The market for barbecue and planchas - Germany (2023)

1.2 The global market and the USA as market leader

Value of the barbecue market worldwide

The global market for barbecue and planchas recorded a steady increase in market value from **** to ****, as can be seen in the graph below.

World barbecue market value World, ****-****, billion dollars Source: ****

In ****, the total value of the barbecue market worldwide amounted to *.* billion dollars. This value increased to *.** billion dollars by **** and is expected to grow to *.* billion dollars by ****. This positive trend indicates continued growth and increasing demand for barbecue products.

Barbecue market value of the USA

The USA plays a crucial role in the global barbecue market and is considered one of the market leaders. The following graph illustrates the market value of barbecue products in the USA from **** to ****:

US barbecue market value U.S., ****-****, billions of dollars Source: ****

From **** to ****, the US recorded a stable increase in barbecue market value from *.** billion dollars to *.** billion dollars. This positive trend will continue until ****, with a projected market value of *.** billion dollars. The US is thus maintaining its position as a major player in the global barbecue market.

CAGR of the barbecue and grilling market in regions with the highest growth rate

To understand the growth dynamics in different regions, ...

1.3 The German market

The market for grills and roasters in Germany has experienced remarkable growth in recent years, as can be seen from the following sales chart:

Sales of grills & roasters

In ****, sales amounted to €**.** billion and are forecast to grow impressively to €**.** billion by ****. This steady growth indicates that the market for grills and roasters is becoming increasingly popular in Germany. The years **** and **** mark a particularly significant increase in turnover, with **** recording a turnover of **.** billion euros and **** a slightly declining but still impressive turnover of **.** billion euros.

Another key factor that illustrates the dynamics of the market is the sales figures for grills and roasters in Germany:

Sales figures grills & roasters

The number of appliances sold shows that the market remains stable despite a slight decline in ****. In ****, *.* million grills and roasters were sold, and although there was a small decline to *.* million in ****, the number remains at a solid level with *.* million appliances in ****. Further forecasts show a relatively constant number of *.* million appliances sold per year until ****.

The combination of rising turnover and stable sales figures indicates that the German market for barbecues and planchas is in high demand and continues to grow despite possible market saturation. Companies operating ...

1.4 Foreign trade in barbecue appliances

Foreign trade in barbecue appliances in Germany recorded significant changes between **** and ****, as can be seen in Figure *.

Foreign trade of barbecue appliances Germany, ****-****, in USD million and % Source: ****

The chart shows both the import and export figures in millions of US dollars as well as the coverage ratio in percent. In ****, imports of barbecues amounted to USD *** million, while exports amounted to USD *** million. The coverage ratio, which reflects the ratio of exports to imports, amounted to **.**%.

The continuous increase in imports in the following years is remarkable, from USD *** million in **** to USD **** million in ****. In contrast, exports increased moderately from USD *** million in **** to USD *** million in ****. The coverage ratio fell from **.**% to **.**% in the same period, indicating an increase in dependence on foreign barbecues.

Main exporting countries of barbecues Germany, ****, in million USD Source: ****

In ****, a differentiated view of the main exporting countries of barbecues from Germany emerges, as shown in Figure *. austria tops the list, followed by France, Switzerland, the Netherlands, Poland and Denmark. The export values in million US dollars for these countries amounted to **, **, **, **, ** and ** million US dollars, respectively.

Main importing countries of barbecues Germany, ****, in million USD Source: ****

China dominates as the ...

2.1 Growing demand

The growth prospects for the market for barbecue and plancha products in Germany are promising, and this is clearly reflected in the rising demand for barbecue equipment. A key factor driving this growth is the frequency of barbecuing during the barbecue season.

Frequency of barbecuing during the barbecue season

According to the **** survey, the first graph shows the distribution of barbecue frequency in Germany. Unsurprisingly, the weekly barbecue trend is particularly present, with an impressive **.**% of respondents stating that they barbecue every week. This underlines the importance of barbecuing as a regular leisure activity for a significant proportion of the German population. The graph also shows that the total number of barbecues is high, with **.**% barbecuing every two weeks and **.**% once a month.

