The barbecue season has begun and clearly shows that the desire to sizzle is unbroken. As soon as the thermometer rises, orders placed with the REWE delivery service also skyrocket, by around 20 per cent on average. Trends can be identified from the orders: More and more people are attaching importance to conscious nutrition. Organic meat, grilled cheese and plant-based alternatives are at the top of the shopping list.
„We are observing that plant-based products are also playing an important role in barbecuing and at the same time the demand for high-quality organic meat is increasing," says Clemens Bauer, management of REWE E-Commerce, "With a constantly growing plant-based range and our many regional organic products, we offer the perfect range to optimally serve the changing needs of consumers.“Clemens Bauer, Management REWE E-Commerce
The bestsellers of the season are organic chicken, vegan sausages and, most popular of all: grilled cheese. Since April, orders from the REWE delivery service have more than doubled from 2,600 to 5,500 per week. Organic grilled chicken is also experiencing strong growth. It is the fastest-growing product in the meat segment, with an increase of 134 per cent.
The demand for plant-based barbecue products also remains high. Vegan grilled sausage, vegan steak and vegan mayonnaise are among the rising stars of the season. Plant-based mayo in particular is becoming the secret star on the barbecue table.
Purchasing behaviour also differs depending on the region. In Munich, Düsseldorf and Stuttgart, people still like to order classic grilled meat. In Berlin, Hamburg and Leipzig, on the other hand, customers are increasingly opting for cheese and vegan alternatives.
But when people think of barbecues, they don't just think of the food itself. For many, the classic barbecue accompaniments are simply part of it. People in Bochum in particular appreciate this. This is where the most money per capita is spent on potato salad, baguettes and the like in Germany. Together with sausages, whether classic or vegan, they form the most popular trio in shopping baskets.
Herb butter and ketchup are also very popular. In line with this, the demand for barbecue accessories also increases in summer. Products such as aluminium trays and barbecue charcoal are ordered much more frequently. Compared to spring, their sales increase by 160 per cent.
The barbecue season usually kicks off with the first warm days in April. It really picks up in the months from June to August. This is because the biggest sales driver is the rise in temperature. Public holidays such as the first of May and Whitsun also boost orders by around 15 per cent.
REWE is strategically reorganising its entire product range in line with the increasing demand for plant-based barbecue products. The aim is to significantly expand the selection of plant-based protein products in all REWE and PENNY shops.
"It's not about pitting animal and alternative proteins against each other, but about creating equal opportunities and diversity," explains Emilie Bourgoin, Group Director Public Affairs at REWE. Implementation is based on four pillars: systematic product range customisation, targeted promotion of innovation (including through start-ups such as Infinite Roots and Formo), active education about conscious nutrition via an app and political demands to adjust VAT to plant-based alternatives.
REWE is thus responding to global nutritional recommendations such as the Planetary Health Diet and sending a clear signal in favour of Sustainability, innovation and consumer wishes. The first changes should be visible in the coming months. In the store and on the grill.
