Five trends shaping the 2026 grilling season at Colruyt

Barbecuing remains deeply rooted in the Belgian summer, but the way people grill is evolving rapidly. Colruyt sees five clear trends for 2026: less preparation, more aperitif moments, more conscious choices with a strong shift towards poultry and affordable options, more global flavours, and a growing focus on experience and fun food. These trends are reflected in a wide range of new products. For the first time, customers can also easily order their barbecue meat online. Those who order at least two days in advance benefit from extra discounts, making five months of affordable barbecuing possible.

Less preparation, more barbecue

Barbecuing increasingly fits into everyday routines, making speed and simplicity more important than ever. Convenience has become the new luxury. This season, Colruyt is building further on the success of its digital ordering platform used during the end-of-year season. Customers can put together their own barbecue package, both online and in store. Those who choose from a selected range of products, buy at least four items and order two days in advance receive an additional discount of €4 or €10 on top of the lowest prices. Orders can be placed from 22 April until the end of August.

At Collect&Go, customers can place orders until midnight and collect or have their entire shopping list delivered the following day. From 6 May, a range of discounted barbecue boxes will be available: the Belgian BBQ Topper Box, the World Grill Mix Box, the Grill & Chill Apero Box, the Brazade Mixed Grill, or even a separate Kids Box. Customers receive a €4 discount on the purchase of each box.

This focus on convenience is also visible in the growing range of ready-made (side) dishes, such as pulled chicken platters, cold Greek pasta salad and warm sides including southern-style BBQ potatoes or potato wedges with smoked paprika.

Vegetables follow the same logic. Preparations such as teriyaki vegetables, Italian vegetables with pesto and mozzarella, or grilled vegetables with feta are fully ready to use and available in the frozen range. In addition, chopped vegetables, fruit and snack vegetables also make a difference.

Barbecue brings people together – starting with the aperitif

The moment around the table is becoming more important than what is actually on the barbecue. Pre-barbecue drinks are playing a key role. Small bites and dips mean the barbecue starts before the first piece of meat even reaches the grill. Major sporting events reinforce this trend. During events such as the football world championship, 1 in 5 consumers buys more snacks than usual.

Colruyt responds with an extensive aperitif range, from new crisp flavours to dips such as ktipiti, fajita and Mexican chilli. The ktipiti combines grilled pepper with Greek yoghurt and feta for a fresh, slightly spicy taste. Tapas products like voltini ricotta rolls with Italian bacon and Maghreb olive mix enhance that shared moment.

There is also a shift to the aperitif moment with drinks. NATZ Ginger Crush is a new, freshly flavoured beer with a subtle ginger touch and a lightly tangy finish. Convenience is also a key factor, as Aperol Spritz in cans is sold exclusively by the Colruyt Group. Popular summer soft drinks such as Ritchie are also available in cans. Last barbecue season, no fewer than 95 million litres of soft drinks were sold at Colruyt – the equivalent of 38 Olympic-sized swimming pools.

More conscious barbecuing with meat, fish and veggie options

What's on the barbecue changes. Consumers are making more conscious choices and are looking for a balance between taste, price and environmental impact. Within the meat range, the focus is shifting to accessible and affordable options, with poultry as an important category. Think of chicken chipolatas, marinated chicken escalopes, turkey skewers with chimichurri, chicken legs and pulled chicken. Not only are they versatile and quick to cook, but they also help customers make more conscious choices within their budget.

In addition, the role of plant-based alternatives is growing: almost 1 in 3 millennials opt for meat alternatives on the grill. Colruyt responds to this with a wide range, from marinated tofu and vegetarian kefta from Boni Plan't to BBQ sausages from Greenway and plant-based alternatives such as Violife Greek white.

Fish is also taking a more prominent place on the grill, with lighter options such as salmon, lemon and chilli scampi or scampi curry, in addition to mussels. Vegetables are also playing an increasingly important role, not only as a side dish but also as a fully-fledged component of the meal.

If you want to learn more about plant-based barbecuing, you can go to Colruyt Group Academy for the workshop 'Vegetarian BBQ: from aperitif to dessert', in which participants discover how versatile grilling without meat can be.

The world on the grill

Flavour is becoming increasingly important for what ends up on the barbecue. 77% say they like to discover new and international flavours while barbecuing.

Sauces and seasonings are essential here. 68% of consumers have a clear preference for BBQ sauce, while younger generations are more likely to opt for spicier flavours. This evolution can also be seen in the range, with the award-winning Barbecoa Perfect Blend BBQ sauce, the Smokey Beef variant, but also trends such as hot honey (a combination of honey and chilli) and spicier seasonings such as sriracha mayo and sriracha garlic sauce.

This focus on flavour is also reflected in the dishes themselves. International classics such as souvlaki and kefta, as well as pulled chicken, are finding their way to the Belgian barbecue.

Fun food

Barbecue is increasingly becoming a full experience. Customers are looking for unique dishes that they can experience, photograph and share. Dishes that stand out more often appear on the barbecue, such as seasoned bacon, rolled up around a stick, adding extra theatre at the table.

Fruit is also on the rise: 1 in 5 millennials grill fruit on the barbecue. Pineapple skewers are joined by other fruits, while frozen fruits such as watermelon cubes and passion fruit are increasingly used in cocktails and mocktails. The fresh colours of fruit also ensure dishes that stand out and invite sharing.

Desserts are getting more attention, with new ice cream products that round off the barbecue meal: from the Boni cone with pistachio and chocolate ice cream to playful variants such as the Cookie Dough 'Wich and the Ola Haribo Push-Up. Plant-based alternatives such as the Valsoia hazelnut stick are also gaining popularity.