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Outdoor Barbecues - US - April 2010

The outdoor barbeque market saw shipment values fall for the second consecutive year in 2009. Nevertheless, an increase in at-home cooking and on-going interest in outdoor living have all buffered the market from posting even steeper losses. Grilling enthusiasts; younger, multi-ethnic buyers; families and dads all stand out as consumer groups likely to drive growth in the years ahead.

This report analyzes shipment data and trends from 2004-09, for both the market as a whole and for major segments (gas, charcoal and electric grills). It explores the impact of drivers such as the recession and accompanying changes in consumer behavior, shifts in the housing market and broader outdoor living trends.

In addition, it examines:

  • Profiles, advertising and branding strategies of major grill makers
  • Significant recent product introductions and areas of innovation
  • How major retailers including home centers and mass merchandisers have been promoting grilling and outdoor living
  • Analysis of both market trends and exclusive consumer research, with insight into areas of future growth
  • Exclusive consumer research into the ownership and usage of outdoor grills is analyzed by key demographic groups (gender, age, household income, household size and ethnicity)
  • Insights into future trends and marketing strategies likely to be most effective with key consumer groups

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Table of contents

  1. Scope and Themes

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

                  • Market slowed in 2007, then fell in 2008-09
                    • Sales likely to increase in 2010, with younger, multi-ethnic consumers offering long-term growth prospects
                      • In downturn, consumers reduce spending, but also eat at home more
                        • Gas grills, largest segment, show steepest decline from 2007-09
                          • Segment trends from 2004-09; led by inexpensive charcoal grills
                            • Home centers lead retail channels through service and promotion, while mass merchandisers lead in price and volume
                              • Key drivers: Home ownership, outdoor living and “staycations”
                                • Weber and Char-Broil lead a handful of smaller, niche and high-end suppliers
                                  • Brand qualities of the major suppliers
                                    • Recent innovations focus on versatility, infrared technology and portability
                                      • Marketing and advertising campaigns
                                        • Consumer findings
                                          • Grill ownership reflects the population, with skews to men and higher incomes
                                            • Frequency and usage—plenty of avid grillers
                                              • What cooks?
                                                • Plenty of ways to promote grilling
                                                  • Race/ethnicity—greatest opportunity with Hispanics
                                                  • Insights and Opportunities

                                                    • Opportunities to promote outdoor living and develop “greener” grilling options
                                                      • Promote health benefits of grilling
                                                        • Co-marketing with makers of specialty products and foods for grilling
                                                          • Outreach to younger buyers and to families
                                                          • Inspire Insights

                                                              • Urban Grilling
                                                                • Boomer Breakthrough
                                                                  • DIY Butchering
                                                                    • Mood from Food
                                                                      • What's it about?
                                                                        • What we’ve seen
                                                                          • Specifics
                                                                            • Implications
                                                                            • Market Size and Forecast

                                                                              • Growth returns
                                                                                • Key points
                                                                                  • Figure 1: Total manufacturer shipment values and forecast of outdoor grills and barbecues, at current prices, 2004-14
                                                                                  • Figure 2: Total manufacturer shipment values and forecast of outdoor grills and barbecues, at inflation-adjusted prices, 2004-14
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Recession brings drop in consumer spending for non-essential products
                                                                                    • Consumer confidence remains low through 2009
                                                                                      • Figure 3: University of Michigan’s index of consumer sentiment (ICS), 2001-09
                                                                                    • Consumers limit spending on “replacements” and discretionary items
                                                                                      • Figure 4: Changes or plans to change spending to save money, March 2009
                                                                                    • Consumers eat at home more to save money
                                                                                      • Restaurant industry in a state of contraction since 2007
                                                                                        • Figure 5: Restaurant Performance Index, July 2002-July 2009
                                                                                      • Six in 10 consumers report eating at home more
                                                                                        • Figure 6: Changes in eating out or cooking habits in past year, July 2009
                                                                                      • Of those who eat at home more, almost six in 10 increase grilling
                                                                                        • Figure 7: Changes in appliance use for those eating in/at home more, July 2009
                                                                                    • Overall Segment Performance

