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2019 Grill-Owner Survey

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With warmer days just ahead, it won't be long until Americans everywhere fire-up their grills. But, first, they'll stock-up on foods, beverages, and supplies to make that barbecue scene really sizzle. The question is: Which brands and retailers are poised for the hottest grilling season in 2019? Retail-auditing and insights firm Field Agent surveyed over 1,000 verified grill-owners to understand their coming BBQ shopping and spending.

Published in: Retail

2019 Grill-Owner Survey

  1. 1. SURVEY Grill-Owner 2019
  2. 2. Field Agent verified grill-ownership by requiring respondents to submit a photo of their outdoor grills, as the sample photos on the next page show. 2019 GRILL OWNER SURVEY AGENTS: N = 1,172 STUDY DATES: 3/4/19 - 3/5/19 GENDER Men Women 67% 33% RACE Caucasian or some combo African American or some combo Hispanic or some combo Other 82% 7% 6% 7% AGE 18-24 25-34 35-44 45-54 55-64 65+ 3% 25% 41% 21% 9% 1% Less than $35,000 $35,000 to $49,999 $50,000 to $74,999 $75,000 to $99,999 $100,000+ 18% 16% 26% 18% 22% HOUSEHOLD INCOME 2 SURVEY LOCATIONS
  3. 3. Agent Photos
  4. 4. Name one brand that “makes or breaks” an outdoor barbecue in your opinion. Kingsford Heinz Johnsonville Ballpark Sweet Baby Ray's McCormick/Grillmates Bush's (beans) Weber Coke Kraft Lay's Oscar Mayer Budweiser/Bud Lawry's (seasoning) Pepsi Nathan's Corona 10 15 15 16 24 25 31 33 37 49 55 56 62 63 66 70 94 # of Mentions To understand which brands Americans associate with grilling season, we asked 1,172 grill-owners to name one brand that "makes or breaks" a barbecue. The Brands of BBQ Season 94 Mentions 70 Mentions N = 1,172 4
  5. 5. What type of grill does your household own? Propane Charcoal Natural Gas Electric Pellet Hybrid 2% 3% 3% 5% 37% 64% N = 1,172 64%Propane 37% Charcoal 5
  6. 6. How often does your household grill-out at your home during the warm months? Practically every day At least once every 3 days At least once every week At least once every 2 weeks At least once a month At least once during the warm months Do not grill during warm months 0% 6% 11% 14% 33% 28% 9% N = 1,172
  7. 7. How does your household shop for, purchase, and/or acquire non-food, grilling supplies? Note: Non-food grilling supplies include items such as charcoal, lighter fluid, grills, and grill accessories. Inside stores Online for package delivery Online for store-pickup Online for in-town, "fresh" delivery 2% 17% 23% 98% N = 1,172 7 Agent Photo
  8. 8. From which retailers does your household purchase non-food, grilling supplies? Walmart Home Depot Lowe's Target Amazon Dollar General Sam's Club Costco Ace Hardware Kroger Family Dollar Aldi Big Lots Menards 7% 7% 7% 8% 12% 12% 12% 14% 15% 20% 26% 36% 39% 73% 73% Walmart Note: Non-food grilling supplies include items such as charcoal, lighter fluid, grills, and grill accessories. N = 1,172 8 Agent Photo
  9. 9. Which foods does your household grill at home during the warmer months? Hamburger Chicken Steak Hot Dogs Pork Corn Sausage Bratwurst Onion Peppers Fish Asparagus Zucchini Bread/buns Mushrooms Squash Pineapple Bacon Tomato Tortillas Eggplant Lobster 9% 12% 14% 17% 22% 27% 27% 35% 36% 40% 40% 45% 51% 51% 59% 62% 64% 64% 88% 91% 91% 94% Grilling Food N = 1,172 9
  10. 10. From Backyards to Endcaps… Contact Us Field Agent crowdsources over a million smartphones in the U.S. alone to serve up fast, affordable retail-auditing, mystery shopping, and market research services. For visibility and clarity when and where it matters most, look to Field Agent. Agent Photos 10
  11. 11. What brand(s) of charcoal does your household use? n = 438 charcoal-grill owners #1 #2 #3 Kingsford Private-label Royal Oak Cowboy El Diablo Kamado Joe Rockwood Frontier 1% 1% 1% 2% 5% 17% 25% 83% Agent Photo 11
  12. 12. How often does your household serve these chips with grilled foods during the warmer months? Always Often Sometimes Rarely Never 9% 18% 39% 26% 8% 9% 17% 36% 30% 9% 3% 8% 35% 40% 14% Potato Chips Cheesy Chips Tortilla Chips N = 1,17212
  13. 13. Which best describes your household’s purchase habits toward hamburger and hot dog BUNS for foods you grill outdoors? We just buy whatever buns are available/cheapest We switch between two or more specific brands We usually buy the same brand We always buy the same brand We do not purchase buns 4% 7% 22% 24% 42% N = 1,172
  14. 14. What brand(s) of buns do you purchase for grilling outdoors? n = 620 grill-owners who at least occasionally purchase the same brand of buns for grilling-out (i.e., those who fall into one of the three middle bars on the previous page) #1 #2 #3 Great Value (Walmart) Ball Park King's Hawaiian Sara Lee Pepperidge Farm Wonderbread Sunbeam Market Pantry (Target) Arnold Bunny Oroweat Martin's Bimbo 4% 7% 8% 8% 9% 9% 12% 14% 26% 32% 32% 37% 40% 14
  15. 15. What beverages does your household serve with grilled foods during the warmer months? Soda/cola Bottled water Beer Tea Lemonade Water from tap Mixed alcoholic drinks Wine Sugary fruit drinks Punch Liquor Frozen alcoholic drinks Frozen non-alcoholic drinks 13% 19% 18% 19% 23% 36% 36% 40% 53% 58% 60% 65% 78%Beverages N = 1,172 15
  16. 16. !16 How often does your household serve ALCOHOL (in any form) with grilled foods during the warm months? Always Often Sometimes Rarely Never 15% 15% 28% 28% 14%
  17. 17. From which sources do you obtain information about outdoor grilling products? Friends/relatives In-store displays/kiosks Online customer reviews Product packaging Smartphone/smart device apps Company websites Social media Store employees Magazines/periodicals Catalogs 7% 14% 20% 24% 25% 26% 37% 42% 54% 55% N = 1,172
  18. 18. !18 Which websites do you visit for customer reviews of outdoor grilling products? Amazon.com Walmart.com HomeDepot.com Lowes.com Target.com 27% 46% 51% 55% 77% n = 489 grill-owners who learn about outdoor grilling products by reading online reviews
  19. 19. When the Competition Heats Up… Field Agent is Here. CONTACT US → With a panel of a more than one million shoppers across the United States, Field Agent offers brands and retailers a full line of fast, affordable auditing and research services, so you can smoke the competition. AUDITING - MYSTERY SHOPPING - RESEARCH

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