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Grilling and Barbecuing - US - July 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Grill ownership levels consistent, challenging the market
Figure 1: Grill ownership, any (net), April 2017
Price-driven approach could limit spending
Figure 2: Top five purchase factors, any rank, April 2017
Some adults not grilling as often as they could
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
Figure 4: Any grill (net) ownership and intent to purchase, net, April 2017
Young adults enter prime purchasing years
Figure 5: Plan to buy in the next year, any (net), by age, April 2017
Focus on flavor, experiential benefits of grilling
Figure 6: Select attitudes and motivations and interest in flavor innovations (net), April 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Grill sales maintain stable growth
“Hygee,” health, and outdoor trends benefit the market
Climate changes extend grilling season
MARKET SIZE AND FORECAST
Grill sales forecast to maintain steady growth through 2022
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
Americans find “hygee” in the outdoors
Digital media influences grill market
Healthy living ambitions favor grilling
Homes, and kitchens, expand to the outdoors
Figure 9: Walmart digital email ad, April 2017
MARKET FACTORS 
Migration to urban areas, smaller spaces
Warmer temperatures provide longer grilling seasons
Figure 10: Average summer temperatures – Contiguous US, June-August 2012-16 and total US sales of grills, 2012-16
Childless households continue to rise
Figure 11: Households, by presence of related children, 2006-16
KEY TRENDS – WHAT YOU NEED TO KNOW 
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 
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
Fuel perceptions consistent with product promotion
Flavor-focused adults turn to charcoal and pellets
Gas offers ease of use
Combo benefits
WHAT’S IN?
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?
Solar powered grills
Smoking is the new grilling
Smart grills and accessories
Accessories for every cooking occasion
THE CONSUMER – WHAT YOU NEED TO KNOW 
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 
Gas still most popular fuel, low purchase intent could challenge market
Figure 12: Ownership and intent to purchase, April 2017
Young adults, parents own wider variety of grills – potential future buyers
Figure 13: Any ownership (net) of select grills, by age, parental status, April 2017
Hispanics turn to alternate fuels
Figure 14: Any ownership (net) of grills, net, by Hispanic origin, April 2017
Affluence influences ownership
Figure 15: Any ownership (net) of grills, net, by household income, April 2017
Living location, residence correlates with grill ownership
Figure 16: Any ownership (net) of select grills, by residence, living location, April 2017
SHOPPING PROCESS 
PURCHASE FACTORS 
Price is central to purchase, though secondary factors are important
Figure 17: Purchase factors, by rank, April 2017
Young adults, parents look at features beyond functionality
Figure 18: Select purchase factors, any rank (net), by age, parental status, April 2017
Style, features important for Hispanics
Figure 19: Select purchase factors, any rank (net), by Hispanic origin, April 2017
PURCHASE LOCATION
Home improvement retailers favored over mass channels
Figure 20: Purchase location, April 2017
Mass channels more popular among less-affluent shoppers
Figure 21: Home improvement retailers and mass merchandisers shopped, by age and income, April 2017
Mass channels favored among Hispanics and parents
Figure 22: Mass merchandisers shopped, by Hispanic origin, parental status, April 2017
GRILLING FREQUENCY
Most grilling regularly
Figure 23: Grilling frequency, April 2017
Men, young adults, and parents are enthusiastic grillers
In their words:
Figure 24: Grilling frequency, by gender, age, April 2017
Figure 25: Grilling frequency, by parental status, April 2017
Grilling frequency varies by region, area
Figure 26: Grilling frequency, by region, living location, April 2017
GRILLING ATTITUDES AND MOTIVATIONS 
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:
Figure 27: Grilling attitudes and motivations, April 2017
Young adults, parents grill for reasons beyond convenience
Figure 28: Select grilling motivations and attitudes, by age, parental status, April 2017
Urban dwellers grill to unwind, voice safety concerns
Figure 29: Relaxing benefits of grilling and attitudes toward safety, by living location, April 2017
INTEREST IN GRILLING INNOVATIONS 
Simplifying user experience, flavor innovations reach widest audience
Figure 30: Trial and interest in grilling innovations, April 2017
Young adults, parents drawn to smart features, enhanced flavors
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
Figure 32: Interest in select grilling innovations, any interest or trial (net), by Hispanic origin, April 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 33: Total US sales and forecast of grilling and barbecuing, at inflation-adjusted prices, 2012-22
APPENDIX – THE CONSUMER 
Figure 34: Gas or charcoal grill ownership, November 2008-November 2016

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