Barbecue Competitive Landscape

Part
01
of five
Part
01

Barbecue Grill Ownership Germany

Nearly nine in ten (89.7%) Germans own a barbecue grill. Charcoal barbecue grills are the most popular type (73%), followed by gas (12%), electric (12%), and wood (1%). Data published by both Statista and Idealo have been provided below.

Percentage of Users (Statista, 2017)

  • A survey of 889 respondents between June 14-18, 2017 found that 89.7% of Germans owned a barbecue grill, 2.4% used disposable barbecue grills, and 8% did not use a barbecue grill.
  • Among men, 90% used a barbecue grill, 2% used disposable barbecue grills, and 8% did not use a barbecue grill.
  • Among women, 89% used a barbecue grill, 3% used disposable barbecue grills, and 8% did not use a barbecue grill.

Breakdown by Type (Statista, 2017)

  • The breakdown of barbecue users by type of grill used:

Breakdown by Type (Idealo, 2016)

  • The breakdown of barbecue users by type of grill used:

Annual Usage (Idealo, 2016)

  • The average user in Germany barbecues 19 times a year.
  • The breakdown by frequency of usage:
    • 50+ times: 6%
    • 25-50 times: 20%
    • 12-24 times: 28%
    • 6-11 times: 27%
    • 3-5 times: 15%
    • 1-2 times: 3%


Part
02
of five
Part
02

Pellet Grills Germany

While there is no publicly available information to fully answer the question, we've used available data to pull together key findings: around 62 million people in Germany own a grill of some variety; pellet grills comprise around 5% of new grill sales in the US. Below is an outline of our research strategies to better understand why the information requested is publicly unavailable, as well as a deep dive into our findings.
  • As per Statista, 89.7% of adults in Germany own a barbecue (also called "grill").
  • There are 69,555,590 adults in Germany, meaning around 62,391,364 own a grill of some kind.
  • Pellet grills make up about 5% of total grill sales. However, this is among new grill owners not all grills. However, a few years ago, pellet grills were less than 2% of grill sales.
  • Traeger Europe offers its pellet grills for sale in Germany. It appears they launched in Europe around 2016.
  • The forum /r/pelletgrills has only one post mentioning Germany. The post states pellet grills are extremely expensive and hard-to-find.
  • The German-language forum Grillsportverein only has a small sub-forum dedicated to pellet grills. Posts here are infrequent and many mention models which are only available in the US.

Research Strategy

It was not possible to calculate the number of people in Germany who own a pellet grill or the percentage of population. We first attempted to triangulate the number of Germans owning a pellet grill using information about the number who own a barbecue and the percent of those barbecues which are pellet grills. This information was not available. We attempted to use proxy data from other countries, such as the US, where pellet grills are growing more popular. However, we could only found the percent of new grill sales, not the percent of people who own a pellet grill.

Furthermore, it appears that pellet grills are not nearly as popular, yet, in Germany as they are in the US. One forum about pellet grills had only one post, among thousands, from Germany. A German grilling forum has quite limited discussion of pellet grills, with several members mentioning only overseas products rather than those sold in Germany. Even though pellet grills like Traeger are sold in Germany, they are quite expensive
Part
03
of five
Part
03

Pellet Grills US

In 2020, it is expected that about 3,087,706 U.S. adults will own a pellet grill, which represents approximately 0.009% of the total U.S. population or about 4% of the U.S. adult population.

Pellet Grill Ownership

  • According to the Hearth, Patio & Barbecue Association, 70% of American adults own a grill.
  • The U.S. population is currently about 328,200,000, of which 22.4% are over the age of 18.
  • This means there are about 73,516,800 adults in the U.S.
  • If 70% of these adults own a grill or smoker, then about 51,461,760 U.S. adults own a grill or smoker.
  • In 2017, wood pellet grill ownership was at 3% of all grills; however, according to Forbes, the pellet grill segment was growing at an annual rate of 25%-30% in 2018.
  • Therefore, assuming an average annual growth rate of 27.5%, in 2018, the pellet grill ownership percentage would have been 4% and in 2019, that percentage would be about 5%. In 2020, this will increase to about 6%.
  • As such, of the 51,461,760 U.S. adults that own a grill or smoker, 3,087,706 adults own a pellet smoker.
  • Using the current U.S. population of approximately, 328,200,000, this would mean that approximately 0.009% of the U.S. population owns a pellet grill.
  • Taking into account just the adult population of the U.S., this would mean that about 4% of the U.S. adult population owns a pellet grill.

Research Strategy

Despite searching through industry publications, market research reports, and media articles from sources like Forbes, USNews, and others, there was no direct answer to the percentage of the population in the U.S. that owns a pellet grill. There was, however, enough information available to triangulate an approximate percentage. The calculations are as follows:

The Hearth, Patio & Barbecue Association indicated that 70% of American adults own a grill, so we found the total population of the U.S. (about 328,200,000) and the percentage of the population that is considered adult (22.4%). We multiplied 328,200,000 by 0.224 to obtain the number of adults in the U.S. (73,516,800).

Then, we calculated the number of adults who own all types of barbecue grills by multiplying the number of adults (73,516,800) by 0.70 to get 51,461,760 total grills owned by U.S. adults.

A 2017 report from the Hearth, Patio & Barbecue Association indicated that in 2017, wood pellet grills represented 3% of grill ownership and a Forbes article mentioned that the pellet grill segment was growing at an annual rate of 25%-30%. Therefore, we found the average growth rate by adding 25% and 30% (55%) and dividing by 2 (27.5%). We then multiplied 3% by 27.5% to show that pellet grill ownership increased to 4% in 2018, to 5% in 2019 and to 6% in 2020.

