What to Expect from Summer Grilling Season 2024

With spring officially in full swing, the 2024 summer grilling season is quickly approaching. Summer grilling season, typically the weeks between the Memorial Day and Labor Day holidays, is one of the largest marketing opportunities for beef products throughout the calendar year. However, these past 12 months have been a rollercoaster for many consumers, both emotionally and financially. Increasing food costs (+2.2% vs. year-ago), strain on savings abilities (-14% from January 2023 to January 2024), and modest month-to-month decline of consumer sentiment (-2.7% from January to February 2024 but still up 15% from February 2023 to February 2024), may cause consumers to enter this summer grilling season with an increased focus on value.^1,2,3 

This article, featuring data analyzed by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, aims to analyze previous summer grilling seasons and consumer trends to shed light on what the beef industry can expect from the 2024 summer grilling season. 

Retail beef sales during the summer grilling season have historically accounted for 30% of yearly beef dollar sales and 29% of yearly beef pound sales on average since 2020.⁴ Figure 1 shows retail beef sales trends during the previous five summer grilling seasons. Unsurprisingly, the 4th of July holiday has experienced the largest spike in beef sales during the summer grilling season over the past few years, with 2023 seeing some of the highest dollar sales figures.⁴ It should be noted that while dollar sales have seen higher levels in more recent years, this is largely due to an increasing price per pound, as pound sales have seen a gradual decline over the same timeframe.⁴

Within the retail beef category, fresh ground beef and beef steaks are among the most popular beef cuts sold year-round, and this trend is seen during the summer grilling season as well. Figure 2 shows the relative market shares for various beef cuts during the 2023 summer grilling season as well as during the rest of 2023. Ground beef occupied 40% of the total beef dollar sales and 52% of the total beef pounds sold during the 2023 summer grilling season, while beef steaks occupied 38% of the total beef dollar sales and 25% of the total beef pounds sold (The larger difference between steak dollar and pound sales compared to ground beef is due to beef steak possessing a higher price per pound on average).⁴  Fresh ground beef has also occupied some of the highest market share over the past few years, with ground beef having sold 39% of total beef dollar sales and 50% of total pound sales on average over the past four summer grilling seasons.⁴ Beef steak has followed a similar trend, having occupied 39% of total beef dollar sales and 26% of total beef pound sales on average over the past four summer grilling seasons.⁴

Survey data indicate that year-round, grilling is the second most popular at-home method for preparing beef (skillet cooking is first).⁵ During the summer months grilling increases in popularity, becoming the most common preparation method with elevated participation from Gen Z, Millennials, Gen X, and Boomers alike.⁵ In fact, nearly all consumers will enjoy a grilled meal during the summer months, with 96% planning to grill at their own house or at a social gathering.⁶ Reflecting annual sales data, chicken and beef are the top two types of food consumers plan to grill, with burgers and hot dogs as the most popular beef products consumers plan to utilize.⁶ 

In 2023 consumers cited the cost of meat and overall cost of groceries as their top two concerns heading into the summer grilling season.⁶ In response, they planned to look for deals or coupons more often, dine out less, and buy different or less expensive cuts of meat.⁶ This is no surprise, as perceived value for the money and how well a food fits the budget are consistently key considerations for consumers when choosing what to eat at home.⁵ Based on current trends in consumer sentiment, budget is expected to remain front of mind heading into the 2024 grilling season. 

Continued supply restrictions coupled with a seasonal demand bump could keep prices elevated during the 2024 summer grilling season. As such, consumers may be on the lookout for deals at the meat case. However, these economic concerns are not new, with many of them having been ongoing for the past year and a half or so. Despite an elevated price environment, the 2023 summer grilling season still saw consumers invest their dollars to enjoy beef, and there’s reason to believe that the 2024 summer grilling season will see the same steady showing.

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