Report Overview
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This study analyzes US markets for outdoor kitchen equipment. Specific products covered include:
cooking fixtures:
gas grills (built-in/drop-in grill heads; natural gas, propane gas)
prefabricated or kit-built pizza ovens, stationary smoker cabinets and smoker boxes, built-in charcoal grills, stationary kamado grills, built-in wood pellet grills, and built-in hibachis and griddles
side burners (including conventional types, power burners, and sear stations), food warmers (including warming drawers and buffet-style warmers), and griddle plates
islands, cabinets, and other storage:
prefabricated outdoor kitchen islands
insert-style cabinets, drawers, and access doors (including slide-out cutting boards, fire extinguisher cabinets, paper towel bins, propane tank bins, spice racks, and trash and recycling bins)
refrigeration and cooling equipment:
outdoor refrigerators (including undercounter, freestanding, and small countertop types)
integrated coolers/ice chests
specialty refrigeration and cooling (e.g., kegerators, ice machines, and freezers)
cocktail and bar centers (both drop-in and freestanding carts and stationary centers))
drop-in sinks and faucets (except for those built into cocktail and bar centers)
Study Scope and Executive Summary
Historical data for 2009, 2014, and 2019 and forecasts for 2024 are provided for outdoor kitchen equipment sales at the manufacturer’s level in current dollars (which are not adjusted to account for inflation). Sales are broken out by the above product types and by distribution channel:
barbecue and outdoor specialty stores
home centers
e-commerce, which includes both sales by internet-only distributors and online sales made by brick-and-mortar establishments
contractors
mass merchandisers
wholesale clubs
VIDEO
The pandemic is expected to not have a significant long-term impact on the outdoor kitchen market, which is projected to return to forecasted levels by 2024.
Key Findings in the Outdoor Kitchen Study:
Outdoor Kitchen Market to Continue Strong Growth Through 2024 as Increasing Affordability & Ease-of-DIY-Installing Expand Penetration US demand for outdoor kitchen equipment is expected to rise 6.3% per year to $780 million in 2024. Sales will be driven by:
new installations stemming from strong consumer interest in outdoor living
introduction of mass-market products such as modular islands with built-in cooking fixtures broadening the consumer base for outdoor kitchens
add-on and upgrade purchases of outdoor kitchen equipment with value-added features (e.g., smart technology, multiple cooking capabilities)
Outdoor Cooking Trends Drive New Cooking Fixture Installations & Upgrades The high cost and upscale nature of outdoor kitchens mean that those consumers who are most able to afford them are often willing to pay a premium for state of the art equipment that reflects the latest outdoor living trends. In addition, these consumers are generally able to replace or upgrade equipment more regularly due to their higher incomes.
New and upgrade cooking fixture sales – the largest outdoor kitchen category – are driven by interest in expanding the range of indoor cooking capabilities possible outdoors and innovation improving the convenience of the experience. This is giving rise to new outdoor cooking trends that are driving demand for value-added specialty fixtures, such as pellet and kamado grills, smokers, and pizza ovens. While gas grills are expected to remain the largest outdoor cooking fixture segment through 2024, these specialty products will grow at a faster rate. Meanwhile, add-on fixtures such as side burners and griddle plates are expected to see the fastest growth, albeit from a small base, as these products enhance the convenience of transferring indoor culinary trends outside.
Fastest Growth Expected for Refrigeration & Cooling Equipment Due to Low Installed Base The first products consumers tend to install in an outdoor kitchen are an island with a built-in gas grill. Most basic outdoor kitchens entail few additional equipment purchases, particularly of refrigeration and plumbing equipment, due to the high cost of running electric and water lines, as well as the often high energy costs of maintaining them. The additional structural work required to run water lines or wire electrical outlets if they do not already exist can limit installation of refrigerators and sinks. This is generally less of a concern for complete outdoor kitchen installations or ones that involve full hardscape construction because it is easier to install these features at this point. However, there are ample opportunities for new installations (since penetration is low) and upgrade installations after homeowners are certain they use it enough to justify the investment.
Increasing Modularity & Customization Options to Expand Outdoor Kitchen Penetration Penetration will be aided by the rising availability of modular outdoor kitchens that are less expensive than custom versions, and can be installed either as a DIY project or without the need for expensive specialists like masons. The best opportunities will be for products that:
allow custom configurations of islands to accommodate various spaces
include precut compartments that support cooking fixtures, appliances, and other drop-in features such as bar and cocktail areas from a range of brands
offer aesthetic customization, such as countertop material options ranging from basic (e.g., stainless steel) to high-value (e.g., porcelain, natural stone)
Study Coverage
This study analyzes US markets for outdoor kitchen equipment. Specific products covered include:
cooking fixtures (gas grills; pizza ovens, smokers, and specialty grills; and side burners and other secondary fixtures)
islands, cabinets, and other storage (prefabricated islands and insert-style cabinets, drawers, and access doors)
refrigeration and cooling equipment (outdoor refrigerators, integrated coolers, and specialty refrigeration and cooling)
cocktail and bar centers (both drop-in and freestanding)
sinks and faucets (except for those built into cocktail and bar centers)
Historical data for 2009, 2014, and 2019 and forecasts for 2024 are provided for outdoor kitchen equipment sales at the manufacturer’s level in current dollars (which are not adjusted to account for inflation). Sales are broken out by the above product types and by distribution channel (barbecue and outdoor specialty stores, home centers, e-commerce, contractors, and mass merchandisers and wholesale clubs). (E-commerce includes both sales by internet-only distributors and online sales made by brick-and-mortar establishments.)
The study also provides comprehensive corporate analysis including market share and competitive strategies. Additionally, it provides consumer insights based on proprietary consumer survey data and custom cross-tabs of licensed data, as well as analysis of key retail and marketing trends and innovative product introductions.