Francesca O’Connor
i7957464
Design Business Management
Table Top BBQ Trends in Outdoor Leisure
Geoff Bell
Market Research for Design
Introduction
Generally, the market opportunities for barbeques could be considered small. Nevertheless,
barbeques are the biggest seller in the outdoor living range of products. The barbeque concept has
been around for a very long time even mentioned in the Bible. Historically barbeque design
technology continues to improve and develop to the present day as well as the expanding market
advantages, such as the type of barbeques fuelled from gas and electric.
Market Opportunities
Globally, the market for portable barbeques continues to increase, it was recorded in 2007 that the
monetary value of barbeques was increasing by around 17% (Utku Tansel Aug 2009). The increasing
demand also attracts some potential benefits.
Energy costs and raw materials demands are continuing to rise. Lifestyle changes in many countries
like Turkey are switching from cooking inside to the outdoors; this has increased demand specifically
of portable barbeques (Utku Tansel Aug 2009). In hot climates such cooking is also an added benefit
as air conditioning and extraction is not needed in the house. Barbecues are also a traditional and
lifestyle choice for cooking in countries such as Australia and in the South America (Cruz del Barrio
Dec 2012). Therefore, reflecting an international market demand.
The purchase cost of portable barbeques is fairly low due to the low costs involved in manufacture
and production. The materials used to make a barbeque include steel, aluminium, ceramic or a
combination of each material. Portable barbeques are designed to be light and compact as possible.
Portable barbeques are generally sold (flat packed); this being beneficial in keeping transport costs
lower but also in terms of storage in shops, warehouses and homes.
The portability of such barbeques is also a positive characteristic of the product. It can be used for a
range of events and not restricted to home use, thus being more beneficial to the consumer as the
product is multi-functional in its usage and can be used in the home, camping or at festivals. The
increasing popularity of festival events has also seen a positive increase in demand, further
supported by the effects of weather due to global warming taking its toll, generally meaning longer
and warmer summers (Euromonitor International 2006).
The increasing strength of the barbeque market can also be seen to be having a negative effect on
restaurant profits which were down by around 4% in 2005 (Euromonitor International 2006).
Barbeque sales figures are also strengthening due to the desire for people to be eating at home and
spend less time dining out. Monetary expense is another factor in the recession where a meal may
cost up to three times more in a restaurant than if prepared at home (Euromonitor International
2006). The popularity of barbeque eating also boosts the sales of barbeque related foodstuffs, which
include meats, salad and barbeque sauces (See Figure 1) (Euromonitor International 2006).
$ per annum per capita 2005
Denmark
2.8
Germany
2.4
USA
1.9
Canada
1.6
Austria
1.5
United Kingdom
0.4
Ireland
0.3
Spain
0.3
Portugal
0.2
Colombia
0.1
New Zealand
0.1
Saudi Arabia
0.1
Figure 1 Consumption of barbeque sauces
Source: Euromonitor International from national and trade sources
Another asset to be noted is the culinary skills learnt when experiencing another approach to
cooking. There is also an appeal to the social side of barbecues; it is noted that just over 4 out of 10
people like to use the garden space for entertaining and socialising. This opens an opportunity to 7
million households spending more on outdoor living furniture (Utku Tansel Aug 2009).
The UK has very much been in the recession for some years. Nevertheless, the market is optimistic
that demand for barbeques will rise noted by the market strengthening for outdoor living furniture
in beginning of 2009 (Utku Tansel Aug 2009). Generally, people are cutting back on holidays or
weekends away to spend more leisure time at home therefore reducing leisure expenditure.
Market Research
The shift to smaller barbeques has occurred due to the declining market for larger barbeques. A
significant influence on the barbeque market is the expenditure per household dependent on
location. In 2011, the highest sales of $37m in the barbeque market were in Australasia in
comparison with Western Europe at $11m (Cruz del Barr Dec 2012) (See Figure 2). This gives robust
data to undertake this research. Likewise, the trends are influenced by the different cooking
attitudes.
Figure 2 Household Expenditure on Barbeques and Forecast Market Growth by Region
Source: Euromonitor International
Figure 3 Preference of type of barbeque according to region
Source: Euromonitor International
Additionally, each region has a preference to which type of barbeque to use being charcoal, electric
or gas. Australasia and North America spend the most money on barbeques but actually taking a
strong preference to the use of gas barbeques. This is in contrast to Asia, Western and Eastern
Europe who have a stronger preference for charcoal barbeques (part of the portable barbeque
market). It is noted that there are electric and gas portable barbeques. However, in conclusion, 50%
of sales are actually still in the charcoal market (See Figure 3).