                                                                                      • Key points
                                                                                        • Figure 8: Manufacturer shipment values of outdoor grills, by segment, 2007 and 2009
                                                                                    • Segment Performance—Gas Grills

                                                                                      • Key points
                                                                                        • Figure 9: Manufacturer shipment values of outdoor gas grills, at current prices, 2004-14
                                                                                    • Segment Performance—Charcoal Grills

                                                                                      • Key points
                                                                                        • Figure 10: Manufacturer shipment values of charcoal grills, at current prices, 2004-14
                                                                                    • Segment Performance—Electric Grills

                                                                                      • Key points
                                                                                        • Figure 11: Total U.S. retail sales of electric grills, at current prices, 2004-14
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Home centers and mass merchandisers dominant retail channels
                                                                                            • Figure 12: Place of purchase of most recent grill, December 2009
                                                                                          • Grill offerings of largest home centers, mass merchandisers and department stores
                                                                                            • Home Depot and Lowe’s
                                                                                              • Walmart
                                                                                                • Target
                                                                                                  • Sears/Kmart
                                                                                                  • Market Drivers

                                                                                                    • Key points
                                                                                                      • Home ownership key driver of grill ownership
                                                                                                        • Homeowners are almost twice as likely to own grills
                                                                                                          • Figure 13: Grill ownership, by home ownership, April 2008-June 2009
                                                                                                        • Moving into a new home propels grill purchasing
                                                                                                          • Figure 14: Grill ownership, by home ownership or moved in past 12 months, April 2008-June 2009
                                                                                                        • Housing market falls dramatically 2006-08; signs of recovery in 2009
                                                                                                          • Figure 15: Sales of existing and new single-family homes, 2001-09
                                                                                                        • Outdoor living spaces
                                                                                                          • Broader interest in “outdoor rooms” and improvement of outdoor areas
                                                                                                            • Figure 16: Type of outdoor furniture owned, February 2009
                                                                                                          • “Staycations” offer a silver lining to the recession
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • Two major US suppliers to the mainstream market: Weber-Stephen and W.C. Bradley
                                                                                                                • Weber-Stephen
                                                                                                                  • W.C. Bradley (Char-Broil)
                                                                                                                    • Smaller suppliers and manufacturers of mid-priced, private label grills
                                                                                                                      • Brinkmann
                                                                                                                        • Jarden (Coleman Company)
                                                                                                                          • Nexgrill
                                                                                                                            • Sureheat
                                                                                                                              • High-end/niche manufacturers
                                                                                                                                • Big Green Egg
                                                                                                                                  • Bull Outdoor Products
                                                                                                                                    • Fire Magic
                                                                                                                                      • Lynx
                                                                                                                                        • Napoleon
                                                                                                                                          • Thermal Engineering Corporation (TEC)
                                                                                                                                            • Viking
                                                                                                                                              • Vintage
                                                                                                                                              • Brand Qualities

                                                                                                                                                • Key points
                                                                                                                                                  • Weber presents its grills as integral to everyday Americans’ lives
                                                                                                                                                    • Char-Broil invites “Everyone Outside” and emphasizes primacy in gas grills
                                                                                                                                                      • Coleman offers outdoors and adventure-oriented brand identity
                                                                                                                                                        • Brinkmann touts reputation for quality and association with outdoor living products
                                                                                                                                                          • The Big Green Egg grounds brand identity around unique product
                                                                                                                                                            • TEC promoted as infrared specialist offering greener grilling
                                                                                                                                                              • Solaire promotes speed and power of its infrared grills with masculine image
                                                                                                                                                                • Napoleon showcases award-winning innovation
                                                                                                                                                                  • Bull associates products with Texan image that evokes cowboy heritage
                                                                                                                                                                    • Viking and Lynx emphasize high-end images of luxury, stylish design and professional quality
                                                                                                                                                                      • Fire Magic and Vintage make exceptional quality central to brand image
                                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Products that allow flexibility and multi-tasking
                                                                                                                                                                            • Products integrating infrared technology
                                                                                                                                                                              • Innovative, stylish portable products from Napoleon
                                                                                                                                                                                • New versatile, portable products from Jarden
                                                                                                                                                                                • Advertising and Promotion

