Barbecue Competitive Landscape

Part
01
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Part
01

US Top Barbecue Grill Brands

Five of the top barbecue grill brands in the U.S. are Weber, Char-Broil, Coleman, Backyard Grill, and Kingsford. We defined "top" based on the most-popular (based on ownership) barbecue grill brands among U.S. consumers, which (for the top-two such brands) was further supported by U.S. revenue and sales. In addition to those five brands, we also found and provided the next 15 most-popular barbecue grill brands among U.S. consumers, based on ownership.

Five, Top Barbecue Grill Brands in the U.S.

1. Weber

  • This link is to Weber's website.
  • A survey asked 755 U.S. adults which brand of grill they own (hereinafter referred to as "the survey") and 31% said Weber, thus making Weber the top barbecue grill brand in the U.S., based on ownership.
  • We also included a screenshot of the survey results in this Google Doc.
  • In further support of the survey's finding that Weber was the most-popular barbecue grill brand among U.S. consumers based on ownership, a July 2018 article published by the New York Post stated that Weber is the top barbecue grill brand in the U.S., based on revenue.

2. Char-Broil

  • This link is to Char-Broil's website.
  • The survey found that 25% of U.S. consumers owned the Char-Broil brand of barbecue grills, thus making Char-Broil the second-most popular grill brand in the U.S., based on ownership.
  • In further support thereof, it was stated that "[m]ore Char-Broil outdoor gas grills have been distributed across the United States than any other brand."

3. Coleman

  • This link is to Coleman's website.
  • The survey results showed that Coleman was the third-most-popular barbecue grill brand in the U.S., as 11% of U.S. consumers owned a Coleman grill.

4. Backyard Grill & Kingsford

  • The survey found that 10% of U.S. consumers owned a barbecue grill made by Backyard Grill, thus making Backyard Grill the fourth-most-owned barbecue grill brand in the U.S. We couldn't find a website for Backyard Grill, but we did find this list of its products.
  • Since Backyard Grill doesn't have a website, we decided to provide five of the top barbecue grills brands (four of which have websites). Accordingly, Kingsford was the fifth-most-popular barbecue grill brand based on ownership, as seven percent of U.S. consumers surveyed said they owned a Kingsford grill.
  • This link is to Kingsford's website.

Additional, Top Barbecue Grill Brands in the U.S.

  • In addition to the five, top barbecue grill brands listed above, the survey results also showed the other top barbecue grill brands in the U.S., based on ownership.
  • There was a four-way tie for the next-most-popular barbecue grill brand in the U.S. (behind Kingsford), based on ownership. That's because four percent of U.S. consumers surveyed own each of the following brands of barbecue grills: Cuisinart, Blackstone, Blaze Grills, and Char-Griller. The following are the links to those companies' websites: Cuisinart, Blackstone, Blaze Grills, and Char-Griller.
  • Three percent of U.S. consumers own an Expert Grill brand barbecue grill. We couldn't find a website for Expert Grill, but we were able to find its grills being sold in retail.
  • Two percent of U.S. consumers surveyed owned each of the following brands of barbecue grills: Napoleon, Smoke Hollow, Dyna Glo, Lynx, Traeger, Memphis, and Landmann. The following are the links to those companies' websites: Napoleon, Smoke Hollow, Dyna Glo, Lynx, Traeger, Memphis, and Landmann.
  • Lastly, the survey found that one percent of U.S. consumers own each of the following barbecue grill brands: Kalamazoo, Cadac, and Fuego. The following are the links to those companies' websites: Kalamazoo, Cadac, and Fuego.
Part
02
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Part
02

US Top Barbecue Grill Brands-Competitive Landscape (1)

Weber sells pricier grills with a best in class warranty, while Char-Broil offers a variety of inexpensive models that may offer more features for less money.