Once we arrived at the percentage of total grills owned that is represented by pellet grills, we were able to multiple the number of adults that own any type of grill (51,461,760) by 6% to get the number of people who own a pellet grill (3,087,706).

To determine the percentage of the U.S. population that owns a pellet grill, we divided 3,087,706 by 328,200,000 to get 0.009%.

We also calculated the percentage of the U.S. adult population that owns a pellet grill by dividing 3,087,706 by 73,516,800 to get 4%.
Part
04
of five
Part
04

High-end Gas Barbecues US

It was estimated that the total percentage of Americans owning a premium gas grill, costing $1,000 or more, is 1.28%, or around 2,676,840 Americans.

Gas Grill Ownership

  • 64% of American adults own a gas grill. Of these gas grills, 64% are run by propane gas and 36% are run by natural gas.
  • Therefore, since there are currently 209,128,094 adults in the US over age 18, there are around 133,841,980 gas grills in the US (209,128,094 x 0.64).
  • In 2019, $1.36 billion worth of gas grills were sold in America.
  • The vast majority (80%) of all grills sold cost under $300, and the average price of a gas grill purchased in America is $360.

Premium Gas Grill Ownership

  • According to the Hearth, Patio and Barbecue Association, in 2004 (only year for which data was found to be publicly available), six million gas grills were sold total.
  • One million of those gas grills sold for more than $300.
  • Of those one million, 120,000 were "premium" gas grills, selling for over $1,000.
  • Therefore, 2% of all grills sold in 2004 were in the premium price range (120,000/6,000,000 x 100).
  • Assuming this percentage has remained consistent throughout time and using the previous calculated total number of gas grills in the US (133,841,980), it can be estimated that there are around 2,676,840 premium gas grills in the US (133,841,980 x 0.02).
  • Finally, it can be determined that around 1.28% of the US population owns a premium gas grill costing $1,000 or more (2,676,840/209,128,094 x 100).
  • Market research has indicated that increasing numbers of middle class Americans are expected to purchase premium gas grills in the near future, so this percentage could be increasing.
Part
05
of five
Part
05

High-end Gas Barbecues Germany

The number of people who own gas grills in Germany is 41.195 million, which is 50.24% of the entire population of Germany. The precise number of people who owned high-end gas barbecues in Germany wasn't available in preexisting market research reports and news articles. This number was triangulated to 5.24 million, which is 6.275% of the population of Germany.

Grills

  • The population of Germany was 83.5 million in 2019.
  • According to 2017 data provided by Statista, around 89.7% of Germans own a barbecue (screenshot link). Assuming this percentage remained consistent throughout the 2017-2019 period, this amounts to 83.5 million x 0.897= 74.9 million.
  • A study was conducted by Florian and Romana Hieß, who run a grill blog aufgetischt.net. They said they conducted this study themselves since there was a lack of publicly available information on barbecuing. Their study considered 2042 participants in Austria and Germany.
  • This study yielded 65,344 data points. It was reported by major European news websites such as Pressetext.com, and also in popular German Stock Market websites such as Wallstreet-online.de.
  • According to this study, 55% of German barbecue owners use gas grills, which amounts to 74.9 million x 0.55 = 41.195 million. This is 50.24% of the total German population ((41.95 / 83.5) x 100 = 50.24%).
  • As for the Germans who participated in this study, judging by their purchasing decisions, 91.17% agreed that they preferred high-quality grills, 61.64% agreed that they favored grills at a reasonable price, 35.52% said they preferred grills from a trusted brand, 18.12% said they favored longer manufacturer warranties on grills, and 30% said they preferred grills with multiple functionalities or extras.
  • Considering the costs incurred in the purchase of grills, accessories, and consumables, 61.62% Germans preferred to spend less than 500 EUR, and 25.9% preferred spending 500 – 999 EUR. The remaining slots of expenditure, viz., 1000 – 1999 EUR, 2000 – 2999 EUR, and 3000 EUR and above were favored by 8.36 %, 1.65%, and 2.48%, respectively.
  • 61.62% + 25.9% = 87.52% of barbecue owners fall in the 0 – 999 EUR expenditure slot. This, combined with the facts such as barbecue is commonplace in Germany, the high-end gas barbecues cost more than 899 EUR, and that an 11 kg propane tank costs 16.35 EUR in that region, the expenditures easily surpass the 1000 EUR mark when accessories and consumables are included. Consequently, these 87.52 percent of barbecue owners can be considered unwilling to own a high-end gas barbecue grill.

Calculation:

  • Adding the percentage of those grill owners who are willing to spend above 1000 EUR, it can be said that the percentage of high-end gas grill owners is 12.49% (sum of the percentage of people willing to invest 1000 EUR and higher in gas grills = 8.36 + 1.65 + 2.48).
  • This gives the total number of high-end gas barbecue owners as 41.195 million x 0.1249 = 5.24 million. This is 6.275% of the total German population ((5.24 / 83.5) x 100 = 6.275%).

However, the above calculation ignores the following factors, which could affect the results:
  • 28.76% of barbecue owners in the study have claimed that they owned smoker grills, very few of which are priced below 2000 EUR. Also, all the natural gas grills sold in Germany are priced above 2000 EUR. Only a minor percentage (4.13%) of people falling in the expenditure slot of 2000 EUR and above can be considered as those who have invested in these types of grills.
  • In Germany, popular charcoal grills cost considerably less than 1000 EUR, and German consumers are much more likely to purchase them.
  • Other types of barbecue grills, such as Infrared (3.88%), disposable (2.98%), Electric (13.89%), Pellet (3.88%), and Ceramic (9.92%), Top Heat (11.45%), and Fire Plates (11.45%) are much less popular among barbecue owners. The total percentage of all of these grill owners combined (57.45%), is approximately equal to the percentage of Gas grill owners (55%).


Sources
Sources

From Part 01