Grilling and Barbecuing - US - March 2015

SCOPE AND THEMES
What you need to know
Definition
Consumer survey data
Data sources
Sales data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total US volume sales and forecast of barbecue grills, 2009-19
Market drivers
The consumer
Ownership of grills remains steady, though ownership of gas and charcoal have decreased
Figure 2: Types of grills owned, December 2014
Grillers are interested in accessories that create better flavors, allow them to cook a greater variety of foods
Figure 3: Grill accessories owned, interested in owning, December 2014
Summer is still grilling season, but many do grill in winter
Figure 4: Frequency of grilling by season, on holidays, on weekdays, and on weekends, December 2014
Most consumers travel with their grills, regardless of its size
Figure 5: Frequency of grilling by location, December 2014
Nearly half of consumers will be in the market to buy a grill within the next two years
Figure 6: Plans to purchase a new grill, December 2014
Slightly more than one third of those who expect to buy a grill plan to upgrade
Figure 7: Reasons for purchasing a new grill, December 2014
Price is more important than brand for one quarter of prospective grill buyers
Figure 8: Differences between planned grill purchase and current grill owned – Brand, fuel type, size, December 2014
Most visitors to leisure/travel sites, price comparison sites plan to buy a grill
Figure 9: Plans to purchase a grill within the next two years – Any, by websites visited daily, December 2014
Two thirds unconvinced about grill’s value, lifestyle fit
Figure 10: Attitudes toward grill ownership, the grilling occasion, and grill accessories, December 2014
What we think
ISSUES AND INSIGHTS
How can companies encourage more frequent grilling?
The issues
The implications
How can companies maintain sales growth in an industry that is cyclical?
The issues
The implications
How can brands increase brand loyalty and distinguish themselves from their competitors?
The issues
The implications
TREND APPLICATION
Trend: Why Buy?
Trend: Many Mes
Trend: Minimize Me
MARKET SIZE AND FORECAST
Key points
Unit sales of grills expected to increase to 15.5 million by 2019
Figure 11: Total US volume sales and forecast of barbecue grills, 2009-19
Fan chart forecast
Figure 12: Total US volume sales and forecast of barbecue grills, 2009-19
MARKET DRIVERS
Key points
Changing housing market
Figure 13: US home ownership rate: 2004-14, fourth quarter, seasonally adjusted
US economic growth
Figure 14: GDP change from previous period, Q1 2007-Q4 2014
Figure 15: Consumer confidence and unemployment, by month, January 2010-January 2015
Demographic shifts
Households with children
Figure 16: US households with children, 2003-13
Millennials
SEGMENT PERFORMANCE
Key points
Gas grills account for slight majority of grills, regaining market share
Figure 17: Total US volume sales of barbecue grills, by segment, 2012 and 2014
Segment performance – Outdoor gas barbecue grills
Figure 18: Total US volume sales and forecast of gas barbecue grills, 2009-19
Segment performance – Outdoor charcoal barbecue grills
Figure 19: Total US volume sales and forecast of charcoal barbecue grills, 2009-19
LEADING COMPANIES
Key points
 PROFILES OF SELECT GRILL MANUFACTURERS
Weber-Stephen
Char-Broil
Dyna-Glo
George Foreman Grills
Brinkmann
Coleman Company
Big Green Egg
Fire Magic
Lynx
Kalamazoo Outdoor Gourmet
 OTHER LEADING GRILL-RELATED BRANDS
Kingsford
The Companion Group
Mr. Bar-B-Q
RubberMaid
INNOVATIONS AND INNOVATORS
 TABLETOP GRILLS
Grazing Grill
Figure 20: The Grazing Grill
JAG Grill
Figure 21: Eight-seat JAG Grill
 SMART GRILLS
Lynx Concept Grill
Char-Broil smart grill series
 OTHER INNOVATIVE GRILLS
The BBQ Bruce Handrail Grill
 NON-TRADITIONAL GRILLING ACCESSORIES
The Miracle Grill Mat from As Seen On TV
Figure 22: “Miracle Grill Mat As Seen On TV Infomercial,” Online video, March 2014
S’mores Grilling Accessories from Hershey’s and Mr. Bar-B-Q
MARKETING STRATEGIES
Overview of the brand landscape
Figure 23: Brand analysis of Weber, Char-Broil, and Kingsford, 2015
Figure 24: Social media followers of leading grill marketers, Facebook, Twitter, YouTube, Pinterest, and Instagram, Jan. 12, 2015
Brand analysis: Weber
Online initiatives
Figure 25: Weber Grills, “Go behind the scenes at Weber’s test kitchen,” online video, July 2014
Figure 26: Weber’s Twitter activity, Aug. 6, 2014 – Jan. 6, 2015
Figure 27: Weber Grills, “Weber Xmas,” online video, December 2014
Integrated marketing campaigns
Figure 28: Weber Grills, “These are anything but serious times. Relax like it’s your job,” 30-second television ad, May 2014
