The barbecue and plancha market - France (2024)

1.2 The United States, undisputed leader in barbecue

In ****, North America accounted for **% of the global barbecue sales market, which was estimated at $*.** billion[***]

Sales of barbecues World, ****-*****, in billions of dollars Source: ****

Sales of barbecues are expected to grow at a CAGR (***) of *.**% per year between now and ****, thanks to a higher average equipment rate worldwide, and a higher average cost per barbecue. [***]

In particular, the gas barbecue segment represented sales of $* billion in ****, showing the predominance of gas over other segments of the barbecue sector. But the electric segment is expected to come out on top in the end, with an estimated CAGR of *.*% to ****.

The trend towards barbecue restaurants in China, India, Brazil and Mexico explains some of this growth. Asia Pacific is expected to grow by *.*% between now and ****. according to Grand View Research, **% of sales come from professional customers, and **% from private individuals.

1.3 A growing French market

In France, sales of gas and charcoal barbecues and planchas (***) explode. [***]

Growth in sales of charcoal and gas barbecues and planchas France, ****-****, in billions of euros Source: ****

Since ****, sales of charcoal and gas barbecues and planchas have risen sharply, demonstrating a real craze for this product among the French. In particular, the diversification of the range, with planchas in particular, has made it possible to satisfy a growing number of customers, with more expensive products too. Sales of electric barbecues and planchas have also contributed to the growth of the total barbecue segment, accounting for around **% of the market[***].

Breakdown of sales by product France, ****, in Source: ****

In ****, the gas segment will account for more than **.*% of the total barbecue market, thanks in particular to significantly higher prices than the other two segments (***). [***]

What's more, barbecues and plancha grills maintain a highly interdependent ecosystem:

Complementary products (***). [***] Sales of garden accessories (***) Sales of meats for barbecues represent around ** million euros over the summer season in ****.

1.4 Consumption mainly imported

A significant proportion of barbecue manufacturing is outsourced, for cost-cutting reasons. Data provided by French customs and UN Comtrade in ****, show that France imported $*** million worth of cooking appliances (***). These figures exclude electric barbecues, which account for less than **% of market value. The data analyzed are grouped under HS code *****: "Cooking appliances and plate warmers for gas or gas-fired and other fuels", which includes barbecues and other types of grill.

Imports of cooking appliances by country France, ****, in millions of euros Source: ****

Unsurprisingly, China is the leading country from which France imports cooking appliances, accounting for almost **% of imports by value. Weber and Somagic manufacture the majority of their barbecues there. The European Union accounts for around a third of imports. Italy is well placed, thanks in particular to the Campingaz factories, which manufacture a significant proportion of their barbecues in Brescia. turkey takes *rd place, thanks to its cheap labor and proximity to Europe, with imports rising by almost **% between **** and ****, and again in ****. [***]

Cooking appliance exports by country France, ****, in millions of euros Source: ****

In ****, France exported $** million worth of cooking appliances, *.* times less than it imports. The European Union accounts for over **% of French exports, with Germany the ...

1.5 The impact of Covid-19 on the barbecue market

The clear trend following the outbreak of the Covid-** pandemic and the various confinements that were implemented is for strong growth in the barbecue segment in France. Frustrated by being cooped up at home, it would seem that the French took advantage of the end of the confinements to invest massively in barbecues, according to LSA Conso. However, the major players in the sector were not at all serene about the future of their business.

This was the situation declared by Campingaz, whose sales in March and April **** were down **% and **% respectively on ****.

But the Weber Group's Marketing Director for France, Catherine Massot, said that by the end of June, her company had made up the lost ground in March and April.

Sales at a Bayonne-based SME called Le Marquier, which launched the plancha business in France, rose by **% in ****, despite a *-month shutdown. "Volumes have doubled in one year", says Régis Fusin, Le Marquier's buyer. This may create tensions within the manufacturing process, while the company adapts to a more efficient model. [***]

One of the levers enabling the barbecue segment to perform so well is the growing desire of the French to furnish their exteriors: having to live cooped ...

