The barbecue and plancha market - Italy

INFORMATION ON THE STUDY

Prix: 89€ HT
Last update: 13/11/2020
Language: EN
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Content of the study

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MARKET OVERVIEW

1.1 Definition and scope of study

The barbecue market is a sub-segment of the market for kitchen utensils and appliances. It consists of two product categories: barbecues (coal, gas or electric) and grills (gas or electric). Both serve to grill or roast different foods - meat, fish and vegetables are among the most common.

A look at the global market confirms the positive trend of these product lines, the regions that drive the biggest growth are North America and Europe, however, the sector remains in the hands of large multinationals and hardly seems to feel threatened by the entry and position of new market players (e.g. e-commerce, private labels).

The Italian market continues to record an upward performance both in terms of volume and value, growing by 10% in 2019 compared to the previous year. The sector, however, is not divided equally with respect to market shares, with a substantial slice held by gas machines, in 2019 making up 55% of the overall turnover. The gap increases if we consider the price differences between the various products and their operating methods (e.g. coal presents contrasting figures if considered in volume or in value).

The success of gas reflects the desire of customers to vary the use of barbecues, in terms of food (less meat, more vegetables) and recipes (use of lid, rotisserie). The sector is undergoing a massive transformation at the expense of the convenience or low end of small players without a brand or historicity, but in favour of the same in the hands of online platforms or second-hand marketplaces. Manufacturers are taking advantage of this trend to market complementary accessories.