Description

“Although brands may have a difficult time sustaining the pace of sales experienced during the pandemic, Canadian consumers are enthusiastic about the category, with four in 10 expressing intentions to make an outdoor cooking equipment purchase within the next year. Price sensitivity will impact purchase decisions, particularly in light of the cost of living crisis. However, shoppers are doing their research ahead of time by comparing prices and reading reviews. This will allow them to make more informed choices when they do make a purchase. Specifically, brands that can demonstrate how they will simplify outdoor cooking and offer quality products that will last are expected to resonate most strongly with consumers.”

– Meghan Ross, Senior Home & Beauty Analyst

This report covers the following issues:

  • Market factors influencing outdoor cooking.
  • Frequency of outdoor cooking.
  • Outdoor cooking equipment ownership and future purchase intentions.
  • Outdoor cooking equipment purchase drivers.
  • Attitudes about outdoor cooking.
  • Behaviours and attitudes about shopping for outdoor shopping equipment.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Market context
        • Executive Summary

            • Top takeaways
              • Market overview
                  • Figure 1: Category outlook: Outdoor Cooking, 2022-27
                • Opportunities and challenges
                  • Increase value perceptions through quality and convenience messaging
                    • Online touchpoints can be used to build confidence
                      • Recent lifestyles shifts come with pluses and minuses for the category
                        • Alternatives will be needed as Canadians reduce their meat intake
                          • Younger consumers show greater enthusiasm for experimentation
                          • Market Factors

                            • Impact of COVID-19 on outdoor cooking
                              • Figure 2: Outdoor cooking attitudes, by age, 2022
                              • Figure 3: Current work location, 2022
                              • Figure 4: Outdoor cooking attitudes, by work location, 2022
                            • Rising cost of living will have Canadians re-evaluating their budgets
                              • Figure 5: 12-month change in the Consumer Price Index, June 2019-June 2022
                            • Environmental and health concerns have Canadians shifting away from meat
                              • Figure 6: Dynaglo Instagram post, 2021
                            • Immigration will alter outdoor cooking equipment requirements
                              • Figure 7: Distribution of foreign-born population by region of birth, 1996-2036
                          • Competitive Strategies and Market Opportunities

                            • Shoppers are seeking added value from their cooking equipment investments
                              • Figure 8: Mintel Trend Driver: Value
                            • Value through versatility
                              • Figure 9: Big Green Egg Instagram post, June 2022
                              • Figure 10: Weber Grills Instagram post, July 2022
                            • Value through accessories and add-ons
                              • Figure 11: Nexgrill Instagram post, June 2022
                              • Figure 12: Weber Grills Instagram post, 2022
                              • Figure 13: CleannGrill Instagram post, July 2022
                              • Figure 14: Cuisinart Instagram post, March 2021
                              • Figure 15: Vermont Castings BBQ Instagram post, June 2022
                            • Value through convenience and portability
                              • Figure 16: Nexgrill Instagram post, 2022
                              • Figure 17: Vermont Castings BBQ Instagram post, 2022
                              • Figure 18: Ooni HQ Instagram post, 2022
                              • Figure 19: President’s Choice Instagram post, 2022
                              • Figure 20: Cuisinart Instagram post, July 2020
                              • Figure 21: Napoleon Products Instagram post, July 2022
                            • Consumers need help filling in knowledge gaps
                              • Figure 22: Napoleon Products Instagram post, June 2022
                              • Figure 23: Broil King BBQ Instagram post, June 2022
                          • Outdoor Cooking: Fast Facts

                            • Frequency of Outdoor Cooking

                              • The majority of households cook outdoors
                                • Figure 24: Frequency of household outdoor cooking, 2022
                                • Figure 25: Household outdoor cooking responsibility, men vs women, 2022
                                • Figure 26: Those who cook four or more times a week, men vs women, 2022
                                • Figure 27: Household outdoor cooking responsibility, by age, 2022
                                • Figure 28: Household outdoor cooking, by parental status and gender, 2022
                                • Figure 29: Household outdoor cooking, by household income, 2022
                                • Figure 30: Frequency of household outdoor cooking, Chinese Canadians vs overall, 2022
                            • Outdoor Cooking Equipment Ownership and Purchase Intent

