Grilling and Barbecuing - US - March 2014


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Mintel

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The grilling category is unique in that, for many adults, it is strongly associated with positive memories and emotions of cookouts past. Those who purchase a grill are not just buying an appliance upon which they can prepare food; they are buying it for the experiences they can have through ownership.
Table of Content

Scope and Themes

What you need to know
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market
Figure 1: Barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2008-18
Market segmentation
Figure 2: Unit sales of barbecue grills, segmented by type, 2011 and 2013
Market drivers
Figure 3: US home ownership rate: 2004-13, 4th quarter, seasonally adjusted
Figure 4: US households with children, 2003-13
Retail channels
Figure 5: Retail channel preferences for next grill purchase, December 2013
Leading companies
Marketing strategies
Figure 6: Grilling influences, December 2013
The consumer
Most households own a grill
Figure 7: Household grill ownership, trended, December 2011 and December 2013
Six in 10 adults grill frequently (at least a few times a month)
Figure 8: Grill-usage frequency, December 2013
Men typically run the grill
Figure 9: Who typically grills, by gender, December 2013
Most adults consider grilling a year-round activity and enjoy it on many levels
Figure 10: Attitudes toward grilling/barbecuing – preparation/usage, by gender, December 2013
Grilling is as much of an experience as it is a method of food preparation
Figure 11: Attitudes toward grilling/barbecuing – reasons for grilling, by gender, December 2013
One third of adults plan to purchase a grill within the year
Figure 12: Expectations for timing of next grill purchase among all adults and current grill owners, December 2013
Gas grills are the most likely next grill purchase
Figure 13: Type of grill expected to purchase, December 2013
Average budget for the next grill purchase is $209
Figure 14: How much expecting to spend on next grill purchase, December 2013
Today’s multiple grill owners can serve as market ambassadors
Figure 15: Grill-usage frequency, by number of grills household owns, December 2013
What we think

Issues and Insights

How important are family and friends in this space?
The issues:
The implications:
How important is year-round grill usage?
The issues:
The implications:
Why do home ownership rates matter?
The issues:
The implications:

Trend Application

Inspire trend: Immaterial World
Inspire trend: Experience Is All
Mintel futures: East Meets West

Market Size and Forecast

Key points
Consumers delayed grill purchases through the recession
Market steadies
Figure 16: Total US unit sales and forecast of barbecue grills, 2008-18
Fan chart forecast
Figure 17: Barbecue grill unit shipments and fan chart forecast with best- and worst-case scenarios, 2008-18

Market Drivers

Key points
Home ownership
Figure 18: US home ownership rate: 2004-13, 4th quarter, seasonally adjusted
Year-round grill use
Households with children
Figure 19: US households with children, 2003-13

Segment Performance

Key points
Gas grills account for the majority of unit sales
Charcoal gained market share between 2011 and 2013
Unit sales of barbecue grills, by segment
Figure 20: Unit sales of barbecue grills, segmented by type, 2011 and 2013

Segment Performance – Gas Grills/Barbecues

Key points
Unit sales are weak, but most likely due to spending more
Next purchase will be a gas grill
Figure 21: Total US unit sales and forecast of gas barbecue grills, 2008-18

Segment Performance – Charcoal Barbecue Grills

Key points
Charcoal grill sales held their own in a weak economy
One in five adults plans to buy a charcoal grill
Sales and forecast of charcoal barbecue grills
Figure 22: Total US unit sales and forecast of sales of charcoal barbecue grills, 2008-18

Segment Performance – Electric Barbecue Grills

Key points
Sales and forecast of electric barbecue grills
Figure 23: Total US retail volume sales and forecast of electric barbecue grills, 2008-18

Retail Channels

Key points
Home centers are preferred retail channel for grill purchases
Figure 24: Retail channel preferences for next grill purchase, December 2013
Home centers fight it out for the Millennial consumer
Figure 25: Retail channel preferences for next grill purchase, by age, December 2013
Higher-income households likely to buy from a home center
Figure 26: Retail channel preferences for next grill purchase, by household income, December 2013
Homeowners will buy from a home center; renters prefer a mass merchant
Figure 27: Retail channel preferences for next grill purchase, by residency ownership, December 2013
Retail profiles
Home Depot
Lowe’s
Walmart
Target

