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Description

Description

Covered in this report

This report covers household gas, charcoal and electric grills, as well as dual-fuel gas/charcoal grills, stove-top/portable grills, outdoor fryers, and smokers. The market size includes gas, electric, charcoal, smokers, infrared, built-in and/or island grills. Accessories and attachments sold separately from the barbecue grills are not included in the market size.

"The mature grill market is challenged by high penetration, long purchase cycles and low intent to purchase. While the flavor, convenience and social aspect of grilling still remain key themes that will capture consumers attention, the power of influencers and social media continues to grow, bringing new engagement opportunities for brands and retailers to reach grillers."
- Rebecca Cullen, Household Care Analyst

This Report looks at the following areas:

  • Market factors keep category growth in check
  • High penetration, low intent to purchase
  • Majority report unchanged grilling habits
  • Long purchase cycles, replacement as key purchase drivers temper growth
  • Focus on those interested in expanding inventory
  • Lifestyle motivations, flavor experimentation support grilling enthusiasm
  • Key groups inspired by grilling media

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The market
            • Figure 1: Total US sales and fan chart forecast of barbecue grills, at current prices, 2014-24
          • The issues
            • High penetration, low intent to purchase
              • Figure 2: Grill ownership and intent to purchase, April 2019
            • Majority report unchanged grilling habits
              • Figure 3: Grilling frequency, April 2019
            • Long purchase cycles, replacement as key purchase drivers temper growth
              • Figure 4: Reasons for purchasing grill, April 2019
            • The opportunities
              • Focus on those interested in expanding inventory
                • Figure 5: Intent to purchase any grill (net), by gender, age, race and Hispanic origin and parental status, April 2019
              • Lifestyle motivations, flavor experimentation support grilling enthusiasm
                • Figure 6: Grilling attitudes and behaviors, April 2019
              • Key groups inspired by grilling media
                • Figure 7: Select grilling influencers, by age, parental status, April 2019
              • What it means
              • The Market – What You Need to Know

                • Market growth keeps pace
                  • Out-of-home food trends may impact grilling
                    • Tariffs to impact premium market; economy and housing market positive indicators
                    • Market Size and Forecast

                      • Grill sales hold steady
                        • Figure 8: Total US sales and fan chart forecast of barbecue grills, at current prices, 2014-24
                        • Figure 9: Total US sales and forecast of barbecue grills, at current prices, 2014-24
                    • Market Perspective

                      • Out-of-home food trends impact grilling trends
                        • Health risks associated with charcoal use
                        • Market Factors

                          • Tariffs impact high-end outdoor grill market
                            • Consumer confidence could boost spend
                              • Figure 10: Consumer Sentiment Index, January 2007-April 2019
                            • Housing and home renovation trends benefit grill market
                              • Figure 11: Homeownership rate, by age of householder, 2018
                          • Key Players – What You Need to Know

                            • Grills bring pop of color; home improvement retailers strengthen lead
                              • Re-engaging the less engaged: brands need to address barriers
                                • Grilling goes green and online
                                • What’s Happening?

                                  • Design trends: grills meet space, color interests
                                    • Figure 12: Weber Grills limited edition colors, May 2019
                                  • Home improvement retailers bring shoppers back into stores
                                  • What’s Struggling?

                                    • Niche fuels associated with being difficult to use, requiring more skill
                                      • Figure 13: Select associations of fuels, April 2019
                                    • What is stopping consumers from grilling?
                                      • Figure 14: Reasons for grilling less often, April 2019
                                    • Foodservice in grocery retail gets bigger, which could impact grill usage
                                    • What’s Next?

                                      • Hot grill trends: grill tech, niche fuels and outdoor kitchens
                                        • Figure 15: Flame Boss Smokes, April 2019
                                        • Figure 16: Smoker ownership and intent to purchase, April 2018- 2019
                                        • Figure 17: Outdoor kitchen, April 2019
                                      • Kingsford rewards devoted and loyal grillers
                                        • Figure 18: Kingsford charcoal, May 2019
                                      • Grilling goes green
                                        • Figure 19: Big Green Egg, December 2018
                                      • Grilling goes digital
                                        • Figure 20: The bbq ninja Instagram, April 2019
                                        • Figure 21: Girls can grill Instagram, May 2019
                                    • The Consumer – What You Need to Know