Weber

Overview

  • Weber was founded in 1952 when George Stephen, inspired by the shape of a metal buoy, invented the kettle grill.
  • His passion for grilling great steaks for friends and family drove him then, and that passion for grilling perfect steaks drives the company today.
  • The Weber name came from the fact that Stephen was working at Weber Brothers Metal Works at the time of his invention.
  • The company website is a resource for everything grill related including products, owner's manuals, recipes, grilling tips, grilling education, and more.
  • Weber has an extensive global footprint, and the countries their products are available in can be seen here.

Product Offerings:

  • Weber offers four types of grills based on fuel type: wood pellet, gas, charcoal, and electric. Additionally, they have a portable grill line.
  • The Smokefire Series is the wood pellet line and there are 2 grills in the line which range in price from $999 to $1,199.
  • There are five lines of gas grills offered by the company: Spirit II, Spirit, Genesis II, Weber Q, and Summit. The prices on these range from $179 to $2,999.
  • Kettle Grills were the company's original product and there are six lines available: Original Kettle, Master-Touch, Performer, Summit Charcoal, Smokey Mountain Cooker, and Ranch. These prices range from $89 to $1,999.
  • The Q Electric Series is Weber's electric line and prices range from $269 to $319.
  • Weber also offers a full accessories line including cooking accessories, preparation & serving accessories, and tools for caring for the grills. They also sell Weber gear and outdoor lifestyle products such as side tables and grill hooks.
  • Finally, they offer a Smart Grilling Hub which is a grilling assistant that allows any grill to become a smart grill.

Value Proposition

  • Weber's value proposition is quality and innovation. They state, "The Weber promise of quality and innovation lives on in everything we do. It is our heritage, our legacy, and our future."

Competitive Advantage

  • Weber offers a best in class warranty on their grills.
  • In 2018, they improved an already good warranty on all full-size gas grills to cover all parts for 10 years. Previously, some parts were only warrantied for 2 or 5 years.
  • In a survey conducted by Consumer Reports on the purchase of over 38,000 grills from 2008 to 2018, Weber was rated top in customer satisfaction out of 13 brands.

Target Audience

  • Weber sells their grills online, at mass merchandisers, and in home improvement, hardware, and department stores. With that distribution model, it indicates their target market is basically anyone who grills, or wants to grill.
  • However, the company does a great job of offering product descriptions on their website that also speak to the target market for that grill.
  • For example, the description of the Spirit-335 states, "The three-burner Spirit SP-335 gas grill is equipped with everything you need to grill an entire meal outside. Simmer sauce on the side burner. Create an intense heat zone for a perfectly seared steak on the sear station. And toast buns on the warming rack as burgers grill below." That makes clear that this grill is for people who want to do it all on the grill, and avoid using the kitchen.
  • Another description on the website is, "Invite your entire family, ignite the coal, and spark your passion for charcoal grilling. Grill burgers, corn, and all of your side dishes at once in the Original Kettle Premium charcoal grill. After dinner is served and guests are full, cleanup is easy, so unwind and enjoy the moment." This description targets people who need large amounts of grilling space and want clean up to be quick and easy.
  • One last example is, "Take your favorite recipe outside, because everything that can be cooked, will taste better grilled. With its 200-600° temperature range, SmokeFire is a true All-in-One grill that has the versatility to sear steak as well as it smokes brisket, bakes pie, and everything in between." This description targets people who want to use the grill for more than grilling, and want to have control over the temperature.

Char-Broil

Overview

  • Char-Broil was founded in 1948 and has introduced many grilling innovations that have become standard on grills today. The company, which is headquartered in Georgia, is owned by WC Bradley, a privately held company, and sells grills, smokers and fryers. In addition to the U.S., the products are also available in North America, Europe, Australia, Latin America, and the Middle East.

