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Outdoor Barbecue - US - April 2012

The outdoor barbecue market is slowly recovering after the recession, and shipment volume is expected to grow 4% over the next five years to reach 13.9 million unit shipments in the U.S. by 2016.The outdoor barbecue market continues to be impacted by a variety of economic factors—including the decline in the housing market, fluctuating consumer confidence, and disposable spending. Demographic and social factors such as generation, household size, presence of children in the household, and residency also impact outdoor grill ownership and purchasing behavior. This report examines these issues as well as other factors influencing the outdoor barbecue market.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Shipment data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                      • The market
                        • Outdoor barbecue market slowly growing
                          • Figure 1: Outdoor barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2006-16
                        • Market factors
                          • Decline in home ownership may lower grill purchases
                            • Figure 2: Rates of homeownership in the U.S., 2004-Q4 2011
                          • Out-of-home entertainment spending increases point to fund availability for grilling
                            • Consumers still selective about spending, need convincing that grills are useful
                              • Confidence increasing as unemployment declines, opening door to grill purchases
                                • Figure 3: Rate of U.S. unemployment and underemployment, January 2007-February 2012
                                • Figure 4: U.S. Consumer Sentiment, March 2007-March 2012
                              • Industry competition
                                • Restaurants provide specialized barbecue, could draw unskilled grillers
                                  • Figure 5: Familiarity with and interest in regional American barbecue, October 2011
                                • Standard kitchen appliances may be lessening the need for barbecue grills
                                  • The consumer
                                    • Urban households the least likely to own grills
                                      • Urban grill purchases go against the norm
                                        • Figure 6: Grill type most recently purchased, by area, December 2011
                                      • Consumers want fun and flavor in grilling
                                        • Figure 7: Reasons for cooking on the grill (any agree), December 2011
                                      • Perceptions that grilling is healthier may be linked to what’s cooking on the grill
                                        • Indoor use grills most conducive to year-round grilling
                                          • Figure 8: Grilling habits, by grill type ownership, December 2011
                                        • Dinnertime grilling reigns
                                          • Millennials most likely to experiment with grilled foods
                                            • Figure 10: Types of food cooked on the grill, Millennials vs. total, December 2011
                                          • Consumers’ enthusiasm for sauces should be used as grounds for grilling
                                            • Gas grills may not be suited to multicultural groups’ ownership needs
                                              • Figure 11: Grill type ownership, by race and Hispanic origin, December 2011
                                            • What we think
                                            • Issues in the Market

                                                • Are grill manufacturers ready for improvements in the housing market?
                                                  • What will trigger purchase of a new grill?
                                                    • Is barbecue advertising in line with consumer usage?
                                                      • How can the grill industry profit from more diversity in grilling choices?
                                                      • Insights and Opportunities

                                                        • Customizable grills
                                                          • “Grillables” meal options
                                                            • Marketing partnerships with marinade and sauce makers
                                                            • Inspire Insights

                                                                • Trend: Men Shopping Badly
                                                                  • Trend: Minimize Me
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Grill shipments tied to economy, home ownership
                                                                        • Grill shipments may increase as products become smaller
                                                                          • Unit shipments and forecast of outdoor barbecue grills
                                                                            • Figure 12: Manufacturers’ shipments of outdoor barbecue grills in the U.S., 2006-16
                                                                          • Fan chart forecast of outdoor barbeque grill unit shipments
                                                                              • Figure 13: Outdoor barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2006-16
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Home ownership is down
                                                                                • Figure 14: Rates of homeownership in the U.S., 2004-Q4 2011
                                                                              • Out-of-home entertainment spending is increasing
                                                                                • Figure 15: U.S. Consumer unit spending on fees and admissions to entertainment events, 2006-11
                                                                              • Consumers selective in their spending on nonessentials
                                                                                • Figure 16: U.S. mean annual household discretionary spending, by household income, 2011
                                                                              • Unemployment declines, consumer confidence increasing
                                                                                • Figure 17: Rates of U.S. unemployment and underemployment, January 2007-February 2012
                                                                                • Figure 18: U.S. Consumer Sentiment, March 2007-March 2012
                                                                              • More consumers cooking at home
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Restaurants cater to consumers interested in specialized barbecue
                                                                                      • Figure 19: Familiarity with and interest in regional American barbecue, October 2011
                                                                                    • Standard kitchen appliances may be used to replicate the grill flavor
                                                                                      • Figure 20: Cuisinart CMW-200 convection microwave oven with grill, March 2012
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Shipments of outdoor barbecue grills, by segment
                                                                                        • Figure 21: Manufacturers’ shipments of outdoor barbecue grills in the U.S., by segment, 2006-16
                                                                                    • Segment Performance—Gas Grills

