Prisma lowers the prices of 70 grilling products for the barbecue season
The grilling season is in full swing – according to a Norstat survey conducted in April, 37% of respondents begin grilling in late spring or early summer. That’s why, starting from June 2nd, Prisma is permanently lowering the prices of more than 70 grilling products as part of its long-term strategy.
“Grilling is part of the Estonian summer, and we see that for most people, the grilling season is already underway by June. According to the Norstat survey, 37% of respondents say the grilling season begins in late spring or early summer, about a quarter start grilling as early as early spring when the weather begins to warm up, and 11% grill all year round,” explains Teemu Kilpiä, Estonian Country Director of Prisma. Similar trends are seen in Finland, where one in four people is ready to fire up the grill even in less favorable weather. “With this price reduction, we want to support families who want to enjoy a variety of grilled food during summer—without breaking the bank.”
What does the price reduction cover?
The discounted product range includes all the beloved barbecue staples – from marinated chicken shashlik, grill-ready pork, and spare ribs to fresh sausages and chicken wings. The list features products from well-known producers such as Maag, Rannarootsi, Atria, Nõo, Linnamäe, and Matsimoka.
“The survey showed that 87% of people primarily buy their grilling food from large grocery stores, which means our price cuts will have a significant impact,” adds Kilpiä. Grill accessories are also mainly bought from retail chains, with only 7% purchasing them from specialized stores and 8% from other shops or online stores.
Grill favorites: chicken in Estonia, sausages in Finland
According to the Norstat survey, 54% of respondents already own a grill, and 5% plan to buy one this year. Charcoal grills are the most popular in Estonia, while gas grills are clearly the top choice in Finland.
The most commonly grilled items remain classics: chicken shashlik (54%), pork shashlik (52%), and fresh sausages (37%). In addition to meat, people are increasingly grilling vegetables (71%), grilling cheese, and mushrooms (both 42%).
At the same time, 74% of Finns prefer grilled sausages, 54% opt for red meat, and 50% choose chicken and halloumi.
“Although taste preferences vary, it’s clear that traditions die hard – sausages and meat are still the top choices for grilling in both Estonia and Finland. However, we are seeing a growing trend of grilling zucchini, peppers, mushrooms, and halloumi,” Kilpiä notes.
Price shouldn’t be a barrier to enjoying good food
The grilling product price reduction is a logical continuation of Prisma’s pricing strategy. First, prices were reduced for 600 baby care items, followed by 300 pet products, 70 ice creams, and 200 soft drinks. As of today, more than 1,200 products have permanently lower prices. Prisma is one of the few retail chains in Estonia that follows an Everyday Low Price (EDLP) strategy – meaning prices are kept consistently low, regardless of promotional periods.
“We want good food to be affordable for Prisma customers throughout the summer. So if you find grilling products sold at regular prices cheaper elsewhere than in Prisma hypermarkets or online, let us know at hinnainfo@prismamarket.ee,” Kilpiä adds.
The Norstat survey was commissioned by Prisma and conducted between April 9–14, 2025. The sample included 700 respondents aged 20–60 living in Tallinn, Harju, Tartu, Rapla, and Ida-Viru counties.