Product Offerings:

  • Char-Broil offers 51 gas grills, divided mainly between their Classic Series, Signature Series, Performance Series, and Commercial Series. Prices range from $120 to $750.
  • They have nine charcoal grills which range in price from $90 to $380.
  • Char-Broils electric line has five grills that range in price from $180 to $200.
  • The company's eight portable grills range in price from $25 to $160.
  • There are four hybrid grills offered by the company, which combine gas and charcoal, and these range in price from $410 to $530.
  • Char-Broil also sells oil-less fryers, BBQ smokers, and electric smokers, as well as grill parts and accessories.

Value Proposition

  • One statement that defines Char-Broil's value proposition is, "For decades, we've been innovating to make grilling easier, affordable, and more memorable. As a result, our greatest triumphs can be traced to backyards across America. As we look ahead, our aim is to continue improving outdoor cooking for everyone, everywhere."
  • The company also states that their focus is always on performance, because grills need to cook as expected whether they are used occasionally or daily.

Competitive Advantage

  • One of Char-Broils competitive advantages is their prices. As can be seen comparing the prices between Weber and Char-Broil, Char-Broil has a much lower maximum price point and this will appeal to people with limited budgets.
  • In the same Consumer Reports survey described above, customers gave Char-Broil "high marks for grilling performance, ease of use, and appearance."

Target Audience

  • On their website, Char-Broil promotes "a grill for every griller." The company's target market is "anyone who believes that grilling is a reason to LIVE IT UP™."
  • As with Weber, their large product line allows them to target different customers based on their grilling needs.
Part
03
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Part
03

US Top Barbecue Grill Brands-Competitive Landscape (2)

Coleman is known for its outdoor gas grills, whereas Kingsford is known for its innovative charcoal grills. Information on Backyard Grill was unavailable as it is a brand owned by Walmart, and the store no longer keeps backyard grills in stock. Details on Coleman and Kingsford are outlined below.

Coleman

  • Coleman Company Inc. is an American company that specializes in outdoor camping gears including outdoor gas grills. The company is ranked as the number one brand in outdoor recreation products. Coleman barbecue grills are known for their "lightweight and corrosion-resistant materials".
  • Product offerings: Coleman has 2 product types. The charcoal grills and the propane grills.
    • Charcoal grills: Fold N Go Charcoal Grill, Sportster Charcoal Grill, Table Top Charcoal Grill, Standup Charcoal Grill, Party Pail™ Charcoal Grill, and Party Ball™ Charcoal Grill
    • Propane grills: Coleman RoadTrip 285 Portable Stand-Up Propane Grills, Coleman RoadTrip 225 Portable Stand-Up Propane Grills, RoadTrip® LXE Propane Grill, RoadTrip® X-cursion Propane Grill, Coleman Roadtrip LXX Propane Grill, Coleman NXT 200 Grill, Propane — NXT™ Voyager Grill — Table Top, Fold N Go+ Propane Grill, and RoadTrip® LX Grill
  • Value proposition: Coleman boasts of its continued innovation and integrity in the manufacturing of new products.
  • Competitive advantage: Coleman is one of the two biggest players in the barbecue grills market according to industry reports like the one from Market Watch, with an 8.36% market share. One of its products, the RoadTrip® LXE Propane Grill was also considered the "best grill for camping" by Rainy Camping because of its portable, collapsible design.
  • Target market: The company targets camping and outdoor activity enthusiast.

