Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Grill ownership, April 2018
- The issues
- Long purchase cycles challenge future growth
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- Figure 2: Total US sales and fan chart forecast of barbecue grills, at current prices, 2013-23
- Families fuel grill ownership
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- Figure 3: Grill ownership, by parental status, April 2018
- Need for visual inspection thwarts online purchasing
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- Figure 4: Attitudes toward shopping for grills, April 2018
- The opportunities
- Encourage multiple grill ownership
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- Figure 5: Repertoire of grill ownership, April 2018
- Flavor, convenience are key motivators to grill
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- Figure 6: Attitudes toward grilling, April 2018
- What it means
The Market – What You Need to Know
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- Strong growth expected to temper
- Interest in outdoor entertaining supports grilling
- Strong economy spurs discretionary spending
- The family household is important to the market
- Homeownership is a good indicator of grill ownership
- Hispanics offer market opportunity
Market Size and Forecast
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- After strong gains, growth is expected to temper
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- Figure 7: Total US sales and fan chart forecast of barbecue grills, at current prices, 2013-23
- Figure 8: Total US sales and forecast of barbecue grills, at current prices, 2013-23
Market Perspective
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- Propensity for outdoor entertaining supports grill market
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- Figure 9: Outdoor events hosted, November 2016
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- Figure 10: Motivations to grill, April 2018
Market Factors
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- Strong economy fuels market growth
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- Figure 11: Disposable personal income change from previous period, January 2007-April 2018
- Figure 12: Consumer Sentiment Index, January 2007-May 2018
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- Figure 13: Unemployment and underemployment, January 2007-April 2018
- Household dynamic influences grill ownership
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- Figure 14: US households, by presence of own children, 2007-17
- Figure 15: Married share of population, 2006-16
- Homeownership impacts grill ownership
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- Figure 16: Homeownership rate, 2007-17
- Figure 17: Homeownership rate, by age of householder, 2007 and 2017
- Hispanics offer opportunity for category growth
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- Figure 18: US Population, by Hispanic origin, 2013-23
Key Players – What You Need to Know
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- Home improvement stores account for the largest share of grill sales
- Multifunction and versatility are in demand
- Online shopping lags behind
- Grilling accessories can advance market
Key Retailers
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- Home improvement stores account for largest share of sales
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- Figure 19: Total US sales of barbecue grills, by channel, at current prices, 2016 and 2018
- The Home Depot
- Walmart
- Lowe’s
What’s Working?
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- Grills that do more
- Dual grills with added features deliver flavor and convenience
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- Figure 20: Dual grill intent to own, by age, April 2018
- Compact grills offer versatility and value
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- Figure 21: Tabletop and portable gas grill intent to own, by age, April 2018
What’s Struggling?
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- Online sales not widespread
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- Figure 22: In-store vs online purchases, April 2018
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- Figure 23: Attitudes toward online shopping, February 2018
What’s Next?
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- Grill accessories provide flavor and convenience
- Flavor focused
- Smart grilling
The Consumer – What You Need to Know
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- Gas grills are popular; many adults own multiple grills
- Convenience and flavor drive fuel choice
- Grillers stick to basic accessories
- Vast majority of grill purchases occur in-store
- Walmart surpasses Lowe’s for grill purchases
- Consumers want to see grills in person before purchasing
- Flavor motivates adults to grill, but it’s mostly a weekend activity
Grill Ownership and Intent to Purchase
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- Gas grills most popular
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- Figure 24: Grill ownership and intent to purchase, April 2018
- Lifestage poses shift in types of grills owned
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- Figure 25: Grill ownership, by age and household income, April 2018
- Parents key to grill ownership
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- Figure 26: Grill ownership, by parental status, April 2018
- Homeownership, living location impacts ownership
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- Figure 27: Grill ownership, by primary residence, living location, April 2018
- Hispanic adults’ grill ownership reflects flavor preferences
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- Figure 28: Grill ownership, by Hispanic origin, April 2018
- Nearly half of adults own more than one grill
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- Figure 29: Repertoire of grill ownership, by household income, April 2018
Fuel Perceptions
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- Fuel perceptions tie to convenience, flavor, and safety
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- Figure 30: Correspondence Analysis – Fuel perceptions, April 2018
- Figure 31: Fuel perceptions, April 2018
- Methodology
- Younger adults associate electric as easy to use; smoke for best flavor
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- Figure 32: Fuel perceptions – Fuel used often, by age, April 2018
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- Figure 33: Fuel perceptions – Easy to use, by age, April 2018
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- Figure 34: Fuel perceptions – Best flavor, by age, April 2018
Grilling Accessory Ownership
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- Most grillers own the basics
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- Figure 35: Grilling accessory ownership, April 2018
- Accessory usage tied to age, interest in enhanced flavors
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- Figure 36: Grilling accessory ownership, by age, April 2018
- The majority of grill owners own at least three types of accessories
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- Figure 37: Repertoire of accessory ownership, by age and household income, April 2018
In-store vs Online Purchases
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- Big ticket purchases tend to take place in a store
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- Figure 38: In-store vs online purchases, April 2018
- Younger adults drive online purchases
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- Figure 39: In-store vs online purchases, by age, Hispanic generation, April 2018
- Urban living has its limits on in-store shopping
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- Figure 40: In-store vs online purchases, by living location, April 2018
Purchase Locations
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- Home improvement stores most shopped, Walmart not far behind
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- Figure 41: Purchase location, April 2018
- Younger adults’ best friend is Amazon
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- Figure 42: Purchase location, by age and household income, April 2018
- Suburbanites favor The Home Depot
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- Figure 43: Purchase location, by living location, April 2018
Attitudes toward Shopping for Grills
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- In-store shopping fueled by visual preferences
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- Figure 44: Attitudes toward shopping for grills, April 2018
- Younger women utilize online reviews, driven by price
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- Figure 45: Attitudes toward shopping for grills, by gender and age, April 2018
Attitudes toward Grilling
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- Flavor, convenience key motivators to grill
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- Figure 46: Attitudes toward grilling, April 2018
- Parents grill for enjoyment and relaxation
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- Figure 47: Attitudes toward grilling, by parental status, April 2018
- Hispanic Millennials enjoy grilling while entertaining
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- Figure 48: Attitudes toward grilling, by Hispanic origin, Hispanic generation, April 2018
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 – The Market
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- Figure 49: Total US sales and forecast of barbecue grills, at inflation-adjusted prices, 2013-23
- Figure 50: Total US sales of barbecue grills, by channel, at current prices, 2013-18
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