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Grills, by the numbers

Channel analysis
During the 12 months from June 2011 through May 2012, dollar sales of barbecue grills increased to $1.390 billion, up 1.2% from the previous year, according to Port Washington, N.Y.-based NPD Group. The company’s consumer research shows unit volume increased even more — up 6.7%. The consumer panel shows hardware stores losing dollar share to warehouse home centers and unit share to mass merchants.

 

Product attributes
Gas grills lead the category, but charcoal grills are heating up, compared with the year-ago figures, accounting for about one-third of all grills sold. And while the majority of grills are built on carts, the fixed and tabletop variety are gaining share.

Demographic analysis
Based on the data gathered by NPD Group’s consumer panel, the typical grill purchaser is most likely to be 18 to 34 years old, live in the South and earn $15,000 to $30,000 per year.

Purchase motivators
The trio of price, brand and features are leading purchase motivators for grills, but the importance of sales and promotions as a purchase motivator is heating up. 

Methodology: NPD data are based on monthly tracking of more than 30 home improvement-related categories and 30,000 opt-in consumers.

*2012 data reflects the period June 2011 through May 2012.

**Key: WHC: warehouse home center; MM: mass merchant; DS: department store;
             SS: specialty store; HS: hardware store

*** More than one answer accepted


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