Kingsford

  • Kingsford Manufacturing Company is among the top suppliers of high-quality charcoal products since the 1950s. Currently, the company is the leading US brand in charcoal and an industry leader in sustainable charcoal manufacturing. Aside from its charcoal products, it also has a selection of charcoal grills. The company has a loyalty program, the Kingsford Rewards, as a way to thank its customers who are "firing up the charcoal grill and serving delicious coal-fired cuisine across the country".
  • Product offerings: Kingsford has charcoal grills available and these are Kingsford GR1031-014984 Barrel Charcoal Grill - 30-Inch, Kingsford OGD2001901-KF Outdoor Charcoal Kettle Grill - 22.5-Inch, Kingsford Charcoal Water Smoker (for grilling steaks and hotdogs), Kingsford 32" Charcoal Grill, Kingsford 14" Kettle Charcoal Grill with Hinge, and other grilling tools.
  • Value Proposition: Kingsford uses "state-of-the-art air-emission controls for our wood-charring operation". It also uses "dust collectors and equipment systems such as enclosed conveyors and storage tanks to minimize emissions".
  • Competitive Advantage: Kingsford is known as "one of the top manufacturers of backyard charcoal-fueled grills" because of its high-quality grills. It is also the company behind the invention of charcoal briquet.
  • Target Market: The target market for Kingford's charcoal grills is anyone who enjoys a cookout, both big and small.


Part
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Part
04

Germany Top Barbecue Grill Brands

Germany in the Barbecue Market

  • As of September 2019, Germany is the leader in the Europe barbecue grill market, making up nearly 20% of the regional market revenue between 12 countries.
  • Germany is predicted to keep its lead by 2026, growing with a CAGR of 5.5%.
  • The top seller in the German grill market is Weber-Stephens, with Landmann in second place.
  • Other top sellers include Argos Limited, Campingaz, Bull Europe Limited, Royal Gourmet Corporation, Copreci, Barbecook, and Thüros GmbH.

Landmann Barbecue Grills

  • Founded in Germany over five decades ago, Landmann is a family-owned business and was the very first barbecue brand of Europe.
  • Landmann is not a top player due to its second-place sales in Germany versus Weber-Stephens, but also due to its award-winning grills, such as the Avalon, and its long-term grip on the market.

Thüros Barbecue Grills

  • Founded in Germany in 1992, Thüros is the leading manufacturer of stainless steel barbecues in Germany, and one of the top sellers in the country.
  • Thüros is a top player due to its sales and innovation -- the design of Thüros' grills draw inspiration from the German Democratic Republic era.
  • Thüros has won many awards for its quality and innovation, including The 2004 Spoga Innovation Award and the 2007 SpogaGafa Innovation Award.
  • The barbecue company was also the main sponsor for the 2010 German Barbecue Championship.

Bull Europe Limited

  • In 2015, Bull Europe Limited was created to streamline Bull BBQ products to Europe, the Middle East, and Africa.
  • Bull Europe is a top seller in Germany alongside Thüros and Landmann, but it also has an impressive global range, spanning over four continents.


Part
05
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Part
05

Germany Top Barbecue Grill Brands-Competitive Landscape (1)

While Weber-Stephen Grills is known in Germany for Kettle Grills and advanced grilling classes, Landmann is known for quality and innovation in the grill sector. Details of each company have been provided below.

Weber-Stephen grills

  • Description: George Stephen founded the Weber-Stephen grill company in 1952 after inventing the Kettle grill in America by taking a ship bouy and converting it into a portable grill option. The invention eventually went global and became a top seller in Germany. The company has several stores in Germany that offer a wide range of products as well as grilling classes.
  • Product Offerings:
  • Value Proposition: "There are countless grills that look similar to Weber grills, but not qualitatively. Weber grills are extremely durable with regard to the entire frame construction including the lid, kettle or grill chamber and all internal parts, e.g. burners, ignition and cleaning systems."
  • Competitive advantage : "High-quality, thick-walled, extra low-carbon steel is used for the lid and kettle, which therefore combines optimally with the enamel baked at 870 ° C. An electrostatic enameling process is used, which enables the enamel layer to be precisely adapted to the sheet thickness of the steel. This ensures that steel and enamel expand and contract evenly when heated and cooled — temperature-related chipping of the enamel is impossible if the products are handled properly. Optimal heat reflection and the best possible protection against the weather are guaranteed."
  • Target market: The company targets all types of grilling enthusiasts from beginner, advanced or professional customers that are interested in quality manufacturing and "the whole diversity of the Weber world on 500sqm."

