Table of Contents
Executive Summary
-
- The market
-
- Figure 1: Total US volume sales and forecast of barbecue grills, 2009-19
- Market drivers
- The consumer
- Ownership of grills remains steady, though ownership of gas and charcoal have decreased
-
- Figure 2: Types of grills owned, December 2014
- Grillers are interested in accessories that create better flavors, allow them to cook a greater variety of foods
-
- Figure 3: Grill accessories owned, interested in owning, December 2014
- Summer is still grilling season, but many do grill in winter
-
- Figure 4: Frequency of grilling by season, on holidays, on weekdays, and on weekends, December 2014
- Most consumers travel with their grills, regardless of its size
-
- Figure 5: Frequency of grilling by location, December 2014
- Nearly half of consumers will be in the market to buy a grill within the next two years
-
- Figure 6: Plans to purchase a new grill, December 2014
- Slightly more than one third of those who expect to buy a grill plan to upgrade
-
- Figure 7: Reasons for purchasing a new grill, December 2014
- Price is more important than brand for one quarter of prospective grill buyers
-
- Figure 8: Differences between planned grill purchase and current grill owned – Brand, fuel type, size, December 2014
- Most visitors to leisure/travel sites, price comparison sites plan to buy a grill
-
- Figure 9: Plans to purchase a grill within the next two years – Any, by websites visited daily, December 2014
- Two thirds unconvinced about grill’s value, lifestyle fit
-
- Figure 10: Attitudes toward grill ownership, the grilling occasion, and grill accessories, December 2014
- What we think
Issues and Insights
-
- How can companies encourage more frequent grilling?
- The issues
- The implications
- How can companies maintain sales growth in an industry that is cyclical?
- The issues
- The implications
- How can brands increase brand loyalty and distinguish themselves from their competitors?
- The issues
- The implications
Trend Application
-
- Trend: Why Buy?
- Trend: Many Mes
- Trend: Minimize Me
Market Size and Forecast
-
- Key points
- Unit sales of grills expected to increase to 15.5 million by 2019
-
- Figure 11: Total US volume sales and forecast of barbecue grills, 2009-19
- Fan chart forecast
-
- Figure 12: Total US volume sales and forecast of barbecue grills, 2009-19
Market Drivers
-
- Key points
- Changing housing market
-
- Figure 13: US home ownership rate: 2004-14, fourth quarter, seasonally adjusted
- US economic growth
-
- Figure 14: GDP change from previous period, Q1 2007-Q4 2014
-
- Figure 15: Consumer confidence and unemployment, by month, January 2010-January 2015
- Demographic shifts
- Households with children
-
- Figure 16: US households with children, 2003-13
- Millennials
Segment Performance
-
- Key points
- Gas grills account for slight majority of grills, regaining market share
-
- Figure 17: Total US volume sales of barbecue grills, by segment, 2012 and 2014
- Segment performance – Outdoor gas barbecue grills
-
- Figure 18: Total US volume sales and forecast of gas barbecue grills, 2009-19
- Segment performance – Outdoor charcoal barbecue grills
-
- Figure 19: Total US volume sales and forecast of charcoal barbecue grills, 2009-19
Leading Companies
-
- Key points
- Profiles of select grill manufacturers
- Weber-Stephen
- Char-Broil
- Dyna-Glo
- George Foreman Grills
- Brinkmann
- Coleman Company
- Big Green Egg
- Fire Magic
- Lynx
- Kalamazoo Outdoor Gourmet
- Other leading grill-related brands
- Kingsford
- The Companion Group
- Mr. Bar-B-Q
- RubberMaid
Innovations and Innovators
-
- Tabletop grills
- Grazing Grill
-
- Figure 20: The Grazing Grill
- JAG Grill
-
- Figure 21: Eight-seat JAG Grill
- Smart grills
- Lynx Concept Grill
- Char-Broil smart grill series
- Other innovative grills
- The BBQ Bruce Handrail Grill
- Non-traditional grilling accessories
- The Miracle Grill Mat from As Seen On TV
-
- Figure 22: “Miracle Grill Mat As Seen On TV Infomercial,” Online video, March 2014
