Table of Contents
Executive Summary
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- The market
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- Figure 1: Barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2008-18
- Market segmentation
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- Figure 2: Unit sales of barbecue grills, segmented by type, 2011 and 2013
- Market drivers
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- Figure 3: US home ownership rate: 2004-13, 4th quarter, seasonally adjusted
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- Figure 4: US households with children, 2003-13
- Retail channels
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- Figure 5: Retail channel preferences for next grill purchase, December 2013
- Leading companies
- Marketing strategies
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- Figure 6: Grilling influences, December 2013
- The consumer
- Most households own a grill
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- Figure 7: Household grill ownership, trended, December 2011 and December 2013
- Six in 10 adults grill frequently (at least a few times a month)
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- Figure 8: Grill-usage frequency, December 2013
- Men typically run the grill
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- Figure 9: Who typically grills, by gender, December 2013
- Most adults consider grilling a year-round activity and enjoy it on many levels
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- Figure 10: Attitudes toward grilling/barbecuing – preparation/usage, by gender, December 2013
- Grilling is as much of an experience as it is a method of food preparation
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- Figure 11: Attitudes toward grilling/barbecuing – reasons for grilling, by gender, December 2013
- One third of adults plan to purchase a grill within the year
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- Figure 12: Expectations for timing of next grill purchase among all adults and current grill owners, December 2013
- Gas grills are the most likely next grill purchase
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- Figure 13: Type of grill expected to purchase, December 2013
- Average budget for the next grill purchase is $209
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- Figure 14: How much expecting to spend on next grill purchase, December 2013
- Today’s multiple grill owners can serve as market ambassadors
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- Figure 15: Grill-usage frequency, by number of grills household owns, December 2013
- What we think
Issues and Insights
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- How important are family and friends in this space?
- The issues:
- The implications:
- How important is year-round grill usage?
- The issues:
- The implications:
- Why do home ownership rates matter?
- The issues:
- The implications:
Trend Application
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- Inspire trend: Immaterial World
- Inspire trend: Experience Is All
- Mintel futures: East Meets West
Market Size and Forecast
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- Key points
- Consumers delayed grill purchases through the recession
- Market steadies
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- Figure 16: Total US unit sales and forecast of barbecue grills, 2008-18
- Fan chart forecast
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- Figure 17: Barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2008-18
Market Drivers
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- Key points
- Home ownership
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- Figure 18: US home ownership rate: 2004-13, 4th quarter, seasonally adjusted
- Year-round grill use
- Households with children
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- Figure 19: US households with children, 2003-13
Segment Performance
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- Key points
- Gas grills account for the majority of unit sales
- Charcoal gained market share between 2011 and 2013
- Unit sales of barbecue grills, by segment
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- Figure 20: Unit sales of barbecue grills, segmented by type, 2011 and 2013
Segment Performance – Gas Grills/Barbecues
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- Key points
- Unit sales are weak, but most likely due to spending more
- Next purchase will be a gas grill
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- Figure 21: Total US unit sales and forecast of gas barbecue grills, 2008-18
Segment Performance – Charcoal Barbecue Grills
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- Key points
- Charcoal grill sales held their own in a weak economy
- One in five adults plans to buy a charcoal grill
- Sales and forecast of charcoal barbecue grills
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- Figure 22: Total US unit sales and forecast of sales of charcoal barbecue grills, 2008-18
Segment Performance – Electric Barbecue Grills
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- Key points
- Sales and forecast of electric barbecue grills
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- Figure 23: Total US retail volume sales and forecast of electric barbecue grills, 2008-18
Retail Channels
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- Key points
- Home centers are preferred retail channel for grill purchases
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- Figure 24: Retail channel preferences for next grill purchase, December 2013
- Home centers fight it out for the Millennial consumer
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- Figure 25: Retail channel preferences for next grill purchase, by age, December 2013
- Higher-income households likely to buy from a home center
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- Figure 26: Retail channel preferences for next grill purchase, by household income, December 2013
- Homeowners will buy from a home center; renters prefer a mass merchant
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- Figure 27: Retail channel preferences for next grill purchase, by residency ownership, December 2013
- Retail profiles
- Home Depot
- Lowe’s
- Walmart
- Target
Leading Companies
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- Key points
- Weber and its competitors
- Weber-Stephen
- W.C. Bradley (Char-Broil)
- GHP Group, Inc. (Dyna-Glo)
- Spectrum Brands Holdings (George Foreman)
- Brinkmann
- Jarden Corporation (Coleman Company)
- Big Green Egg
- RH Peterson Co (Fire Magic)
- Lynx
- Kalamazoo
Innovations and Innovators
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- Hasty-Bake
- Grillbot
- iGrill Mini
- Pizza Que Grill Stone
- Kingsford Grill Surface Thermometer
Marketing Strategies
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- Key points