Landmann Barbecue Grills

  • Description: Landmann was founded in Germany in 1966 by Bernd Hockemeyer and Hermann Landmann and has become "a leading European grill brand that has stood for quality and innovation for over 50 years." The company's main focus is to create extraordinary barbecue experiences through product innovation. The company's visions claims "Quality is our standard, experience our capital."
  • Product Offerings:
  • Value Proposition: "With the product range, the company demonstrates how innovative the industry can be. Today, Landmann stands for BBQ variety more than ever, in the devices and accessories. Under the roof of a strong brand, Landmann creates experience-oriented grill worlds that are tailored to the lifestyle of the various consumer groups."
  • Competitive advantage : "We bundle the expertise and experience in production, design, development and marketing in a worldwide efficient network that enables us to create attractive products with a good price-performance ratio for the benefit of our customers. You can find our products in the shops and sales areas of our trading partners; these include hardware stores, gardening stores and food markets."
  • Target market: "With our grill products, we always want to offer the very best to every group of consumers — precisely tailored to their respective tastes, grill preferences and lifestyle." The company claims to target all retail customers through "developing and marketing high-quality and user-friendly grill products."

Part
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Part
06

Germany Top Barbecue Grill Brands-Competitive Landscape (2)

While Thuros Barbecue Grills is one of the leading manufacturers of stainless steel barbecues in Germany, Bull Europe Limited pioneered the concept of outdoor barbecue islands. Both company's target high-end barbecue enthusiasts and offer superior manufacturing. Details of each company have been provided below.

Thüros Barbecue Grills

  • Description: Thuros is considered one of the leading manufacturer of stainless steel barbecues in Germany. The company is family owned and was founded in Georgenthal, Thuringia in 1992 by Peter Schneider. The company manufactures stainless steel grills in one location using a combination of automation and traditional handicraft and know-how. The company's products are formed solide, functional, well-designed and with quality workmanship and are focused on sustainability through the entire manufacturing process.
  • Product Offerings:
  • Value Proposition: "The company Thüros and its Thuringian Grills redefine and revolutionize the market for stainless steel barbecues since the beginning of 1992."
  • Competitive advantage : "Thüros combines tradition and years of experience with enthusiasm for barbecuing, modern production methods and quality materials. Hence, we have state-of-the-art manufacturing processes and logistics, as well as traditional craftsmanship and know-how. We offer a diverse range of barbecues with compatible accessories for barbecuing, baking, stewing, smoking and much more."
  • Target market: The company targets avid barbecue enthusiast looking for the best price, service, quality and reputation. In 2018, the company was rated the Germany's "Customer Favorite" brand in the BBQ sector from over 53 million customers that participated in the survey.

Bull Europe Limited

  • Description: In 2015, Bull Europe Limited was founded by Bull Outdoor Products Inc. and AG Investments Limited in order to serve the BBQ Supplies hub in Europe and EMEA. The company provides competitive transportation services and prices as well as quality workmanship within the Maltese workforce. The company provides "Charcoal Built In BBQs, LPG Built in Gas Barbecues, Natural Gas Built In BBQs, American Designed Stainless Steel BBQs, Wood Fired Pizza ovens, Outdoor BBQ Kitchen Islands and Outdoor Bar Entertainment Islands."
  • Product Offerings:
  • Value Proposition: "It is Bull Europe’s No.1 priority to establish, as in the US, a network of Distributors, Dealers and Contractors in order to serve the designated territories (Europe, Middle East, Africa and the UK), to keep Bull customers well served at all times."
  • Competitive advantage : "Of the many reasons for the company's success is that the grill industry was thoroughly researched. This helped Bull Outdoor Products Inc. to deliver products to the consumer that are 'second to none!' Manufacturing the grills to the highest degree of integrity and concern for the customer is practiced with each and every product."
  • Target market: The company targets backyard barbecue enthusiast that are looking to use the company's pioneered concept of outdoor barbecue islands to create professional culinary works. The company claims that they hold a high reputation in the BBQ sector across Europe as both the BULL brand and Bull Outdoor Products Inc.
Part
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Part
07

US Barbecue Grill Ownership

The percentage of the US population that owns a barbecue grill is 70%. Gas grills are the most popular types of grills, followed by charcoal grills. Electric grills, on the other hand, tend to be the least owned in the US barbecue grill market.