Figure 29: Weber Grills, “One grill was engineered for #UnseriousTimes. Make the most of them,” 30-second television ad, May 2014
Sponsorships
Mobile marketing
Other marketing efforts
Brand analysis: Char-Broil
Online initiatives
Figure 30: Char-Broil, “Charbroil Chef tips – How to grill a filet Mignon on a TRU-Infrared Grill,” Online video, May 2014
Figure 31: Char-Broil’s Twitter activity, Dec. 1, 2014 – Jan. 6, 2015*
Experiential and other marketing efforts
Brand analysis: Kingsford Charcoal
Online initiatives
Figure 32: Kingsford’s Twitter activity, Aug. 6, 2014 – Jan. 6, 2015
Figure 33: Tweet from Kingsford Charcoal, Nov. 19, 2014, 5:29pm
Figure 34: Tweet from Kingsford Charcoal, December 10, 2014, 5:58pm
Figure 35: Tweet from Kingsford Charcoal, November 12, 2014, 6:36pm
Figure 36: Kingsford, “Hey!” TV commercial, May 20, 2014
Integrated marketing campaign
Figure 37: Kingsford, “The Social Grill,” 30-second television ad, May 15, 2014
Figure 38: Tweet from Kingsford Charcoal, November 19, 2014, 5:29pm
Experiential
Figure 39: destination America, “BBQ Pit Wars | The Kingsford Invitational,” promo video, June18, 2014
HOUSEHOLD GRILL OWNERSHIP
Key points
Overall ownership holding steady, declines in gas and charcoal
Figure 40: Household grill ownership, trended, December 2011, December 2013, January 2015
Figure 41: Ownership of outdoor gas and charcoal grills, Spring 2007-Summer 2014
Majority of grill owners own only one working grill
Figure 42: Average number of working grills owned, December 2014
Full-size gas grills are most popular, followed by full-size charcoal
Figure 43: Types of grills owned, December 2014
Multiple grill ownership trends similarly to overall ownership
Households with incomes of $50K+ more likely to own a grill
Grill ownership correlates with household size, presence of children
Urban households average more grills than suburban households, though penetration is higher in suburban areas
Figure 44: Grill ownership – Any, and average number of grills owned, by key demographics, January 2015
Households in the Mountain division own the most grills
Figure 45: Average number of grills owned, by nine regions/divisions, December 2014
GRILL ACCESSORIES – OWNERSHIP AND INTEREST
Key points
Nine in 10 grill owners own a grill accessory
Figure 46: Grill accessories owned, December 2014
Interest in grill accessories declines with age
Figure 47: Grill accessories interested in owning, by age, December 2014
Figure 48: Count of grill accessories owned, by age, December 2014
Urbanites are interested in grill accessories, but may lack space
Figure 49: Grill accessories interested in owning, by area, December 2014
Figure 50: Count of grill accessories owned, by area, December 2014
FREQUENCY OF GRILLING BY SEASON, DAY OF WEEK, AND OCCASION
Key points
Summer, holidays, weekends are popular times for grilling
Grilling by season
Figure 51: Frequency of grilling by season, December 2014
Grilling on holidays
Figure 52: Frequency of grilling during the holidays, December 2014
Weekdays versus weekends
Figure 53: Frequency of grilling, weekend versus weekdays, December 2014
When consumers grill, by grill type
Gas versus charcoal
Niche and indoor grillers
Figure 54: Frequency of grilling – Regularly, by types of grills owned, December 2014
Frequency of grilling, by region
Figure 55: Frequency of grilling in the summer and winter – Regularly, by region, December 2014
Figure 56: Frequency of grilling – Regularly, by region/divisions, December 2014
FREQUENCY OF GRILLING BY GRILLING LOCATION
Key points
More than half grill at parks/campgrounds, homes of friends and family
Figure 57: Frequency of grilling by location, December 2014
Grillers aged 25-34 most likely to grill away from home
Figure 58: Location of grilling – Any participation, by age, December 2014
Urbanites most likely to travel with grill
Figure 59: Location of grilling – Any participation, by area, December 2014
Renters grill both at home and away from home
Figure 60: Location of grilling – Any participation, by primary residence, December 2014
Participation in grilling away from home varies based on type and size of grill owned
Grill type
Grill size
Figure 61: Location of grilling – Any participation, by types of grills owned, December 2014
PLANS TO PURCHASE A NEW GRILL
Key points
Nearly half of adults plan to buy a grill within two years
Figure 62: Plans to purchase a new grill, December 2014
Majority of Millennials in the market to buy a grill
Figure 63: Time frame for purchasing a new grill – Any plans within next two years, by age, December 2014