                                                                                                                                                                                  • Key points and overview
                                                                                                                                                                                    • Select television ads show major themes in national and regional advertising
                                                                                                                                                                                      • Big Green Egg tempts gourmet-oriented suburbanites with diverse fare
                                                                                                                                                                                        • Figure 17: The Big Green Egg, 2009
                                                                                                                                                                                        • Figure 18: The Big Green Egg, 2009
                                                                                                                                                                                      • Margaritaville tailgate grill shows party taken on the road
                                                                                                                                                                                        • Figure 19: Margaritaville Tailgating Grill, 2009
                                                                                                                                                                                      • Disc-It Grill features original design and versatile uses
                                                                                                                                                                                        • Figure 20: Disc-It Grill, 2009
                                                                                                                                                                                      • EZ Grill touts affordability, portability and mess-free grilling for tailgaters
                                                                                                                                                                                        • Figure 21: EZ Grill, 2009
                                                                                                                                                                                        • Figure 22: EZ Grill, 2009
                                                                                                                                                                                      • Weber’s “Why I love my Weber” campaign and Weber Nation website reaches out to everyday Americans
                                                                                                                                                                                        • Select content-rich websites offer how-to videos, recipes and forums
                                                                                                                                                                                          • Companies launch Facebook pages, iPhone applications and online videos
                                                                                                                                                                                            • Weber launches iPhone application and features on-line videos
                                                                                                                                                                                              • Coleman uses Facebook and iPhone apps to build “fan base” among camping enthusiasts
                                                                                                                                                                                                • Companies feature products at sporting events and sponsor grilling festivals
                                                                                                                                                                                                  • Char-Broil sponsors Turf Taste Tour to target tailgaters during football season
                                                                                                                                                                                                    • Big Green Egg sponsors Bull Riders events and “EGGFests”
                                                                                                                                                                                                    • The Consumer—Grill Ownership and Usage

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Trended data show small overall increase in grill ownership
                                                                                                                                                                                                            • Figure 23: Grill ownership, trended 2002-09
                                                                                                                                                                                                          • Variations on regional basis
                                                                                                                                                                                                            • Figure 24: Grill ownership, by region of residence, April 2008-June 2009
                                                                                                                                                                                                          • Online survey shows higher grill ownership
                                                                                                                                                                                                              • Figure 25: Grill ownership, by gender, December 2009
                                                                                                                                                                                                            • 18-44s own greater variety of grills
                                                                                                                                                                                                              • Figure 26: Grill ownership, by age, December 2009
                                                                                                                                                                                                            • Income drives grill ownership
                                                                                                                                                                                                              • Figure 27: Grill ownership, by household income, December 2009
                                                                                                                                                                                                            • Larger households more likely to own grills
                                                                                                                                                                                                              • Figure 28: Grill ownership, by household size, December 2009
                                                                                                                                                                                                          • Frequency of Grill Use

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • About a quarter grill five or more times per week during peak grilling season
                                                                                                                                                                                                                • Figure 29: Frequency of grill use per week, December 2009
                                                                                                                                                                                                              • Grilling activity highest among 35-44s
                                                                                                                                                                                                                • Figure 30: Frequency of grill use per week, by age, December 2009
                                                                                                                                                                                                            • Cooking Attitudes and Grill Use

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Women cook more every day and men cook more on special occasions
                                                                                                                                                                                                                  • Figure 31: Type of cook, by gender, December 2009
                                                                                                                                                                                                                • 25-44s more likely to be “cooking enthusiasts”
                                                                                                                                                                                                                  • Figure 32: Type of cook, by age, December 2009
                                                                                                                                                                                                                • Grills used most heavily for dinner and parties
                                                                                                                                                                                                                  • Figure 33: Use of grill, by gender, December 2009
                                                                                                                                                                                                                • Grill usage highest among grill owners aged 25-34
                                                                                                                                                                                                                  • Figure 34: Use of grill, by age, December 2009
                                                                                                                                                                                                                • HHs with four or more members use their grills for greatest range of meals, events
                                                                                                                                                                                                                  • Figure 35: Use of grill, by household size, December 2009
                                                                                                                                                                                                              • Type of Foods and Cooking Methods