Frequency of barbecuing; garden owners/ population The increasing frequency of barbecuing is further illustrated by the second graph, which shows the differences in barbecuing frequency between garden owners and the general population. Garden owners tend to barbecue more often, with *.*% stating they barbecue several times a week, compared to *.*% in the general population. This difference continues when looking at the higher percentages of garden owners who barbecue several times a month (***).

The outstanding figures in both graphs indicate ...

2.2 A very seasonal market

The market for barbecues and planchas in Germany is extremely seasonal, with the start of the barbecue season varying from year to year. This seasonal dynamic is underlined by survey results from ****, which show the time at which respondents in Germany start the barbecue season. The percentages of respondents who start barbecuing in the respective months are shown in Figure *.

In which month the barbecue season starts

As can be seen from Figure *, there is a clear increase in April with a share of **.**%. This illustrates the start of the barbecue season for the majority of respondents. In March, there is already a noticeable level of activity with a share of **.**%, while in May and June activity decreases with **.**% and *.**% respectively. Interestingly, **.**% of respondents state that they barbecue all year round, which indicates a continuous demand.

To further substantiate the seasonal dynamics, let's take a look at the development of Google searches for the term "barbecue" in Germany. The Google Trends Index shows the population's interest in this topic over a period from **** to ****.

Development of Google searches for "barbecue"

The data in Figure * shows that interest in barbecue peaked in March ****, which correlates with the start of the barbecue season. ...

2.3 Preferred grill types

The preferences of consumers in Germany and the UK regarding barbecue types reflect the diversity of barbecue culture in both countries. In ****, respondents were asked about their favorite grilling method, with charcoal, gas and electric as the main categories.

Preferred barbecue types

In Germany, the survey results show a diverse distribution of barbecue types. Most respondents preferred charcoal barbecues with a significant **% share, followed by gas barbecues with **% and electric barbecues with **%. This illustrates the appreciation of the traditional charcoal barbecue method, which for many symbolizes the authentic taste of barbecuing. However, gas barbecues are also gaining in popularity, reflecting their convenience and speed of use. Electric barbecues occupy a middle position and are preferred by a quarter of respondents.

In contrast, barbecue enthusiasts in the UK prefer a slightly different distribution. Here, charcoal barbecues clearly dominate with an impressive **% share. Gas barbecues follow with **%, while electric barbecues only have a share of *%. The British preference for charcoal barbecues could be due to the cultural association with traditional outdoor barbecuing and the desire for authentic smoky flavors.

Interestingly, the discrepancy in the popularity of electric barbecues between the two countries can be attributed to cultural differences and individual preferences. Germany shows ...

2.4 What do Germans barbecue?

The preferences of German barbecue fans are reflected in a variety of culinary preferences. The **** data shows that respondents have a clear preference for certain categories of barbecue, as shown in Figure *.

What do Germans prefer to barbecue? Germany, ****, number of respondents in % Source: ****

As the chart shows, steak tops the list of barbecue preferences with an impressive **.*% share. This underlines the Germans' love of hearty grilled meat. Sausages are in second place with a **.*% share, followed by vegetables (***) also play a significant role on German barbecues.

In addition to the classic barbecue food categories, there is also a considerable number of barbecue fans who opt for "something else" (***). It is also striking that only *.*% of respondents stated that they did not know what they prefer to barbecue - a low level of uncertainty that could indicate a clear preference among the German barbecue community.

Now let's take a look at the gender differences in barbecue preferences in ****, as shown in Figure *.

What do Germans prefer to barbecue? by gender Germany, ****, proportion of respondents in % Source: ****

The chart shows that men and women have different preferences when it comes to their favorite barbecue food. Men clearly prefer steaks (***). These gender differences ...