Larger households more likely to purchase a grill
Figure 64: Time frame for purchasing a new grill – Any plans within next two years, by area, presence of children in the household, household size, and primary residence, December 2014
Most who plan to purchase a grill are current grill owners
Figure 65: Plans to purchase a grill – Any plans within the next two years, by current grill ownership, December 2014
Figure 66: Time frame for purchasing a new grill – Any plans within the next two years, by type of grill owned and number of working grills owned, December 2014
CHAID Analysis
Methodology
Urban homeowners with children represent a practical target
Figure 67: Plans to purchase a new grill – CHAID – Tree output, December 2014
Figure 68: Plans to purchase a new grill – CHAID – Table output, December 2014
REASONS FOR PURCHASING A NEW GRILL
Key points
Plurality of prospective grill buyers are looking for an upgrade
Figure 69: Reason for purchasing a new grill, December 2014
Charcoal grillers more likely to upgrade, gas grillers more likely to replace
Figure 70: Reason for purchasing a new grill, by types of grills owned, December 2014
Urban grillers want to cook a greater variety of food
Figure 71: Reason for purchasing a new grill, by area, December 2014
LOYALTY TO GRILL SIZE, TYPE, AND BRAND
Key points
Grill brand, fuel type, and size consistency among multiple grill owners
Multiple grill owners tend to own more than one grill brand
Figure 72: Grill types owned by multiple grill owners – Same brand, fuel type, size, December 2014
Younger consumers are more brand loyal
Figure 73: Grill types owned by multiple grill owners – Same brand, fuel type, size, by age, December 2014
About half of urbanites own two or more grills of the same brand
Figure 74: Grill types owned by multiple grill owners – Same brand, fuel type, size, by area, December 2014
Households with children are more brand loyal
Figure 75: Grill types owned by multiple grill owners – Same brand, fuel type, size, by presence of children in household, December 2014
Similarities between current grill owned and planned grill purchase
Prospective grill buyers plan to stick with what is familiar
Figure 76: Differences between planned grill purchase and current grill owned – Brand, fuel type, size, December 2014
Suburban, rural grill buyers may be more influenced by advertising claims
Figure 77: Differences between planned grill purchase and current grill owned – Brand, fuel type, size, by area, December 2014
Whether charcoal or gas, most grillers want what they already have
Figure 78: Differences between planned grill purchase and current grill owned – Fuel type, by types of grills owned, December 2014
When it comes to size, the bigger the better
Figure 79: Differences between planned grill purchase and current grill owned – Size, by size of grills owned, December 2014
TARGETING GRILLERS ONLINE
Key points
Many consumers who plan to buy a grill are active online
Figure 80: Plans to purchase a grill within the next two years – Any, by websites visited daily, December 2014
Figure 81: Plans to purchase a grill within the next two years – Any, by websites visited daily, December 2014
Most Yelp, Foursquare, Flickr users plan to buy a grill within the next two years
Figure 82: Plans to purchase a grill within the next two years – Any, by social media sites visited daily, December 2014
ATTITUDES TOWARD GRILLING
Key points
Attitudes toward grill ownership
Figure 83: Attitudes toward grill ownership, December 2014
Urban grillers lack space for larger grills
Figure 84: Attitudes toward grill ownership, by area, December 2014
Lifestyle needs of young grillers aren’t being met
Figure 85: Attitudes toward grill ownership, by age, December 2011
Attitudes toward the grilling occasion
Figure 86: Attitudes toward the grilling occasion, December 2014
For Millennials, grilling is a throwback to their childhood
Figure 87: Internet Explorer, “Child of the 90s | Internet Explorer,” Jan. 23, 2013
Figure 88: Attitudes toward grill ownership, by age, December 2014
Urban grillers think grilling is more work
Figure 89: Attitudes toward grill ownership, by area, December 2014
Parents less likely to call grilling fun, easy
Figure 90: Attitudes toward grill ownership, by presence of children in household, December 2014
Grills that require more work are viewed as less fun
Figure 91: Attitudes toward grill ownership, by types of grills owned, December 2014
Attitudes toward grill accessories
Figure 92: Attitudes toward the grill accessories, December 2014
Those who are most likely to shop for grills are most likely to enjoy shopping for grill accessories
