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Grocery shoppers plan to welcome a summer with fewer restrictions

More barbecues and get-togethers are on tap for consumers after last year’s ‘lost summer’

Michael Browne, Executive Editor

May 19, 2021

3 Min Read
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With more than 45% of Americans completely vaccinated and CDC guidelines easing mask and social distance recommendations, more than one-third (35%) of survey respondents say they’ll have more barbecues and get-togethers this summer, according to Advantage Sales research.Thomas Barwick / Stone / Getty Images

As vaccinations rise, masks come off and the country continues to open up more broadly, Americans are looking ahead to summer barbecues and get-togethers with friends and extended family, according to a late-April 2021 survey of nearly 1,000 U.S. grocery shoppers by Advantage Sales.

Health concerns and social distancing measures during the height of the panemic derailed group gatherings last year, the study noted: Fully half of grocery shoppers surveyed did not host a single summer barbecue or get-together with anyone outside their immediate families between mid-May and mid-September last year, about one-seventh hosted just one.

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This year, with 47% of Americans completely vaccinated and CDC guidelines easing mask and social distance recommendations, more than one-third (35%) of survey respondents say they’ll have more barbecues and get-togethers this summer. Another 17% are still considering whether their summer will be filled with more frequent gatherings.

 

With Memorial Day and Independence Day right around the corner, more Americans plan to host celebrations: More than half of grocery shoppers are hosting (37%) or considering (18%) a Memorial Day weekend get-together, with similar numbers for the Fourth of July (37% hosting, 19% considering).

Related:U.S. grocery shoppers head back to stores as COVID-19 vaccinations rise

One-third of those who did not host any get-togethers last year are planning to extend invitations to friends and family this summer; 29% are still considering their plans. More than four in 10 (44%) of the surveyed grocery shoppers who hosted a single get-together last summer plan to host more this year, according to the report.

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Shopping behaviors have changed in the 15 months since the pandemic, and while most grocery shoppers surveyed plan to pick up the majority of their barbecue food, beverages and supplies at a brick-and-mortar store, 10% plan to order most of what they’ll need exclusively online. Nearly three in 10 will shop for the majority of their barbecue purchases equally in stores and online, the survey said.

Among traditional barbecue foods, hamburgers will be served at two-thirds of surveyed shoppers' first summer gatherings. Hot dogs of all types and chips will be on the menus of more than 40% of shoppers' lists. Dip, fresh corn and other seasonal vegetables, and watermelon will be on one-third of hosts' tables. About one-fifth of hosts plan to broaden their menus with veggie burgers and meat alternatives.

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Beer, soda and bottled water are the beverages of choice for summer get-togethers. Three in 10 shoppers plan to serve wine and two in 10 will have bottled and canned alcoholic beverages, like premixed cocktails and hard seltzer, in the cooler.

Related:Grocery shoppers fix on value despite waning COVID-19 concerns

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About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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