- Weber
- Char-Broil
- Big Green Egg
Grill Ownership
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- Key points
- Most households own a grill
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- Figure 28: Household grill ownership, by type, December 2011 and December 2013
- Home owners much more likely than renters to own a grill
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- Figure 29: Household grill ownership, by residency ownership, December 2013
- Income influences grill ownership and type of grills owned
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- Figure 30: Household grill ownership, by household income, December 2013
- Households with children more likely to own a grill
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- Figure 31: Household grill ownership, by presence of children in household, December 2013
Grill-Usage Frequency
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- Key points
- Six in 10 adults grill frequently (at least a few times month)
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- Figure 32: Grill-usage frequency, December 2013
- Higher-income households use their grills more frequently
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- Figure 33: Grill-usage frequency, by household income, December 2013
- Households with children grill the most frequently
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- Figure 34: Grill-usage frequency, by presence of children in household, December 2013
- Own a grill? Use a grill
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- Figure 35: Grill-usage frequency, by residency ownership, December 2013
Who Typically Grills
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- Key points
- Men grill (but women do too)
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- Figure 36: Who typically grills, by gender, December 2013
- It’s a family affair
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- Figure 37: Who typically grills, by generations, December 2013
Attitudes Toward Grilling Preparation and Usage
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- Key points
- Most adults consider grilling a year-round activity
- Grilled food is appealing to the taste buds
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- Figure 38: Attitudes toward grilling/barbecuing – preparation/usage, by gender, December 2013
- Generational differences present opportunities and pitfalls
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- Figure 39: Attitudes toward grilling/barbecuing – preparation/usage, by generations, December 2013
Types of Food Made on the Grill
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- Key points
- Most adults grill traditional American fare
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- Figure 40: Attitudes toward grilling/barbecuing – types of food grilled, by household income, December 2013
- Adults with children grill a broader selection of foods
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- Figure 41: Attitudes toward grilling/barbecuing – types of food grilled, by presence of children in household, December 2013
- Younger generations more open to experimenting on the grill
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- Figure 42: Attitudes toward grilling/barbecuing – types of food grilled, by generations, December 2013
Reasons for Grilling
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- Key point
- It is more than the food
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- Figure 43: Attitudes toward grilling/barbecuing – reasons for grilling, by gender, December 2013
- Adults with children attribute more positive benefits to grilling
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- Figure 44: Attitudes toward grilling/barbecuing – reasons for grilling, by presence of children in household, December 2013
- Renters hot on grilling
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- Figure 45: Attitudes toward grilling/barbecuing – reasons for grilling, by residency ownership, December 2013
Features That Would Encourage More Frequent Grilling
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- Key points
- Self-cleaning and hassle-free starts would encourage more usage
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- Figure 46: Features that would encourage more frequent grilling, by gender, December 2013
- Encourage barbecuing as a family activity
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- Figure 47: Features that would encourage more frequent grilling, by presence of children in household, December 2013
- iGen/Millennials looking for inspiration
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- Figure 48: Features that would encourage more frequent grilling, by generations, December 2013
- Renters’ grill usage can be increased with enhancements
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- Figure 49: Features that would encourage more frequent grilling, by residency ownership, December 2013
Grill Purchase Intent
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- Key points
- Current grill owners intend to buy a grill in the near future
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- Figure 50: Expectations for timing of next grill purchase among all adults and current grill owners, December 2013
- Adults with children are more likely to have plans to buy a grill
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- Figure 51: Expectations for timing of next grill purchase, by presence of children in household, December 2013
- Millennials ready to buy
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- Figure 52: Expectations for timing of next grill purchase, by generations, December 2013
- Seven in 10 Millennial dads plan to purchase a grill within the next year
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- Figure 53: Expectations for timing of next grill purchase, by millennial parents, December 2013
Type of Grill Expected to Purchase
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- Key points
- Gas grills are the most likely next grill purchase
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- Figure 54: Type of grill expected to purchase, December 2013
- Adults with higher incomes more likely to purchase gas grills
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- Figure 55: Type of grill expected to purchase, by household income, December 2013
- Homeowners plan to purchase gas grills
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- Figure 56: Type of grill expected to purchase, by residency ownership, December 2013
- Nongrill owners buy charcoal grills; others move to gas
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- Figure 57: Type of grill expected to purchase, by household grill ownership, December 2013
Budget for Next Grill Purchase
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- Key points
