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Grilling and Barbecuing - US - July 2017

"The grilling and barbecuing market continues to perform well, parallel to the improving economy as well as adults’ growing enthusiasm for grilling. High household penetration challenges the market, yet the category is poised for moderate growth as younger adults embrace grilling as a regular cooking practice that offers social, emotional, and flavor benefits. Additionally, interest in new features that simplify the grilling experience and flavor-enhancing fuels provide insight into ways of engaging and enticing category shoppers. "
- Rebecca Cullen, Home and personal care analyst

This Report discusses the following key topics:

  • Grill ownership levels consistent, challenging the market
  • Price-driven approach could limit spending
  • Some adults not grilling as often as they could

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Grill ownership levels consistent, challenging the market
            • Figure 1: Grill ownership, any (net), April 2017
          • Price-driven approach could limit spending
            • Figure 2: Top five purchase factors, any rank, April 2017
          • Some adults not grilling as often as they could
            • Figure 3: Grilling frequency, April 2017
          • The opportunities
            • Nearly two in five will be in the market to purchase a grill in the next year
              • Figure 4: Any grill (net) ownership and intent to purchase, net, April 2017
            • Young adults enter prime purchasing years
              • Figure 5: Plan to buy in the next year, any (net), by age, April 2017
            • Focus on flavor, experiential benefits of grilling
              • Figure 6: Select attitudes and motivations and interest in flavor innovations (net), April 2017
            • What it means
            • The Market – What You Need to Know

              • Grill sales maintain stable growth
                • “Hygee,” health, and outdoor trends benefit the market
                  • Climate changes extend grilling season
                  • Market Size and Forecast

                    • Grill sales forecast to maintain steady growth through 2022
                      • Figure 7: Total US sales and fan chart forecast of grilling and barbecuing, at current prices, 2012-22
                      • Figure 8: Total US sales and fan chart forecast of grilling and barbecuing, at current prices, 2012-22
                  • Market Perspective

                    • Americans find “hygee” in the outdoors
                      • Digital media influences grill market
                        • Healthy living ambitions favor grilling
                          • Homes, and kitchens, expand to the outdoors
                            • Figure 9: Walmart digital email ad, April 2017
                        • Market Factors

                          • Migration to urban areas, smaller spaces
                            • Warmer temperatures provide longer grilling seasons
                              • Figure 10: Average summer temperatures – Contiguous US, June-August 2012-16 and total US sales of grills, 2012-16
                            • Childless households continue to rise
                              • Figure 11: Households, by presence of related children, 2006-16
                          • Key Trends – What You Need to Know

                            • Shopping experience differentiates retailers
                              • Fuel perceptions vary
                                • Newer players heighten competition, big-box stores integrate technology
                                  • Future of grilling could rely on solar and smart grills
                                  • Key Retailers and Brands

                                    • Retailers
                                      • Lowe’s
                                        • The Home Depot
                                          • Walmart
                                            • Target
                                              • Grill manufacturers and grill-related brands
                                                • Weber-Stephen
                                                  • Char-Broil
                                                    • Vision
                                                      • Dyna-Glo
                                                        • Kingsford
                                                        • Fuel Preferences and Perceptions

                                                          • Fuel perceptions consistent with product promotion
                                                            • Flavor-focused adults turn to charcoal and pellets
                                                              • Gas offers ease of use
                                                                • Combo benefits
                                                                • What’s In?

                                                                  • New entrants offer affordable grills with high-end features
                                                                    • Lowe’s, The Home Depot benefit from online-to-in-store initiatives
                                                                      • To each their own – grilling methods become personal
                                                                        • In their words:
                                                                        • What’s Next?

                                                                          • Solar powered grills
                                                                            • Smoking is the new grilling
                                                                              • Smart grills and accessories
                                                                                • Accessories for every cooking occasion
                                                                                • The Consumer – What You Need to Know

                                                                                  • Household penetration high, full-size gas grills remain most popular
                                                                                    • Adults conduct extensive research prior to purchasing
                                                                                      • Price drives purchases
                                                                                        • Majority shop at big-box home stores yet mass still holds appeal
                                                                                          • Most adults grill regularly
                                                                                            • Taste, convenience motivate grillers
                                                                                              • Smart technology, expanded flavor profile hold most interest
                                                                                              • Ownership and Intent to Purchase