- S’mores Grilling Accessories from Hershey’s and Mr. Bar-B-Q
Marketing Strategies
-
- Overview of the brand landscape
-
- Figure 23: Brand analysis of Weber, Char-Broil, and Kingsford, 2015
- Figure 24: Social media followers of leading grill marketers, Facebook, Twitter, YouTube, Pinterest, and Instagram, Jan. 12, 2015
- Brand analysis: Weber
- Online initiatives
-
- Figure 25: Weber Grills, “Go behind the scenes at Weber’s test kitchen,” online video, July 2014
-
- Figure 26: Weber’s Twitter activity, Aug. 6, 2014 – Jan. 6, 2015
-
- Figure 27: Weber Grills, “Weber Xmas,” online video, December 2014
- Integrated marketing campaigns
-
- Figure 28: Weber Grills, “These are anything but serious times. Relax like it’s your job,” 30-second television ad, May 2014
-
- Figure 29: Weber Grills, “One grill was engineered for #UnseriousTimes. Make the most of them,” 30-second television ad, May 2014
- Sponsorships
- Mobile marketing
- Other marketing efforts
- Brand analysis: Char-Broil
- Online initiatives
-
- Figure 30: Char-Broil, “Charbroil Chef tips – How to grill a filet Mignon on a TRU-Infrared Grill,” Online video, May 2014
-
- Figure 31: Char-Broil’s Twitter activity, Dec. 1, 2014 – Jan. 6, 2015*
- Experiential and other marketing efforts
- Brand analysis: Kingsford Charcoal
- Online initiatives
-
- Figure 32: Kingsford’s Twitter activity, Aug. 6, 2014 – Jan. 6, 2015
- Figure 33: Tweet from Kingsford Charcoal, Nov. 19, 2014, 5:29pm
-
- Figure 34: Tweet from Kingsford Charcoal, December 10, 2014, 5:58pm
- Figure 35: Tweet from Kingsford Charcoal, November 12, 2014, 6:36pm
-
- Figure 36: Kingsford, “Hey!” TV commercial, May 20, 2014
- Integrated marketing campaign
-
- Figure 37: Kingsford, “The Social Grill,” 30-second television ad, May 15, 2014
- Figure 38: Tweet from Kingsford Charcoal, November 19, 2014, 5:29pm
- Experiential
-
- Figure 39: destination America, “BBQ Pit Wars | The Kingsford Invitational,” promo video, June18, 2014
Household Grill Ownership
-
- Key points
- Overall ownership holding steady, declines in gas and charcoal
-
- Figure 40: Household grill ownership, trended, December 2011, December 2013, January 2015
- Figure 41: Ownership of outdoor gas and charcoal grills, Spring 2007-Summer 2014
- Majority of grill owners own only one working grill
-
- Figure 42: Average number of working grills owned, December 2014
- Full-size gas grills are most popular, followed by full-size charcoal
-
- Figure 43: Types of grills owned, December 2014
- Multiple grill ownership trends similarly to overall ownership
- Households with incomes of $50K+ more likely to own a grill
- Grill ownership correlates with household size, presence of children
- Urban households average more grills than suburban households, though penetration is higher in suburban areas
-
- Figure 44: Grill ownership – Any, and average number of grills owned, by key demographics, January 2015
- Households in the Mountain division own the most grills
-
- Figure 45: Average number of grills owned, by nine regions/divisions, December 2014
Grill Accessories – Ownership and Interest
-
- Key points
- Nine in 10 grill owners own a grill accessory
-
- Figure 46: Grill accessories owned, December 2014
- Interest in grill accessories declines with age
-
- Figure 47: Grill accessories interested in owning, by age, December 2014
-
- Figure 48: Count of grill accessories owned, by age, December 2014
- Urbanites are interested in grill accessories, but may lack space
-
- Figure 49: Grill accessories interested in owning, by area, December 2014
- Figure 50: Count of grill accessories owned, by area, December 2014
Frequency of Grilling by Season, Day of Week, and Occasion
-
- Key points
- Summer, holidays, weekends are popular times for grilling
- Grilling by season
-
- Figure 51: Frequency of grilling by season, December 2014
- Grilling on holidays
-
- Figure 52: Frequency of grilling during the holidays, December 2014
- Weekdays versus weekends
-
- Figure 53: Frequency of grilling, weekend versus weekdays, December 2014
