Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Shipment data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Outdoor barbecue market slowly growing
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- Figure 1: Outdoor barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2006-16
- Market factors
- Decline in home ownership may lower grill purchases
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- Figure 2: Rates of homeownership in the U.S., 2004-Q4 2011
- Out-of-home entertainment spending increases point to fund availability for grilling
- Consumers still selective about spending, need convincing that grills are useful
- Confidence increasing as unemployment declines, opening door to grill purchases
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- Figure 3: Rate of U.S. unemployment and underemployment, January 2007-February 2012
- Figure 4: U.S. Consumer Sentiment, March 2007-March 2012
- Industry competition
- Restaurants provide specialized barbecue, could draw unskilled grillers
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- Figure 5: Familiarity with and interest in regional American barbecue, October 2011
- Standard kitchen appliances may be lessening the need for barbecue grills
- The consumer
- Urban households the least likely to own grills
- Urban grill purchases go against the norm
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- Figure 6: Grill type most recently purchased, by area, December 2011
- Consumers want fun and flavor in grilling
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- Figure 7: Reasons for cooking on the grill (any agree), December 2011
- Perceptions that grilling is healthier may be linked to what’s cooking on the grill
- Indoor use grills most conducive to year-round grilling
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- Figure 8: Grilling habits, by grill type ownership, December 2011
- Dinnertime grilling reigns
- Millennials most likely to experiment with grilled foods
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- Figure 10: Types of food cooked on the grill, Millennials vs. total, December 2011
- Consumers’ enthusiasm for sauces should be used as grounds for grilling
- Gas grills may not be suited to multicultural groups’ ownership needs
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- Figure 11: Grill type ownership, by race and Hispanic origin, December 2011
- What we think
Issues in the Market
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- Are grill manufacturers ready for improvements in the housing market?
- What will trigger purchase of a new grill?
- Is barbecue advertising in line with consumer usage?
- How can the grill industry profit from more diversity in grilling choices?
Insights and Opportunities
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- Customizable grills
- “Grillables” meal options
- Marketing partnerships with marinade and sauce makers
Inspire Insights
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- Trend: Men Shopping Badly
- Trend: Minimize Me
Market Size and Forecast
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- Key points
- Grill shipments tied to economy, home ownership
- Grill shipments may increase as products become smaller
- Unit shipments and forecast of outdoor barbecue grills
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- Figure 12: Manufacturers’ shipments of outdoor barbecue grills in the U.S., 2006-16
- Fan chart forecast of outdoor barbeque grill unit shipments
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- Figure 13: Outdoor barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2006-16
Market Drivers
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- Key points
- Home ownership is down
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- Figure 14: Rates of homeownership in the U.S., 2004-Q4 2011
- Out-of-home entertainment spending is increasing
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- Figure 15: U.S. Consumer unit spending on fees and admissions to entertainment events, 2006-11
- Consumers selective in their spending on nonessentials
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- Figure 16: U.S. mean annual household discretionary spending, by household income, 2011
- Unemployment declines, consumer confidence increasing
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- Figure 17: Rates of U.S. unemployment and underemployment, January 2007-February 2012
- Figure 18: U.S. Consumer Sentiment, March 2007-March 2012
- More consumers cooking at home
Competitive Context
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- Key points
- Restaurants cater to consumers interested in specialized barbecue
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- Figure 19: Familiarity with and interest in regional American barbecue, October 2011
- Standard kitchen appliances may be used to replicate the grill flavor
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- Figure 20: Cuisinart CMW-200 convection microwave oven with grill, March 2012
Segment Performance
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- Key points
- Shipments of outdoor barbecue grills, by segment
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- Figure 21: Manufacturers’ shipments of outdoor barbecue grills in the U.S., by segment, 2006-16
Segment Performance—Gas Grills
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- Key points
- Shipment volume and forecast of gas grills
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- Figure 22: Shipment and forecast of gas grills in the U.S., 2006-16
Segment Performance—Charcoal Grills
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- Key points
- Shipment volume and forecast of charcoal grills
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- Figure 23: Shipment and forecast of charcoal grills in the U.S., 2006-16
Segment Performance—Electric Grills
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- Key points
