The global barbecue market, valued at $5.4 billion in 2021, is experiencing continued growth, with a projected increase to $8.2 billion by 2030 and a CAGR of 4.9%. The U.S. remains the top consumer with a market value of $2.75 billion in 2021, predominantly favoring gas grills. Simultaneously, the Italian barbecue market is also on the upswing, with a revenue increase of +15% in 2020, reaching approximately €50 million in turnover from sales to specialty retailers. Notably, the COVID-19 pandemic led to a surge in demand as Italians, constrained by lockdowns and restaurant restrictions, turned to home grilling.

This trend is further exhibited by Italian companies reporting robust sales growth in 2020. Demand patterns reveal a seasonal peak in sales during the spring and early summer months, specifically around holidays conducive to outdoor activities. The Italian market is dominated by major players like Weber, Campingaz Italia, and Palazzetti, with a focus on diversifying products to include multifunctional, technologically-advanced barbecues that cater to a changing consumer landscape emphasizing design, practicality, and connectivity

Grilling Up Trends: The Char of Change in the Italian Barbecue Market

Immersed in the delectable aromas of a traditional Italian weekend, the barbecue market in Italy reveals a sizzling portrait of consumer preferences, technological innovation, and evolving outdoor cooking experiences. As the country cherishes its grilled meats and vegetables, the market reflects an upward trajectory with a notable 3.46% compound annual growth rate. Surpassing the 50-million-euro mark in turnover in 2020, with a healthy growth of about 15% from the previous year, the barbecue market beholds a culture deeply ingrained in the fabric of Italian social culinary practices. Navigating through seasonal ebbs and flows, the market experiences its pinnacle during the Spring months with approximately 27% of annual sales occurring around Easter, while Summer follows closely, notching up an additional 34% due to national holidays and the beckoning warmth.

Surprisingly, contrary to global trends, the Italian market maintains its fervor throughout the year, with an impressive 75% of Italians remaining resolute in their grilling endeavors even during Winter's chill. As trends evolve and consumers become more discerning, manufacturers are responding in kind. The market is seeing a surge in multi-functional, technology-infused, and aesthetically appealing barbecue models. With a significant portion of enthusiasts willing to spend between €275 and €1000, the product offerings range from humble charcoal grills to extravagant gas setups, with the gas-powered varieties claiming a lion's share of 55% of total sales by value. In the wake of the Covid-19 pandemic, Italians found solace in their terraces and gardens, using barbecues as a means of escape and enjoyment. This led not only to a boom in retail sales but also to a transformative shift towards online shopping. While traditional stores continued to play a role, with 85% of customers still opting for in-person purchases in 2020, the lockdown accelerated the rise of digital marketplaces and omnichannel retail strategies. Despite global commodity chains disrupting many markets, Italy stands as a bastion of barbecue exports, boasting a dominance that eclipses the value of imports by a coverage rate consistently hovering around 4. This suggests a robust and self-reliant national market that prides itself on local manufacturing prowess.

Dominant Forces in the Italian Barbecue Market

The Italian barbecue market, while showcasing a myriad of players, is distinctly commanded by several standout companies—each with their own specialization and strategic approach within the sector. These notable entities not only dominate sales but also influence trends in barbecue preferences among Italian consumers.

  • Weber: A Synonym for Barbecue Mastery Weber is not just a company but a cultural icon in the world of barbecuing. Hailing from France and making waves in the Italian market since 1988, Weber is renowned for their quality craftsmanship across an extensive range of barbecue appliances. From the classic charcoal grills to innovative pellet barbecues, and even the groundbreaking gas-powered models, Weber's products are a testimony to the brand's commitment to delivering variety and excellence to barbecue enthusiasts.
  • Campingaz Italia: Fueling the Flame with Precision Campingaz Italia, yet another French marvel, operates a production facility in Brescia, Italy, and stands as a beacon for gas barbecue devices and accessories. Their unique selling proposition lies in not just the manufacturing of barbecues but also the production of specialized gas cylinders, making them a comprehensive choice for consumers. Their partnership with large retailers like Decathlon underlines their expansive reach and influence in the market.
  • Palazzetti: Crafting Outdoor Culinary Experiences Palazzetti is Italy's answer to those on the lookout for barbecues that effortlessly blend with their outdoor spaces. Specializing in a range of barbecues and outdoor kitchens, Palazzetti's offerings are about more than just grilling—they're about crafting a wholesome outdoor culinary experience. Their artistic yet functional designs ensure that both aesthetics and utility go hand in hand.
  • GMR Trading: The Artisanal Touch to Grilling GMR Trading carves a niche for itself by focusing on the upscale segment of the market with an emphasis on grills and barbecue accessories. Their approach is one that appeals to connoisseurs seeking products that offer an artisanal touch, merging traditional barbecue values with the finest of modern craftsmanship.
  • Ferraboli: The Blending of Tradition and Innovation Ferraboli leverages its legacy and expertise in the barbecue sector by producing not only a range of grills but also specialized roasters and skewers. Their products reflect a dedication to the timeless tradition of Italian barbecuing, while also embracing innovation to meet contemporary consumer demands.
Get all the information you need
to understand this market

Detailed content


  • Number of pages : 30 pages
  • Format : Digital and PDF versions
  • Last update : 15/08/2021
Update Details

Summary and extracts

1 Market Overview

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.

List of charts

  • World barbecue market value
  • US barbecue market value
  • CAGR of the region's barbecue and grill market with the highest growth rate from 2020 to 2025
  • Barbecue market turnover in Italy
  • Pieces sold in the barbecue market in Italy
Show more Hide

All our studies are available online in PDF format

Take a look at an example of our research on another market!

Do you have a question about this study?   +44 238 097 0676

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. :

GMR Trading
Campin Gaz Italia
Weber Italia

Choosing this study means :

Access to more than 35 hours of work

Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.

Benefit from 6 years' experience and over 1,500 industry reports already produced

Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.

Our know-how and methodology enable us to produce reports that offer unique value for money.

Access to several thousand articles and paid-for data

Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).

To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)

Guaranteed support after your purchase

A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676

A digital format designed for our users

Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.

Our offers :

the barbecue and plancha market | Italy

89 €
  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What is the positioning of companies in the value chain?
  • Data from several dozen databases

5 reports pack (-15%) IT Italy

75.6 € / study
378 € instead of 445 € -15%
  • 5 reports at €75.6 excluding VAT per study to choose from our Italian catalogue for 12 months
  • Save 15% on additional studies purchased
  • Choose to be refunded any unused credit at the end of the 12-month period (duration of the pack)

See the terms and conditions of the pack and the refund of unused credit.


Our customer references

They have consulted our studies Discover the opinions (+500)

Malcolm Vincent
Linkedin logo

Malcolm Vincent

Astoria Finance

Gregoire de Castelnau
Linkedin logo

Gregoire de Castelnau

Stags Participations

Timothé Huignard
Linkedin logo

Timothé Huignard


Paul-Alexis Kebabtchieff
Linkedin logo

Paul-Alexis Kebabtchieff


Aymeric Granet
Linkedin logo

Aymeric Granet

Publicis Consultant

interviews & case studies All interviews and case studies (45)

La pépite Interview

BFM Business

Paul-Alexis Kebabtchieff

Boston Consulting Group

Marie Guibart

Kea Partners

Elaine, Durand

Crédit Agricole, Information & Veille

Philippe Dilasser

Initiative & Finance

Anne Baudry


Amaury Wernert

Kroll (Duff & Phelps)

Smart Leaders Interview


Do you have a question ?
Our team is at your disposal at   +44 238 097 0676