The barbecue and plancha market - Italy

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.

Inforamtion

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

Summary and extracts

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
• How many times a year do Italians grill
• Value imports and exports to Italy barbecues and stoves
• Main Countries of Origin of Imports of Cooking Appliances
• Main Destination Countries of Exports of Cooking Appliances
• Percentage growth in turnover of Italian barbecue companies
• Percentage of barbecue sales by time of year
• Number of searches for the word "barbecue" on Google Italy
• How many barbecues do Italians own
• How much do Italians spend on average
• Sales in percent by product type, volume
• Sales in percent by product type, sales
• When the Italians grill
• Where to grill
• What is grilled
• Choice of meat
• What accompanies the barbecue
• Turnover in 2020
• Where you buy your barbecue
• Percentage of Italians who do research before buying a barbecue
• Price comparison before purchase