Barbecue Grill Ownership

  • The percentage of the population in the US that owns a barbecue grill is 70%, based on a survey carried out by Hearth, Patio & Barbecue Association (HPBA).
  • The US barbecue grill market is valued at $2.54B
  • The total sales for gas barbecue grills are $1.36B.
  • The annual growth of pellet grill sales is 9.1%.

Types of Barbecue Grills

  • Gas grills are the most popular types of grills, which are owned by 64% of grill owners in the US.
  • Charcoal grills are owned by 44% of grill owners in the US.
  • Electric grills are owned by 9% of all grill owners in the US.
  • The total percentage for grill type ownership in the US exceeds 100% because some people own more than one type of barbecue grills.
Part
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Part
08

US Age Distribution and Average Household Size

As of 2018, 55.3% people in the US were aged 18 to 59-years-old. The average household size in the US in 2018 was 2.63.

Age Distribution in the US

  • According to the 2018 American Community Survey released by the US Census Bureau, the total US population in 2018 was 327,167,439. A detailed age-wise breakdown of the 2018 US population can be found in this spreadsheet. An age-wise breakdown for selected age brackets is given below:
    • Around 22.4% (73,352,242) of the US population was under 18 years old while 77.6% (253,815,197) was aged 18 and over.
    • Similarly, 22.3% (73,085,935) of the US population was aged 60 and over in 2018.
    • By subtracting people under the age of 18 as well as those aged 60 and over from the total US population i.e., [100% — (22.4% + 22.3%)], it can be observed that 55.3% people in the US were 18 to 59-years-old in 2018.
  • The median age in the US in 2018 was 38.2 years.
  • According to the Pew Research Center, the most common age among white Americans was 58 years in 2018, more than twice the most common age (27 years) among all racial and ethnic minorities.
  • The most common age for Asians, blacks, and Hispanics was 29 years, 27 years, and 11 years, respectively.
  • 28% of Americans in 2018 belonged to Generation Z and younger age groups (aged 0-21). Moreover, 22% of Americans were millennials, 22% were baby boomers, 20% belonged to the Generation X, and 8% belonged to the silent and the Greatest generational groups.
  • The US population is aging. It is estimated that by 2030, 1 out of every 5 Americans will be of retirement age.
  • Moreover, by 2035, the number of Americans aged 65 years and older will reach 78.0 million as compared to 76.7 million Americans under the age of 18."

Average Household Size in the US

  • According to the 2018 American Community Survey by the US Census Bureau, average household size in the US was 2.63 in 2018.
  • A breakdown of this data indicates that the average size of owner-occupied households in the US was 2.71 while the average size of renter-occupied households was 2.48 in 2018.
  • According to the Pew Research Center, average household size in the US is increasing for the first time in over 160 years. From 1790 to 2010, the average US household size decreased from 5.79 people per household to 2.58 people per household before finally increasing to 2.63 people per household in 2018.
  • One of the main reasons for this increase is that more Americans are now living in shared households. From 2007 to 2019, the percentage of Americans living in shared households increased from 17% to 20%. The change is mostly driven by adults aged 35 and older. In 2017, 67% of Americans aged 35 to 54 lived in a shared household with three or more people, up from 64% in 2010.
  • Moreover, an increasing share of the US population now lives in multi-generational households i.e., from 12% in 1980 to 20% in 2016. Multi-generational households usually have two more members than other households. This trend also reflects the country’s "increasing racial and ethnic diversity as Asian, black and Hispanic populations are more likely to live in multi-generational households than non-Hispanic whites."
  • A breakdown of average household size by states indicates that Utah had the largest average household size in 2018 (3.12) followed by Hawaii (3.02), and California (2.96). In 2018, Maine had the smallest household size (2.28) among all US states.
Part
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Part
09