- Shipments and forecast of electric grills
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- Figure 24: Shipment and forecast of electric grills in the U.S., 2006-16
Retail Channels
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- Key points
- Most grill purchases in-store, at mass merchandisers and home centers
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- Figure 25: Where and how most recently purchased grill was acquired, December 2011
- Mass merchandisers, home centers offer variety of grill types
- Walmart
- Target
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- Figure 26: Party and tailgating-themed grills and accessories sold at Target, February 2012
- Home Depot
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- Figure 27: Picnic Time Inc. Portable cooler Grill Kit, Home Depot online product display, February 2012
- Lowe’s
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- Figure 28: Char-Broil Big Easy Oil-Less Turkey Fryer, Lowe’s online product display, February 2012
Leading Companies
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- Key points
- Weber and its competitors
- Weber-Stephen
- W.C. Bradley (Char-Broil)
- Russell Hobbs Inc. (George Foreman)
- Smaller suppliers
- Blue Rhino
- Brinkmann
- Jarden Corporation (Coleman Company)
- Nexgrill
- Sureheat
- High-end and specialty grills
- Big Green Egg
- Bull Outdoor Products
- Fire Magic
- Fisher & Paykel (DCS)
- Hibachi
- Kalamazoo
- Lynx
- Napoleon
- Thermal Engineering Corporation (TEC)
- Vermont Castings
Innovations and Innovators
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- Key points
- Marketing new multipurpose sauces and seasonings
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- Figure 29: Variants of new barbecuing sauces and seasonings launched February 2011-January 2012
- Multitasking and small space grilling
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- Figure 30: Hot Pot Barbecue, March 2012
- Figure 31: iGrill meat thermometer, March 2012
- Restaurants focusing on regional cuisine
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- Figure 32: Regional or city-specific ingredient references 2008-11
- Social networking and entertainment in the barbecuing space
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- Figure 33: Mobile barbecuing apps, February 2012
- Meetup groups
- Forums and blogs
- TV and radio programs
Marketing Strategies
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- Key points
- TV advertising
- Weber—Have Fun with it
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- Figure 34: Weber TV ad “Have Fun with it” April 2010
- Figure 35: Weber TV ad “Have Fun with it” April 2011
- Coleman—Family Bonding
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- Figure 36: Coleman TV ad “Family Bonding” May 2011
- Hillshire Farms—Go Meat!
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- Figure 37: Hillshire Farms TV ad “Go Meat!” August 2011
- Billboard advertisements
- Bloom
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- Figure 38: Bloom Billboard ad “Flavor is Actual Size” August 2010
- Meat & Livestock Australia (MLA)
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- Figure 39: MLA Billboard ad “That’s your Beeflex” January 2012
- Indirect marketing
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- Figure 40: Top-selling barbecue scented Man Cave candle “Off the Grill”
- The Original Man Candle—Barbecue Scented Candle
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- Figure 41: The Original Man Candle Barbecue Scented Candle
- Que Cologne
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- Figure 42: Que Cologne Internet ad “Blind Date” May 2011
Grill Ownership
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- Key points
- Grill ownership declines, likely a reflection of declining homeownership
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- Figure 43: Household grill ownership, 2005-11
- Grill ownership varies by region
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- Figure 44: Household grill ownership, by region, July 2010-September 2011
- Half of grill-owning households have two or more grills
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- Figure 45: Grill types owned, by household and number owned, December 2011
- Grill ownership varies with population density
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- Figure 46: Grill types owned by household, by urban area, December 2011
- Higher-income, larger households more likely to own grills
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- Figure 47: Grill types owned by household, by household income, December 2011
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- Figure 48: Grill types owned by household, by household size, December 2011
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- Figure 49: George Foreman “iGrill with George” print ad, 2007
- Grill ownership varies by generation
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- Figure 50: Grill types owned by household, by generation, December 2011
Grill Purchasing
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- Key points
- Grill purchases are income-based
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- Figure 51: Grill type most recently purchased, by household income, December 2011
- Household region and residential area, type impact recent purchases
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- Figure 52: Grill type most recently purchased, by region, area, and residence, December 2011
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- Figure 53: U.S. Census median household incomes, by region, 2010
- Consumers purchase grills to last, buy when they need replacements
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- Figure 54: When most recently purchased grill was acquired, December 2011
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- Figure 55: Reason for most recent grill purchase, December 2011
