Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Grill ownership levels consistent, challenging the market
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- Figure 1: Grill ownership, any (net), April 2017
- Price-driven approach could limit spending
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- Figure 2: Top five purchase factors, any rank, April 2017
- Some adults not grilling as often as they could
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- Figure 3: Grilling frequency, April 2017
- The opportunities
- Nearly two in five will be in the market to purchase a grill in the next year
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- Figure 4: Any grill (net) ownership and intent to purchase, net, April 2017
- Young adults enter prime purchasing years
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- Figure 5: Plan to buy in the next year, any (net), by age, April 2017
- Focus on flavor, experiential benefits of grilling
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- Figure 6: Select attitudes and motivations and interest in flavor innovations (net), April 2017
- What it means
The Market – What You Need to Know
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- Grill sales maintain stable growth
- “Hygee,” health, and outdoor trends benefit the market
- Climate changes extend grilling season
Market Size and Forecast
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- Grill sales forecast to maintain steady growth through 2022
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- Figure 7: Total US sales and fan chart forecast of grilling and barbecuing, at current prices, 2012-22
- Figure 8: Total US sales and fan chart forecast of grilling and barbecuing, at current prices, 2012-22
Market Perspective
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- Americans find “hygee” in the outdoors
- Digital media influences grill market
- Healthy living ambitions favor grilling
- Homes, and kitchens, expand to the outdoors
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- Figure 9: Walmart digital email ad, April 2017
Market Factors
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- Migration to urban areas, smaller spaces
- Warmer temperatures provide longer grilling seasons
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- Figure 10: Average summer temperatures – Contiguous US, June-August 2012-16 and total US sales of grills, 2012-16
- Childless households continue to rise
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- Figure 11: Households, by presence of related children, 2006-16
Key Trends – What You Need to Know
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- Shopping experience differentiates retailers
- Fuel perceptions vary
- Newer players heighten competition, big-box stores integrate technology
- Future of grilling could rely on solar and smart grills
Key Retailers and Brands
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- Retailers
- Lowe’s
- The Home Depot
- Walmart
- Target
- Grill manufacturers and grill-related brands
- Weber-Stephen
- Char-Broil
- Vision
- Dyna-Glo
- Kingsford
Fuel Preferences and Perceptions
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- Fuel perceptions consistent with product promotion
- Flavor-focused adults turn to charcoal and pellets
- Gas offers ease of use
- Combo benefits
What’s In?
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- New entrants offer affordable grills with high-end features
- Lowe’s, The Home Depot benefit from online-to-in-store initiatives
- To each their own – grilling methods become personal
- In their words:
What’s Next?
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- Solar powered grills
- Smoking is the new grilling
- Smart grills and accessories
- Accessories for every cooking occasion
The Consumer – What You Need to Know
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- Household penetration high, full-size gas grills remain most popular
- Adults conduct extensive research prior to purchasing
- Price drives purchases
- Majority shop at big-box home stores yet mass still holds appeal
- Most adults grill regularly
- Taste, convenience motivate grillers
- Smart technology, expanded flavor profile hold most interest
Ownership and Intent to Purchase
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- Gas still most popular fuel, low purchase intent could challenge market
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- Figure 12: Ownership and intent to purchase, April 2017
- Young adults, parents own wider variety of grills – potential future buyers
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- Figure 13: Any ownership (net) of select grills, by age, parental status, April 2017
- Hispanics turn to alternate fuels
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- Figure 14: Any ownership (net) of grills, net, by Hispanic origin, April 2017
- Affluence influences ownership
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- Figure 15: Any ownership (net) of grills, net, by household income, April 2017
- Living location, residence correlates with grill ownership
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- Figure 16: Any ownership (net) of select grills, by residence, living location, April 2017
Shopping Process
Purchase Factors
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- Price is central to purchase, though secondary factors are important
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- Figure 17: Purchase factors, by rank, April 2017
- Young adults, parents look at features beyond functionality
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- Figure 18: Select purchase factors, any rank (net), by age, parental status, April 2017
- Style, features important for Hispanics
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- Figure 19: Select purchase factors, any rank (net), by Hispanic origin, April 2017
Purchase Location
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- Home improvement retailers favored over mass channels
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- Figure 20: Purchase location, April 2017
- Mass channels more popular among less-affluent shoppers
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- Figure 21: Home improvement retailers and mass merchandisers shopped, by age and income, April 2017
- Mass channels favored among Hispanics and parents
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- Figure 22: Mass merchandisers shopped, by Hispanic origin, parental status, April 2017
Grilling Frequency
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- Most grilling regularly
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- Figure 23: Grilling frequency, April 2017
- Men, young adults, and parents are enthusiastic grillers
- In their words:
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- Figure 24: Grilling frequency, by gender, age, April 2017
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- Figure 25: Grilling frequency, by parental status, April 2017
- Grilling frequency varies by region, area
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- Figure 26: Grilling frequency, by region, living location, April 2017
Grilling Attitudes and Motivations
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- Adults grill for taste and convenience over health
- In their words:
- Equal share grill year-round and seasonally
- In their words – Season influences grilling habits:
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- Figure 27: Grilling attitudes and motivations, April 2017
- Young adults, parents grill for reasons beyond convenience
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- Figure 28: Select grilling motivations and attitudes, by age, parental status, April 2017
- Urban dwellers grill to unwind, voice safety concerns
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- Figure 29: Relaxing benefits of grilling and attitudes toward safety, by living location, April 2017
Interest in Grilling Innovations
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- Simplifying user experience, flavor innovations reach widest audience
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- Figure 30: Trial and interest in grilling innovations, April 2017
- Young adults, parents drawn to smart features, enhanced flavors
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- Figure 31: Interest in select grilling innovations, any interest or trial (net), by age, parental status, April 2017
- Hispanics over index on interest in innovations
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- Figure 32: Interest in select grilling innovations, any interest or trial (net), by Hispanic origin, April 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 33: Total US sales and forecast of grilling and barbecuing, at inflation-adjusted prices, 2012-22
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Appendix – The Consumer
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- Figure 34: Gas or charcoal grill ownership, November 2008-November 2016
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