Americans are facing a dilemma this July 4th as the grill business sees a decline in sales. Market leaders like Traeger and Weber are experiencing drops in grill sales compared to the surge they saw during the pandemic. Retail giant Home Depot reported a decrease in patio and garden equipment sales, including grills, during its first-quarter earnings call in May. Even local stores are seeing a slack in demand for grills and backyard cooking gear.
Despite the decline in grill sales, statistics from the Hearth, Patio & Barbecue Association show that 80% of U.S. homeowners owned a grill or smoker in 2023. This increase from 64% in 2019 shows that Americans are still cooking outdoors, although they might not be purchasing new grills as frequently. The pandemic led to a spike in grill purchases as people spent more time at home cooking, but now the market is facing a slow growth period.
Grill sellers are looking for ways to boost demand, such as offering promotions and discounts. Traeger has been hosting cooking demonstrations outside retailers like Home Depot to showcase their products and give customers a taste of food cooked on a Traeger grill. However, analysts warn that it may be challenging to create demand in a traditionally slow-growth industry, especially with rising food prices affecting consumer spending.
Some consumers are also shifting away from meat, impacting grill sales. Shikhiu Ing from Bloomfield, New Jersey, switched to a mostly vegetarian diet and finds grilling vegetables to be a chore compared to using an air fryer. Despite these challenges, industry leaders remain optimistic about the future of the grill business, pointing to previous slumps and recoveries as evidence of the industry’s resilience.
As America prepares to celebrate the Fourth of July with cookouts, the cost of hosting such gatherings has increased by 5% from last year, according to data from the American Farm Bureau Federation. Despite this, many like Ayla Dunkley from Newark, New Jersey, are sticking to their traditions and looking forward to enjoying time with family and friends, grill in tow.
