The barbecue and plancha market - Italy (2024)

1.2 World market concentrated in the U.S

The barbecue tradition has its roots in the United States of America, particularly in southern states such as Texas and Georgia, where specialized restaurateurs serve large quantities of meat left to cook over wood for many hours.it derives from the daily traditions of woodcutters, miners and railroad workers; the original barbecue consisted of a pit about * m deep over which coals were laid, and on the surface the meats to be roasted, usually low-value cuts of ox and pork from old, tough, labor-worn beasts, were laid on improvised iron bars; the process, which could last almost a day, made otherwise inedible meat edible and delicious; it was left to cook over a very slow fire (***) and the cook only had to turn the meat from time to time.

The size of the global barbecue grill market was valued at US$*.** billion in **** and is expected to grow at a compound annual growth rate (***) of *.* percent from **** to ****.

World barbecue market value World, ****-****, billion USD Source: ****

In ****, North America accounted for **.*% of global revenues. In the United States, **% of adults own a grill or smoker, while in Canada this percentage rises to **%. Grilling is especially popular on Independence Day (***).

In ...

1.3 Italian market

Leading companies in the industry (***) released their sales figures through **** in an interview with Greenline, an online sales site for outdoor products.

Barbecue market turnover in Italy Italy, ****, ****-****, million euros Source: ****

As turnover increased, so did the number of pieces sold, with a total of ***,*** products sold in ****, up from ***,*** in ****.

Pieces sold in the barbecue market in Italy Italy, ****, ****-****, thousands Source: ****

1.4 Imports and exports

A significant part of barbecue production is relocated, for reasons of cost reduction.

According to the UN Comtrade website, Italy, in the category with coidce HS ****, i.e., the category " stoves, grills and barbecues," is an exporting country for these products. It should be noted that these figures exclude electric barbecues, which account for * percent of the market value[***].

Since ****, imports have increased as a percentage of **.* percent, reaching a value of $*** in ****. Exports, after an increase until ****, decreased sharply in ****, resulting in an overall reduction of **.* percent compared to ****. The coverage rate has followed a downward trend in recent years, indicating a relative increase in imports relative to exports, suggesting a greater reliance on imported products to meet domestic demand.

Value of imports to Italy barbecues and stoves Italy, ****-****, millions of dollars Source: UNComtrade HS Code ****

Imports:

In ****, China was the main source country for imports, accounting for **.* percent of the total. This was followed by Croatia and Turkey with **.* percent and **.* percent respectively. Other European countries such as Poland, France, Hungary, Spain and Germany also contributed substantially, with percentages ranging from *.* percent to *.* percent. Japan and Serbia had a smaller share, *.* percent and *.* percent respectively. **.* percent of imports ...

1.5 The lockdown boom

Among the culinary diversions experienced by Italians in Covid time, a place of honor belongs to barbecue. Initial restaurant closures, mandatory stay-at-home requirements, and subsequent restrictions due to vaccination and distancing have led people to enjoy more home activities including the pleasure of cooking at home or outdoors, buying everything they need online.

The industry did not experience a negative trend during the Covid period; on the contrary, major Italian barbecue companies experienced a very positive trend, increasing sales, even going so far as to record booms in demand.

Percentage growth in sales of Italian barbecue companies Italy, ****, percent Source: ****

An interesting fact concerns the change in Italians' eating habits between the first and second lockdowns. While in the first one Italians cooked homemade pizza and pasta, leading to an increase in products such as flours and yeast, during the second lockdown the demand for these products dropped by ** percent, to make room for grilling meat[***].

2.1 Seasonal and localized demand

Between **** and ****, the average monthly expenditure of Italian households on grills and toasters increased by ** percent, from *.** euros in **** to *.** euros in ****. After a slight decline in ****, the figure grew steadily through ****.

Average monthly household expenditure on grills and toasters Italy, ****-****, € Istat

As grilling tends to be an activity linked to good weather and the possibility of cooking outside the home, demand for these products is linked to good weather but not too hot seasons, mainly related to the spring period. ** percent of total annual sales are recorded between March and April, coinciding with Easter and the typical Easter Monday barbecue, while between May and June there is the highest rate of purchases, accounting for ** percent of the annual total, due to the weather, which begins to be warmer, and the presence of national holidays such as Labor Day and Republic Day, known for being spent out of doors, in the open air. During the rest of the year, there are no other spikes in sales.