                                      • Gas grills experience heaviest penetration, low intent to purchase
                                        • Most buy to replace, yet upgrade opportunities arise among key groups
                                          • More than one quarter grill more often to experiment, entertain
                                            • Gas offers convenience; smoke and pellets provide greater flavor
                                              • More than half grill for convenience, yet enjoyment is also grilling reward
                                                • Personal experience and social media guide and inspire
                                                • Grill Ownership and Intent to Purchase

                                                  • Majority prefer gas; low intent to purchase tempers future market
                                                    • Figure 22: Grill ownership and intent to purchase, April 2019
                                                  • Grilling: it is still a man’s job
                                                    • Figure 23: Select grill ownership and intent to purchase, by gender, April 2019
                                                  • Parents, established adults are the sweet spot
                                                    • Figure 24: Select grill ownership and intent to purchase, by age, parental status, April 2019
                                                  • Multicultural households gravitate toward what they know
                                                    • Figure 25: Select grill ownership and intent to purchase, by race and Hispanic origin, April 2019
                                                  • Urban dwellers represent important target for grill brands, retailers
                                                    • Figure 26: Ownership or intent to purchase select grills (net), by living location, April 2019
                                                • Reasons for Purchasing

                                                  • Replacement drives purchases; upgrading and entertaining can spur sales
                                                    • Figure 27: Reasons for purchasing grill, April 2019
                                                  • Young adults, parents purchase for variety of reasons
                                                    • Figure 28: Select reasons for grill purchase, by age, parental status, April 2019
                                                  • Expanding inventory for more fuel options drives multicultural adults
                                                    • Figure 29: Select reasons for grill purchase, by race and Hispanic origin, April 2019
                                                • Grilling Frequency

                                                  • Grilling trends positive for category
                                                    • Figure 30: Grilling frequency, April 2019
                                                  • Grilling frequency reveals prime targets for brands
                                                    • Figure 31: Grilling more often, by gender, age, race and Hispanic origin, parental status, number of children under the age of 18 in household, living location, April 2019
                                                • Reasons for Grilling More Often

                                                  • Experimentation drives increased grilling
                                                    • Figure 32: Reasons for grilling more often, April 2019
                                                • Reasons for Grilling Less Often

                                                  • Time, convenience among factors that deter grilling
                                                    • Figure 33: Kitchenaid, January 2019
                                                    • Figure 34: Reasons for grilling less often, April 2019
                                                • Fuel Associations

                                                  • Pellets and smoke viewed similarly; gas offers convenience
                                                      • Figure 35: Correspondence analysis – Principal map – Fuel associations, April 2019
                                                    • Methodology
                                                      • Younger generations exposed to range of fuels
                                                        • Figure 36: Fuel associations – What my family used growing up, by age, April 2019
                                                      • Smoke, charcoal win favor among Black grillers
                                                        • Figure 37: Select fuel associations – charcoal, propane/gas, smoke, wood/pellets, by race and Hispanic origin, April 2019
                                                    • Grilling Attitudes and Behaviors

                                                      • Enjoyment is the ultimate reward from grilling
                                                        • Facilitating flavor exploration
                                                          • Figure 38: Grilling attitudes and behaviors, April 2019
                                                        • Education, tools could boost women’s category participation
                                                          • Figure 39: Select grilling attitudes and behaviors, by gender, April 2019
                                                        • Older adults grill for convenience; younger adults grill for flavor
                                                          • Figure 40: Select grilling attitudes and behaviors, by age, April 2019
                                                        • For Black consumers, grilling is a social experience
                                                          • Figure 41: Select grilling attitudes and behaviors, by race and Hispanic origin, April 2019
                                                      • Grilling Influences

                                                        • Most learn to grill from trial and error rather than their parents
                                                          • #Grillinginspo comes from grilling shows more than other sources
                                                            • Figure 42: Grilling influences, April 2019
                                                          • Younger adults, parents inspired by emerging media
                                                            • Figure 43: Select grilling influencers, by age, parental status, April 2019
                                                        • Appendix – Data Sources and Abbreviations

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

                                                                        • Figure 44: Total US sales and forecast of barbecue grills, at inflation-adjusted prices, 2014-24

                                                                    About the report

                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                    • The Consumer

                                                                      What They Want. Why They Want It.

                                                                    • The Competitors

                                                                      Who’s Winning. How To Stay Ahead.

                                                                    • The Market

                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                    • The Innovations

                                                                      New Ideas. New Products. New Potential.

                                                                    • The Opportunities

                                                                      Where The White Space Is. How To Make It Yours.

                                                                    • The Trends

                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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