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Grilling and Barbecuing - US - July 2018

"Most adults are grill owners; a substantial 79% of adults currently own a grill and 32% plan to buy a grill in the next year. Flavor is a top motivator to grill, followed by convenience, enjoyment while entertaining, and relaxation. Since 2013, the market has been driven by an improving economy, growing 24% to $2.8 billion by 2018. Moving forward, the rate of growth may temper as a result of an aging population and shift to smaller households combined with long purchase cycles.”

– Rebecca Cullen, Household Care Analyst

This report examines the following issues:

  • Long purchase cycles challenge future growth
  • Families fuel grill ownership
  • Need for visual inspection thwarts online purchasing

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Grill ownership, April 2018
        • The issues
          • Long purchase cycles challenge future growth
            • Figure 2: Total US sales and fan chart forecast of barbecue grills, at current prices, 2013-23
          • Families fuel grill ownership
            • Figure 3: Grill ownership, by parental status, April 2018
          • Need for visual inspection thwarts online purchasing
            • Figure 4: Attitudes toward shopping for grills, April 2018
          • The opportunities
            • Encourage multiple grill ownership
              • Figure 5: Repertoire of grill ownership, April 2018
            • Flavor, convenience are key motivators to grill
              • Figure 6: Attitudes toward grilling, April 2018
            • What it means
            • The Market – What You Need to Know

              • Strong growth expected to temper
                • Interest in outdoor entertaining supports grilling
                  • Strong economy spurs discretionary spending
                    • The family household is important to the market
                      • Homeownership is a good indicator of grill ownership
                        • Hispanics offer market opportunity
                        • Market Size and Forecast

                          • After strong gains, growth is expected to temper
                            • Figure 7: Total US sales and fan chart forecast of barbecue grills, at current prices, 2013-23
                            • Figure 8: Total US sales and forecast of barbecue grills, at current prices, 2013-23
                        • Market Perspective

                          • Propensity for outdoor entertaining supports grill market
                            • Figure 9: Outdoor events hosted, November 2016
                            • Figure 10: Motivations to grill, April 2018
                        • Market Factors

                          • Strong economy fuels market growth
                            • Figure 11: Disposable personal income change from previous period, January 2007-April 2018
                            • Figure 12: Consumer Sentiment Index, January 2007-May 2018
                            • Figure 13: Unemployment and underemployment, January 2007-April 2018
                          • Household dynamic influences grill ownership
                            • Figure 14: US households, by presence of own children, 2007-17
                            • Figure 15: Married share of population, 2006-16
                          • Homeownership impacts grill ownership
                            • Figure 16: Homeownership rate, 2007-17
                            • Figure 17: Homeownership rate, by age of householder, 2007 and 2017
                          • Hispanics offer opportunity for category growth
                            • Figure 18: US Population, by Hispanic origin, 2013-23
                        • Key Players – What You Need to Know

                          • Home improvement stores account for the largest share of grill sales
                            • Multifunction and versatility are in demand
                              • Online shopping lags behind
                                • Grilling accessories can advance market
                                • Key Retailers

                                  • Home improvement stores account for largest share of sales
                                    • Figure 19: Total US sales of barbecue grills, by channel, at current prices, 2016 and 2018
                                  • The Home Depot
                                    • Walmart
                                      • Lowe’s
                                      • What’s Working?

                                        • Grills that do more
                                          • Dual grills with added features deliver flavor and convenience
                                              • Figure 20: Dual grill intent to own, by age, April 2018
                                            • Compact grills offer versatility and value
                                                • Figure 21: Tabletop and portable gas grill intent to own, by age, April 2018
                                            • What’s Struggling?

                                              • Online sales not widespread
                                                • Figure 22: In-store vs online purchases, April 2018
                                                • Figure 23: Attitudes toward online shopping, February 2018
                                            • What’s Next?