                                                                                      • Key points
                                                                                        • Shipment volume and forecast of gas grills
                                                                                          • Figure 22: Shipment and forecast of gas grills in the U.S., 2006-16
                                                                                      • Segment Performance—Charcoal Grills

                                                                                        • Key points
                                                                                          • Shipment volume and forecast of charcoal grills
                                                                                            • Figure 23: Shipment and forecast of charcoal grills in the U.S., 2006-16
                                                                                        • Segment Performance—Electric Grills

                                                                                          • Key points
                                                                                            • Shipments and forecast of electric grills
                                                                                              • Figure 24: Shipment and forecast of electric grills in the U.S., 2006-16
                                                                                          • Retail Channels

                                                                                            • Key points
                                                                                              • Most grill purchases in-store, at mass merchandisers and home centers
                                                                                                • Figure 25: Where and how most recently purchased grill was acquired, December 2011
                                                                                              • Mass merchandisers, home centers offer variety of grill types
                                                                                                • Walmart
                                                                                                  • Target
                                                                                                    • Figure 26: Party and tailgating-themed grills and accessories sold at Target, February 2012
                                                                                                  • Home Depot
                                                                                                    • Figure 27: Picnic Time Inc. Portable cooler Grill Kit, Home Depot online product display, February 2012
                                                                                                  • Lowe’s
                                                                                                    • Figure 28: Char-Broil Big Easy Oil-Less Turkey Fryer, Lowe’s online product display, February 2012
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Weber and its competitors
                                                                                                      • Weber-Stephen
                                                                                                        • W.C. Bradley (Char-Broil)
                                                                                                          • Russell Hobbs Inc. (George Foreman)
                                                                                                            • Smaller suppliers
                                                                                                              • Blue Rhino
                                                                                                                • Brinkmann
                                                                                                                  • Jarden Corporation (Coleman Company)
                                                                                                                    • Nexgrill
                                                                                                                      • Sureheat
                                                                                                                        • High-end and specialty grills
                                                                                                                          • Big Green Egg
                                                                                                                            • Bull Outdoor Products
                                                                                                                              • Fire Magic
                                                                                                                                • Fisher & Paykel (DCS)
                                                                                                                                  • Hibachi
                                                                                                                                    • Kalamazoo
                                                                                                                                      • Lynx
                                                                                                                                        • Napoleon
                                                                                                                                          • Thermal Engineering Corporation (TEC)
                                                                                                                                            • Vermont Castings
                                                                                                                                            • Innovations and Innovators

                                                                                                                                              • Key points
                                                                                                                                                • Marketing new multipurpose sauces and seasonings
                                                                                                                                                  • Figure 29: Variants of new barbecuing sauces and seasonings launched February 2011-January 2012
                                                                                                                                                • Multitasking and small space grilling
                                                                                                                                                  • Figure 30: Hot Pot Barbecue, March 2012
                                                                                                                                                  • Figure 31: iGrill meat thermometer, March 2012
                                                                                                                                                • Restaurants focusing on regional cuisine
                                                                                                                                                  • Figure 32: Regional or city-specific ingredient references 2008-11
                                                                                                                                                • Social networking and entertainment in the barbecuing space
                                                                                                                                                  • Figure 33: Mobile barbecuing apps, February 2012
                                                                                                                                                • Meetup groups
                                                                                                                                                  • Forums and blogs
                                                                                                                                                    • TV and radio programs
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                      • Key points
                                                                                                                                                        • TV advertising
                                                                                                                                                          • Weber—Have Fun with it
                                                                                                                                                            • Figure 34: Weber TV ad “Have Fun with it” April 2010
                                                                                                                                                            • Figure 35: Weber TV ad “Have Fun with it” April 2011
                                                                                                                                                          • Coleman—Family Bonding
                                                                                                                                                            • Figure 36: Coleman TV ad “Family Bonding” May 2011
                                                                                                                                                          • Hillshire Farms—Go Meat!
                                                                                                                                                            • Figure 37: Hillshire Farms TV ad “Go Meat!” August 2011
                                                                                                                                                          • Billboard advertisements
                                                                                                                                                            • Bloom
                                                                                                                                                              • Figure 38: Bloom Billboard ad “Flavor is Actual Size” August 2010
                                                                                                                                                            • Meat & Livestock Australia (MLA)
                                                                                                                                                              • Figure 39: MLA Billboard ad “That’s your Beeflex” January 2012
                                                                                                                                                            • Indirect marketing
                                                                                                                                                              • Figure 40: Top-selling barbecue scented Man Cave candle “Off the Grill”
                                                                                                                                                            • The Original Man Candle—Barbecue Scented Candle
                                                                                                                                                              • Figure 41: The Original Man Candle Barbecue Scented Candle
                                                                                                                                                            • Que Cologne
                                                                                                                                                              • Figure 42: Que Cologne Internet ad “Blind Date” May 2011
                                                                                                                                                          • Grill Ownership

