This report provides a consumer-focused analysis of outdoor cooking in the US, including market factors affecting the outdoor cooking at home market, and consumer attitudes and behaviors in the US outdoor cooking equipment market.
Areas Covered in this Report:
- Market factors affecting the outdoor cooking at home market
- Outdoor cooking segments and participation
- Outdoor cooking appreciation and skill level
- Outdoor cooking equipment ownership/barriers to ownership
- Outdoor cooking equipment purchase locations
- Outdoor cooking attitudes and behaviors
Outdoor Cooking – US Consumer Trends
Well over half of US adults are enthusiastic outdoor cooks, and are increasingly investing in outdoor cooking equipment, seeking innovative and sustainable options that complement their lifestyles. The economic landscape, marked by inflation and rising grocery costs, has also contributed to a growing preference for home-cooked meals.
The market is segmented into distinct consumer groups, each with unique behaviors and preferences. Outdoor Cooking Enthusiasts, Idealists, Novel Cookers, and Non-Enthusiasts represent varying levels of engagement and needs, influencing market strategies. Additionally, gender dynamics play a role, with ongoing efforts to engage more women in outdoor cooking, while cultural influences, particularly among Hispanic communities, shape outdoor cooking practices.
Purchase the full report to learn more about the distinct consumer groups in the US outdoor cooking market, as well as a complete analysis of the outdoor cooking consumer. Readers of this report may also be interested in Mintel’s US Feeding the Family Report.
More About This Report
This report takes a broad look at a range of cooking methods that can be used at home, such as grills, pizza ovens, and fryers. This report did not ask, and therefore will not focus on components around outdoor cooking attitudes and behaviors away from the home.
Meet The Expert
This report was written by David Hamlette, Research Analyst at Mintel. Prior to Mintel, David worked as an associate market research consultant in Chicago, providing qualitative insights for CPG and pharma companies. He graduated from George Mason University with a B.S. in Psychology, and the University of Chicago with a M.A. in Social Science.
Outdoor home cooking becomes accessible and enjoyable when consumers feel supported, have efficient processes, and appreciate the social and nutritional benefits.
David Hamlette
Research Analyst
Collapse All
-
Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
-
Market Dynamics
- Market drivers
- Summers are becoming hotter and lasting longer thanks to effects of climate change
- Nutritional health is affecting both physical and mental health
- Graph 1: benefits of outdoor cooking, 2024
- Consumers choosing at-home meals, even with higher grocery prices
-
Consumer Insights
- The outdoor cooking consumer: fast facts
- Outdoor cooking segments
- Empower women in the art of grilling by learning from other “seasoned” women
- Graph 2: Outdoor cooking segments, by female, trended 2023-24
- Maximize engagement with Hispanic consumers through culture and heritage
- Graph 3: select outdoor cooking segment – outdoor cooking enthusiast, by race, 2024
- Outdoor cooking participation
- Frequency of outdoor cooking has remained stable
- Graph 4: outdoor cooking activity, trended, 2023-24
- Adapt marketing techniques to women based on their perceived skill levels
- Graph 5: outdoor cooking activity, female consumers, trended, 2023-24
- Tailor product lines to meet diverse consumer needs based on location
- Graph 6: outdoor cooking activity, by area, 2024
- Outdoor cooking appreciation
- Outdoor cooking appreciation has dipped, likely as a consequence of climate effects
- Graph 7: outdoor cooking appreciation, trended, 2023-24
- Engage older consumers in outdoor cooking by emphasizing accessibility and nutritional benefits
- Graph 8: outdoor cooking appreciation, by age, 2024
- Stereotyping dads on the grill isn’t necessarily wrong
- Graph 9: outdoor cooking appreciation, by age and parental status, 2024
- Watch for those that use charcoal with “caveman cooking”
- Outdoor cooking skills
- Consumers are more likely to be basic users rather than highly advanced users….
- …but do have the interest in improving their skills
- Simplify cooking processes for larger number of individuals in the household
- Graph 10: outdoor cooking skills, by generations in household, 2024
- Provide lower-income consumers with increased opportunities to develop and refine their outdoor cooking skills
- Graph 11: select outdoor cooking skills, by household income, 2024
- Enable consumers with limited financial resources to afford outdoor cooking equipment through manageable payment plans
- Outdoor cooking equipment ownership
- Gas remains most popular, followed by charcoal
- Graph 12: outdoor cooking equipment ownership, 2024
- Monitor purchasing trends among younger consumers with higher disposable incomes
- Graph 13: outdoor cooking equipment ownership, by age and household income, 2024
- Encourage “empty nest” parents to reestablish their identity with activities like outdoor cooking
- Graph 14: outdoor cooking equipment ownership – Do not currently own/ does not plan to buy, by age of children, 2024
- Reasons for not cooking outdoors
- Logistics on space, maintenance and pest control limit consumer activity
- Graph 15: reasons for not cooking outdoors, 2024
- Consumer ignorance with grilling allows brands to step in as experts
- Napoleon leverages social media to highlight effective grilling techniques, while sharing practical recipes
- Partner with pest control to lessen barriers to equipment ownership
- Purchase locations
- Most consumers still purchase at mass retail locations, but online is growing
- Graph 16: outdoor cooking equipment purchase locations, 2024
- Rural usage of mass retailers serves opportunity to increase usage in online retailers
- Graph 17: select outdoor cooking equipment purchase locations, by area, 2024
- Utilize live chat functionality and customer service training to acclimate women to outdoor grilling
- Graph 18: select outdoor cooking equipment purchase locations – directly from the manufacturer, by gender, 2024
- Outdoor cooking attitudes and behaviors
- Consumers do not need all the bells and whistles, they just want the classics done well
- Graph 19: outdoor cooking attitudes, 2024
- Middle-aged consumers – especially those with higher incomes – need reviews
- Graph 20: select outdoor cooking attitudes – actively seek out reviews about equipment quality before making a purchase decision, by age and income, 2024
- Use self-cleaning tech to attract older consumers
- Graph 21: select outdoor cooking equipment purchase locations – prefer outdoor cooking equipment that requires minimal maintenance, by gender and age, 2024
- Usage and interest in outdoor cooking equipment
- The significance of environmental versatility cannot be overlooked
- Graph 22: outdoor cooking usage and interest, 2024
- Highlight features that resonate with residents in the South and West regions
- Graph 23: outdoor cooking usage and interest – any interest, by region, 2024
- Mothers and fathers alike want assistance and cooperation from their equipment
- Graph 24: select outdoor cooking attitudes, by gender and parental status, 2024
-
Innovation and Marketing Trends
- Launch activity and innovation
- Char-Broil Smart E Self Cleaning Infrared grill
- Homebiogas revolutionizes the benefits of “waste”
- Marketing and advertising
- Perfecta AI grill has a searoff against “traditional” equipment
- Gather Grills encourages social dining experiences “around” food
- Opportunities
- Pair new experiences with educational content
- Invest in technological innovations
- Innovate with sustainable equipment
-
Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