- Average budget for next grill purchase is $209
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- Figure 58: How much expecting to spend on next grill purchase, December 2013
- Men spend more than women on grills
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- Figure 59: How much expecting to spend on next grill purchase, by gender, December 2013
- Average spending on a grill correlates with household income
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- Figure 60: How much expecting to spend on next grill purchase, by household income, December 2013
- Budget is higher in households with children
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- Figure 61: How much expecting to spend on next grill purchase, by presence of children in household, December 2013
- Homeowners budget more for a grill than renters do
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- Figure 62: How much expecting to spend on next grill purchase, by residency ownership, December 2013
Grilling Influences
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- Key points
- Grill purchase, operations, and food prep are influenced by different means
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- Figure 63: Grilling influences, December 2013
- There are more influences on highest income adults’ purchase decision
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- Figure 64: Grilling influences – purchase influencers, by household income, December 2013
- Adults with children cite many purchase influences
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- Figure 65: Grilling influences – purchase influencers, by presence of children in household, December 2013
- Millennials weigh many factors in their purchase decision
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- Figure 66: Grilling influences – purchase influencers, by generations, December 2013
- Grillers learn from instructions, friends, and cooking shows
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- Figure 67: Grilling influences – use influencers, by gender, December 2013
- Millennials take grilling instruction from all comers
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- Figure 68: Grilling influences – use influencers, by generations, December 2013
- Family, friends, and cooking shows influence food choices
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- Figure 69: Grilling influences – type of food grilled influencers, by generations, December 2013
Impact of Race and Hispanic Origin
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- Key points
- Grill ownership lowest for Blacks and Asians
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- Figure 70: Household grill ownership, by race/Hispanic origin, December 2013
- One third of Hispanic grill owners use it at least weekly
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- Figure 71: Grill-usage frequency, by race/Hispanic origin, December 2013
- Many attitudes about grilling are shared across racial/ethnic lines
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- Figure 72: Attitudes toward grilling/barbequing – preparation/usage, by race/Hispanic origin, December 2013
- Fewer traditional cookout foods for Blacks and Hispanics
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- Figure 73: Attitudes toward grilling/barbequing – types of food grilled, by race/Hispanic origin, December 2013
- Social aspects of grilling are important to Blacks and Hispanics
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- Figure 74: Attitudes toward grilling/barbequing – reasons for grilling, by race/Hispanic origin, December 2013
- Self-cleaning features and reliable startups are important across racial/ethnic lines
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- Figure 75: Features that would encourage more frequent grilling, by race/Hispanic origin, December 2013
- Hispanics more likely to purchase a grill within the year
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- Figure 76: Expectations for timing of next grill purchase, by race/Hispanic origin, December 2013
- Black adults’ next grill purchase likely to be a charcoal grill
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- Figure 77: Type of grill expected to purchase, by race/Hispanic origin, December 2013
- Planned budget for grills is highest for Whites, lowest for Blacks
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- Figure 78: How much expecting to spend on next grill purchase, by race/Hispanic origin, December 2013
- Mass merchandisers battle it out with home centers for top spot
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- Figure 79: Retail channel preferences for next grill purchase, by race/Hispanic origin, December 2013
- In-store grill displays and personal recommendations influence purchases
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- Figure 80: Grilling influences – purchase influencers, by race/Hispanic origin, December 2013
- Many ways to influence the use or operation of a grill
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- Figure 81: Grilling influences – use influencers, by race/Hispanic origin, December 2013
- Blacks are influenced by more factors for types of foods prepared
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- Figure 82: Grilling influences – type of food grilled influencers, by race/Hispanic origin, December 2013
Consumer Segmentation
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- Key points
- Demographics
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- Figure 83: Gender, age, household income, presence of children in household, and residency ownership, by number of grills household owns, December 2013
- More grills, more grilling
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- Figure 84: Grill-usage frequency, by number of grills household owns, December 2013
- Grill masters get more out of grilling than the food
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- Figure 85: Attitudes toward grilling/barbecuing – reasons for grilling, by number of grills household owns, December 2013
- Grill masters are engaged
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- Figure 86: Grilling influences – use influencers, by number of grills household owns, December 2013
- Multiple-grill owners are deep into discovery
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- Figure 87: Attitudes toward grilling/barbecuing – types of food grilled, by number of grills household owns, December 2013
- Many resources influence the type of foods made on the grill
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- Figure 88: Grilling influences – type of food grilled influencers, by number of grills household owns, December 2013
- Grill masters are receptive to even more encouragement
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- Figure 89: Features that would encourage more frequent grilling, by number of grills household owns, December 2013
