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Grilling and Barbecuing - US - July 2016

"Grill ownership is strong and positive sales are expected through 2021. Gas format grills are most popular in full-size units, whereas portable units are most popular in charcoal format. Consumer sentiment toward grills differs by generation, in which younger adults enjoy grilling to socialize while older adults grill to cook. Taste of grilled food is the biggest reason why most grill, which emphasizes the benefit of taste and flavor-centric marketing. As an outdoor item, grilling allows for a sensory experience and a chance to try new foods or flavors. For this reason, convenience and functionality are important characteristics for an enjoyable grilling experience."
- Stephen Brown, Research Analyst

This report discusses the following key topics:

  • Strong grill ownership and future growth opportunities
  • Declining homeownership and family households take away key buyers
  • Charcoal is losing favor over gas
  • Weak purchase interest

This Report covers household gas, charcoal, and electric grills, as well as dual-fuel gas/charcoal grills, stove-top/portable grills, outdoor fryers, and smokers. The market size and segmentation cover gas and charcoal grills.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Strong grill ownership and future growth opportunities
            • Figure 1: Total US sales and fan chart forecast of barbecue grills, at current prices, 2011-21
          • Declining homeownership and family households take away key buyers
            • Figure 2: Current ownership of any grill (Net), by primary residence and parental status, March 2016
          • Charcoal is losing favor over gas
            • Figure 3: Select attitudes toward taste and convenience when grilling and barbecuing, March 2016
          • Weak purchase interest
            • Figure 4: Ownership and purchase interest of select grills, March 2016
          • The opportunities
            • Engage single-person households to become grillers
              • Figure 5: Reasons for purchase interest – Want to grill more often, by household size, March 2016
            • More grilling options for flavor exploration
              • Figure 6: Reasons for grilling, March 2016
            • Growing interest among Millennials
              • Figure 7: Plan to buy any grill (Net) in the next year, by generation, March 2016
            • What it means
            • The Market – What You Need to Know

              • Grill ownership is strong and sales are growing
                • Most grill purchases are upgrades
                  • Rising income and home sales among key grill buyers
                    • Economic growth and personal income are stable
                      • More spending within adjacent grill markets
                        • Beef sales on the rise
                        • Market Size and Forecast

                          • Sales continue upward trend
                            • Figure 8: Total US sales and fan chart forecast of barbecue grills, at current prices, 2011-21
                          • Positive growth expected through 2021
                            • Figure 9: Total US sales and forecast of barbecue grills, at current prices, 2011-21
                        • Market Perspective

                          • Home garden and patio adjacent to grilling
                            • Inspiration from cooking and entertainment
                              • Grilling takes place alongside outdoor and recreational activities
                                • Retail performance and structure for grilling
                                  • Figure 10: Share of grill and barbecue sales, by retail channel, May 2016
                                • Strong sales in beef market
                                  • Figure 11: Total US retail sales and forecast of packaged red meat, at current prices, 2010-20
                              • Market Factors

                                • GDP and income bring stability to grill market
                                  • Figure 12: GDP change from previous period, Q1 2008-Q1 2016
                                • Housing market an unlikely indicator
                                  • Figure 13: 2015 US homeownership rate (CPS/HVS)
                                • Higher median household income among families
                                  • Figure 14: Median household income of families with children and national average, in inflation-adjusted dollars, 2004-14
                              • Key Players – What You Need to Know

                                • Sales at leading retailers show optimism for grill market
                                  • Taste and portability are heating up
                                    • Full-size charcoal grills are cooling down
                                      • Innovations for convenience and experimentation on the grill
                                      • Category Review

                                        • Retailer
                                          • Brands
                                          • What’s Heating Up?

                                            • Charcoal taste and convenience of gas
                                              • Smokers – Popular among high-end users
                                                • Figure 15: Purchase intent of select smokers, plan to buy in the next year, by household income, March 2016
                                              • Grilling techniques among higher-income audience
                                                • Portability can benefit younger generation
                                                • What’s Cooling Off?

                                                  • Full-size charcoal grills face limitations
                                                  • What’s Next?