Figure 93: Attitudes toward grill ownership, by age, December 2014
Urban respondents show a greater interest in grilling accessories
Figure 94: Attitudes toward grill ownership, by area, December 2014
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Grill ownership
Figure 95: Grill penetration, by race and Hispanic origin, January 2015
Figure 96: Types of grills owned, by race and Hispanic origin, December 2014
Grill accessories – Ownership and interest
Figure 97: Grill accessories owned, by race/Hispanic origin, December 2014
Figure 98: Grill accessories interested in owning, by race/Hispanic origin, December 2014
Frequency of grilling by grill location
Figure 99: Location of grilling – Any participation, by race/Hispanic origin, December 2014
Frequency of grilling by season, day of week, and occasion
Figure 100: Frequency of grilling, season, day of week, and occasion – Regularly, by race/Hispanic origin, December 2014
Plans to purchase a new grill
Figure 101: Time frame for purchasing a new grill, by race/Hispanic origin, December 2014
Loyalty to brand, fuel type, and size
Figure 102: Grill types owned by multiple grill owners – Same brand, fuel type, size, by race/Hispanic origin, December 2014
Figure 103: Differences between planned grill purchase and current grill owned, by race/Hispanic origin, December 2014
Attitudes toward grill ownership
Figure 104: Attitudes toward grill ownership, by race/Hispanic origin, December 2014
Attitudes toward the grilling occasion
Figure 105: Attitudes toward the grilling occasion, by race/Hispanic origin, December 2014
Attitudes toward grill accessories
Figure 106: Attitudes toward grill accessories, by race/Hispanic origin, December 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Household grill ownership
Penetration/types of grills owned
Figure 107: Types of grills owned, by household area, December 2014
Figure 108: Types of grills owned, by household income, December 2014
Figure 109: Types of grills owned, by presence of children in the household, December 2014
Figure 110: Types of grills owned, by household size, December 2014
Figure 111: Types of grills owned, by nine region/divisions, December 2014
Figure 112: Types of grills owned, by nine region/divisions, December 2014 (cont)
Figure 113: Ownership of outdoor gas and charcoal grills, Spring 2007-Summer 2014
Average number of grills owned
Figure 114: Average number of grills owned and average number of working grills owned, by household characteristics, December 2014
Number of working grills owned
Figure 115: Number of working grills owned, by race/Hispanic origin, December 2014
Figure 116: Number of working grills owned, by area, December 2014
Figure 117: Number of working grills owned, by household income, December 2014
Figure 118: Number of working grills owned, by presence of children in household, December 2014
Figure 119: Number of working grills owned, by household size, December 2014
Figure 120: Number of working grills owned, by region/divisions, December 2014
Figure 121: Number of working grills owned, by region/divisions, December 2014 (cont)
Grill accessories – Ownership and interest
Grill accessories owned
Figure 122: Grill accessories owned, by gender, December 2014
Figure 123: Grill accessories owned – Any own, by household characteristics, December 2014
Figure 124: Grill accessories owned, by area, December 2014
Figure 125: Grill accessories owned, by household income, December 2014
Figure 126: Grill accessories owned, by presence of children in household, December 2014
Figure 127: Grill accessories owned, by primary residence, December 2014
Figure 128: Grill accessories owned, by types of grills owned, December 2014
Figure 129: Grill accessories owned, by types of grills owned, part II, December 2014
Figure 130: Grill accessories owned, by types of grills owned, part III, December 2014
Grill accessories interested in owning
Figure 131: Grill accessories interested in owning, by gender, December 2014
Figure 132: Count of grill accessories owned, by gender, December 2014
Figure 133: Count of grill accessories owned, by number of working grills owned, December 2014
Frequency of grilling by season, day of week, and occasion
Figure 134: Frequency of grilling, by season, day of week, and occasion, December 2014
Figure 135: Frequency of grilling – Regularly, by gender, December 2014
Figure 136: Frequency of grilling – Regularly, by age, December 2014
Figure 137: Frequency of grilling – Regularly, by area, December 2014
Figure 138: Frequency of grilling – Regularly, by household income, December 2014
