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Grill Study

HPBA Barbecue Attitude and Usage Study, 2005

Staff -- Casual Living, 3/1/2006 12:00:00 AM

Grill ownership continues to climb according to the latest consumer survey data from the Hearth, Patio & Barbeque Association. Gas grills continue to gain market share at the expense of charcoal and electric grills.

Consumers appear to be replacing their grills more frequently according to the most recent HPBA statistics — the most recently purchased grill is about three years old, compared with an average of four to five years reported in the 2003 grill study. More good news: The most recently purchased grill cost more than in 2003 — an average of $237 for a gas grill, compared with $220 in 2003. It will come as no surprise to retailers that most grills, regardless of the type of fuel used, were purchased at either a mass merchant or home improvement store.

Looking ahead, about a quarter of grill owners plan a new grill purchase in the near future. But don't look for much crossover in the type of grill purchased, as charcoal grill owners are more likely to buy another charcoal grill than any other type of grill, just as gas grill owners plan to stick with buying another gas grill.

Grill/Smoker Ownership

By Income Level
Percent of Households Owning a Grill/Smoker at Each Income Level

under $22,500	73%
$22,500 – $39,999	77%
$40,000 – $59,999	79%
$60,000 – $89,999	88%
$90,000 and over	90%

By Type of Residence
Percent of Households Owning a Grill/Smoker for Each Type of Residence

single-family home	89%
townhouse/duplex	72%
high-rise apartment/condo	37%
garden apartment/condo	53%
mobile home	81%

Types of Grills Owned

*Gas includes natural and LP
charcoal	51%
gas*	61%
electric	9%

Most Recently Purchased Grill*

	CHARCOAL	GAS
*average
cost	$96	$237
age (in years)	3.4	3.3

Price Paid for Most Recently Purchased Grill

	CHARCOAL	GAS
less than $100	69%	23%
$100–$199	21%	32%
$200 and over	10%	45%

Where Most Recently Purchased Grill Was Bought

	CHARCOAL	GAS
mass merchant/home improvement center	59%	70%
all other channels	41%	30%

Who Primarily Makes The Purchase Decision?

	CHARCOAL	GAS
male head of household	62%	65%
female head of household	34%	34%

What are They Looking for?

	CHARCOAL	GAS
easy ignition system		71%
large grilling surface	61%	57%
durability of unit	57%	50%
ease of cleaning	43%	43%
safety	28%	42%
temperature gauge/heat indicator	13%	32%
multiple burner system		25%
surface area for utensils/food	17%	20%
grease evacuation		20%
stainless steel		18%
ability to sear meat	24%	16%
fuel level indicator		16%
portability		15%
side burner		8%
brand	13%	8%
easy to use ash catcher	28%
ability to smoke meat	23%
ease of lighting	21%
ability to change grilling levels	20%

Some Reasons for Grill

	CHARCOAL	GAS
prefer the taste	79%	53%
entertaining/social aspects	28%	33%
cost is inexpensive	27%	23%
convenience	21%	61%
size of grill fits	20%	18%
safety	17%	15%
control heat better	12%	24%
I can do more	10%	22%
housing regulation	1%	1%

Most Popular Improvements Planned

	CHARCOAL	GAS
new outdoor furniture	59%	44%
new or improved landscaping/garden features	53%	55%
new or improved patio or deck	49%	57%
adding or significantly improving outdoor lighting	41%	35%
screening, covering or enclosing an area	38%	33%
adding a pool, spa or other major water feature	27%	21%
adding a built-in "island" type grill and grilling area	17%	11%
adding an outdoor fireplace	11%	10%
adding a more upscale barbecue grill		31%
adding a portable fireplace or chiminea		10%
adding one or more outdoor patio heater		4%

22% of households own more than one grill

THE GRILLING AREA

Most outdoor grill/grilling areas include a large, but moveable grill, on a patio or deck with outdoor furniture and a place to eat.
Most consumers view outdoor deck/patio/grilling area as a functional area rather than as a place to relax or to entertain.

GRILL OWNERS DESCRIBE THEIR GRILLING AREA

WHAT'S IN IT?

Large moveable grill system on a modest patio/deck with some outdoor furniture and informal place to eat. 42%
Portable grill system on a small patio/deck/balcony, with inexpensive outdoor furniture. 25%
Small/portable grill system on a small patio/deck/balcony, without furniture or place to eat. 16%
Large moveable upscale grill on a patio/deck, with upscale outdoor furniture and a place to eat. 13%
Very upscale area with permanently installed grill/components on a patio/deck with upscale outdoor furniture and a place to eat/relax. 3%

HOW IS IT USED?

More as a functional area where you grill food 46%
An entertainment area where you interact with friends, neighbors and/or relatives 24%
Simply as an area to rest and relax 30%

About 1/3 of grill owners are planning upgrades or improvements to their outdoor grill/grilling area.

28% of households say they are likely to purchase a new grill in the next couple of years...

... They are Most Likely to Buy:

charcoal	22%
smoker	9%
gas	58%
outdoor electric	2%

About the Survey

Conducted in August 2005 by Atlanta-based TNS-NFO WorldGroup for the Hearth, Patio & Barbeque Association, the 2005 HPBA Barbecue Attitude and Usage Study is the 12th in this series of biennial research studies. For the survey TNS-NFO WorldGroup used an online rather than a mailed panel to collect 8,183 completed surveys, representative of the latest U.S. Census in terms of geography, age of head of household, market size, annual household income and household size. An over-sampling of Hispanic households was conducted, bringing the final Hispanic household count to 135.

For the 2005 survey, detailed questions about grilling behavior and ownership for the most recently purchased grill were asked only of those who owned built-in and cart-style charcoal/wood, gas and electric grills; tabletop grill owners were excluded. Data for the most recently purchased grill included 501 charcoal/wood grill owners, 571 gas grill owners and 96 electric grill owners.

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