the barbecue and plancha market | Italy

1.1 Definition and presentation

The barbecue market is a sub-segment of the kitchen utensils and appliances market. It consists of two product categories: barbecues (charcoal, gas, or electric) and griddles (gas or electric).

Both are used to grill or roast a variety of foods-among the most common are meat, fish, and vegetables. A look at the global market confirms the positive trend of these product lines; the regions driving the most growth are North America and Europe, however, the sector remains in the hands of large multinational corporations and hardly seems to feel threatened by the entry and takeover of new market players (e.g., e-commerce, private labels).

The Italian market continues to perform upward in terms of both volume and value, with 10 percent growth in 2019 over the previous year. However, the sector is not evenly divided with respect to market share, with a substantial slice held by gas-powered machines, accounting for 55 percent of total sales in 2019. The gap widens when considering the substantial price differences between the various products and their methods of operation (e.g., coal has contrasting figures whether by volume or value).

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