                                              • Grill accessories provide flavor and convenience
                                                • Flavor focused
                                                  • Smart grilling
                                                  • The Consumer – What You Need to Know

                                                    • Gas grills are popular; many adults own multiple grills
                                                      • Convenience and flavor drive fuel choice
                                                        • Grillers stick to basic accessories
                                                          • Vast majority of grill purchases occur in-store
                                                            • Walmart surpasses Lowe’s for grill purchases
                                                              • Consumers want to see grills in person before purchasing
                                                                • Flavor motivates adults to grill, but it’s mostly a weekend activity
                                                                • Grill Ownership and Intent to Purchase

                                                                  • Gas grills most popular
                                                                      • Figure 24: Grill ownership and intent to purchase, April 2018
                                                                    • Lifestage poses shift in types of grills owned
                                                                      • Figure 25: Grill ownership, by age and household income, April 2018
                                                                    • Parents key to grill ownership
                                                                      • Figure 26: Grill ownership, by parental status, April 2018
                                                                    • Homeownership, living location impacts ownership
                                                                      • Figure 27: Grill ownership, by primary residence, living location, April 2018
                                                                    • Hispanic adults’ grill ownership reflects flavor preferences
                                                                      • Figure 28: Grill ownership, by Hispanic origin, April 2018
                                                                    • Nearly half of adults own more than one grill
                                                                      • Figure 29: Repertoire of grill ownership, by household income, April 2018
                                                                  • Fuel Perceptions

                                                                    • Fuel perceptions tie to convenience, flavor, and safety
                                                                      • Figure 30: Correspondence Analysis – Fuel perceptions, April 2018
                                                                      • Figure 31: Fuel perceptions, April 2018
                                                                    • Methodology
                                                                      • Younger adults associate electric as easy to use; smoke for best flavor
                                                                        • Figure 32: Fuel perceptions – Fuel used often, by age, April 2018
                                                                        • Figure 33: Fuel perceptions – Easy to use, by age, April 2018
                                                                        • Figure 34: Fuel perceptions – Best flavor, by age, April 2018
                                                                    • Grilling Accessory Ownership

                                                                      • Most grillers own the basics
                                                                        • Figure 35: Grilling accessory ownership, April 2018
                                                                      • Accessory usage tied to age, interest in enhanced flavors
                                                                        • Figure 36: Grilling accessory ownership, by age, April 2018
                                                                      • The majority of grill owners own at least three types of accessories
                                                                        • Figure 37: Repertoire of accessory ownership, by age and household income, April 2018
                                                                    • In-store vs Online Purchases

                                                                      • Big ticket purchases tend to take place in a store
                                                                        • Figure 38: In-store vs online purchases, April 2018
                                                                      • Younger adults drive online purchases
                                                                        • Figure 39: In-store vs online purchases, by age, Hispanic generation, April 2018
                                                                      • Urban living has its limits on in-store shopping
                                                                        • Figure 40: In-store vs online purchases, by living location, April 2018
                                                                    • Purchase Locations

                                                                      • Home improvement stores most shopped, Walmart not far behind
                                                                        • Figure 41: Purchase location, April 2018
                                                                      • Younger adults’ best friend is Amazon
                                                                        • Figure 42: Purchase location, by age and household income, April 2018
                                                                      • Suburbanites favor The Home Depot
                                                                        • Figure 43: Purchase location, by living location, April 2018
                                                                    • Attitudes toward Shopping for Grills

                                                                      • In-store shopping fueled by visual preferences
                                                                          • Figure 44: Attitudes toward shopping for grills, April 2018
                                                                        • Younger women utilize online reviews, driven by price
                                                                          • Figure 45: Attitudes toward shopping for grills, by gender and age, April 2018
                                                                      • Attitudes toward Grilling

                                                                        • Flavor, convenience key motivators to grill
                                                                          • Figure 46: Attitudes toward grilling, April 2018
                                                                        • Parents grill for enjoyment and relaxation
                                                                          • Figure 47: Attitudes toward grilling, by parental status, April 2018
                                                                        • Hispanic Millennials enjoy grilling while entertaining
                                                                          • Figure 48: Attitudes toward grilling, by Hispanic origin, Hispanic generation, April 2018
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                        • Figure 49: Total US sales and forecast of barbecue grills, at inflation-adjusted prices, 2013-23
                                                                                        • Figure 50: Total US sales of barbecue grills, by channel, at current prices, 2013-18

                                                                                    Grilling and Barbecuing - US - July 2018

                                                                                    US $4,395.00 (Excl.Tax)