                                                    • Innovations that simplify grilling allow host to focus on guests
                                                      • Figure 16: Char-Broil Digital Electric Smoker with SmartChef Technology – Char-Broil Grills, 2016
                                                    • Accessories for nontraditional grill foods while entertaining
                                                    • The Consumer – What You Need to Know

                                                      • Majority of consumers own grills
                                                        • Most grill purchases are upgrades
                                                          • Weather conditions and basic food drive grilling behaviors
                                                            • Taste leads all other reasons for grilling
                                                              • Generation gap between sources for grilling tips and advice
                                                                • Grilling outdoors is a group activity
                                                                • Grill Ownership

                                                                  • Full-size gas and portable charcoal most popular
                                                                    • Figure 16: Ownership and purchase interest, March 2016
                                                                  • Weak purchase interest across segments
                                                                    • Millennials and iGeneration most likely buyers
                                                                      • Figure 17: Plan to buy any grill in the next year, by generation, March 2016
                                                                      • Figure 18: Any ownership and purchase interest (Net) of full-size gas and full-size charcoal grills, by generation, March 2016
                                                                    • Portable grills more popular among Hispanics
                                                                      • Figure 19: Current ownership of portable charcoal and gas grills, by race and Hispanic origin, March 2016
                                                                  • Reasons for Purchase Interest

                                                                    • Most purchases are an upgrade
                                                                      • Functional versus decorative benefits
                                                                        • Figure 20: Reasons for purchase interest, March 2016
                                                                      • Tendency toward smaller in young, single buyers
                                                                        • Figure 21: Select reasons for purchase interest, by generation and marital status, March 2016
                                                                    • Grilling Behaviors

                                                                      • Nice weather and basic foods still rule
                                                                        • Figure 22: Grilling behaviors, March 2016
                                                                      • Choice of grill foods varies by income
                                                                        • Figure 23: Select grilling behaviors, by household income, March 2016
                                                                      • Younger adults enjoy the basics along with wider range of foods
                                                                        • Figure 24: Select grilling behaviors, by generation, March 2016
                                                                    • Why Grill?

                                                                      • Taste and shared experience of grilling
                                                                        • Figure 25: Reasons for grilling, March 2016
                                                                      • Benefits of grilling weighed differently between generation and household type
                                                                        • Figure 26: Select reasons for grilling, by age, generation, and number of children in household, March 2016
                                                                      • Hispanic culture embraces grilling
                                                                        • Figure 27: Select reasons for grilling, by race and Hispanic origin, March 2016
                                                                    • Sources of Grilling and Barbecuing Information

                                                                      • Social media and personal experience are most helpful grilling sources
                                                                        • Figure 28: Sources of grilling information, March 2016
                                                                      • Age divide between personal and online
                                                                        • Figure 29: Select sources of grilling information, by age, March 2016
                                                                      • Printed media and cookbooks popular among affluent and educated
                                                                        • Figure 30: Select sources of grilling information, by household income, March 2016
                                                                    • Attitudes toward Grilling and Barbecue

                                                                      • Most see grilling as ideal outdoor activity for groups
                                                                        • Figure 31: Attitudes toward grilling and barbecuing, any agree, March 2016
                                                                      • Attitudes along generational and residential lines
                                                                        • Figure 32: Social attitudes toward grilling and barbecuing, by generation and primary residence, any agree, March 2016
                                                                      • Hispanic families grill for family tradition and taste
                                                                        • Figure 33: Social attitudes toward grilling and barbecuing, any agree, by race and Hispanic origin, March 2016
                                                                        • Figure 34: Grilling with charcoal tastes better than food cooked on a gas grill, any agree, by race and Hispanic origin, March 2016
                                                                      • Heightened interest among young adults for different foods/tastes
                                                                        • Figure 35: Select attitudes toward grilling and barbecuing, any agree, by age, March 2016
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                  • Terms
                                                                                  • Appendix – Consumer

                                                                                    • Cluster analysis
                                                                                      • Figure 36: Cluster groups, by select demographics, March 2016
                                                                                      • Figure 37: Reasons for purchase interest – Current grill owners, by cluster groups, March 2016
                                                                                      • Figure 38: Reasons for grilling, by cluster groups, March 2016
                                                                                      • Figure 39: Attitudes toward grilling and barbecuing, by cluster groups, March 2016

                                                                                  Companies Covered

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                                                                                  Grilling and Barbecuing - US - July 2016

                                                                                  £3,174.67 (Excl.Tax)