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Standard meat products most popular grilling fare
                                                                                                                                                                                                                    • Figure 36: Type of foods cooked on grill, by age, December 2009
                                                                                                                                                                                                                  • Upper-income HHs cook more varied, unusual foods on grill
                                                                                                                                                                                                                    • Figure 37: Type of foods cooked on grill, by household income, December 2009
                                                                                                                                                                                                                  • Males use greater range of methods to cook on grill
                                                                                                                                                                                                                    • Figure 38: Cooking methods on the grill, by gender, December 2009
                                                                                                                                                                                                                  • 18-44s use more recipes, rubs and sauces
                                                                                                                                                                                                                    • Figure 39: Cooking methods on the grill, by age, December 2009
                                                                                                                                                                                                                  • Upper-income HHs use more recipes, rubs and side dishes
                                                                                                                                                                                                                    • Figure 40: Cooking methods on the grill, by household income, December 2009
                                                                                                                                                                                                                • Attitudes towards Grilling

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Figure 41: Cooking methods on the grill, December 2009
                                                                                                                                                                                                                • Place of Purchase

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Home centers and mass merchandisers are dominant retailers
                                                                                                                                                                                                                      • Figure 42: Place of purchase of most recent grill, by age, December 2009
                                                                                                                                                                                                                    • Upper-income HHs favor home centers and specialty barbeque stores
                                                                                                                                                                                                                      • Figure 43: Place of purchase of most recent grill, by household income, December 2009
                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Type of grill owned varies with race/Hispanic origin
                                                                                                                                                                                                                        • Figure 44: Grill ownership, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                      • Hispanic grill owners report wide use of their grills
                                                                                                                                                                                                                        • Figure 45: Use of grill, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                      • Hispanics and blacks cook greater range of foods on the grill
                                                                                                                                                                                                                        • Figure 46: Type of foods cooked on grill, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                      • Hispanics and blacks use more rubs, marinades and recipes
                                                                                                                                                                                                                        • Figure 47: Cooking methods on the grill, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                        • Pro-Grillers
                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                              • Love Grilling, But...
                                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Rare Occasions
                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                            • Figure 48: Outdoor barbecue clusters, December 2009
                                                                                                                                                                                                                                            • Figure 49: Grill ownership, by outdoor barbecue clusters, December 2009
                                                                                                                                                                                                                                            • Figure 50: Attitudes towards grilling, by outdoor barbecue clusters, December 2009
                                                                                                                                                                                                                                            • Figure 51: Cooking methods on the grill, by outdoor barbecue clusters, December 2009
                                                                                                                                                                                                                                            • Figure 52: Use of grill, by outdoor barbecue clusters, December 2009
                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                            • Figure 53: Outdoor barbecue clusters, by gender, December 2009
                                                                                                                                                                                                                                            • Figure 54: Outdoor barbecue clusters, by age, December 2009
                                                                                                                                                                                                                                            • Figure 55: Outdoor barbecue clusters, by household income, December 2009
                                                                                                                                                                                                                                            • Figure 56: Outdoor barbecue clusters, by race, December 2009
                                                                                                                                                                                                                                            • Figure 57: Outdoor barbecue clusters, by Hispanic origin, December 2009
                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Dads own the greatest number and widest range of grills
                                                                                                                                                                                                                                                  • Figure 58: Grill ownership, by parental status, December 2009
                                                                                                                                                                                                                                                • Dads most likely to be serious cooking enthusiasts
                                                                                                                                                                                                                                                    • Figure 59: Type of cook, by parental status, December 2009
                                                                                                                                                                                                                                                  • Dads use grills for greatest range of meals and activities
                                                                                                                                                                                                                                                    • Figure 60: Use of grill, by parental status, December 2009
                                                                                                                                                                                                                                                  • Moms and dads view grills as healthier cooking methods
                                                                                                                                                                                                                                                      • Figure 61: Attitudes towards grilling, by parental status, December 2009
                                                                                                                                                                                                                                                    • Dads cook greater variety of foods on the grill
                                                                                                                                                                                                                                                      • Figure 62: Type of foods cooked on grill, by parental status, December 2009
