Summary

The global barbecue market has demonstrated robust growth, with North America leading in sales, accounting for 44% of the 2022 market valued at $5.62 billion. The market is projected to grow at a CAGR of 4.92% until 2027, led by the electric segment estimated to grow at a 5.6% CAGR through 2025. In France, a key market, the barbecue and plancha sector achieved a turnover of 200 million euros in 2022, with an upward trend in premium product purchases. 

Demand is seasonal, peaking from March to September, but consumers increasingly seek versatile barbecues for a variety of recipes, influencing a trend toward premium and accessory-equipped models. However, the market faces challenges with health concerns regarding carcinogenic substances, changing dietary habits towards less meat consumption, and the dominance of imported products – with France importing significantly more cooking appliances than it exports, leading to a trade deficit in this sector.

Dynamics and Preferences in the French Barbecue Market

In recent years, there has been a significant upsurge in the French barbecue market, with sales indicating a strong consumer inclination towards outdoor grilling. The market is experiencing robust growth and is characterized by a substantial demand for various types of barbecues, including charcoal, gas, and electric, with gas barbecues capturing a large portion of the market's value despite lower sales volumes. The average price of a gas barbecue is notably higher than that of charcoal and electric models, which skews the market towards greater value generation.

The penchant for barbecues is not uniformly distributed across demographics, with marked preferences observed among men and young people aged between 25 and 34 years. The French population engages in barbecuing with a frequency of about 17 times per year, illustrating the cultural significance of the practice. While charcoal barbecues continue to maintain the largest share of sales volume at nearly 46.3%, the gas segment is showing strong value gains, thanks to premium pricing. Furthermore, the electric barbecue market is also gaining traction, especially with consumers looking for convenience and healthier grilling options.

The French market is currently dominated by leading players such as Weber, Campingaz, and Somagic, who together capture a significant part of the market. Even though production is largely outsourced, mainly to countries like China and Italy, there is a trend towards premium and more specialized products. This shift might influence future manufacturing decisions, potentially favoring domestic production for high-quality barbecues. Consumer buying habits for barbecues are notably impulsive, with a considerable proportion of purchases made without prior price or product comparisons. This consumer behavior emphasizes the importance of brand trust and value perception.

As dietary habits evolve, there is a noticeable shift towards healthier and more diverse barbecue options, including the use of planchas for cooking fish and vegetables, and a heightened preference for accessories that enable more sophisticated cooking techniques. Despite these positive market dynamics, some factors such as environmental and health concerns tied to meat consumption and the carcinogenic risks of traditional charcoal barbecuing could potentially dampen future demand. However, advances in barbecue technology that aim to mitigate these concerns are likely to sustain the market's expansion.

In conclusion, the French barbecue market is strongly influenced by cultural habits, spontaneous purchasing behaviors, a move towards premium and versatile products, and changing dietary preferences. Market leaders are positioned to capitalize on these trends, fostering growth in this seasonal yet increasingly diversified segment.

Key players shaping the French Barbecue market

The French barbecue market, vibrant and competitive, is shaped by several major and specialized players, each carving out their own niche within this sizzling industry. These companies contribute to the diversity and richness of the product offerings available to consumers, who are increasingly discerning in their choices. Let's take a closer look at these market leaders shaping the outdoor cooking experience across France.

  • Weber - Pioneers of the premium grilling experience, Weber is a global household name synonymous with quality and innovation in the world of barbecuing. With its origins in the American Midwest, Weber has made a significant impact on the French market through its high-end product lines, particularly in the charcoal category, which remains a significant part of its product mix.

  • Campingaz - The convenient choice for Gas Barbecues. Campingaz, with its origins traceable to American parent company Coleman, has become an established leader in the volume of gas barbecues and planchas sold in France. Known for their convenient and efficient products, Campingaz's offerings are favoured by those looking to enjoy a quick and hassle-free grilling experience.

  • Somagic - The Charcoal Specialist with a local touch. Proudly presenting itself as a prominent name in the charcoal barbecue segment, Somagic is recognized for its cooperation with retailers in the creation of private label products. This French company stands out for designing its cast iron barbecues locally, while also housing manufacturing capabilities in China through its Somasia factory.