                                                                                                • Gas still most popular fuel, low purchase intent could challenge market
                                                                                                    • Figure 12: Ownership and intent to purchase, April 2017
                                                                                                  • Young adults, parents own wider variety of grills – potential future buyers
                                                                                                    • Figure 13: Any ownership (net) of select grills, by age, parental status, April 2017
                                                                                                  • Hispanics turn to alternate fuels
                                                                                                    • Figure 14: Any ownership (net) of grills, net, by Hispanic origin, April 2017
                                                                                                  • Affluence influences ownership
                                                                                                    • Figure 15: Any ownership (net) of grills, net, by household income, April 2017
                                                                                                  • Living location, residence correlates with grill ownership
                                                                                                    • Figure 16: Any ownership (net) of select grills, by residence, living location, April 2017
                                                                                                • Shopping Process

                                                                                                  • Purchase Factors

                                                                                                    • Price is central to purchase, though secondary factors are important
                                                                                                      • Figure 17: Purchase factors, by rank, April 2017
                                                                                                    • Young adults, parents look at features beyond functionality
                                                                                                        • Figure 18: Select purchase factors, any rank (net), by age, parental status, April 2017
                                                                                                      • Style, features important for Hispanics
                                                                                                        • Figure 19: Select purchase factors, any rank (net), by Hispanic origin, April 2017
                                                                                                    • Purchase Location

                                                                                                      • Home improvement retailers favored over mass channels
                                                                                                          • Figure 20: Purchase location, April 2017
                                                                                                        • Mass channels more popular among less-affluent shoppers
                                                                                                          • Figure 21: Home improvement retailers and mass merchandisers shopped, by age and income, April 2017
                                                                                                        • Mass channels favored among Hispanics and parents
                                                                                                          • Figure 22: Mass merchandisers shopped, by Hispanic origin, parental status, April 2017
                                                                                                      • Grilling Frequency

                                                                                                        • Most grilling regularly
                                                                                                          • Figure 23: Grilling frequency, April 2017
                                                                                                        • Men, young adults, and parents are enthusiastic grillers
                                                                                                          • In their words:
                                                                                                              • Figure 24: Grilling frequency, by gender, age, April 2017
                                                                                                              • Figure 25: Grilling frequency, by parental status, April 2017
                                                                                                            • Grilling frequency varies by region, area
                                                                                                              • Figure 26: Grilling frequency, by region, living location, April 2017
                                                                                                          • Grilling Attitudes and Motivations

                                                                                                            • Adults grill for taste and convenience over health
                                                                                                              • In their words:
                                                                                                                • Equal share grill year-round and seasonally
                                                                                                                  • In their words – Season influences grilling habits:
                                                                                                                      • Figure 27: Grilling attitudes and motivations, April 2017
                                                                                                                    • Young adults, parents grill for reasons beyond convenience
                                                                                                                        • Figure 28: Select grilling motivations and attitudes, by age, parental status, April 2017
                                                                                                                      • Urban dwellers grill to unwind, voice safety concerns
                                                                                                                        • Figure 29: Relaxing benefits of grilling and attitudes toward safety, by living location, April 2017
                                                                                                                    • Interest in Grilling Innovations

                                                                                                                      • Simplifying user experience, flavor innovations reach widest audience
                                                                                                                          • Figure 30: Trial and interest in grilling innovations, April 2017
                                                                                                                        • Young adults, parents drawn to smart features, enhanced flavors
                                                                                                                          • Figure 31: Interest in select grilling innovations, any interest or trial (net), by age, parental status, April 2017
                                                                                                                        • Hispanics over index on interest in innovations
                                                                                                                          • Figure 32: Interest in select grilling innovations, any interest or trial (net), by Hispanic origin, April 2017
                                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                                        • Data sources
                                                                                                                          • Sales data
                                                                                                                            • Fan chart forecast
                                                                                                                              • Consumer survey data
                                                                                                                                • Consumer qualitative research
                                                                                                                                  • Abbreviations and terms
                                                                                                                                    • Abbreviations
                                                                                                                                    • Appendix – The Market

                                                                                                                                        • Figure 33: Total US sales and forecast of grilling and barbecuing, at inflation-adjusted prices, 2012-22
                                                                                                                                    • Appendix – The Consumer

                                                                                                                                        • Figure 34: Gas or charcoal grill ownership, November 2008-November 2016

                                                                                                                                    Companies Covered

                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                    Grilling and Barbecuing - US - July 2017

                                                                                                                                    US $3,995.00 (Excl.Tax)