2.5 Vegetarian/ vegan barbecues in Germany

The increasing demand for alternative barbecue options is clearly reflected in the preferences of the German barbecue community. The chart "Most popular meat alternatives for barbecuing" shows a detailed overview of preferences in different age groups.

Most popular meat alternatives for barbecuing Germany, ****, proportion of respondents in % Source: ****

Overall, **-**-year-olds are most likely to prefer vegetarian/vegan sausages when barbecuing (***), are the most popular alternatives to classic meat barbecues. This data is visualized in the graphic "Most popular meat alternatives for barbecuing".

Another interesting aspect is the different preference in the **-** age group, who are particularly likely to choose vegetarian/vegan burgers (***), in contrast to **+ year olds, for whom this figure is only *%. This discrepancy may reflect a generational difference in culinary preferences.

Frequency of consumption of vegetarian/ vegan sausages Germany, Great Britain, ****, proportion of respondents in % Source: ****

the chart on "Frequency of consumption of vegetarian/vegan sausages" highlights that *% of German respondents stated that they consume vegetarian/vegan sausages most or every time. In comparison, the corresponding figure in the UK is **%. What is striking, however, is that **% of German respondents said they never use these alternatives, compared to **% in the UK. This data emphasizes that although the ...

3.1 Market leader in Germany

In the barbecue and plancha market in Germany, various types of barbecue play a decisive role. The market shares of the leading manufacturers give us an insight into consumer preferences and the competitive landscape. The following charts illustrate the ranking of the most important manufacturers in the charcoal barbecues, gas barbecues, electric barbecues and contact barbecues categories.

Ranking of the largest charcoal barbecue manufacturers

Ranking of the largest charcoal barbecue manufacturers

Weber Grill is the undisputed market leader for charcoal barbecues in Germany with an impressive **.**% share of demand. This illustrates not only the high popularity of the brand, but also the affinity of consumers for traditional barbecue methods. LotusGrill and Tepro follow with *.**% and *.**% respectively, which indicates a certain diversification in consumer preferences.

Ranking of the largest gas barbecue manufacturers

Ranking of the largest gas barbecue manufacturers

Weber Grill also retains its top position in the gas barbecue segment with a demand share of **.**%. However, the competition here is more intense, particularly from Napoleon and Enders with shares of **.**% and **.**% respectively. This shows that preferences in the gas barbecue sector are more diverse and that market leadership is fiercely contested.

Ranking of the largest electric barbecue manufacturers

Ranking of the ...

3.2 distribution channels

The distribution channels for grills and roasters in Germany play a decisive role in the marketing and sale of these products. The analysis of the development from **** to **** highlights interesting trends and provides information about consumer preferences.

According to the available data (***), there is a clear decline in the offline sales share from **.*% in **** to **.*% in ****. This could be due to an increasing trend towards online shopping, which has already reached a share of **.*% in ****. In the following years, offline sales will remain stable, while the online share will decrease slightly but remain at a high level overall.

Sales channels for grills & roasters Germany, ****-****, in % Source: ****

The increasing importance of online sales can be attributed to various factors. Firstly, online platforms offer a convenient shopping option, especially for consumers who want to save time and enjoy a wide range of products. In addition, the COVID-** pandemic has accelerated the trend towards online shopping, as many consumers were looking for safe alternatives to traditional shopping behavior.

It is important to emphasize that offline sales still hold a significant market share and this could be due to the preferences of certain consumer groups who prefer the physical shopping process or value personalized ...

4.1 Product types

The variety of barbecue and plancha appliances on the German market is reflected in the different product types, which can be divided into three main categories: Charcoal, electric and gas-powered.

Charcoal barbecues

Charcoal barbecues are traditional favorites among barbecue enthusiasts who appreciate the unmistakable smoky taste. These types of barbecues use charcoal as fuel, which results in an authentic barbecue atmosphere. The market for charcoal barbecues remains stable as many consumers seek the nostalgic experience of barbecuing over an open flame. The demand for high-quality charcoal barbecues with innovative features, such as temperature control and improved ventilation systems, is steadily increasing.

