Sizzling out? As peak barbecue season begins, fewer Americans are buying grills

To BBQ or not to BBQ? That is one question on Americans’ minds heading toward July 4 as grills are not as hot of an item as they once were.

The grill business saw a massive pandemic-era buying binge, but is now facing consumers worried about inflated meat prices, high interest rates and uncertainty. Many feel no need to upgrade fairly recent purchases.

Market leaders like higher-end grill manufacturer Traeger, once a pandemic darling, reported its latest quarter’s grill sales at $76.8 million — a plunge from the $156.1 million the company raked in during the second quarter of 2021.

Best-selling outdoor cooker brand Weber has also seen unit shares decline since 2020, according to data from Traqline. Retailer Home Depot also reported pressure in big-ticket patio and garden equipment, including grills, during its first quarter earnings call in May as the company reported overall dips in sales and earnings.

And it’s not just the big brands. Local stores that sell grills and other backyard cooking gear similarly reported demand slacking off.

‘It’s trending down,’ said Brian Bushfield, general manager at a store in San Diego, California. He noted a sluggish start to June and a slow Memorial Day, despite the holiday being one of the most popular occasions to purchase new grills.

So, what’s going on?

Lockdown was a grill (seller)’s best friend

It’s not a result of Americans cooking outside on grills less. At least, that’s according to statistics that reported 80% of U.S. homeowners owned a grill or smoker in 2023 — up from 64% in 2019. Of the new grill owners surveyed, 27% cited cooking more at home during Covid as the reason for their purchase.

Home Depot Senior Merchant of Grills Joe Downey said it isn’t just cookers that make up the retailer’s grill category. Consumables like charcoal pellets and propane tanks drive a large portion of sales, which he says are powered by new customers who purchased grills during the pandemic returning frequently to buy fuel.

‘More cooks are cooking at home than ever before,’ he said.

Owners of local stores confirmed an increase in grill sales during the pandemic. Most grill makers and retailers agree that the pandemic pulled forward demand for grills and other long-lasting home equipment as people searched for ways to fill their days and entertain their families at home.

Grill sellers are now looking for ways to stoke demand. Beyond running familiar summer promotions for popular grilling days like Memorial Day and Father’s Day, retailers are trying to encourage young first-time homeowners to buy grills by introducing them to well-known brands at lower price points.

But even with marketing efforts, firing up demand in a traditionally slow-growth industry is a challenge, according to an analyst. Economic trends such as rising beef prices and some consumers abandoning meat entirely have also contributed to the decline in grill sales.

The grill industry has experienced slumps in the past but has always bounced back. Fourth of July cookouts are still a beloved tradition for many Americans, and the industry expects to see growth in the future.