  • Verycook - A taste of French elegance in Plancha Grills. Emerging from Lyon, Verycook is a brand that has etched its niche in the premium segment of the market, particularly with its high-quality plancha grills. The success of Verycook exemplifies the growing trend towards sophisticated and locally crafted barbecue solutions.

  • Kokko - Bringing exotic flavors to French gardens, Verycook's entrepreneurial spirit gave rise to the Kokko brand, which aims to introduce the French market to the exotic Kamado, a Japanese-style barbecue. Targeted at the luxury segment, Kokko's products are designed for the discerning customer willing to invest in a unique outdoor cooking experience.

These key players represent a broad spectrum of what the French barbecue market has to offer – from the traditional to the innovative, from the affordable to the luxurious. 

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  • Last update : 15/02/2024
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Summary and extracts

1 Market overview

1.1 Definition and presentation

A barbecue is an open-air cooking appliance consisting of a grill or spit, traditionally using charcoal, and mainly intended for grilling meats such as sausages, kebabs, beef or pork ribs, etc...

However, charcoal barbecues have a reputation for being toxic, due to the combustion of animal fats in contact with charcoal flames, which generates carcinogenic substances called benzopyrenes.

In an evolving barbecue market, the gas equipment segment has suffered a significant decline in sales to March 2022, with a notable annual loss. However, the overall market is showing robust growth of between 15% and 20% compared with 2019, underlining the resilience of the sector, driven in particular by charcoal barbecues. In2022, almost two million new barbecues were sold in France, testifying to the French love affair with this product. In fact, 60% of French households already have a barbecue. Most of the industry's sales now come from the renewal of appliances and the move upmarket.

Since 2004, industry sales have virtually quadrupled, thanks to an increase in sales volume, but above all to a rise in the average price of barbecues, due to the emergence of a premium segment. Despite the impact of inflation on prices and sales volumes, barbecues remain a safe bet in the home furnishings market, combining practicality with a prominent role as outdoor furniture. Manufacturers, faced with logistical and inflationary challenges, have had to adjust their prices in 2022 and anticipate increases in 2023, while emphasizing the economic sustainability of gas barbecues.

The global market for barbecues is also growing strongly, forecast to evolve at a CAGR of 4.92% until 2027, taking into account the electric segment, which is likely to occupy more and more of the market.

The range is divided between charcoal, gas and electric barbecues. Planchas can be gas or electric. Although gas represents less than 20% of sales, it is responsible for over 50% of the sector's turnover, thanks to an average price more than 3 times higher than charcoal and electric. Manufacturers also sell barbecues for professional or semi-professional use, which can cost several thousand euros.

The current success of gas barbecues reflects customers' desire to vary their barbecue use, both in terms of food (less meat, more vegetables) and recipes (use of lid, rotisserie or pizza stone). Manufacturers are taking advantage of this trend to market complementary accessories that also enable them to deseasonalize their business.

1.2 The United States, undisputed leader in barbecue

In ****, North America accounted for **% of the global barbecue sales market, which was estimated at $*.** billion[***]

Sales of barbecues World, ****-*****, in billions of dollars Source: ****

Sales of barbecues are expected to grow at a CAGR (***) of *.**% per year between now and ****, thanks to a higher average equipment rate worldwide, and ...

1.3 A growing French market

In France, sales of gas and charcoal barbecues and planchas (***) explode. [***]

Growth in sales of charcoal and gas barbecues and planchas France, ****-****, in billions of euros Source: ****

Since ****, sales of charcoal and gas barbecues and planchas have risen sharply, demonstrating a real craze for this product among the French. In ...

1.4 Consumption mainly imported

A significant proportion of barbecue manufacturing is outsourced, for cost-cutting reasons. Data provided by French customs and UN Comtrade in ****, show that France imported $*** million worth of cooking appliances (***). These figures exclude electric barbecues, which account for less than **% of market value. The data analyzed are grouped under HS code *****: "Cooking ...

1.5 The impact of Covid-19 on the barbecue market

The clear trend following the outbreak of the Covid-** pandemic and the various confinements that were implemented is for strong growth in the barbecue segment in France. Frustrated by being cooped up at home, it would seem that the French took advantage of the end of the confinements to invest massively ...