                                                                                                                                                            • Key points
                                                                                                                                                              • Grill ownership declines, likely a reflection of declining homeownership
                                                                                                                                                                • Figure 43: Household grill ownership, 2005-11
                                                                                                                                                              • Grill ownership varies by region
                                                                                                                                                                • Figure 44: Household grill ownership, by region, July 2010-September 2011
                                                                                                                                                              • Half of grill-owning households have two or more grills
                                                                                                                                                                • Figure 45: Grill types owned, by household and number owned, December 2011
                                                                                                                                                              • Grill ownership varies with population density
                                                                                                                                                                • Figure 46: Grill types owned by household, by urban area, December 2011
                                                                                                                                                              • Higher-income, larger households more likely to own grills
                                                                                                                                                                • Figure 47: Grill types owned by household, by household income, December 2011
                                                                                                                                                                • Figure 48: Grill types owned by household, by household size, December 2011
                                                                                                                                                                • Figure 49: George Foreman “iGrill with George” print ad, 2007
                                                                                                                                                              • Grill ownership varies by generation
                                                                                                                                                                • Figure 50: Grill types owned by household, by generation, December 2011
                                                                                                                                                            • Grill Purchasing

                                                                                                                                                              • Key points
                                                                                                                                                                • Grill purchases are income-based
                                                                                                                                                                  • Figure 51: Grill type most recently purchased, by household income, December 2011
                                                                                                                                                                • Household region and residential area, type impact recent purchases
                                                                                                                                                                  • Figure 52: Grill type most recently purchased, by region, area, and residence, December 2011
                                                                                                                                                                  • Figure 53: U.S. Census median household incomes, by region, 2010
                                                                                                                                                                • Consumers purchase grills to last, buy when they need replacements
                                                                                                                                                                  • Figure 54: When most recently purchased grill was acquired, December 2011
                                                                                                                                                                  • Figure 55: Reason for most recent grill purchase, December 2011
                                                                                                                                                                • Past year grill purchases most often charcoal, electric
                                                                                                                                                                  • Figure 56: When most recently purchased grill was acquired, by grill type, December 2011
                                                                                                                                                              • Consumer Attitudes Toward Grilling

                                                                                                                                                                • Key points
                                                                                                                                                                  • Consumers grilling for taste, recreation
                                                                                                                                                                      • Figure 57: Reasons for cooking on the grill, December 2011
                                                                                                                                                                    • Parents, renters more likely to enjoy grilling
                                                                                                                                                                        • Figure 58: Agreement that cooking on the grill is an enjoyable way to cook, December 2011
                                                                                                                                                                      • Grilling may not be easy for all
                                                                                                                                                                          • Figure 59: Agreement that cooking on the grill is easiest way to prepare food, December 2011
                                                                                                                                                                        • Consumers not completely convinced grilling is healthier
                                                                                                                                                                          • Figure 60: Agreement that cooking on the grill is healthier, December 2011
                                                                                                                                                                          • Figure 61: Types of foods cooked on the grill, by demographics, December 2011
                                                                                                                                                                      • Grill Usage and Food Selections