Leading Companies

Key points
Weber and its competitors
Weber-Stephen
W.C. Bradley (Char-Broil)
GHP Group, Inc. (Dyna-Glo)
Spectrum Brands Holdings (George Foreman)
Brinkmann
Jarden Corporation (Coleman Company)
Big Green Egg
RH Peterson Co (Fire Magic)
Lynx
Kalamazoo

Innovations and Innovators

Hasty-Bake
Grillbot
iGrill Mini
Pizza Que Grill Stone
Kingsford Grill Surface Thermometer

Marketing Strategies

Key points
Weber
Char-Broil
Big Green Egg

Grill Ownership

Key points
Most households own a grill
Figure 28: Household grill ownership, by type, December 2011 and December 2013
Home owners much more likely than renters to own a grill
Figure 29: Household grill ownership, by residency ownership, December 2013
Income influences grill ownership and type of grills owned
Figure 30: Household grill ownership, by household income, December 2013
Households with children more likely to own a grill
Figure 31: Household grill ownership, by presence of children in household, December 2013

Grill-Usage Frequency

Key points
Six in 10 adults grill frequently (at least a few times month)
Figure 32: Grill-usage frequency, December 2013
Higher-income households use their grills more frequently
Figure 33: Grill-usage frequency, by household income, December 2013
Households with children grill the most frequently
Figure 34: Grill-usage frequency, by presence of children in household, December 2013
Own a grill? Use a grill
Figure 35: Grill-usage frequency, by residency ownership, December 2013

Who Typically Grills

Key points
Men grill (but women do too)
Figure 36: Who typically grills, by gender, December 2013
It’s a family affair
Figure 37: Who typically grills, by generations, December 2013

Attitudes Toward Grilling Preparation and Usage

Key points
Most adults consider grilling a year-round activity
Grilled food is appealing to the taste buds
Figure 38: Attitudes toward grilling/barbecuing – preparation/usage, by gender, December 2013
Generational differences present opportunities and pitfalls
Figure 39: Attitudes toward grilling/barbecuing – preparation/usage, by generations, December 2013

Types of Food Made on the Grill

Key points
Most adults grill traditional American fare
Figure 40: Attitudes toward grilling/barbecuing – types of food grilled, by household income, December 2013
Adults with children grill a broader selection of foods
Figure 41: Attitudes toward grilling/barbecuing – types of food grilled, by presence of children in household, December 2013
Younger generations more open to experimenting on the grill
Figure 42: Attitudes toward grilling/barbecuing – types of food grilled, by generations, December 2013

Reasons for Grilling

Key point
It is more than the food
Figure 43: Attitudes toward grilling/barbecuing – reasons for grilling, by gender, December 2013
Adults with children attribute more positive benefits to grilling
Figure 44: Attitudes toward grilling/barbecuing – reasons for grilling, by presence of children in household, December 2013
Renters hot on grilling
Figure 45: Attitudes toward grilling/barbecuing – reasons for grilling, by residency ownership, December 2013

Features That Would Encourage More Frequent Grilling

Key points
Self-cleaning and hassle-free starts would encourage more usage
Figure 46: Features that would encourage more frequent grilling, by gender, December 2013
Encourage barbecuing as a family activity
Figure 47: Features that would encourage more frequent grilling, by presence of children in household, December 2013
iGen/Millennials looking for inspiration
Figure 48: Features that would encourage more frequent grilling, by generations, December 2013
Renters’ grill usage can be increased with enhancements
Figure 49: Features that would encourage more frequent grilling, by residency ownership, December 2013

Grill Purchase Intent

Key points
Current grill owners intend to buy a grill in the near future
Figure 50: Expectations for timing of next grill purchase among all adults and current grill owners, December 2013
Adults with children are more likely to have plans to buy a grill
Figure 51: Expectations for timing of next grill purchase, by presence of children in household, December 2013
Millennials ready to buy
Figure 52: Expectations for timing of next grill purchase, by generations, December 2013
Seven in 10 Millennial dads plan to purchase a grill within the next year
Figure 53: Expectations for timing of next grill purchase, by millennial parents, December 2013