- When consumers grill, by grill type
- Gas versus charcoal
- Niche and indoor grillers
-
- Figure 54: Frequency of grilling – Regularly, by types of grills owned, December 2014
- Frequency of grilling, by region
-
- Figure 55: Frequency of grilling in the summer and winter – Regularly, by region, December 2014
-
- Figure 56: Frequency of grilling – Regularly, by region/divisions, December 2014
Frequency of Grilling by Grilling Location
-
- Key points
- More than half grill at parks/campgrounds, homes of friends and family
-
- Figure 57: Frequency of grilling by location, December 2014
- Grillers aged 25-34 most likely to grill away from home
-
- Figure 58: Location of grilling – Any participation, by age, December 2014
- Urbanites most likely to travel with grill
-
- Figure 59: Location of grilling – Any participation, by area, December 2014
- Renters grill both at home and away from home
-
- Figure 60: Location of grilling – Any participation, by primary residence, December 2014
- Participation in grilling away from home varies based on type and size of grill owned
- Grill type
- Grill size
-
- Figure 61: Location of grilling – Any participation, by types of grills owned, December 2014
Plans to Purchase a New Grill
-
- Key points
- Nearly half of adults plan to buy a grill within two years
-
- Figure 62: Plans to purchase a new grill, December 2014
- Majority of Millennials in the market to buy a grill
-
- Figure 63: Time frame for purchasing a new grill – Any plans within next two years, by age, December 2014
- Larger households more likely to purchase a grill
-
- Figure 64: Time frame for purchasing a new grill – Any plans within next two years, by area, presence of children in the household, household size, and primary residence, December 2014
- Most who plan to purchase a grill are current grill owners
-
- Figure 65: Plans to purchase a grill – Any plans within the next two years, by current grill ownership, December 2014
-
- Figure 66: Time frame for purchasing a new grill – Any plans within the next two years, by type of grill owned and number of working grills owned, December 2014
- CHAID Analysis
- Methodology
- Urban homeowners with children represent a practical target
-
- Figure 67: Plans to purchase a new grill – CHAID – Tree output, December 2014
- Figure 68: Plans to purchase a new grill – CHAID – Table output, December 2014
Reasons for Purchasing a New Grill
-
- Key points
- Plurality of prospective grill buyers are looking for an upgrade
-
- Figure 69: Reason for purchasing a new grill, December 2014
- Charcoal grillers more likely to upgrade, gas grillers more likely to replace
-
- Figure 70: Reason for purchasing a new grill, by types of grills owned, December 2014
- Urban grillers want to cook a greater variety of food
-
- Figure 71: Reason for purchasing a new grill, by area, December 2014
Loyalty to Grill Size, Type, and Brand
-
- Key points
- Grill brand, fuel type, and size consistency among multiple grill owners
- Multiple grill owners tend to own more than one grill brand
-
- Figure 72: Grill types owned by multiple grill owners – Same brand, fuel type, size, December 2014
- Younger consumers are more brand loyal
-
- Figure 73: Grill types owned by multiple grill owners – Same brand, fuel type, size, by age, December 2014
- About half of urbanites own two or more grills of the same brand
-
- Figure 74: Grill types owned by multiple grill owners – Same brand, fuel type, size, by area, December 2014
- Households with children are more brand loyal
-
- Figure 75: Grill types owned by multiple grill owners – Same brand, fuel type, size, by presence of children in household, December 2014
- Similarities between current grill owned and planned grill purchase
- Prospective grill buyers plan to stick with what is familiar
-
- Figure 76: Differences between planned grill purchase and current grill owned – Brand, fuel type, size, December 2014
- Suburban, rural grill buyers may be more influenced by advertising claims
-