Germany Barbecue Grill Insights

Six considerations that impact the usage of barbecue grills among consumers in Germany include the location, season, diet, time, events, and demographic. Germans enjoy using the barbecue grill during summer, in their garden or public places, to cook different types of meat, especially pork. Most users are men, and the main type of barbecue grill used is the charcoal one.

1. Location

  • Some neighborhoods and landlords have firm rules about the areas where using the barbecue grill is not allowed, such as the balconies.
  • Some others limit the type of grills that are allowed to use, even indicating if can only use electric grills in certain areas.
  • Rules of barbecuing locations usually take place in neighborhoods where people can be affected by proximity. Some even take it as far as forbidding the use of coal grills completely, some don't allow grilling at all, and in some other case, it's only allowed once per month.
  • Even with the rules, Germans enjoy using the barbecue grills in their gardens and balconies, but it is also a tradition to take them to public parks, lakes, and river banks.
  • The city administrations have websites where people can find designated barbecue areas. Also, in some cases, the person needs to register before using a grill in public.

2. Season

  • Germans love using their barbecue grills during summer and on hot weather.
  • The grilling season in Germany starts with the beginning of spring and usually lasts from April to September.
  • Some Germans, even take advantage of the warm temperature by using their barbecue grills every weekend during these months.

3. Diet

  • The traditional German diet involves pork, beer, and sausages. The food cooked on barbecue grills is often Kotelett or marinated pork chop and sausages, accompanied by salad and beer.
  • The grilled Kotelett, grilled fish, and bratwursts are typical elements in a German diet and the most popular grilled foods based on their affordability. As such, they impact their desire to use the barbecue grill.
  • 90% of the Germans incorporate meat while grilling.
  • The bratwursts are eaten with Brotchen, a bakery bun, cheese, add-ons, and different salads.

4. Time and Schedule

  • Most German neighborhoods have strict rules to hold barbecue parties or reunions, so when they use their barbecue grills, they can't do it after 10 PM or before 7 AM.
  • Some locations even have rules of quiet time to avoid bothering the neighbors in the afternoons, usually from 2 PM to 4 PM, or from 3 PM to 5 PM, as this time is reserved to do renovations and use the kids' playgrounds.
  • In some cases, they take it a little further by notifying their neighbors when they will be using the grill.
  • Germans prefer cooking with charcoal grills and kettle barbecues than gas or electric barbecue grills. 70% of them consider this the best way to barbecue.
  • Since the charcoal takes up to 25 minutes to be ready to grill, it is important to have enough time to cook. For this reason, most Germans prefer using their barbecue grills during the weekends.

5. Demographic Traditions

  • For Germans, using the barbecue grill is a gender thing. In most cases, the ones in charge of cooking on the grill are men, while women are dedicated to preparing the salads and add-ons.
  • Additionally, for senior Germans, using the grill is a sport and a tradition when summer comes, while Millennials, consider it a trend and expression of life.

6. Events

  • Germans take barbecuing so seriously that radio stations, like SWR3, celebrate an event where over 100,000 barbecue-fans turn on their radios or internet radios and follow the instructions of TV-chef Johannes Lafer, together at the same time all over the country. It is considered the "only and largest synchronized barbecue party in Germany".
  • Germans also host different barbecue competitions, like the German Barbecue Championship, an event held by the German Barbecue Association, where people are invited to bring their barbecue grills and participate in teams of amateur or professionals for a chance to win €12,000 with their cooking skills.
Part
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Part
10

US Barbecue Grill Insights

Research was conducted to provide insights that would impact the usage of barbecue grills among U.S. consumers. Some major trends include: growth in outdoor recreation/entertaining, the increase in grilling of ethnic and new foods, the interest in home wood fired grills, the increasing use of smart technology in grilling, and millennial attitudes about food and housing preferences. Some impacts of these trends on barbecue grills themselves include: an increase in smaller and wood-fired grills, an increase in premium grills for outdoor kitchens, and the development of "smart" grills.