                                                                                                                                                                                                                                                    • Dads use more recipes, marinades and rubs
                                                                                                                                                                                                                                                      • Figure 63: Cooking methods on the grill, by parental status, December 2009
                                                                                                                                                                                                                                                    • Frequent grillers more likely to be cooking enthusiasts
                                                                                                                                                                                                                                                      • Figure 64: Type of cook, by frequency of grilling per week, December 2009
                                                                                                                                                                                                                                                    • Frequent grillers own wide range of grills
                                                                                                                                                                                                                                                      • Figure 65: Grill ownership, by frequency of grilling per week, December 2009
                                                                                                                                                                                                                                                    • Frequent grillers entertain, camp and tailgate
                                                                                                                                                                                                                                                      • Figure 66: Use of grill, by frequency of grilling per week, December 2009
                                                                                                                                                                                                                                                    • Frequent grillers find grilling fun, healthier and easier
                                                                                                                                                                                                                                                      • Figure 67: Attitudes towards grilling, by frequency of grilling per week, December 2009
                                                                                                                                                                                                                                                    • Frequent grillers cook greater range of food and use marinades, sauces and rubs
                                                                                                                                                                                                                                                      • Figure 68: Type of foods cooked on grill, by frequency of grilling per week, December 2009
                                                                                                                                                                                                                                                      • Figure 69: Cooking methods on the grill, by frequency of grilling per week, December 2009
                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                    • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                                                    • Big Green Egg (The)
                                                                                                                                                                                                                                                    • Coleman Company, Inc. (The)
                                                                                                                                                                                                                                                    • Costco Wholesale Corporation
                                                                                                                                                                                                                                                    • Electrolux Home Products - North America
                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                    • Federal Deposit Insurance Corporation
                                                                                                                                                                                                                                                    • General Merchandise Distributors Counsel (GMDC)
                                                                                                                                                                                                                                                    • George Foreman
                                                                                                                                                                                                                                                    • Greenfield Online
                                                                                                                                                                                                                                                    • Hearth, Patio, & Barbecue Association
                                                                                                                                                                                                                                                    • Home Depot (USA)
                                                                                                                                                                                                                                                    • International Speedway Corporation
                                                                                                                                                                                                                                                    • Jarden Corporation
                                                                                                                                                                                                                                                    • JWT
                                                                                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                                                                                    • Lowe's Companies
                                                                                                                                                                                                                                                    • Lynx Professional Grills
                                                                                                                                                                                                                                                    • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                                                    • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                    • National Cattlemen's Beef Association
                                                                                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                                                                                    • National Gardening Association (NGA)
                                                                                                                                                                                                                                                    • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                    • Remington Products Company LLC
                                                                                                                                                                                                                                                    • Reuters Group PLC
                                                                                                                                                                                                                                                    • Safeway Inc
                                                                                                                                                                                                                                                    • SAM's Club
                                                                                                                                                                                                                                                    • Sears Holdings Corporation
                                                                                                                                                                                                                                                    • Sunbeam Products, Inc.
                                                                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                                    • University of Michigan, The
                                                                                                                                                                                                                                                    • Viking Range Corporation
                                                                                                                                                                                                                                                    • W.C. Bradley Co.
                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                    • Weber-Stephen Products Co.
                                                                                                                                                                                                                                                    • Weight Watchers International Inc.
                                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                                    Outdoor Barbecues - US - April 2010

                                                                                                                                                                                                                                                    £3,174.67 (Excl.Tax)