Percentage of barbecue sales by time of year Italy, ****, % Source: ****

Analyzing the trend of searches for the word "barbecue" on Google Italy between May **** and May ****, there is a clear seasonal trend. The maximum ...

2.2 Preferences of Italians

A recent survey conducted by Bord Bia, the Irish government food & beverage promotion body, via its Instagram profile Irishbeef.co.uk, revealed interesting data on Italian BBQ preferences.

Preferred type of meat:

The survey results indicate a clear preference of Italians for red meat over white meat when it comes to BBQ. **% of respondents choose red meat, while only *% opt for white meat.

Responses to the question that "what will be grilled on BBQ International Day?" Italy, ****, % Irishbeef.co.uk

Type of barbecue:

**% of respondents prefer the classic barbecue with charcoal, somewhat nostalgic for childhood memories while, **% of them admit that they have switched to the gas model and prefer the few smells and surprising taste.

Preferred type of barbecue Italy, ****, % Irishbeef.co.uk

2.3 Demand trends

Barbecue manufacturers are creating new products to please their customers. In the interview with Greenline, some features increasingly valued and appreciated by consumers are highlighted.

2.4 Geographical distribution of demand

Analysis of Google searches for the topic "barbecue" from **** to **** shows an interesting regional distribution. Friuli-Venezia Giulia leads with an index of ***, followed by Veneto (***) confirm this trend.

In Central Italy, Lazio (***). Campania records the lowest interest with an index of **. Thus, we can see a greater passion for barbecue in northern regions than in southern regions.

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Interest in Barbecue in Italy (***)

3.1 Market dominated by big players

The Italian market is dominated by players who each have their own specialty, although the trend in recent years has been toward diversification. A site like Leroy Merlin Italia lists ** barbecue brands [***]. While market share figures are complicated to estimate, a handful of players capture most of the market. Weber is a French company, arrived on the Italian market in **** the Italian subsidiary has a turnover of **.** million euros in **** produces not only charcoal and gas barbecues but also pellet barbecues Campingaz Italia is a French company with production in Brescia are specilaized in gas barbecues and frills also produces its own gas cylinders are resold by Decathlon has a turnover **.** miilion euros in **** Palazzetti specializes in barbecues and outdoor kitchens has a turnover of **.** miilion euros in **** Then there are smaller manufacturers who specialize in more expensive, handcrafted products Gmr Trading specializes in grills and barbecue accessories has a turnover of *.** million euros in **** Ferraboli also known for the production of speids and roasters has a turnover of *.* million euros in **** Turnover in **** Italy, ****, million euros Source: reportaziende Source: ****

3.2 Distribution channels

Because of the pandemic, online shopping has increased worldwide, even in the case of barbecue, online sales have increased greatly. Before Covid the princiaple channel of distribution were the GDSs, the lockdown experience generated a fast implementation of e-shopping services by specialty retailers, promoting sales formulas typical of omnichannel selling. Such as for example click & collect (***) but especially, in the case of barbecues, dropshipping: that is, the collaborative relationship with suppliers that allows us to propose and sell a reference to our customer without having it in stock. According to Greenline's report, these months of restrictions have served to speed up the digitization process, but direct contact and the professionalism of the shopkeeper will be sought after by a certain segment of the public thanks to professional and specialized advice. According to an interview with Campingaz italia, e-shopping services could evolve to such an extent that users will have a shopping experience that is increasingly similar to the physical one: think about how new and existing technologies such as *D viewers can improve. You probably won't have the feel of barbecue steel under your fingers, but you will still be able to interact with its features from your couch at ...