2 Demand analysis

2.1 Growing demand in volume and value

Some regions are particularly fond of barbecuing, such as Pays de la Loire (***), thanks to mild weather and a high proportion of homes that make it easy to cook a barbecue in the garden. [***]

Responses to the question "How many barbecues do you do a year?" France, ****, in % Source: ****

With an ...

2.2 A highly seasonal business

Barbecuing and plancha grilling are outdoor activities, practised mainly in a garden (***)[***].

Spring and summer are unsurprisingly France's favorite barbecuing seasons, and this is reflected in sales.

Barbecues by season France, ****, % of sales Source: ****

Only **% of French people cook in all seasons. **% of French people who don't barbecue all year round ...

2.3 A trend towards planchas and premium products

Recent years have seen the emergence of the plancha segment and a more expensive segment of premium barbecues, which have driven growth in the industry.

Types of French barbecues and planchas France, ****, % (***) Source: ****

If ownership of certain equipment overlaps, a total of **% of French people own a barbecue, and **% of them ...

2.4 Changing buying habits

As eating habits change, so do barbecue purchases. While meat still dominates sales of barbecued foods, we are seeing the emergence of other types of food (***) and the arrival on the market of accessories for more elaborate recipes[***].

What do the French cook on the barbecue or plancha? France, ****, % Source: ****

The ...

2.5 Barbecue purchase disincentives

In addition, per capita meat consumption has fallen by an average of *.*% in France over the past ** years[***]. Such a fall could have an impact on the use of barbecues, which are still mainly used to cook meat, mainly beef.

**% of French people say they give up barbecues on vacation ...

2.6 France's favorite barbecue brands

The graph below is based on OpinionWay's survey of French consumers' favorite brands in March ****. For each brand, the percentage corresponds to the proportion of respondents who answered "yes".

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France's favorite barbecue brands France, March ****, in Source: ****

Weber and Campingaz are the French's ...

3 Market structure

3.1 Value chain

3.2 A market dominated by large players

The French market is dominated by players with their own specialties, although the trend in recent years has been towards diversification.

In ****, a site like Leroy Merlin will list ** brands of barbecues[***].

While market share figures are difficult to estimate, a handful of players corner the bulk of the market.

Weber, ...

3.2 Production mainly outsourced

Although few figures are published, it appears that the majority of barbecues sold in France are imported.

Somagic, for example, employs ** people in France, including design engineers, and *** in China. It manufactures its cast-iron barbecues in France, and its steel barbecues in China at its Somasia plant. **% of its business is ...

3.4 Classic distribution channels

There are many different distribution channels for barbecues. In view of the growth rates of the various sales sectors (***) in ****, the majority of barbecues are still bought in food superstores and DIY superstores, which was already the case in ****[***]. Newcomers to the barbecue distribution market are garden centers, which are benefiting ...

4 Offer analysis

4.1 Types of products sold

Barbecues and planchas fall into three different categories: charcoal, gas and electric. And planchas can be gas or electric.

Breakdown of sales volume by product France, ****, in Source: ****

while coal continues to dominate the market in terms of volume, gas dominates the market in terms of value, with over **% of the ...

4.2 Customers who do little research before buying

A European Idealo survey shows that in ****, barbecue purchases were particularly spontaneous, following anticipated periods of sunshine. Indeed, it's around the particularly sunny periods of March or April that barbecue purchasing peaks are most frequent.

Even though sources of information have diversified: the emergence of barbecue influencers, specialized sites, tests, etc., ...

4.3 Benchmarking barbecue and plancha prices

Source: ****

Within each product category, there are major disparities. These differences may be due to product quality, baking sheet surface, cart, lid or accessories. Even within the same brand, you'll find very different models in terms of price. For Weber charcoal barbecues, for example, there are more than a dozen different ...

4.4 An increasingly diversified offering

Companies in the sector are seeking to increase their sales, by diversifying their offer in order both to find a new audience and to increase the average amount spent per customer. At Campingaz, complementary accessories account for **% of sales[***]

Which accessories do the French use? ****, France, in Source: ****

We can see ...

4.5 Development of new high-end offerings

While the barbecue is a well-established product in the French imagination, new high-end offerings seem to be developing.First and foremost is the emergence of professional or semi-professional gas barbecues for the home. In fact, these products are no longer only available in specialist stores, and have recently appeared on the ...

