Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on outdoor cooking
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on outdoor cooking, August 2020
- Opportunities and Challenges
- Outdoors an extension of the home
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- Figure 2: Changes in outdoor time and cooking due to COVID-19, May 2020
- High penetration, low intent to purchase challenges market growth
- Expect a downturn in the market, but also some opportunities
- Most have positive attitudes toward outdoor cooking and are looking to improve
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- Figure 3: Select attitudes toward outdoor cooking, May 2020
- Shift in shopping: harness the rising power of digital and evolve the in-store experience
The Market – Key Takeaways
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- Short-term uptick followed by declines
- Outdoors is extension of the home
- A rise in staycationing and at-home cooking
- More adults buying homes in pandemic, yet may have less outdoor space
- Retail’s pandemic response will influence future shoppers; outdoor cooking will get smaller and smarter
Market Size and Forecast
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- Decline in spend will result in downturn of market
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- Figure 4: Total US sales and forecast of barbecue grills, at current prices, 2015-25
- Figure 5: Total US sales and forecast of barbecue grills, at current prices, 2015-25
- Impact of COVID-19 on outdoor cooking
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- Figure 6: Short-, medium- and long-term impact of COVID-19 on outdoor cooking, August 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
America’s Outdoor Spaces
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- Younger adults have less outdoor space
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- Figure 7: Outdoor living space, by age, parental status, census region and living area, May 2020
- Good weather and good times: both motivate outdoor time
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- Figure 8: Usage of outdoor space, May 2020
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- Figure 9: Types of outdoor space, by select usage of outdoor space, May 2020
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- Figure 10: Homegoods post, July 2020
- Outdoors is an extension of the home that’s worth investing in
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- Figure 11: Attitudes toward outdoor space, May 2020
Market Opportunities
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- The great staycation: pandemic will push transition to vacationing at home
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- Figure 12: Kingsford Instagram, June 2020
- Defined relationship with home extends outdoors
- Decline in out-of-home dining amid COVID-19 spurs at-home cooking
- Existing retail challenges will accelerate, expand due to the pandemic
Market Factors
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- Pandemic fosters new relationship with the home and its surroundings
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- Figure 13: Changes in outdoor time and cooking due to COVID-19, May 2020
- Outdoor cooking industry will see a downturn amid recession
- Homeownership on the rise, but large yards are on the decline
Companies and Brands – Key Takeaways
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- Retailers’ pandemic response could shape shopping behaviors
- Outdoor cooking gets smaller and smarter
Competitive Strategies
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- Retailers respond to COVID-19, could impact future shopping behavior
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- Figure 14: Lowe’s social media response to pandemic, June 2020
- Compact appliances could extend to outdoors
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- Figure 15: KettlePizza, October 2019
- Outdoor cooking will get smarter
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- Figure 16: Weber connect smart grilling hub, January 2020
The Consumer – Key Takeaways
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- Long replacement cycles, recession pose continued category threat
- Most research on their own, yet the visual experience carries weight
- Quality trumps price, while function is more important than style
- Convenience, flavor and wellbeing are key outdoor cooking motivators
Outdoor Cooking Equipment Ownership and Intent to Purchase
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- Low intent to purchase looms over future category growth
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- Figure 17: Outdoor cooking equipment ownership and intent to purchase, May 2020
- Gas provides convenience, alternative fuels provide flavor
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- Figure 18: Ownership or intent to purchase select outdoor cooking equipment, by select attitudes toward outdoor cooking, May 2020
- Younger adults looking to enter the outdoor cooking market
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- Figure 19: Outdoor cooking equipment ownership, by age, May 2020
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- Figure 20: Intent to purchase outdoor cooking equipment in next year, by age, May 2020
Attitudes toward Shopping for Outdoor Cooking Equipment
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- Few rely solely on expert advice
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- Figure 21: Approach to research, May 2020
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- Figure 22: Approach to research, by age, race and Hispanic origin, May 2020
- Visual reassurance: if they can’t see it, they won’t buy it
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- Figure 23: Shopping preferences, May 2020
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- Figure 24: Shopping preferences, by age, parental status, living location, May 2020
- Replacement drives purchases, particularly for adults 55+
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- Figure 25: Purchase motivations, May 2020
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- Figure 26: Purchase motivations, by age, parental status, race and Hispanic origin, May 2020
- Higher quality is worth the investment
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- Figure 27: Attitudes toward quality vs price, May 2020
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- Figure 28: Attitudes toward quality vs price, by age, race and Hispanic origin, May 2020
- Most seek function over style or flair
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- Figure 29: Attitudes toward durability vs style, May 2020
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- Figure 30: Attitudes toward durability vs style, by age, race and Hispanic origin, May 2020
Attitudes toward Cooking Outdoors
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- Flavor is the backbone of cooking outdoors
- Convenience, enjoyment motivate outdoor cooking
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- Figure 31: Attitudes toward cooking outdoors, May 2020
- Parents, young adults find range of benefits to cooking outdoors
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- Figure 32: Select attitudes toward cooking outdoors, by age, parental status, May 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 33: Total US sales and forecast of barbecue grills, at inflation-adjusted prices, 2015-25
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Appendix – The Consumer
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- Figure 34: Type of outdoor space, by outdoor cooking equipment ownership and intent to purchase, May 2020
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