GROWTH IN OUTDOOR RECREATION AND ENTERTAINING

INTEREST IN GRILLING APPLICATIONS FOR ETHNIC COOKING AND NEWLY INTRODUCED FOODS

  • There is increasing interest in applying grilling techniques in preparing international foods, i.e., Mexican dishes (such as cochinita pibil, snapper en pipian, and dessert quesadillas), Caribbean foods (tangerine teriyaki chicken, spice grilled plantains, guava baby back ribs), and tropical-themed dishes (island spiced ribs, and turkey adobo with garlic mojo de ajo),
  • Due to the growth and interest in plant-based foods, people are using grilling to prepare such foods as grilled cheeses, portobello mushrooms, and pizzas with plant-based toppings.

RISE IN WOOD GRILLING

  • Wood grills impart a smoky flavor that other barbecue grills can not match; formerly used primarily in restaurants, several manufacturers now offer home-base wood barbecue grills to meet consumer demand for wood-grilled foods prepared at home (Source 3)

INTEREST IN "SMART GRILLS"

  • Digital thermometers and controllers are being increasingly outfitted into new grills. They provide increased control over grill temperatures, internal meat temperatures, and can be programmed to drop the grill temperature when the food is done to prevent overcooking. Many of these devices have Wi-Fi connections that can be monitored and/or controlled through the user's cellphone.

MILLENIAL ATTITUDES INFLUENCING BARBECUE

  • Millennials are following their parent's traditions of barbecuing, but their demographics influences their use of barbecue grills.
  • A trend for millennials is to live in smaller housing in cities, such as apartments in high rises; barbecuing in this setting leads to smaller grills on apartment patios for grilling with friends.
  • A millennial trend towards health-conscious and locally-owned food leads to a desire for high quality food purchases which then can be grilled for daily needs.

RESEARCH STRATEGY

A variety of sources were used to identify the major trends driving the usage of barbecue grills. The ones selected were the ones that came up most often from these sources. These trends were analyzed with emphasis in determining what affect the specific usage of the grill may lead to new grills or grill features.
Sources
Sources

From Part 01
From Part 02
From Part 10
Quotes
  • "The offerings reflect consumers’ desires for smaller houses, condos, and townhouses, as well as their desire to take their patio experience “on the go” for camping, glamping, and tailgating."
Quotes
  • " In the former we bring American barbecue techniques to such traditional Mexican dishes as cochinita pibil (Yucatan pork smoke-roasted in banana leaves), snapper en pipian (in pumpkin seed sauce) cooked on a salt slab. And a surprising quesadilla you grill not for lunch, but for dessert."
Quotes
  • "Well, wood grilling has come home, thanks to home model wood-burning grills, like the new South African inspired Kudu grill, Grillworks, the American Muscle Grill, and the high end Hybrid Grill from Kalamazoo. "
Quotes
  • "“Customers want more on their deck or patio than just a gas grill on a cart and love the idea of upgrading""
  • "Perhaps no products exemplify modern barbecue technology more than today’s digital thermometers, temperature controllers and thermostatically controlled pellet smokers"
Quotes
  • "Imagine gathering your closest friends and family on the rooftop of your apartment complex in Seattle, Chicago, Minneapolis, or Austin. This scene is quickly becoming the standard American barbecue. "
Quotes
  • " In HPBA’s 2017 consumer survey, more than half of respondents claimed that they grilled not just for flavor but as a “lifestyle choice.”"