- Past year grill purchases most often charcoal, electric
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- Figure 56: When most recently purchased grill was acquired, by grill type, December 2011
Consumer Attitudes Toward Grilling
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- Key points
- Consumers grilling for taste, recreation
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- Figure 57: Reasons for cooking on the grill, December 2011
- Parents, renters more likely to enjoy grilling
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- Figure 58: Agreement that cooking on the grill is an enjoyable way to cook, December 2011
- Grilling may not be easy for all
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- Figure 59: Agreement that cooking on the grill is easiest way to prepare food, December 2011
- Consumers not completely convinced grilling is healthier
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- Figure 60: Agreement that cooking on the grill is healthier, December 2011
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- Figure 61: Types of foods cooked on the grill, by demographics, December 2011
Grill Usage and Food Selections
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- Key points
- Consumers grilling year-round
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- Figure 62: Grilling habits, by grill type ownership, December 2011
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- Figure 63: Smokers and stove top grills on the market, February 2012
- Figure 64: Change in grill use compared with last year, by urban area and by homeownership status, December 2011
- Gen Xers, large households with kids grill the most each week
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- Figure 65: Grilling frequency per week, by demographics, December 2011
- Almost all consumers using grills to cook dinner
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- Figure 66: Reasons for grill use, December 2011
- Figure 67: Target group of respondents who use a grill at home to cook lunch, December 2011
- Millennials expanding beyond the typical grilled foods
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- Figure 68: Type of foods cooked on the grill, by generation, December 2011
- Appeal of grilling may be in the sauce
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- Figure 69: Barbecue, marinades & seasoning sauces, July 2008-September 2011
Impact of Race and Hispanic Origin
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- Key points
- Gas grill ownership lags among blacks and Hispanics
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- Figure 70: Grill ownership, by race and Hispanic origin, December 2011
- Figure 71: Grill type most recently purchased, by race, December 2011
- More Hispanics using grills for camping and tailgating
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- Figure 72: Reasons for grill use, by Hispanic origin, December 2011
- Multicultural groups favor grill usage for health, recreation
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- Figure 73: Agreement that cooking on the grill makes parties and gatherings more fun, by race and Hispanic origin, December 2011
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- Figure 74: Agreement that cooking on the grill is healthier than other cooking methods, by race and Hispanic origin, December 2011
Cluster Analysis
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- Grill Fans
- Demographics
- Characteristics
- Opportunity
- Simple Grillers
- Demographics
- Characteristics
- Opportunity
- Mainstream Grillers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 75: Grill ownership, by cluster groups, December 2011
- Figure 76: Repertoire of grill ownership, by cluster groups, December 2011
- Figure 77: Grill type most recently purchased, by cluster groups, December 2011
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- Figure 78: Reasons for grill use, by cluster groups, December 2011
- Figure 79: Grilling habits, by cluster groups, December 2011
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- Figure 80: Grilling frequency per week, by cluster groups, December 2011
- Figure 81: Reasons for cooking on the grill, by cluster groups, December 2011
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- Figure 82: Repertoire of type of foods cooked on the grill, by cluster groups, December 2011
- Cluster demographics
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- Figure 83: Cluster groups, December 2011
- Figure 84: Cluster groups, by gender, December 2011
- Figure 85: Cluster groups, by age, December 2011
- Figure 86: Cluster groups, by household income, December 2011
- Figure 87: Cluster groups, by race, December 2011
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- Figure 88: Cluster groups, by Hispanic origin, December 2011
- Figure 89: Cluster groups, by marital/relationship status, December 2011
- Figure 90: Cluster groups, by household size, December 2011
- Figure 91: Cluster groups, by presence of children in household, December 2011
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- Figure 92: Cluster groups, by Census region, December 2011
- Figure 93: Cluster groups, by urban area, December 2011
Appendix—Other Useful Consumer Tables
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- Figure 94: Grilling habits, by household income, Census region, and generations, December 2011
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- Figure 95: Grilling habits, by race and Hispanic origin, December 2011
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- Figure 96: Change in grill use compared with last year, by grill ownership, December 2011
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- Figure 97: Repertoire of type of foods cooked on the grill, by grill ownership, December 2011
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Appendix—Trade Associations
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