It is important to understand the preferences of these regions to ensure profit growth. Gas
barbeques are more expensive. North American and Australasian households may be more willing to
pay these higher prices due to the use they get out of their barbeques. This is in comparison to most
other markets who are not willing to pay this higher price as usage is lower. This lower expenditure
is closely linked with the weather conditions.
Leading UK supermarkets have also witnessed the increasing demand for portable barbeques. Tesco
claimed that the barbeque season now no longer peaks in the warmer months of July to August but
now starts much earlier in the spring (Tesco PLC May 2012). This is based on the assumption that
any ‘hot’ weather the British experience is utilised by being in the garden and making the most of
“barbeque” weather.
The general design of the portable barbeque has not significantly changed from the 1950s. The
portable barbeque generally uses charcoal and there is little difference between designs. The
Telegraph created an article on the top 5 voted portable barbeques in the UK (See Figure 4).
Figure 4 Top 5 barbeques by the Telegraph
Source: The Telegraph
These grills are portable except one. They are simple in design and do not use advanced technology.
These products are not gadgets and have been designed to meet the needs of the consumer. These
needs include portability, ease of cleaning, ease of storage and disassembly. The fourth grill from the
left is a slightly newer design where the moat can be filled with seasonings or wine to infuse the
food and is dishwasher safe. However, this grill is run on fuel in contrast to the portable barbeque
typically being charcoal.
In the last year (2012) barbeques have been a popular product for the spring and summer regards
outdoor living. During the celebrations of the Diamond Jubilee and London Olympics, portable
barbeque sales soared including the instant and disposable barbeques with many leading
supermarkets selling out. During the recession period it has been reported that barbeques are the
least affected product in the Do It Yourself (DIY) category. It is projected that the sales for barbeques
will increase by around 110% (Utku Tansel) globally this is mainly due to the increasing sales in
Western Europe.
Figure 5 Leading Company per Country 2011
Source: Euromonitor International
Figure 5 illustrates the leading brands in each country in the world. The Weber barbeque was one of
the first brands to sell various designs of the barbeque on the market. In 2011 Weber was still the
leading barbeque brand in the North America and Australia. Both North America and Australia are
noted to be the two countries where barbeque cooking is more common. USA account for 40% of
barbeque sales in 2011 of which Weber accounted for 22% of the total value of sales.
Market Sectors
Barbeques are a desired product in many leisure activities, as in camping, at beaches, festivals,
socialising events, fetes, and during public holidays.
Open fires were originally used for cooking in camping. However, the uses of open fires are no
longer an option on many campsites in the UK due to safety and practicality reasons. Barbeques
emit a poisonous gas namely carbon monoxide. Over the last few years during the recession many
households have chosen not to holiday abroad, due to this there has been the biggest boom in UK
camping holidays since the 1950s. Furthermore this has boosted barbeque sales.
The British love to enjoy the most of the sun and the beaches during the hot weather. Many people
like to spend the long weekends and even public holidays at the beach. Some beaches do restrict the
use of barbeques such as Bournemouth beach which restricts the use of barbeques in the summer
months before 6pm.
Portable barbeques are the most favoured way of creating warm food at festivals. This varies from
festival to festival but this is probably one of the only ways of cooking and warming food unless food
is purchased from festival stalls which can be fairly costly. These portable barbeques are fairly easy
to light, distinguish and carry. They can also be left behind at the festival; most portable barbeques
taken to festivals are for one use only (disposable barbeques). It has been reported than around 1
million people attend a festival in the UK every year while 20 years ago there were actually only 2
festivals held per year in the UK. However, Neil Greenway founder of eWebsites.co.uk in May 2008
claimed that festivals reached their peak in 2005 and have started to decline due to cancellations
and the poor weather. However, it does not go unnoticed that the popularity for festivals in the rest
of Europe is increasing suggesting that the use of barbeques in festivals will continue.
Portable barbeques are often used by UK households due to ease of use. Some households have
their own static barbeques set up in the back garden but the disposable barbeques which are readily
available in major stores are easy to ignite and dispose, therefore, the main barbeque does not need
to be set up or cleaned. Consequently, it is time efficient and can be more effective as it can be
easily moved to eradicate wind blowing issues which can cause igniting issues.
Impacts on the sales trends
There have been periods where sales of portable barbeques began to slow because of poor weather.
However, in the UK in 2012, a longer period of warmer weather prompted the British to make the
most of this weather and increased the sales of barbeques. Specifically the sales of disposable
barbeques increased due to their low cost and their adaptability with the British weather. If
inclement weather arises the disposable barbeque can be stored and used at a later date when
weather is more favourable. This is a positive selling point for disposable barbeques.
