Barbecue Competitive Landscape

Goals

Obtain information on the portion of the US and German population that own a barbecue grill, the types of grill that people own, a competitive landscape of barbecue grilling brands, and the factors that can impact the usage of barbecue grills.

Early Findings

Barbecue Competitive Landscape - Germany

  • Around 89.7% own a barbecue in Germany (screenshot link).
  • As a country, Germany skews towards the older age spectrum as shown by this age breakdown: 18.4% are under 20 years old; 53.6% are 20 to under 60 years old, and 28% are over 60 years old.
  • The average household size in Germany is around 1.99 or 2 people (screenshot link).
  • Germans mainly own a charcoal grill as gas grills are expensive in the country.
  • Most of them refer to the charcoal grill as "the only true grilling method."
  • Around 70% of German households have charcoal barbecue grills.
  • They also use a "kettle barbecue," a type of charcoal grill. In this type of grill, the top half of the dome acts as a lid and the bottom half is the grill itself.
  • Germans also use gas grills and smoker grills.
  • Based on several consumer reviews, the most recommended grill brands in the country are the following: Tepro, Landmann, Activa, Taino, Livington, Tefal, Nexos, and Grilling.
  • In terms of revenue, Germany is the second biggest market of the Weber-Stephen grill brand. Sales of these grills reached €165 million in 2015.
  • Landmann Grill is the second leading grill supplier in the country.
  • The Osterholz-Scharmbeck brand sells over 3 million grills annually. The group is a subsidiary of the Bremen-based Gebrüder-Thiele Group. The global revenue of the company is €200 million.
  • In Germany, barbecuing is commonplace.
  • Friends can decide to grill their meats spontaneously on any occassion.
  • For older Germans, barbecuing is considered a sport. For the younger generations, the activity is considered as an expression of life as most of them think of barbecuing as "trendy, laid-back and cool."
  • Barbecuing also elicits a feeling of community among the country's residents.
  • Most of the barbecuing in the country happen during the weekend, on balmy nights, and during the summer months when the sun is up.
  • Barbecue enthusiasts in Germany don't just focus on meats and sausages when grilling.
  • For vegetarians, other options include mushrooms, a variety of vegetables, cheese, tofu, fish, and other non-meat ingredients.
  • Barbecuing is also considered as an event in the country as radio, internet sites, and other media organize these community barbecue parties regularly.

Proprietary Research Available

We found some proprietary research from one of our data partners which may be helpful:
Global Residential Cooking Grills Market(TechNavio, $3,500)
If you'd like us to purchase this report on your behalf, just let us know!

Summary of Findings:

  • Our initial one hour of research provided the estimated percentage of Germans who own a barbecue. We concluded that these owners are mostly adults as there was no available information on the age breakdown of barbecue owners.
  • We also presented the age distribution in the country and the estimated average household size. However, we were not able to find the specific breakdown for those who are engaged in barbecuing activities.
  • We also presented some of the barbecue grill types that Germans typically own.
  • We also provided some of the top brands in Germany based on revenue and consumer reviews, including the ranking of the Weber-Stephen grills.
  • We also presented some of the barbecuing habits of Germans.

Proposed next steps:

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