- Figure 77: Differences between planned grill purchase and current grill owned – Brand, fuel type, size, by area, December 2014
- Whether charcoal or gas, most grillers want what they already have
-
- Figure 78: Differences between planned grill purchase and current grill owned – Fuel type, by types of grills owned, December 2014
- When it comes to size, the bigger the better
-
- Figure 79: Differences between planned grill purchase and current grill owned – Size, by size of grills owned, December 2014
Targeting Grillers Online
-
- Key points
- Many consumers who plan to buy a grill are active online
-
- Figure 80: Plans to purchase a grill within the next two years – Any, by websites visited daily, December 2014
-
- Figure 81: Plans to purchase a grill within the next two years – Any, by websites visited daily, December 2014
- Most Yelp, Foursquare, Flickr users plan to buy a grill within the next two years
-
- Figure 82: Plans to purchase a grill within the next two years – Any, by social media sites visited daily, December 2014
Attitudes toward Grilling
-
- Key points
- Attitudes toward grill ownership
-
- Figure 83: Attitudes toward grill ownership, December 2014
- Urban grillers lack space for larger grills
-
- Figure 84: Attitudes toward grill ownership, by area, December 2014
- Lifestyle needs of young grillers aren’t being met
-
- Figure 85: Attitudes toward grill ownership, by age, December 2011
- Attitudes toward the grilling occasion
-
- Figure 86: Attitudes toward the grilling occasion, December 2014
- For Millennials, grilling is a throwback to their childhood
-
- Figure 87: Internet Explorer, “Child of the 90s | Internet Explorer,” Jan. 23, 2013
-
- Figure 88: Attitudes toward grill ownership, by age, December 2014
- Urban grillers think grilling is more work
-
- Figure 89: Attitudes toward grill ownership, by area, December 2014
- Parents less likely to call grilling fun, easy
-
- Figure 90: Attitudes toward grill ownership, by presence of children in household, December 2014
- Grills that require more work are viewed as less fun
-
- Figure 91: Attitudes toward grill ownership, by types of grills owned, December 2014
- Attitudes toward grill accessories
-
- Figure 92: Attitudes toward the grill accessories, December 2014
- Those who are most likely to shop for grills are most likely to enjoy shopping for grill accessories
-
- Figure 93: Attitudes toward grill ownership, by age, December 2014
- Urban respondents show a greater interest in grilling accessories
-
- Figure 94: Attitudes toward grill ownership, by area, December 2014
Impact of Race and Hispanic Origin
-
- Key points
- Grill ownership
-
- Figure 95: Grill penetration, by race and Hispanic origin, January 2015
- Figure 96: Types of grills owned, by race and Hispanic origin, December 2014
- Grill accessories – Ownership and interest
-
- Figure 97: Grill accessories owned, by race/Hispanic origin, December 2014
- Figure 98: Grill accessories interested in owning, by race/Hispanic origin, December 2014
- Frequency of grilling by grill location
-
- Figure 99: Location of grilling – Any participation, by race/Hispanic origin, December 2014
- Frequency of grilling by season, day of week, and occasion
-
- Figure 100: Frequency of grilling, season, day of week, and occasion – Regularly, by race/Hispanic origin, December 2014
- Plans to purchase a new grill
-
- Figure 101: Time frame for purchasing a new grill, by race/Hispanic origin, December 2014
- Loyalty to brand, fuel type, and size
-
- Figure 102: Grill types owned by multiple grill owners – Same brand, fuel type, size, by race/Hispanic origin, December 2014
-
- Figure 103: Differences between planned grill purchase and current grill owned, by race/Hispanic origin, December 2014
- Attitudes toward grill ownership
-
- Figure 104: Attitudes toward grill ownership, by race/Hispanic origin, December 2014
- Attitudes toward the grilling occasion
-
- Figure 105: Attitudes toward the grilling occasion, by race/Hispanic origin, December 2014
