Dynamic content either in hook or in widget area

Hi! I need to insert a essential grid depending on the category of a post.
I can achieve it either by hook, but i tried with the essential grid shortcoded but that doesnt work.

Or i need to create a widget area after main content, where i could displayit with a dynamoc wodget.
I think i prefer the hook option, but i dont know how to use it with a shortcode e.g.
[ess_grid alias="fruit"]

thanks a lot in advance!