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2019 Grill-Owner Survey
A 2019 survey of 1,172 grill owners revealed their demographics, grilling habits, and preferences for brands and products associated with outdoor cooking. Key findings indicate that 64% use propane grills, and popular brands mentioned include Kingsford and Weber. Additionally, Walmart was identified as the primary retailer for purchasing grilling supplies.
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2019 Grill-Owner Survey
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- 2. Field Agent verifiedgrill-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
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- 4. Name one brandthat “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. What type ofgrill 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. How often doesyour 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. How does yourhousehold 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. From which retailersdoes 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. Which foods doesyour 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. From Backyards to Endcaps… ContactUs 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. What brand(s) ofcharcoal 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. How often doesyour 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. Which best describesyour 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. What brand(s) ofbuns 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. What beverages doesyour 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 How often doesyour household serve ALCOHOL (in any form) with grilled foods during the warm months? Always Often Sometimes Rarely Never 15% 15% 28% 28% 14%
- 17. From which sourcesdo 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 Which websites doyou 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
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