embracing Canada’s diversity with globally inspired recipes. What he does know, based on a recent Mintel survey, is that shoppers across the nation say they are more likely to buy food and drinks made in Canada.
With this buy-Canadian mindset permeating the atmosphere as citizens fill their propane tanks and gather their coals, here are some key trends that will drive outdoor entertaining this summer:
The world comes to Canada
Flavours from all corners of the world have made their way into Canadian diets for decades—and that trend shows no signs of stopping this grilling season. After all, it’s not like North Americans have the market cornered on cooking over an open flame for large groups of family and friends.
According to research from Ipsos FIVE, Canadian consumers are adopting a mindset of exploration when it comes to food preparation, with generation Z and millennial shoppers more inclined to try new ideas from multiple cultures. For the barbecue, specifically, Ipsos reports the flavours of Greece, Italy, Thailand and the Caribbean are particularly popular.
Innova Market Insights, meanwhile, has documented a rising consumer interest in Spanish and Korean cuisine, while Gregoire cites a heightened interest in flavours from Africa. Zooming out from country of origin to look at trending flavours more broadly, Innova’s research suggests smoky and chili flavours are having a moment.
READ: Canadians have a growing appetite for global cuisines
When planning for summer entertaining and backyard gatherings, consumers, retailers and manufacturers have the world in their hands. “For the past couple of years, the rising popularity of ethnic and global flavours has been a popular trend in Canada,” says Lynne Strickler, senior director, head of brand management & commerce marketing, Canada for Conagra. “Consumers are eager to explore diverse and adventurous tastes.”
This sense of adventure is driving innovation for Conagra’s array of sauces— more on that later—as well as retailers’ presentation of grilling options. Mari Loewen, culinary consultant for Toronto grocer Summerhill Market, says inspiring customers can be a matter of putting a different spin on the familiar.
“We always begin with classics, but build on them in ways that feel fresh, nostalgic and elevated with the best-quality ingredients,” says Loewen. “This summer, for instance, we’re doing apricot-glazed back ribs that you can throw on the barbecue or heat in the oven.
“We’re also testing more elevated comfort food, like a fabulous red wine– braised short rib and osso bucco.”
Special sauces
The simplest way to enhance a meal is through sauces, dips, condiments and dressings. Accordingly, the influence of global flavours is, perhaps, most evident in the wide assortment of these items available in grocery aisles.
“There is a surge in demand for sauces and condiments that bring international cuisines to consumers’ kitchens,” says Strickler. “Our team saw notable growth for Asian flavours last year, specifically Indian and Japanese food, and we expect this to continue into 2025.”
Strickler mentions Indian favourites such as tikka masala, butter chicken and a variety of chutneys, which bring bold taste profiles. She adds that staples of Japanese cuisine, such as teriyaki, soy and miso, are also becoming staples in Canada.
“Looking ahead, we anticipate continued interest in Southeast Asian flavours, such as Thai and Vietnamese, which offer a balance of sweet, sour, salty and spicy elements,” she says. “Additionally, we are seeing a trend towards multifunctional products. Consumers appreciate condiments that can be used in various ways, from marinades and stir-fry sauces to dips and dressings.”
According to Strickler, Conagra’s P.F. Chang’s Sweet and Sour Sauce, which launched in 2024, addresses this desire for versatility, given it can be used as a marinade, a salad dressing and a dipping sauce.
Teresa Spinelli, owner of Alberta’s Italian Centre Shop, has also witnessed the rise of international sauces. Specifically, she notes the popularity of Middle Eastern-style yogurt-based sauces, flavoured aioli and South American chimichurri.
Even ketchup, arguably the most traditional of North American condiments, has received a global glow-up. “Global ketchups are popular all year round,” says Spinelli. One example is Gouda’s Glorie Curry Ketchup, available at the Italian Centre Shop.
A side of creativity
Regardless of the main course, side dishes represent another opportunity to liven up the summer dining occasion. And, once again, global cuisines are shaping the trends.
Michelle Slabodnik, assistant brand manager, marketing at Summer Fresh, says her company’s forthcoming Summer Entertaining Guide will feature hummus and tzatziki salad platters, homemade tacos and mezze boards. She adds that Mexican, Mediterranean and Korean flavours are influencing a trend towards “swicy” blends of sweet and heat.