Dining out is not as evident in the recession. Outdoor living has been a good compromise as an
alternative and creative way to enjoy food but also providing socialising opportunities during garden
parties with family and friends. This offers a cheaper, more flexible and informal alternative to dining
out.
2012 was a major year for the UK. London celebrated the Diamond Jubilee in June and hosted the
Olympic Games later in the summer. Barbeques were in popular demand during these event periods
especially the disposable barbeques with many supermarkets selling out. Suggesting that the main
design characteristics of being easy to carry, light, compact and easy disposal are appealing.
Technology changes and Market Variations
In all sectors technology is developing rapidly at a fast pace. Outdoor living and furniture have
become more popular. The concept of grilling food on a portable barbeque has retained its
popularity whether it is fuelled by charcoal, gas or electric. Therefore, designers continue to explore
innovative and appealing portable barbeques to meet the needs of the user.
An example includes the new Outback V5. This barbeque has five interchangeable surfaces which
allow the user to boil, grill, fry and stir fry. The barbeque is collapsible so it can be easily stored in
colder weather or when not in use, it is light at 17kg and therefore easily transported. It is also
available in a smaller size (British Design Innovation August 2012).
Historically, brick and fieldstone barbeques
were not easy to build and portable barbeques
became an alternative design made of steel
during the 1940s. Another earlier issue was the
ability to control the waste heat produced by
the barbeque. To this end (See to the right), a
design to solve this issue was developed named
the ‘Weber Kettle’ which utilises air vents
(weberbbq.co.uk). Traditionally, barbeques
during this period used charcoal; however,
technology changes have introduced portable
gas and electric barbeques. Charcoal is still the
most popular used barbeque as explained
previously.
There were a number of issues with the initial
design of the barbeque. Designers have used
design problems to create new solutions. It has
been argued, that the heat of the barbeque is
Figure 6 Source: Google Images
just not hot enough; the ‘Cook-Air Wood Fired
Grill’ uses an internal fan which then creates a
cyclone of air moving over the wood creating combustion. This makes it one of the hottest grills on
the market. It can also be powered by batteries or a car adaptor; features which are appealing to the
consumer (Dereck Riches).
The award winning ‘Weber Q-220 Portable Grill’ is large enough to cook a whole chicken and is
powered by propane. Even though the barbeque is technically portable, the barbeque is viewed and
perceived as a full size grill (Dereck Riches).
Portability is the key feature of portable barbeques. The “Element Portable” by Fuego is relatively
small but is designed to be used at the beach or a day out hiking. The briefcase size grill is held
together by a silicon band and has carrying straps for a hands free carry therefore allowing easier
transportation.
Having everything you need for cooking in one area is always ideal. New designs are now looking at
introducing refrigerators, bottle openers and beverage coolers to the general idea of a barbeque.
Safety is also another factor considered in the innovation of new barbeque designs. Up right
propane tank carriers with new grill that use turbo effects. Infrared grills are also a new popular
design. The biggest trends of 2012 are the outdoor cooking accessories. In 2012 it being pellets
which are spices used to give the grilled food flavour without soaking.
The basic portable barbeque which is available widely at most major shop outlets (See Figure 7) is
still one of the most popular portable barbeques because of it being disposable, light and cheap. This
barbeque is often a popular option as it can be left behind and disposed of in the usual waste refuse
bins after it has been cooled down. There is no need for specific disposal receptacles. Typical use of
these barbeques includes festivals, other leisure activities or even at home in the garden.
The drawbacks of using disposable barbeques are that they can only be used once therefore there
are recycling issues. Development for the future could be providing a heat proof bag with a sturdy lid
to stop the scattering of used charcoal before being placed in the bin. Likewise the outer covering,
base and lid, particuarly the lid need to repel moisture as it is found that if disposable barbeques are
stored for a long time in a damp area they will not ignite due to the charcoal absorbing moisture. A
further devlopment could include disposable tongs being provided with the disposable barbeque to
aid cooking ideally with an enitgrel thermometer which could probe meats as with chicken to check
full grilling to avoid food poisioning namely Salmonella. Another development could be that the
charcoal is fixed in place at the base of the tray to avoid clumping of charcoal which affects heat
distribution on ignition. Similarly the grill grid being non stick coated would be an asset.
Figure 7 Disposable Barbeque
Source: Google Images
Grilling on the barbeque has been historically been seen as a man’s job and has become
stereotypical (Euromonitor International 2006) especially in barbeque related advertisements which
although perceived as a negative attribute to some can be an asset. An asset, by appealing and
motivating men to cook. However, this stereotype is beginning to fade as barbequing becomes
more of a family cooking opportunity allowing the whole family to expand their knowledge of food
and culinary skills. Similarly, the process allows for more collective involvement in the food
preparation process and increases socialisation.