5 Regulations

5.1 Regulated manufacturing to ensure user safety

Solid-burning barbecues (***):

Appliances, solid fuels and firelighters for solid-burning barbecues must be approved by LNE or CTIF laboratories in accordance with European standards EN-****[***] :

Specifies requirements for solid-burning barbecues (***) Specifies requirements and test methods for charcoal and charcoal briquettes for barbecues Specifies safety, performance, packaging and marking requirements, as well as ...

5.2 Regulated use to ensure community comfort

Barbecuing can generate smoke, odors and (***) noise, all of which can be regulated at local level.

In the case of abusive use of the barbecue by a neighbor, it is possible to take legal action (***), by justifying the "abnormal disturbance of the neighborhood" with evidence[***].

It is also possible to regulate ...

List of charts

  • Sales of barbecues
  • Growth in sales of charcoal and gas barbecues and planchas
  • Breakdown of sales by product
  • Sales volume by product
  • Answers to the question "How many barbecues do you do a year?"
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Latest news

Wood heating: Finoptim invests in its production site - 01/11/2023
  • Finoptim was founded in 2013 by Baptiste Ploquin and David Lépiney.
  • The company's sales have tripled in two years to €3.3 million.
  • The company plans to grow from 24 to over 60 employees in the next five years.
  • The company plans to increase its dealer network from 80 to 120 by the end of 2024.
  • The company's projected sales are 10 to 15 million euros over the next five years.
Volkswagen overtakes Leroy Merlin in the ranking of foreign companies in Russia. - 03/10/2023
  • Leroy Merlin is now the 1st of the 50 largest foreign companies in Russia.
  • Leroy Merlin preserves the jobs of its 45,000 Russian employees.
Leroy Merlin bets on the energy renovation market - 10/07/2023
  • The energy renovation market was estimated to be worth 30 billion euros in 2019, half of it for private individuals.
  • Leroy Merlin aims to become a leader in this market.
  • Energy renovation accounts for only 4% of Leroy Merlin's sales, but it is the fastest-growing sector.
  • 70,000 renovation projects were carried out last year, and 90,000 will be completed this year.
  • The average customer shopping basket is €40,000.
  • In two out of three cases, Leroy Merlin acts as project manager.
  • Leroy Merlin already has 1,200 partner craftsmen.
SEB becomes the European champion of plancha cooking with Forge Adour - 04/07/2023 Groupe SEB has become the European leader in enamelled cast-iron plancha grills by acquiring Forge Adour. Forge Adour was founded in 1978 and recorded sales of 25 million euros last year, around 85% of which were generated in France. Forge Adour opened six stores. SEB acquired Krampouz in 2019, a manufacturer of high-end stainless steel crepe makers, barbecues and planchas, which accounts for around a quarter of its business. SEB Group sales were around €8 billion last year.
Barbecue, plancha or pizza oven: the French embrace outdoor cooking | Les Français et la cuisine d'extérieur - 30/05/2023
  • Over 60% of French people own a barbecue or plancha.
  • Sales of electric appliances are growing fast.
  • The Weber brand has just launched Lumin, a compact, versatile model.
  • Montvel, a French start-up, markets top-of-the-range granulated barbecues.
  • Maison Le Marquier has seen its sales rise from 7 million euros in 2017 to 17 million in 2022, with 30% of sales coming from exports
  • Over 900,000 barbecues and planchas are sold every year in France
  • Cuisinella launched its first outdoor offer at the beginning of the year.
Leroy Merlin dominates a buoyant DIY market | Leroy Merlin is the DIY market leader. - 04/02/2023
  • Leroy Merlin: 37.4% market share in France and €10.8 billion in sales
  • French market size €34 billion
  • Market share of different players in France :
    • Adeo: Leroy Lerlin 37.4%, Weldom 4.2%, Bricoman 3%
    • Kingfisher: Castorama 13.3%, Brico Dépot 12.8
    • Bricomarché Baktor, BRICO Cash 14.1
    • Mr Bricolage, Briconautes 8.5

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Weber Industries Groupe
Campingaz
Somagic
Leroy Merlin France (Adeo)
Eno
Fyron Group
Le Marquier
Tramontina France
Traeger
Forge de l'Adour (SEB Groupe)
Krampouz (SEB groupe)
Barbecook

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