- Attitudes toward grill accessories
-
- Figure 106: Attitudes toward grill accessories, by race/Hispanic origin, December 2014
Appendix – Other Useful Consumer Tables
-
- Household grill ownership
- Penetration/types of grills owned
-
- Figure 107: Types of grills owned, by household area, December 2014
-
- Figure 108: Types of grills owned, by household income, December 2014
-
- Figure 109: Types of grills owned, by presence of children in the household, December 2014
-
- Figure 110: Types of grills owned, by household size, December 2014
-
- Figure 111: Types of grills owned, by nine region/divisions, December 2014
-
- Figure 112: Types of grills owned, by nine region/divisions, December 2014 (cont)
-
- Figure 113: Ownership of outdoor gas and charcoal grills, Spring 2007-Summer 2014
- Average number of grills owned
-
- Figure 114: Average number of grills owned and average number of working grills owned, by household characteristics, December 2014
- Number of working grills owned
-
- Figure 115: Number of working grills owned, by race/Hispanic origin, December 2014
-
- Figure 116: Number of working grills owned, by area, December 2014
-
- Figure 117: Number of working grills owned, by household income, December 2014
-
- Figure 118: Number of working grills owned, by presence of children in household, December 2014
-
- Figure 119: Number of working grills owned, by household size, December 2014
-
- Figure 120: Number of working grills owned, by region/divisions, December 2014
-
- Figure 121: Number of working grills owned, by region/divisions, December 2014 (cont)
- Grill accessories – Ownership and interest
- Grill accessories owned
-
- Figure 122: Grill accessories owned, by gender, December 2014
-
- Figure 123: Grill accessories owned – Any own, by household characteristics, December 2014
-
- Figure 124: Grill accessories owned, by area, December 2014
-
- Figure 125: Grill accessories owned, by household income, December 2014
-
- Figure 126: Grill accessories owned, by presence of children in household, December 2014
-
- Figure 127: Grill accessories owned, by primary residence, December 2014
-
- Figure 128: Grill accessories owned, by types of grills owned, December 2014
-
- Figure 129: Grill accessories owned, by types of grills owned, part II, December 2014
-
- Figure 130: Grill accessories owned, by types of grills owned, part III, December 2014
- Grill accessories interested in owning
-
- Figure 131: Grill accessories interested in owning, by gender, December 2014
-
- Figure 132: Count of grill accessories owned, by gender, December 2014
-
- Figure 133: Count of grill accessories owned, by number of working grills owned, December 2014
- Frequency of grilling by season, day of week, and occasion
-
- Figure 134: Frequency of grilling, by season, day of week, and occasion, December 2014
-
- Figure 135: Frequency of grilling – Regularly, by gender, December 2014
-
- Figure 136: Frequency of grilling – Regularly, by age, December 2014
-
- Figure 137: Frequency of grilling – Regularly, by area, December 2014
-
- Figure 138: Frequency of grilling – Regularly, by household income, December 2014
-
- Figure 139: Frequency of grilling – Regularly, by presence of children in household, December 2014
-
- Figure 140: Frequency of grilling – Regularly, by primary residence, December 2014
-
- Figure 141: Frequency of grilling – Regularly, by types of grills owned, December 2014
-
- Figure 142: Frequency of grilling – Regularly, by number of working grills owned, December 2014
-
- Figure 143: Frequency of grilling – Regularly, by region/divisions, part I, December 2014
-
- Figure 144: Frequency of grilling – Regularly, by region/divisions, part II, December 2014
- Frequency of grilling by grilling location
- Any participation
-
- Figure 145: Frequency of grilling by location, December 2014
-
- Figure 146: Location of grilling – Any participation, by gender, December 2014
-
- Figure 147: Location of grilling – Any participation, by household income, December 2014
-
