Beyond Summer Grilling: What Shoppers Are Really Adding to Their Lists

Summer marketing for CPG brands often defaults to the predictable burger-and-hotdog narrative. However, AdAdapted's proprietary list app data reveals a much richer story of consumer shopping behaviors during the warmer months. Our insights uncover four distinct shopping trends that can help brands connect with consumers in more meaningful (and profitable) ways. Check out the infographic and insights below! 

1. Garden-to-Table Gatherings

While grilling gets the glory, shoppers are increasingly focused on fresh, seasonal produce. Terms like lettuce, nectarines, peaches, stone fruit, and cantaloupe are frequently appearing on digital shopping lists. These terms signal a golden opportunity for brands to position products alongside the farm-fresh bounty consumers crave.

This trend extends beyond simple produce purchases. Shoppers are seeking complete meal experiences that highlight seasonal freshness—think stone fruit salads, cantaloupe appetizers, and peach-glazed proteins. CPG brands can leverage this by creating content and product pairings that elevate the everyday produce haul into memorable summer meals.

2. Flame Masters & Snack Attackers

Yes, shoppers are grilling—but with more sophistication and comprehensive planning than you might expect. List data shows terms like hamburger, BBQ sauce, lettuce, Fritos, and Heinz appearing alongside summer side favorites such as potato chips and sweet corn, indicating that consumers are creating complete outdoor dining experiences that extend beyond the main course.

What's particularly noteworthy is the brand specificity (Heinz, Fritos) alongside generic terms. This specificity suggests that consumers have strong brand loyalty for specific accompaniments while remaining flexible on others—critical intelligence for competitive positioning and partnership opportunities.

3. Preservation Society

Perhaps the most surprising trend in our data is the resurgence of home preservation. Items like canning jars, canning lids, pickling salt, and dill seeds are appearing on shopping lists more frequently, revealing a consumer movement toward extending summer's bounty.

This DIY preservation trend represents an untapped market for many CPG brands. Beyond the obvious canning supply manufacturers, there's room for complementary products like specialty spices, recipe inspiration, and even time-saving alternatives for the preservation-curious but time-constrained consumer.

4. Outdoor Defenders

Our data reveals a fascinating focus on outdoor protection products during the summer months. As items like bug repellent, bear spray, fly strips, fly traps, and spider spray appear more frequently, we see evidence of consumers preparing thoroughly for outdoor living.

This category represents shoppers investing in protection to ensure their outdoor experiences remain pleasant and pest-free. The prevalence of these items indicates that consumers are proactively addressing common summer nuisances, creating opportunities for brands to position relevant products as essential components of the ideal summer experience.

CPG brands should consider how their products complement this outdoor protection category, whether through packaging innovations, usage occasions, or strategic retail placements alongside these summer staples.

Why This Matters to Your Brand

AdAdapted's shopping list data provides a unique window into consumer intentions before purchase, aka the fabulous pre-shop period. Unlike post-purchase analysis, these insights reveal what consumers are actively planning to buy, allowing brands to:

• Target with precision: Reach consumers at the exact moment they're building shopping lists
• Discover unexpected correlations: Identify surprising product affinities that can inform cross-promotions
• Spot emerging micro-trends: Detect subtle shifts in consumer behavior before they become obvious
• Optimize seasonal timing: Understand exactly when consumer interest peaks for your category

The summer shopping story extends far beyond the grill. By understanding the full spectrum of consumer shopping patterns, brands can create more relevant campaigns that connect with shoppers' actual needs—building both immediate sales and lasting brand affinity.

Are you ready to supercharge your summer campaigns with AdAdapted's proprietary shopping list intelligence? Contact us today to learn how our real-time consumer intent data can transform your seasonal targeting strategy.

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