Type of Grill Expected to Purchase

Key points
Gas grills are the most likely next grill purchase
Figure 54: Type of grill expected to purchase, December 2013
Adults with higher incomes more likely to purchase gas grills
Figure 55: Type of grill expected to purchase, by household income, December 2013
Homeowners plan to purchase gas grills
Figure 56: Type of grill expected to purchase, by residency ownership, December 2013
Nongrill owners buy charcoal grills; others move to gas
Figure 57: Type of grill expected to purchase, by household grill ownership, December 2013

Budget for Next Grill Purchase

Key points
Average budget for next grill purchase is $209
Figure 58: How much expecting to spend on next grill purchase, December 2013
Men spend more than women on grills
Figure 59: How much expecting to spend on next grill purchase, by gender, December 2013
Average spending on a grill correlates with household income
Figure 60: How much expecting to spend on next grill purchase, by household income, December 2013
Budget is higher in households with children
Figure 61: How much expecting to spend on next grill purchase, by presence of children in household, December 2013
Homeowners budget more for a grill than renters do
Figure 62: How much expecting to spend on next grill purchase, by residency ownership, December 2013

Grilling Influences

Key points
Grill purchase, operations, and food prep are influenced by different means
Figure 63: Grilling influences, December 2013
There are more influences on highest income adults’ purchase decision
Figure 64: Grilling influences – purchase influencers, by household income, December 2013
Adults with children cite many purchase influences
Figure 65: Grilling influences – purchase influencers, by presence of children in household, December 2013
Millennials weigh many factors in their purchase decision
Figure 66: Grilling influences – purchase influencers, by generations, December 2013
Grillers learn from instructions, friends, and cooking shows
Figure 67: Grilling influences – use influencers, by gender, December 2013
Millennials take grilling instruction from all comers
Figure 68: Grilling influences – use influencers, by generations, December 2013
Family, friends, and cooking shows influence food choices
Figure 69: Grilling influences – type of food grilled influencers, by generations, December 2013

Impact of Race and Hispanic Origin

Key points
Grill ownership lowest for Blacks and Asians
Figure 70: Household grill ownership, by race/Hispanic origin, December 2013
One third of Hispanic grill owners use it at least weekly
Figure 71: Grill-usage frequency, by race/Hispanic origin, December 2013
Many attitudes about grilling are shared across racial/ethnic lines
Figure 72: Attitudes toward grilling/barbequing – preparation/usage, by race/Hispanic origin, December 2013
Fewer traditional cookout foods for Blacks and Hispanics
Figure 73: Attitudes toward grilling/barbequing – types of food grilled, by race/Hispanic origin, December 2013
Social aspects of grilling are important to Blacks and Hispanics
Figure 74: Attitudes toward grilling/barbequing – reasons for grilling, by race/Hispanic origin, December 2013
Self-cleaning features and reliable startups are important across racial/ethnic lines
Figure 75: Features that would encourage more frequent grilling, by race/Hispanic origin, December 2013
Hispanics more likely to purchase a grill within the year
Figure 76: Expectations for timing of next grill purchase, by race/Hispanic origin, December 2013
Black adults’ next grill purchase likely to be a charcoal grill
Figure 77: Type of grill expected to purchase, by race/Hispanic origin, December 2013
Planned budget for grills is highest for Whites, lowest for Blacks
Figure 78: How much expecting to spend on next grill purchase, by race/Hispanic origin, December 2013
Mass merchandisers battle it out with home centers for top spot
Figure 79: Retail channel preferences for next grill purchase, by race/Hispanic origin, December 2013
In-store grill displays and personal recommendations influence purchases
Figure 80: Grilling influences – purchase influencers, by race/Hispanic origin, December 2013
Many ways to influence the use or operation of a grill
Figure 81: Grilling influences – use influencers, by race/Hispanic origin, December 2013
Blacks are influenced by more factors for types of foods prepared
Figure 82: Grilling influences – type of food grilled influencers, by race/Hispanic origin, December 2013