                              • Gas grills are the most popular outdoor cooking format
                                • Figure 31: Outdoor cooking equipment ownership and purchase intentions, 2022
                              • Men are more likely to own outdoor cooking equipment
                                • Figure 32: Outdoor cooking equipment ownership, men vs women, 2022
                                • Figure 33: Outdoor cooking equipment purchase intentions, men vs women, 2022
                              • Younger Canadians show interest in a wider range of formats
                                • Figure 34: Outdoor cooking equipment ownership, 18-44s vs over-45s, 2022
                                • Figure 35: Outdoor cooking equipment purchase intentions, 18-44s vs over-45s, 2022
                              • Income levels are strongly associated with equipment ownership
                                • Figure 36: Outdoor cooking equipment ownership and purchase intentions, by household income, 2022
                                • Figure 37: Outdoor cooking equipment ownership and purchase intentions, by household size, 2022
                              • Cultural influences impact format choice
                                • Figure 38: Outdoor grill format ownership, Chinese and South Asians vs overall, 2022
                            • Purchase Motivators

                              • Replacement is the strongest motivator for equipment purchases
                                • Figure 39: Outdoor cooking equipment purchase motivations, 2022
                                • Figure 40: Outdoor cooking equipment purchase motivations, 18-44s vs over-45s, 2022
                                • Figure 41: Outdoor cooking equipment purchase motivations (select), by perceived financial health, 2022
                            • Purchase Factors

                              • Price and convenience drive purchases
                                • Figure 42: Important outdoor cooking equipment attributes, 2022
                                • Figure 43: GrillEye Original Instagram post, March 2022
                                • Figure 44: Grillbots Instagram post, July 2022
                                • Figure 45: Important outdoor cooking equipment attributes (any top three mention), men vs women, 2022
                                • Figure 46: Important outdoor cooking equipment attributes (any top three mention), 18-44s vs over-45s, 2022
                                • Figure 47: Those who rank fuel type in their top three most important outdoor cooking equipment attributes, by age, 2022
                            • Outdoor Cooking Attitudes

                              • Enjoyment of outdoor cooking aligns with experience
                                  • Figure 48: Outdoor cooking attitudes, 2022
                                  • Figure 49: Outdoor cooking attitudes, 18-44s vs over-45s, 2022
                                  • Figure 50: ‘I enjoy cooking outdoors’ (% agree), by age and gender, 2022
                                  • Figure 51: Grill Girl Robyn Instagram post, April 2022
                              • Outdoor Cooking Equipment Shopping Attitudes

                                • Shopping priorities and behaviours
                                  • Shoppers are willing to put in the effort to make the right choice
                                    • Figure 52: Outdoor cooking equipment shopping attitudes (% agree), 2022
                                    • Figure 53: Outdoor cooking equipment shopping attitudes (% agree), men vs women, 2022
                                    • Figure 54: ‘It’s worth spending more on high quality outdoor cooking equipment (% agree), by perceived financial health, 2022
                                  • Shopping influences
                                    • Consumers rely on in-person and online sources
                                      • Figure 55: Outdoor cooking equipment shopping influences (% agree), 2022
                                      • Figure 56: Outdoor cooking equipment shopping influences (% agree), by age, 2022
                                      • Figure 57: Outdoor cooking equipment shopping influences (% agree), Asians vs overall, 2022
                                      • Figure 58: Diasporaco and Ooni HQ Instagram post, July 2022
                                    • Barriers
                                      • Size constraints limit equipment purchases
                                        • Figure 59: Outdoor cooking equipment shopping barriers (% agree), 2022
                                        • Figure 60: Vermont Castings BBQ Instagram post, May 2022
                                        • Figure 61: Outdoor cooking equipment shopping barriers (% agree), by age, 2022
                                        • Figure 62: Space limitations for outdoor cooking equipment (% agree), by perceived financial health, 2022
                                    • Appendix – Data Sources and Abbreviations

                                      • Data sources
                                        • Consumer survey data
                                          • Consumer qualitative research
                                            • Mintel Trend Drivers
                                              • Abbreviations

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