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Consumers grilling year-round
                                                                                                                                                                            • Figure 62: Grilling habits, by grill type ownership, December 2011
                                                                                                                                                                            • Figure 63: Smokers and stove top grills on the market, February 2012
                                                                                                                                                                            • Figure 64: Change in grill use compared with last year, by urban area and by homeownership status, December 2011
                                                                                                                                                                          • Gen Xers, large households with kids grill the most each week
                                                                                                                                                                            • Figure 65: Grilling frequency per week, by demographics, December 2011
                                                                                                                                                                          • Almost all consumers using grills to cook dinner
                                                                                                                                                                            • Figure 66: Reasons for grill use, December 2011
                                                                                                                                                                            • Figure 67: Target group of respondents who use a grill at home to cook lunch, December 2011
                                                                                                                                                                          • Millennials expanding beyond the typical grilled foods
                                                                                                                                                                            • Figure 68: Type of foods cooked on the grill, by generation, December 2011
                                                                                                                                                                          • Appeal of grilling may be in the sauce
                                                                                                                                                                            • Figure 69: Barbecue, marinades & seasoning sauces, July 2008-September 2011
                                                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Gas grill ownership lags among blacks and Hispanics
                                                                                                                                                                              • Figure 70: Grill ownership, by race and Hispanic origin, December 2011
                                                                                                                                                                              • Figure 71: Grill type most recently purchased, by race, December 2011
                                                                                                                                                                            • More Hispanics using grills for camping and tailgating
                                                                                                                                                                              • Figure 72: Reasons for grill use, by Hispanic origin, December 2011
                                                                                                                                                                            • Multicultural groups favor grill usage for health, recreation
                                                                                                                                                                              • Figure 73: Agreement that cooking on the grill makes parties and gatherings more fun, by race and Hispanic origin, December 2011
                                                                                                                                                                              • Figure 74: Agreement that cooking on the grill is healthier than other cooking methods, by race and Hispanic origin, December 2011
                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                              • Grill Fans
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Simple Grillers
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Mainstream Grillers
                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                        • Figure 75: Grill ownership, by cluster groups, December 2011
                                                                                                                                                                                                        • Figure 76: Repertoire of grill ownership, by cluster groups, December 2011
                                                                                                                                                                                                        • Figure 77: Grill type most recently purchased, by cluster groups, December 2011
                                                                                                                                                                                                        • Figure 78: Reasons for grill use, by cluster groups, December 2011
                                                                                                                                                                                                        • Figure 79: Grilling habits, by cluster groups, December 2011
                                                                                                                                                                                                        • Figure 80: Grilling frequency per week, by cluster groups, December 2011
                                                                                                                                                                                                        • Figure 81: Reasons for cooking on the grill, by cluster groups, December 2011
                                                                                                                                                                                                        • Figure 82: Repertoire of type of foods cooked on the grill, by cluster groups, December 2011
                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                        • Figure 83: Cluster groups, December 2011
                                                                                                                                                                                                        • Figure 84: Cluster groups, by gender, December 2011
                                                                                                                                                                                                        • Figure 85: Cluster groups, by age, December 2011
                                                                                                                                                                                                        • Figure 86: Cluster groups, by household income, December 2011
                                                                                                                                                                                                        • Figure 87: Cluster groups, by race, December 2011
                                                                                                                                                                                                        • Figure 88: Cluster groups, by Hispanic origin, December 2011
                                                                                                                                                                                                        • Figure 89: Cluster groups, by marital/relationship status, December 2011
                                                                                                                                                                                                        • Figure 90: Cluster groups, by household size, December 2011
                                                                                                                                                                                                        • Figure 91: Cluster groups, by presence of children in household, December 2011
                                                                                                                                                                                                        • Figure 92: Cluster groups, by Census region, December 2011
                                                                                                                                                                                                        • Figure 93: Cluster groups, by urban area, December 2011
                                                                                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                        • Figure 94: Grilling habits, by household income, Census region, and generations, December 2011
                                                                                                                                                                                                        • Figure 95: Grilling habits, by race and Hispanic origin, December 2011
                                                                                                                                                                                                        • Figure 96: Change in grill use compared with last year, by grill ownership, December 2011
                                                                                                                                                                                                        • Figure 97: Repertoire of type of foods cooked on the grill, by grill ownership, December 2011
                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Fisher And Paykel Appliances Inc
                                                                                                                                                                                                      • George Foreman
                                                                                                                                                                                                      • Jarden Corporation
                                                                                                                                                                                                      • Russell Hobbs
                                                                                                                                                                                                      • Weber-Stephen Products Co.

                                                                                                                                                                                                      Outdoor Barbecue - US - April 2012

                                                                                                                                                                                                      £3,199.84 (Excl.Tax)