LONDON, UK, June 18, 2026 – Summer grilling occasions are evolving, and food industry professionals are being encouraged to adapt. Experts suggest that expanding BBQ menus with alternative cuts, regional specialities and new flavour combinations could help retailers and restaurants better meet changing consumer preferences.
According to Gaynor Stokes, meat adviser to the European Union’s ‘More Than Only Food & Drink’ campaign, BBQ season provides an ideal opportunity to introduce customers to different ways of enjoying meat.
“Consumers are often looking for new food experiences during the summer months,” says Stokes. “Chefs and retailers can take advantage of that curiosity by showcasing a wider variety of cuts and flavours.”
At the same time, purchasing habits continue to shift. Increased awareness of ultra-processed foods has encouraged shoppers to focus on product quality, traceability and sustainability.
“Quality meat is naturally rich in nutrients and protein. Some lesser-known cuts can be especially rewarding on the BBQ, offering both versatility and outstanding taste,” she says.
Cuts such as chicken thighs and pork steaks are particularly suited to creative BBQ dishes. With diners increasingly inspired by international cuisine, marinades and spice blends can add depth and character.
“Paprika Žitava PDO from Slovakia and Piment d’Espelette PDO from France are excellent examples of European spices that work beautifully with pork and chicken. They are ideal for skewered dishes influenced by Mediterranean cooking traditions.”
Slow-cooked cuts including brisket, shoulder, pork belly and lamb shank can also shine during BBQ season. Cooking them low and slow before finishing over the grill helps maximise flavour and tenderness.
“These cuts pair effortlessly with simple sides and accompaniments, making them ideal for sharing occasions,” Stokes notes.
Retailers can support consumers by offering practical cooking advice, recipes and preparation tips through both physical and digital channels.
“Products such as Chorizo Riojano PGI, Nürnberger Bratwürste PGI and Kiełbasa lisiecka PGI offer consumers something different while highlighting Europe’s rich food heritage.”
Consumers also continue to place importance on production standards and transparency. European regulations support comprehensive traceability and strict controls across the supply chain.
The diversity of landscapes and culinary traditions throughout the EU provides a strong foundation for authentic food storytelling.
Among the products attracting attention is Galician beef from northern Spain, known for its marbling, tenderness and distinctive flavour.
“BBQs are a celebration of food, flavour and togetherness,” concludes Stokes. “Introducing new ingredients and traditions can make those experiences even more memorable.”
Businesses that embrace variety this summer may find themselves better positioned to capture consumer interest.
