Table of Contents
Executive Summary
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- The issues
- Strong grill ownership and future growth opportunities
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- Figure 1: Total US sales and fan chart forecast of barbecue grills, at current prices, 2011-21
- Declining homeownership and family households take away key buyers
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- Figure 2: Current ownership of any grill (Net), by primary residence and parental status, March 2016
- Charcoal is losing favor over gas
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- Figure 3: Select attitudes toward taste and convenience when grilling and barbecuing, March 2016
- Weak purchase interest
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- Figure 4: Ownership and purchase interest of select grills, March 2016
- The opportunities
- Engage single-person households to become grillers
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- Figure 5: Reasons for purchase interest – Want to grill more often, by household size, March 2016
- More grilling options for flavor exploration
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- Figure 6: Reasons for grilling, March 2016
- Growing interest among Millennials
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- Figure 7: Plan to buy any grill (Net) in the next year, by generation, March 2016
- What it means
The Market – What You Need to Know
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- Grill ownership is strong and sales are growing
- Most grill purchases are upgrades
- Rising income and home sales among key grill buyers
- Economic growth and personal income are stable
- More spending within adjacent grill markets
- Beef sales on the rise
Market Size and Forecast
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- Sales continue upward trend
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- Figure 8: Total US sales and fan chart forecast of barbecue grills, at current prices, 2011-21
- Positive growth expected through 2021
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- Figure 9: Total US sales and forecast of barbecue grills, at current prices, 2011-21
Market Perspective
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- Home garden and patio adjacent to grilling
- Inspiration from cooking and entertainment
- Grilling takes place alongside outdoor and recreational activities
- Retail performance and structure for grilling
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- Figure 10: Share of grill and barbecue sales, by retail channel, May 2016
- Strong sales in beef market
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- Figure 11: Total US retail sales and forecast of packaged red meat, at current prices, 2010-20
Market Factors
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- GDP and income bring stability to grill market
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- Figure 12: GDP change from previous period, Q1 2008-Q1 2016
- Housing market an unlikely indicator
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- Figure 13: 2015 US homeownership rate (CPS/HVS)
- Higher median household income among families
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- Figure 14: Median household income of families with children and national average, in inflation-adjusted dollars, 2004-14
Key Players – What You Need to Know
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- Sales at leading retailers show optimism for grill market
- Taste and portability are heating up
- Full-size charcoal grills are cooling down
- Innovations for convenience and experimentation on the grill
Category Review
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- Retailer
- Brands
What’s Heating Up?
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- Charcoal taste and convenience of gas
- Smokers – Popular among high-end users
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- Figure 15: Purchase intent of select smokers, plan to buy in the next year, by household income, March 2016
- Grilling techniques among higher-income audience
- Portability can benefit younger generation
What’s Cooling Off?
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- Full-size charcoal grills face limitations
What’s Next?
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- Innovations that simplify grilling allow host to focus on guests
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- Figure 16: Char-Broil Digital Electric Smoker with SmartChef Technology – Char-Broil Grills, 2016
- Accessories for nontraditional grill foods while entertaining
The Consumer – What You Need to Know
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- Majority of consumers own grills
- Most grill purchases are upgrades
- Weather conditions and basic food drive grilling behaviors
- Taste leads all other reasons for grilling
- Generation gap between sources for grilling tips and advice
- Grilling outdoors is a group activity
Grill Ownership
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- Full-size gas and portable charcoal most popular
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- Figure 16: Ownership and purchase interest, March 2016
- Weak purchase interest across segments
- Millennials and iGeneration most likely buyers
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- Figure 17: Plan to buy any grill in the next year, by generation, March 2016
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- Figure 18: Any ownership and purchase interest (Net) of full-size gas and full-size charcoal grills, by generation, March 2016
- Portable grills more popular among Hispanics
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- Figure 19: Current ownership of portable charcoal and gas grills, by race and Hispanic origin, March 2016
Reasons for Purchase Interest
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- Most purchases are an upgrade
- Functional versus decorative benefits
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- Figure 20: Reasons for purchase interest, March 2016
- Tendency toward smaller in young, single buyers
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- Figure 21: Select reasons for purchase interest, by generation and marital status, March 2016
Grilling Behaviors
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- Nice weather and basic foods still rule
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- Figure 22: Grilling behaviors, March 2016
- Choice of grill foods varies by income
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- Figure 23: Select grilling behaviors, by household income, March 2016
- Younger adults enjoy the basics along with wider range of foods
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- Figure 24: Select grilling behaviors, by generation, March 2016
Why Grill?
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- Taste and shared experience of grilling
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- Figure 25: Reasons for grilling, March 2016
- Benefits of grilling weighed differently between generation and household type
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- Figure 26: Select reasons for grilling, by age, generation, and number of children in household, March 2016
- Hispanic culture embraces grilling
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- Figure 27: Select reasons for grilling, by race and Hispanic origin, March 2016
Sources of Grilling and Barbecuing Information
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- Social media and personal experience are most helpful grilling sources
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- Figure 28: Sources of grilling information, March 2016
- Age divide between personal and online
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- Figure 29: Select sources of grilling information, by age, March 2016
- Printed media and cookbooks popular among affluent and educated
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- Figure 30: Select sources of grilling information, by household income, March 2016
Attitudes toward Grilling and Barbecue
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- Most see grilling as ideal outdoor activity for groups
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- Figure 31: Attitudes toward grilling and barbecuing, any agree, March 2016
- Attitudes along generational and residential lines
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- Figure 32: Social attitudes toward grilling and barbecuing, by generation and primary residence, any agree, March 2016
- Hispanic families grill for family tradition and taste
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- Figure 33: Social attitudes toward grilling and barbecuing, any agree, by race and Hispanic origin, March 2016
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- Figure 34: Grilling with charcoal tastes better than food cooked on a gas grill, any agree, by race and Hispanic origin, March 2016
- Heightened interest among young adults for different foods/tastes
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- Figure 35: Select attitudes toward grilling and barbecuing, any agree, by age, March 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Cluster analysis
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- Figure 36: Cluster groups, by select demographics, March 2016
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- Figure 37: Reasons for purchase interest – Current grill owners, by cluster groups, March 2016
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- Figure 38: Reasons for grilling, by cluster groups, March 2016
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- Figure 39: Attitudes toward grilling and barbecuing, by cluster groups, March 2016
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