- One third of grill masters plan to buy a grill within next six months
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- Figure 90: Expectations for timing of next grill purchase, by number of grills household owns, December 2013
- Grill masters are bigger spenders
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- Figure 91: How much expecting to spend on next grill purchase, by number of grills household owns, December 2013
- Like others, grill masters buy from home centers and mass merchandisers
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- Figure 92: Where expecting to purchase next grill, by number of grills household owns, December 2013
- In-store displays, recommendations influence purchase decisions
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- Figure 93: Grilling influences – purchase influencers, by number of grills household owns, December 2013
CHAID Analysis
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- Methodology
- Grilling is healthier and more enjoyable
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- Figure 94: Frequency of grilling – CHAID – tree output, December, 2013
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- Figure 95: Frequency of grilling target group – CHAID – table output, December, 2013
Appendix – Other Useful Consumer Tables
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- Figure 96: Types of grills in household, by types of grills in household, July 2012-September 2013
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- Figure 97: Purchase of any grill, July 2012-September 2013
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- Figure 98: Household income, size, presence of children, and region by grill ownership, July 2012-September 2013
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- Figure 99: Types of grills in household, July 2007-September 2013
- Grill ownership
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- Figure 100: Types of grills, by household income, July 2012-September 2013
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- Figure 101: Types of grills, by mosaic segments, July 2012-September 2013
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- Figure 102: Household grill ownership, by gender, December 2013
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- Figure 103: Household grill ownership, by generations, December 2013
- Grill usage and frequency
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- Figure 104: Grill-usage frequency, by gender, December 2013
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- Figure 105: Grill-usage frequency, by generations, December 2013
- Who typically grills
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- Figure 106: Who typically grills, December 2013
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- Figure 107: Who typically grills, by household income, December 2013
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- Figure 108: Who typically grills, by presence of children in household, December 2013
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- Figure 109: Who typically grills, by residency ownership, December 2013
- Attitudes toward grilling/barbecuing
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- Figure 110: Attitudes toward grilling/barbecuing, December 2013
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- Figure 111: Attitudes toward grilling/barbecuing – preparation/usage, by household income, December 2013
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- Figure 112: Attitudes toward grilling/barbecuing – preparation/usage, by presence of children in household, December 2013
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- Figure 113: Attitudes toward grilling/barbecuing – preparation/usage, by number of grills household owns, December 2013
- Types of food grilled
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- Figure 114: Attitudes toward grilling/barbecuing – types of food grilled, by gender, December 2013
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- Figure 115: Attitudes toward grilling/barbecuing – types of food grilled, by residency ownership, December 2013
- Reasons for grilling
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- Figure 116: Attitudes toward grilling/barbecuing – reasons for grilling, by household income, December 2013
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- Figure 117: Attitudes toward grilling/barbecuing – reasons for grilling, by generations, December 2013
- Features that would encourage more frequent grilling
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- Figure 118: Features that would encourage more frequent grilling, December 2013
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- Figure 119: Features that would encourage more frequent grilling, by household income, December 2013
- Retail channel purchase preferences
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- Figure 120: Retail channel preferences for next grill purchase, by gender, December 2013
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- Figure 121: Where expecting to purchase next grill, by presence of children in household, December 2013
- Grilling influences
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- Figure 122: Grilling influences, December 2013
- Purchase influencers
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- Figure 123: Grilling influences – purchase influencers, by gender, December 2013
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- Figure 124: Grilling influences – purchase influencers, by residency ownership, December 2013
- Use influencers
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- Figure 125: Grilling influences – use influencers, by residency ownership, December 2013
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- Figure 126: Grilling influences – use influencers, by household income, December 2013
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- Figure 127: Grilling influences – use influencers, by presence of children in household, December 2013
- Type of food grilled influencers
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- Figure 128: Grilling influences – type of food grilled influencers, by gender, December 2013
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- Figure 129: Grilling influences – type of food grilled influencers, by household income, December 2013
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- Figure 130: Grilling influences – type of food grilled influencers, by presence of children in household, December 2013
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- Figure 131: Grilling influences – type of food grilled influencers, by residency ownership, December 2013
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Appendix – Trade Associations
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