Table of Contents
Executive Summary
-
- Top takeaways
- Market overview
-
- Figure 1: Outdoor cooking equipment ownership, 2020–21
- Impact of COVID-19 on outdoor cooking
-
- Figure 2: Short-, medium- and long-term impact of COVID-19 on outdoor cooking, july 2021
- Opportunities and challenges
- Adults shift toward online, but physical retail needs to transform
- Living and lifestyle trends spur size and design innovation
- Utilize technology to increase reach with consumers
- Reinforce the value of versatility and convenience
-
- Figure 3: Fuel priorities, any rank (net), 2021
The Market – Key Takeaways
-
- Supply chain issues will have knock-on effect on future purchases
- Consumers remain uncertain of future; homeownership climbs
Market Factors
-
- Supply chain kinks create potential shortages
- Uncertainty lingers even as consumer confidence grows
-
- Figure 4: Consumer confidence and unemployment, 2000-April 2021
-
- Figure 5: Disposable Personal Income change from previous period, January 2007-April 2021
- Home ownership continues to climb
-
- Figure 6: Number of households, by age of householder, 2010 and 2020
Retailers and Brands – Key Takeaways
-
- The pandemic tide lifts all outdoor living boats
- Technology brings new engagement opportunities for retailers & brands
- Lean into desire for experiences
- Social commerce will play bigger role in purchase journey
Market Performance: Leading Retailers
-
- Major retailers focus on outdoor grilling, showing optimism for the future
- Home Depot
- Lowe’s
- Ace Hardware
- Wayfair
Competitive Strategies
-
- Ace builds on community ties to compete with home centers
-
- Figure 7: Ace hosts online outdoor cooking demonstrations on its social media channels
- Retailers invest in omnichannel
- Weber looks to expand digital cooking experience
Market Opportunities
-
- Focus on creating elevated outdoor cooking experience anywhere
-
- Figure 8: Snow Peak Takibi Fire and Grill
- Tap into nostalgia
-
- Figure 9: Weber grill original kettle relaunch
- Figure 10: Char-Broil grills
- Use social commerce to inspire younger adults and drive commerce
-
- Figure 11: Char-broil grill shoppable content
- Cross-brand partnerships capitalize on outdoor enthusiasm
-
- Figure 12: OXO Outdoor
The Consumer – Key Takeaways
-
- Appreciation for outdoors boosts ownership
- Replacement drives purchases
- Deliver digital inspiration
- Familiarity, convenience drives fuel preferences
- Innovate in design, functionality to meet younger demographics
- Build confidence to enable experiences and maintain engagement
Outdoor Cooking Equipment Ownership and Intent to Purchase
-
- Pandemic serves as catalyst for outdoor cooking purchases
-
- Figure 13: Outdoor cooking equipment ownership, 2020 – 21
-
- Figure 14: Repertoire of outdoor cooking equipment ownership and intent to purchase, 2021
- Tap into the urbanite market
-
- Figure 15: Outdoor cooking equipment ownership and intent to purchase, by living location, 2021
- Parents are central to future growth
-
- Figure 16: Outdoor cooking equipment ownership and intent to purchase, by parental status, 2021
Outdoor Cooking Equipment Purchase Drivers
-
- Replacement leads in purchase motivators, upgrades not far behind
-
- Figure 17: Outdoor cooking equipment purchase motivators, 2021
- Interest in expansion and upgrades strongest among young men
-
- Figure 18: Select outdoor cooking equipment purchase motivators, by gender and age, 2021
- Position purchases as permissible investment
-
- Figure 19: Select outdoor cooking equipment purchase motivators, by current financial situation, 2021
Outdoor Cooking Equipment Shopping Attitudes and Behaviors
-
- Shoppers supplement sales assistance with their own research
-
- Figure 20: Outdoor cooking equipment shopping attitudes and behaviors, 2021
- Leverage showrooms, digital tools to reassure urban shoppers
- Social content can fuel commerce among young adults
-
- Figure 21: Select outdoor cooking equipment shopping attitudes and behaviors, by age, living location, 2021
Fuel Priorities
-
- Convenience continues to drive category purchases
-
- Figure 22: Fuel priorities, 2021
- Specialty fuels can lean into demand for convenience
-
- Figure 23: Select fuel priorities –Any rank (net), by select outdoor cooking equipment ownership, 2021
- Focus on safety, flavor to reach young outdoor cookers
-
- Figure 24: Select fuel priorities, by age, 2021
Attitudes toward Cooking Outdoors
-
- Outdoor cooking isn’t viewed as a chore
-
- Figure 25: Attitudes toward outdoor cooking, 2021
- Innovate around design to meet younger, urban markets
-
- Figure 26: Attitudes toward outdoor cooking – limited by space, by living location, 2021
-
- Figure 27: Traeger range tabletop grill, May 2021
Outdoor Cooking Behaviors
-
- Pandemic fuels category participation
-
- Figure 28: Outdoor cooking behaviors, 2021
- Educational experiences create engagement opportunity
-
- Figure 29: Barriers to outdoor cooking, by gender and age, 2021
- Facilitate flavor exploration for parents
-
- Figure 30: Select outdoor cooking behaviors, by parental status, 2021
-
- Figure 31: Traeger spotlights mom grillers on social for mother’s day with recipes inspiration, May 2021
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
-
-
- Figure 32: Quarterly homeownership rate, 1995-2020
-
Back to top