3.3 Analysis of specialized e-commerce

The main e-commerce companies specializing in the sale of barbecues in Italy identified by our survey are:

Weber: Weber, a renowned name in the barbecue industry, was founded in **** by George Stephen. The company's origins go back to Weber Bros. Metal Works, founded in ****. Weber's headquarters are located in Palatine, Illinois, a suburb northwest of Chicago. Live oak bbq: is the Italian barbecue portal run by Fiorin, a leading outdoor company for more than ** years. Located in Istrana (***), Fiorin offers a wide assortment of barbecue products, including charcoal, gas, natural gas and pellet barbecues, as well as smokers, barbecue accessories, barbecue covers and trolleys. With a *,***-square-meter store and free delivery service throughout Italy, LiveOakBBQ.com guarantees the quality and reliability of the Fiorin brand. Barbecue World: Barbecue World is one of the main reference points in Italy for barbecue and outdoor cooking enthusiasts. Founded in Padua, it offers a large display of over *** square meters with products from the world's best brands such as Weber, Napoleon, Broil King and Big Green Egg. The company is a leader in outdoor kitchen consulting and design and also organizes cooking classes and hands-on demonstrations Barbecue mania: Barbecue Mania was born from ** years of ...

4.1 Products sold and prices

Barbecues and planchas fall into four different categories: charcoal, gas, pallett, and electric. And planchas can be gas or electric.

Trends in the consumer price index for cooking appliances in Italy between May **** and April **** show overall growth, despite some fluctuations. In May ****, the index was ***.*, while in April **** it increased to ***.*, marking an overall growth of *.** percent.

During this period, the index reached a significant peak in January ****, with a value of ***.*. After this high, a gradual decline was observed with some fluctuations, stabilizing at values slightly below but still above the initial levels.

Consumer price index of food cooking appliances Italy, ****-****, index ****=*** Istat

Prices vary widely depending on model, cooking type, accessories and brand.

Source: ****

Other interesting prices are those of grilling fuels.

Source: ****

4.2 Barbecue accessories

Some barbecue companies have also specialized in producing accessories for this activity.

4.3 Trend offered

5.1 Regulations for the use of barbecue Italy

In Italy there are no specific laws related to barbecue me general laws to maintain peaceful coexistence in a neighborhood. In order to use a barbecue, attention must be paid to the emission of fumes, respect for distances, and condominium regulations.

Regarding fumes, the law sanctions immissions of any kind that may annoy neighbors regardless of the distance separating them from the source of the propagation. According toArt. *** of the Civil Code, "The owner of a property may not prevent the immissions of smoke or heat, exhalations, noises, shaking and similar propagations arising from the neighbor's property, if they do not exceed normal tolerability, having regard also to the condition of the places."as can be seen from the rule just quoted, the lawfulness or otherwise of an immission (***).

Regarding the distance barbecues, when they are fixed, that is, equipped with a solid structure that is difficult to remove, then the rules established by law to regulate the distance between constructions may apply.The Court of Cassation, in a ruling a few years ago (***). The chimney must be built at a minimum distance of five feet.

Finally, it is good to check the condominium bylaws before building or using a barbecue. ...

5.2 Barbecue Production Regulation Europe

Solid fuel barbecues (***).

Appliances, solid fuels and firelighters for cooking at solid fuel barbecues must be approved by LNE or CTIF laboratories according to European standards EN-****, implemented in Italy by Articles *** - *** of Legislative Decree ***/**** "Consumer Code," which:

Specifies requirements for solid fuel barbecues (***) Specifies requirements and test methods for charcoal and charcoal briquettes for barbecues Specifies safety, performance, packaging and marking requirements, as well as test methods, for firelighters used to ignite solid fuels for barbecues and grills. The standard covers solid, liquid, paste and gel firelighters. However, the use of highly flammable liquids (***) is specifically excluded from the scope of this standard, as their use as barbecue firelighters is considered extremely hazardous Specifies, for single-use barbecues, requirements for materials, construction, design and test methods to ensure safe use and satisfactory operation

In addition to ****-EN-*, the International Standards Organization has established standards regarding fuels used for barbecues:

ISO ***: Hard coal and coke - determination of volatile matter ISO ***: Coke - determination of total moisture content ISO ***: Brown coal and lignites - determination of yield of soluble benzene extract - semi-automatic method ISO ****: Solid mineral fuels - determination of ash ISO ****: Hard coal - sieve analysis ISO ****: Hard coal ...

6.1 Segmentation

• Ferraboli
• GMR Trading
• Palazzetti
• Campin Gaz Italia
• Weber Italia