Consumer Segmentation

Key points
Demographics
Figure 83: Gender, age, household income, presence of children in household, and residency ownership, by number of grills household owns, December 2013
More grills, more grilling
Figure 84: Grill-usage frequency, by number of grills household owns, December 2013
Grill masters get more out of grilling than the food
Figure 85: Attitudes toward grilling/barbecuing – reasons for grilling, by number of grills household owns, December 2013
Grill masters are engaged
Figure 86: Grilling influences – use influencers, by number of grills household owns, December 2013
Multiple-grill owners are deep into discovery
Figure 87: Attitudes toward grilling/barbecuing – types of food grilled, by number of grills household owns, December 2013
Many resources influence the type of foods made on the grill
Figure 88: Grilling influences – type of food grilled influencers, by number of grills household owns, December 2013
Grill masters are receptive to even more encouragement
Figure 89: Features that would encourage more frequent grilling, by number of grills household owns, December 2013
One third of grill masters plan to buy a grill within next six months
Figure 90: Expectations for timing of next grill purchase, by number of grills household owns, December 2013
Grill masters are bigger spenders
Figure 91: How much expecting to spend on next grill purchase, by number of grills household owns, December 2013
Like others, grill masters buy from home centers and mass merchandisers
Figure 92: Where expecting to purchase next grill, by number of grills household owns, December 2013
In-store displays, recommendations influence purchase decisions
Figure 93: Grilling influences – purchase influencers, by number of grills household owns, December 2013

CHAID Analysis

Methodology
Grilling is healthier and more enjoyable
Figure 94: Frequency of grilling – CHAID – tree output, December, 2013
Figure 95: Frequency of grilling target group – CHAID – table output, December, 2013

Appendix – Other Useful Consumer Tables

Figure 96: Types of grills in household, by types of grills in household, July 2012-September 2013
Figure 97: Purchase of any grill, July 2012-September 2013
Figure 98: Household income, size, presence of children, and region by grill ownership, July 2012-September 2013
Figure 99: Types of grills in household, July 2007-September 2013
Grill ownership
Figure 100: Types of grills, by household income, July 2012-September 2013
Figure 101: Types of grills, by mosaic segments, July 2012-September 2013
Figure 102: Household grill ownership, by gender, December 2013
Figure 103: Household grill ownership, by generations, December 2013
Grill usage and frequency
Figure 104: Grill-usage frequency, by gender, December 2013
Figure 105: Grill-usage frequency, by generations, December 2013
Who typically grills
Figure 106: Who typically grills, December 2013
Figure 107: Who typically grills, by household income, December 2013
Figure 108: Who typically grills, by presence of children in household, December 2013
Figure 109: Who typically grills, by residency ownership, December 2013
Attitudes toward grilling/barbecuing
Figure 110: Attitudes toward grilling/barbecuing, December 2013
Figure 111: Attitudes toward grilling/barbecuing – preparation/usage, by household income, December 2013
Figure 112: Attitudes toward grilling/barbecuing – preparation/usage, by presence of children in household, December 2013
Figure 113: Attitudes toward grilling/barbecuing – preparation/usage, by number of grills household owns, December 2013
Types of food grilled
Figure 114: Attitudes toward grilling/barbecuing – types of food grilled, by gender, December 2013
Figure 115: Attitudes toward grilling/barbecuing – types of food grilled, by residency ownership, December 2013
Reasons for grilling
Figure 116: Attitudes toward grilling/barbecuing – reasons for grilling, by household income, December 2013
Figure 117: Attitudes toward grilling/barbecuing – reasons for grilling, by generations, December 2013
Features that would encourage more frequent grilling
Figure 118: Features that would encourage more frequent grilling, December 2013
Figure 119: Features that would encourage more frequent grilling, by household income, December 2013
Retail channel purchase preferences
Figure 120: Retail channel preferences for next grill purchase, by gender, December 2013
Figure 121: Where expecting to purchase next grill, by presence of children in household, December 2013
Grilling influences
Figure 122: Grilling influences, December 2013
Purchase influencers
Figure 123: Grilling influences – purchase influencers, by gender, December 2013
Figure 124: Grilling influences – purchase influencers, by residency ownership, December 2013
Use influencers
Figure 125: Grilling influences – use influencers, by residency ownership, December 2013
Figure 126: Grilling influences – use influencers, by household income, December 2013
Figure 127: Grilling influences – use influencers, by presence of children in household, December 2013
Type of food grilled influencers
Figure 128: Grilling influences – type of food grilled influencers, by gender, December 2013
Figure 129: Grilling influences – type of food grilled influencers, by household income, December 2013
Figure 130: Grilling influences – type of food grilled influencers, by presence of children in household, December 2013
Figure 131: Grilling influences – type of food grilled influencers, by residency ownership, December 2013

Appendix – Trade Associations