- Contents
- *Scope and Themes
- What you need to know
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
What you need to know
Grilling is quite popular. About eight of 10 households in the US own at least one grill, and about 60% of these owners use their grill a few times a month or more. Moreover, in many households, a grill is a complement to a kitchen’s cooking appliances. Grilling is considered a year-round activity in about 60% of households that grill at least once a year. Despite grilling’s popularity and being regarded as the quintessential all-American family activity, unit sales of barbecue grills decreased 21% between 2008 and 2013 to 11.8 million units. The economic downturn depressed sales and led many to put off purchasing, replacing, or upgrading their grill.
This report builds on the analyses presented in Mintel’s Outdoor Barbecue – US, April 2012 and the 2010, 2007, and 2003 reports of the same title. It explores whether consumers own barbecue grills and, among those who do, which types and how often they use them. The report also covers which household members typically participate in grilling, why they grill, and what types of foods they make. Also discussed are resources people use to learn how to grill and enhancements that would encourage them to grill more often, as well as factors that influence purchase decisions, grill usage and operations, and the foods prepared on the grill. An examination of retail channels and leading companies is also included.
For the purposes of this report, Mintel has used the following definitions:
This report includes household gas, charcoal, and electric grills, as well as combination gas and charcoal grills, Stove-top and portable grills, and smokers. Market size, segments, and forecast data are limited to US shipments of outdoor gas, charcoal, and electric grills. Accessories and attachments are not included.
Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.
Sales data
Market Size and Forecast as well as Segment sections are based on US outdoor grill shipment estimates from HPBA (Hearth, Patio & Barbecue Association), Experian Marketing Services, and Mintel estimates.
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer consumption of attitudes and behaviors toward barbecuing and grilling. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in December 2013 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results. Please note that our surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.
Mintel has also analyzed data from Experian Marketing Services, Summer 2013 Simmons NHCS Adult Study 12-month. The Experian Marketing Services, Simmons NHCS was carried out during July 2012-September 2013, and the results are based on the sample of 24,219 adults aged 18+, with results weighted to represent the US adult population.
Additional data from Experian Marketing Services, NHCS is included for 2008-2012.
Adults:
Experian Marketing Services, Summer 2012 Simmons NHCS Adult Study 12-Month.
Experian Marketing Services, Summer 2011 Simmons NHCS Adult Study 12-Month.
Experian Marketing Services, Summer 2010 Simmons NHCS Adult Study 12-Month.
Experian Marketing Services, Summer 2009 Simmons NHCS Adult Study 12-Month.
Experian Marketing Services, Summer 2008 Simmons NHCS Adult Study 12-Month.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.
Abbreviations
The following is a list of abbreviations used in this report:
| BBQ | Barbecue |
| EDLP | Walmart’s “Every Day Low Price” Program |
| HPBA | Hearth, Patio & Barbecue Association |
| NCS/NHCS | National Consumer Study/National Hispanic Consumer Study (Experian Simmons) |
Terms
| Grilling household | Refers to a household that owns a grill and uses it more than once a year |
| Grill master | An adult in a household that owns three or more grills |
Generations are discussed within this report, and they are defined as:
| World War II/ Swing generation | Members of the WWII generation were born in 1932 or before and are aged 82 or older in 2014. Members of the Swing generation were born between 1933 and 1945 and are aged 69-81 in 2014. |
| Baby Boomers | The generation born between 1946 and 1964. In 2014, Baby Boomers are between the ages of 50 and 68. |
| Generation X | The generation born between 1965 and 1976. In 2014, Gen Xers are between the ages of 38 and 49. |
| Millennials* | The generation born between 1977 and 1994. In 2014, Millennials are between the ages of 20 and 37. |
| iGeneration | The generation born between 1995 and 2007. In 2014, iGens are between the ages of 7 and 19. |
| Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2014, members of this as-yet unnamed generation are younger than age 7. |
* Also known as Generation Y or Echo Boomers