Figure 139: Frequency of grilling – Regularly, by presence of children in household, December 2014
Figure 140: Frequency of grilling – Regularly, by primary residence, December 2014
Figure 141: Frequency of grilling – Regularly, by types of grills owned, December 2014
Figure 142: Frequency of grilling – Regularly, by number of working grills owned, December 2014
Figure 143: Frequency of grilling – Regularly, by region/divisions, part I, December 2014
Figure 144: Frequency of grilling – Regularly, by region/divisions, part II, December 2014
Frequency of grilling by grilling location
Any participation
Figure 145: Frequency of grilling by location, December 2014
Figure 146: Location of grilling – Any participation, by gender, December 2014
Figure 147: Location of grilling – Any participation, by household income, December 2014
Figure 148: Location of grilling – Any participation, by presence of children in household, December 2014
Figure 149: Location of grilling – Any participation, by number of working grills owned, December 2014
Figure 150: Location of grilling – Any participation, by types of grills owned, December 2014
Figure 151: Location of grilling – Any participation, by region/divisions, part I, December 2014
Figure 152: Location of grilling – Any participation, by region/divisions, Part II, December 2014
Regular participation
Figure 153: Location of grilling – regularly, by primary residence, December 2014
Plans to purchase a new grill
Figure 154: Time frame for purchasing a new grill, December 2014
Figure 155: Time frame for purchasing a new grill, by gender, December 2014
Figure 156: Time frame for purchasing a new grill, by age, December 2014
Figure 157: Time frame for purchasing a new grill, by race/Hispanic origin, December 2014
Figure 158: Time frame for purchasing a new grill, by household income, December 2014
Reasons for purchasing a new grill
Figure 159: Reason for purchasing a new grill, December 2014
Figure 160: Reason for purchasing a new grill, by age, December 2014
Figure 161: Reason for purchasing a new grill, by household income, December 2014
Figure 162: Reason for purchasing a new grill, by presence of children in household, December 2014
Figure 163: Reason for purchasing a new grill, by types of grills owned, part I, December 2014
Figure 164: Reason for purchasing a new grill, by types of grills owned, part II, December 2014
Loyalty to grill size, type, and brand
Grill brand, fuel type, and size consistency among multiple grill owners
Figure 165: Varieties of grills owned by multiple grill owners, by gender, December 2014
Figure 166: Varieties of grills owned by multiple grill owners, by age, December 2014
Figure 167: Varieties of grills owned by multiple grill owners, by region, December 2014
Figure 168: Varieties of grills owned by multiple grill owners, by area, December 2014
Figure 169: Varieties of grills owned by multiple grill owners, by household income, December 2014
Figure 170: Varieties of grills owned by multiple grill owners, by presence of children in household, December 2014
Similarities between current grill owned and planned grill purchase
Figure 171: Differences between planned grill purchase and current grill owned, December 2014
Figure 172: Differences between planned grill purchase and current grill owned, by gender, December 2014
Figure 173: Differences between planned grill purchase and current grill owned, by age, December 2014
Figure 174: Differences between planned grill purchase and current grill owned, by household income, December 2014
Figure 175: Differences between planned grill purchase and current grill owned, by types of grills owned, part I, December 2014
Figure 176: Differences between planned grill purchase and current grill owned, by types of grills owned, part II, December 2014
Figure 177: Differences between planned grill purchase and current grill owned, by types of grills owned, part III, December 2014
Attitudes toward grilling
Figure 178: Attitudes toward grilling, December 2014
Figure 179: Attitudes toward grilling, by gender, December 2014
Figure 180: Attitudes toward grilling, by household income, December 2014
Figure 181: Attitudes toward grilling, by presence of children in household, December 2014
Figure 182: Attitudes toward grilling, by types of grills owned, December 2014
Figure 183: Attitudes toward grilling, by types of grills owned, December 2014
Figure 184: Attitudes toward grilling, by types of grills owned, December 2014
APPENDIX – TRADE ASSOCIATIONS
Association of Home Appliance Manufacturers (AHAM)
Hearth, Patio & Barbecue Association (HPBA)
National Propane Gas Association (NPGA)
National Restaurant Association (NRA)