Despite America’s long love affair with barbecue, younger generations seem less inclined to make their own barbecue food.
According to a 2023 survey by smart grill brand Brisk It, while 75% of Americans enjoy a barbecue at least once a week, 47% are discouraged by the lack of expertise.
Even more worrying, men between the ages of 19 and 44 are almost three times less likely to spend time and effort grilling their own meat.
The American Thrill for the Grill
Cooking food over an open fire has always captivated humans. Many seem determined to experience the thrill of this ancient culinary practice, and every culture has its own version of this timeless culinary quest.
The barbecue business is booming. A 2023 report published by Spherical Insights & Consulting shows that the global barbecue market is currently estimated at $5.1 billion, and is expected to reach $8.1 billion by 2033.
In the United States, barbecue has always been a big business. Even George Washington loved barbecue: his journals contain legendary barbecue stories shared with his fellow founding ancestors.
Barbecues offer much more than the flavor of cooking over charcoal; they serve as the ultimate centerpiece for a large social gathering, bringing us closer together through a shared experience. A 2022 Traeger Grills survey showed that the three most popular barbecue days in the United States are the top summer gathering occasions: July 4, Memorial Day and Labor Day.
Despite its historical popularity and social benefits, interest in barbecue has waned among younger generations. How can Generation Z and millennials embrace this centuries-old tradition?
Barbecue barriers
Rising costs contribute to Gen Z and millennials’ reluctance to barbecue. The Rabobank BBQ Index 2023 shows the largest increase in food inflation since 1978. A barbecue for 10 people earns the average American $100, an increase of 31% since 2018.
At the same time, a survey carried out in 2023 by Home Run Inn highlights the younger generation’s lack of confidence in their culinary habits. Although nearly half of millennials and Gen Z consider themselves “foodies,” only 33% of Gen Z consider themselves skilled cooks. About 47% of millennials rate their cooking skills at just 3.4 out of 5.
Their insecurities in the kitchen transfer to backyard grilling. Pitmaster pressures increase the heat, leading to loss of confidence and less interest in taking charge of the grill.
Flip the script
Hope remains for younger generations and those discouraged from ordering the grill.
Turn off the grill
The Brisk It Labs survey shows that women are 62% more likely than men to be discouraged by a perceived lack of grilling expertise.
The long-standing association of grilling as a masculine activity has been a barrier for many for too long. The practice of “running the grill” is exclusionary, and while it seems that archetypal “masculine men” have always been in charge of the grill, this has not always been the case.
According to Emily Contois, assistant professor of media studies at the University of Tulsa, the idea of barbecue as a male practice originated in the early 20th century. “Before that,” she tells Michele Ross with Well+Good, “it was quite common to see recipes like this in 19th-century cookbooks aimed at women.”
A societal mindset shift can make barbecue accessible to everyone.
Home inspiration
A 2022 Taste of Home study found that 60% of Americans prepare homemade meals five times a week, and 81% enjoy cooking now more than before the COVID-19 pandemic.
Social media posts are increasingly serving as a cookbook for American foodies, inspiring them to cook at home. A 2021 survey by GlobalData indicates that all generations except the Silent Generation prefer to cook at home post-pandemic.
This new enthusiasm for artisanal creations can transfer from the kitchen to the backyard. From experimenting with cooking techniques like brining and smoking meat to adopting barbecue trends on social media, a new generation of Americans can discover the innate joys of barbecue.
With a host of traditional recipes, from meat and fish dishes to classic barbecue sauces, America’s younger generations can fall in love with the divine smells, incredible flavors and sense of community of a classic meal.
As the late Anthony Bourdain once said, “Barbecue may not be the path to world peace, but it’s a start.”