“These trends are all about bold flavours and convenience, and our products are designed to bring those flavours directly to the table with minimal prep time,” says Slabodnik, who points to this spring’s launch of Mango Sriracha Hummus as an example of Summer Fresh’s product innovation.
Like many others, Slabodnik identifies gen-Z consumers as the champions of spiciness. But, she is quick to note the importance of other behavioural drivers for this cohort. “This generation values authenticity, sustainability and healthy eating, and they’re seeking food that nourishes both their bodies and communities,” she says. And in our current economic and political climate, it certainly doesn’t hurt that Summer Fresh is a Canadian-owned brand.
Spinelli, meanwhile, has been tracking a trend towards grilled fruit. She says her customers have been dressing it up in unexpected flavours. “Fruit with different rubs has been popular for a couple of years,” says Spinelli. “Usually it’s something spicy, which you don’t normally associate with fruit. A spicy rub on pineapple or peaches.”
Strickler says Conagra’s line of VH and P.F. Chang’s sauces work just as well for vegetables as they do for meats, and P.F. Chang’s Teriyaki sauce makes an especially tasty marinade for grilled pineapple.
“For dips and side dishes, we’re loving Middle Eastern influences right now,” says Loewen of Summerhill Market. “We’ve done a whipped feta dip with Aleppo pepper and pine nuts. We also worked hard to perfect a sweet pea spread topped with cold-smoked Macedonian feta, topped with a smoky chipotle and smoky Spanish paprika.”
Fresh cuts
Chicken, beef and pork remain Canada’s big three of barbecue meats, and that’s unlikely to change anytime soon. “People tend to stick with what they know,” says Mintel’s Gregoire.
That said, adventure-minded consumers are showing interest in a handful of cuts from beyond the typical summer entertaining menu. Elk, bison, venison and goat are emerging sources of culinary intrigue, and Gregoire notes that a significant number of Canadians already cook duck.
“It feels like people are looking for more non-traditional things,” says Spinelli. “They’re also looking at alternative woods and coals that give off different flavours, like hickory.”
READ: As prices rise and tastes change, grocers must innovate to keep meat sales sizzling
Both Gregoire and Spinelli acknowledge these more exotic cuts of meat won’t be for everyone—and that retailers will need to consider the education factor for both store employees and consumers.
“A lot of our customers are foodies, so they might know [how to prepare non-traditional meats,] but a lot of people wouldn’t,” says Spinelli. She notes that lamb and goat lead the way as the fastest-emerging meats outside the big three and names bison sausages as a popular recipe among her patrons. “And you have to give the opportunity to both kinds of people.” Spinelli says this could mean sharing information via QR codes or recipe cards.
Cocktail hour
Cocktails have always been associated with celebration and a backyard bash is no exception. Each passing year brings more beverage options for outdoor entertaining, from tried and true blends to an elevated spin on the traditional.
The market for cocktail mixers is experiencing robust growth, with projections indicating it could reach US$17.60 billion by 2030, expanding at a compound annual growth rate (CAGR) of 6.8%, according to Grand View Research.
“Consumers are increasingly drawn to premium and artisanal options that promise unique flavour profiles and high-quality ingredients, reflecting a trend towards sophistication and quality in-home bartending,” explains the market research and consulting company.
Spinelli says popular new tastes in the beverage space include hibiscus, ginger and lime. “We have tons and tons of ready-to-pour craft mixers, tons of non-alcoholic beverages. Every day there’s always more.”
Toronto-based La Presserie, which is known for its cold-pressed, plant-based juices, smoothies and dressings, has a line of fresh-frozen cocktail mixers made with raw cold-pressed fruits, vegetables and herbs in Mojito, Margarita and Strawberry Daiquiri varieties. And Fever-Tree offers tonics in Mediterranean, Elderflower and Light Cucumber flavours.
Even enduring drink staples such as the Caesar are expanding their range. Andrea Campbell, brand manager for Mott’s Clamato, says her company’s line of ready-to-drink Caesar mixes now includes seven different options, including Mott’s Clamato Original Light, which launched in 2024, and Extra Spicy and Pickled Bean flavours.
“Canadians are changing and so are their desires,” says Campbell. “People seek experiences and they crave something that delivers on taste.”
This article was first published in Canadian Grocer’s May 2025 issue.