- Figure 148: Location of grilling – Any participation, by presence of children in household, December 2014
-
- Figure 149: Location of grilling – Any participation, by number of working grills owned, December 2014
-
- Figure 150: Location of grilling – Any participation, by types of grills owned, December 2014
-
- Figure 151: Location of grilling – Any participation, by region/divisions, part I, December 2014
-
- Figure 152: Location of grilling – Any participation, by region/divisions, Part II, December 2014
- Regular participation
-
- Figure 153: Location of grilling – regularly, by primary residence, December 2014
- Plans to purchase a new grill
-
- Figure 154: Time frame for purchasing a new grill, December 2014
-
- Figure 155: Time frame for purchasing a new grill, by gender, December 2014
-
- Figure 156: Time frame for purchasing a new grill, by age, December 2014
-
- Figure 157: Time frame for purchasing a new grill, by race/Hispanic origin, December 2014
-
- Figure 158: Time frame for purchasing a new grill, by household income, December 2014
- Reasons for purchasing a new grill
-
- Figure 159: Reason for purchasing a new grill, December 2014
-
- Figure 160: Reason for purchasing a new grill, by age, December 2014
-
- Figure 161: Reason for purchasing a new grill, by household income, December 2014
-
- Figure 162: Reason for purchasing a new grill, by presence of children in household, December 2014
-
- Figure 163: Reason for purchasing a new grill, by types of grills owned, part I, December 2014
-
- Figure 164: Reason for purchasing a new grill, by types of grills owned, part II, December 2014
- Loyalty to grill size, type, and brand
- Grill brand, fuel type, and size consistency among multiple grill owners
-
- Figure 165: Varieties of grills owned by multiple grill owners, by gender, December 2014
-
- Figure 166: Varieties of grills owned by multiple grill owners, by age, December 2014
-
- Figure 167: Varieties of grills owned by multiple grill owners, by region, December 2014
-
- Figure 168: Varieties of grills owned by multiple grill owners, by area, December 2014
-
- Figure 169: Varieties of grills owned by multiple grill owners, by household income, December 2014
-
- Figure 170: Varieties of grills owned by multiple grill owners, by presence of children in household, December 2014
- Similarities between current grill owned and planned grill purchase
-
- Figure 171: Differences between planned grill purchase and current grill owned, December 2014
-
- Figure 172: Differences between planned grill purchase and current grill owned, by gender, December 2014
-
- Figure 173: Differences between planned grill purchase and current grill owned, by age, December 2014
-
- Figure 174: Differences between planned grill purchase and current grill owned, by household income, December 2014
-
- Figure 175: Differences between planned grill purchase and current grill owned, by types of grills owned, part I, December 2014
-
- Figure 176: Differences between planned grill purchase and current grill owned, by types of grills owned, part II, December 2014
-
- Figure 177: Differences between planned grill purchase and current grill owned, by types of grills owned, part III, December 2014
- Attitudes toward grilling
-
- Figure 178: Attitudes toward grilling, December 2014
-
- Figure 179: Attitudes toward grilling, by gender, December 2014
-
- Figure 180: Attitudes toward grilling, by household income, December 2014
-
- Figure 181: Attitudes toward grilling, by presence of children in household, December 2014
-
- Figure 182: Attitudes toward grilling, by types of grills owned, December 2014
-
- Figure 183: Attitudes toward grilling, by types of grills owned, December 2014
-
- Figure 184: Attitudes toward grilling, by types of grills owned, December 2014
Appendix – Trade Associations
-
- Association of Home Appliance Manufacturers (AHAM)
- Hearth, Patio & Barbecue Association (HPBA)
- National Propane Gas Association (NPGA)
- National Restaurant Association (NRA)
Back to top