Electric barbecues

Electric barbecues are becoming increasingly popular, especially in urban areas where space and smoke generation can be a challenge. These grills are user-friendly, easy to clean and only require a plug socket as a power source. Electric grill technology has evolved to provide fast heat-up time and precise temperature control. This market segment benefits from consumers looking for practical, time-saving solutions.

Gas barbecues

Gas barbecues are known for their efficiency and ease of use. They use propane or natural gas as fuel, offer a fast heat-up time and precise temperature control. Gas barbecues are particularly popular with amateur ...

4.2 Price development

The price development on the German market for barbecues and planchas from **** to **** shows fascinating trends that are reflected in the average price for gas, charcoal, electric and contact grills as well as in consumer preferences.

The joint graph * illustrates the price development of barbecues in Germany from **** to ****.

Price development of barbecues Germany, ****-****, average price in € Source: ****

The development of average prices per barbecue type shows interesting patterns:

Gas barbecue:

The price of gas barbecues has fallen steadily from **** to ****, from €***.** to €***.**. This could be due to various factors, including increased competition, efficiency gains or changing consumer trends.

Charcoal barbecue:

Charcoal barbecues saw some volatility in price. After an increase from **** to ****, the price fell until ****, then rose again in **** to finally land at € ***.** in ****.

Electric barbecue:

Prices for electric barbecues fell from € ***.** in **** to € ***.** in ****. This could indicate technological advances or increased market penetration.

Contact grill:

Contact grills showed a clear upward trend, with prices increasing from €**.** in **** to €***.** in ****. This could be due to improved functionalities or an increase in demand for high-quality contact grills.

Overall, the joint chart not only illustrates the dynamic nature of the barbecue market, but also provides valuable insights for market players ...

4.3 Prices of individual models

Source: ****

There are big differences within the individual product categories. This can be due to the quality of the products, the finish of the plates, the presence of a trolley, a lid or even accessories. Even within one brand, there are very different models in terms of price. Weber, for example, has more than ten different charcoal barbecues on offer, ranging in price from ** to several hundred euros.

This strategy allows you to reach a very wide audience and achieve greater value than with a single model.

There are also some niche products such as built-in barbecues, ceramic barbecues and stone barbecues.

Manufacturers are also trying to offer weather-independent products, such as indoor planchas (***).

5.1 Laws and regulations

The market for barbecues and planchas in Germany is regulated by a number of laws and regulations. These laws and regulations are intended to ensure the safety of consumers and the protection of the environment.

Safety regulations

The same safety regulations apply to barbecues and planchas as to other electrical appliances. These include, among other things:

Appliances must be equipped with overheating protection. The cables must be sufficiently long and robust. The appliances must be easy to clean. [***]

Environmental regulations

Environmental regulations apply to the use of charcoal and gas barbecues in Germany. These include, among other things:

The use of charcoal is prohibited in some cities and municipalities. Gas barbecues may only be operated with liquid gas. Emissions from charcoal and gas barbecues must not exceed certain limits.[***]

Approval procedure

Barbecues and planchas sold in Germany must undergo an approval procedure. This procedure is carried out by the Federal Institute for Occupational Safety and Health (***).

The laws and regulations for barbecues and planchas in Germany are varied and serve to ensure consumer safety and protect the environment. Companies that sell barbecues and planchas in Germany must comply with these laws and regulations.

Effects on the market

The laws and regulations ...

6.1 Actors

The market for barbecue and planchas in Germany has a large number of players that position themselves both nationally and internationally. The following table provides an overview of some of the major companies in this market segment, together with their sales figures:

• Severin Elektrogeräte
• WMF
• Enders Colsman AG
• Metallwarenfabrik Marktoberdorf GmbH & Co. KG (Rösle GmbH & Co. KG)
• LotusGrill GmbH
• Weber Industries Groupe
• SEB Groupe
• Napoleon
• Campingaz
• Palazzetti