Retail sales of barbecue in Russia can be 96.3 thousand tons
An increase in interest in semi -finished products can provide a successful season for barbecue manufacturers. Its sales in May -September can grow to 96.3 thousand tons. A positive trend can be traced, despite the rise in price of frying meat by an average of 14% year by the year. Due to the higher added cost and desire to purchase additional goods, barbecue remains important summer categories for both meat processors and retail chains.
The retail sales of barbecue during the high season in May -September in Russia can be 96.3 thousand tons, adding 3% a year to the year, predict NTECH in the analytical company. In Takskomom (fiscal data operator), a positive trend was recorded in April: sales grew by 30% year by the year. The most pronounced increase was in the segment of products from turkey and beef: an increase of 64% and 45%, respectively. More mass types of meat – chicken and pork – accumulated 6% and 4% year by the year, respectively.
The “Chek Index” service indicates that March for semi -finished products for barbecue was quite successful: due to good weather, the demand for products grew by 30–35% year by the year. In the Perekrestok network, an increase in sales was 20% year old. But the demand for these products has a pronounced seasonality: the main volume is sold in April – September, the representative of the retailer explained. There is a seasonal sales growth in adjacent categories of goods. Wildberries noted that the volume of barbecue in money in April increased by 62% of March, shampudi and ignition – by a third, coal – by 92%.
“The positive trend will be preserved,” says Kristina Romanovskaya, head of the Lazarevskoye agricultural holding. “Already at Easter week we recorded an increase in sales volumes.” She notes that demand will stimulate the upcoming May holidays and the beginning of the summer season. Deputy General Director for Marketing and Sales of Damate Daria Lashchenko is waiting for an increase in sales of barbecue goods by 25% by a year.
An increase in barbecue sales reflects the overall trend for the growth of consumer interest in the meat -finished products. Nielsen analytical company notes that their natural sales from April 2024 to the end of March 2025 increased by 7.1% by the previous 12 months. Sales of semi -finished products directly for barbecue increased by 4.3%. In monetary terms, these products added 19.1% and 19.8%, respectively.
Consumers as a whole devote less time to cooking, and manufacturers, following the trend, develop the lineups of semi -finished products (see “Kommersant” of January 13). Ready -made grilled products, including barbecue, are increasingly popular, there is a potential for further growth of their sales, Cherkizovo group noted. Taisiya Morozova, marketing director of the Prodo group, says that since the beginning of the barbecue season, the demand for sausages and other semi -finished products in the marinade is also usually increasing.
So far, the demand for barbecue is growing, despite the increase in prices for these products. Analysts “Index CHEC” note that the average cost of finished meat for frying in April was 904 rubles. For 1 kg, adding 14% a year to the year. The price of a “barbecue set”, which also includes barbecue, skewers, ignition and coal, added 8% to the year, up to 3.57 thousand rubles. (see infographic). In Takskoma they say that a kebab from a turkey for a year has risen on an average of 34%, from chicken by 13%, from beef – by 4%, from pork – by 3%.
Konstantin Korneev, director of the agricultural consulting company Rinkon Management, calls the barbecue season for manufacturers: margins ready for frying products are higher than raw meat, and demand for it is traditionally growing. However, the head of the National Meat Association, Sergei Yushin, considers the significance of this period for the total turnover of meat processors exaggerated. Due to the growing competition and the cost of barbecue, it cannot be unequivocally called high-marine goods for manufacturers, Taisiya Morozova notes. The Cherkizovo group says that during the period of active sales of barbecue, demand for other processing products may fall. For example, summer is considered a low season for white poultry.
The press service of the X5 Group calls the presence of a significant factor for retail in the assortment of barbecue networks. This product can stimulate the demand for other categories of goods. NTech analysts note that in June 2024, the presence of barbecue in the bar’s check increased it by 2.8 times. Business costs grew through the purchase of drinks, side dishes, accessories for frying. This trend is most characteristic of hypermarkets where additional purchases for barbecue can form more than 80% of the size of the average check, in “stores at home” the indicator does not exceed 73%.