2.1 Growing demand in volume and value

Some regions are particularly fond of barbecuing, such as Pays de la Loire (***), thanks to mild weather and a high proportion of homes that make it easy to cook a barbecue in the garden. [***]

Responses to the question "How many barbecues do you do a year?" France, ****, in % Source: ****

With an average of ** times a year, France is well placed in terms of barbecuing frequency, ahead ofGermany, but on a par with Poland. However, there are wide disparities within the population, due to very different habits, as well as the constraints posed by barbecuing (***).

In particular, men are more fond of barbecuing than women: **% of men have barbecued, compared with just under **% of women[***]. Young people (***) are also keen on barbecuing, with **% having done so during ****. What's more, **% of couples said they had barbecued in ****.

What's more, we've seen an increase in demand for barbecues in France over the past few years, mainly on the electric side. Indeed, the market for charcoal or gas barbecues has remained more or less constant at ***,*** units per year for over s per year for over ** years[***], but the electric market has grown, thanks to planchas among other things.

Breakdown of sales volume by product France, ...

2.2 A highly seasonal business

Barbecuing and plancha grilling are outdoor activities, practised mainly in a garden (***)[***].

Spring and summer are unsurprisingly France's favorite barbecuing seasons, and this is reflected in sales.

Barbecues by season France, ****, % of sales Source: ****

Only **% of French people cook in all seasons. **% of French people who don't barbecue all year round believe that bad weather prevents them from doing so (***). **% don't think about it because they see it as a summer activity. These figures will be confirmed in ****, with **% of French people using their barbecue in autumn, and **% in winter[***]

Evolution of interest for the search "Barbecue" on Google France, ****-****, in Google Trends index Source: ****

The graph above represents the proportion of searches for a given keyword in a given region and for a specific period, in relation to the time when the rate of use of this keyword was highest (***).

Thus, a value of ** means that the keyword was used less often in the region concerned, and a value of * means that the data for this keyword is insufficient.

This preference for warmer periods is reflected in the searches of the French. Over the past * years, there has been a strong seasonal pattern to this search, between March and ...

2.3 A trend towards planchas and premium products

Recent years have seen the emergence of the plancha segment and a more expensive segment of premium barbecues, which have driven growth in the industry.

Types of French barbecues and planchas France, ****, % (***) Source: ****

If ownership of certain equipment overlaps, a total of **% of French people own a barbecue, and **% of them own a barbecue or plancha. The plancha is therefore rarely purchased as a substitute for the barbecue. It does, however, constitute a very important market category, accounting for almost **% of the gas segment[***].

What's more, the concept of the barbecue has evolved: while the French are aware of the health hazards it represents, they are seeking to diversify its use, and make it healthier. This explains the emergence of the premium segment and the sale of complementary accessories.

French consumers prefer planchas:

However, planchas seem to be becoming an essential part of summer cooking, with easier cooking and maintenance. Plancha producers and distributors argue that the cumbersome cleaning of barbecues is a real driving force behind the industry's development.

The plancha is also considered a healthier alternative to the barbecue flame, as it prevents the charring of food.

However, the French love affair with planchas has yet to be exported ...

2.4 Changing buying habits

As eating habits change, so do barbecue purchases. While meat still dominates sales of barbecued foods, we are seeing the emergence of other types of food (***) and the arrival on the market of accessories for more elaborate recipes[***].

What do the French cook on the barbecue or plancha? France, ****, % Source: ****

The figures have changed slightly since ****, particularly when it comes to non-meat products: in ****, **% of barbecuers cooked fish and **% vegetables , compared with **% and **% respectively, in addition to meat. We also note that **% of barbecue users cooked vegetarian products using the barbecue in ****. [***]

These changes in habits are reflected in sales, and explain the attraction of premium barbecues, which can be used to cook a wider variety of foods in more varied recipes.

The importance of the lid for barbecue owners whose equipment is fitted with one can also be seen. In fact, in ****, **% of barbecue owners declared that their machine was fitted with a lid [***]. For example, the plancha for barbecues makes it easier to cook vegetables.

This increase in the complexity of barbecue use is also due to a change in supply, which is designed to increase the average price of barbecues, as well as to deseasonalize sales.

The trend ...

2.5 Barbecue purchase disincentives

In addition, per capita meat consumption has fallen by an average of *.*% in France over the past ** years[***]. Such a fall could have an impact on the use of barbecues, which are still mainly used to cook meat, mainly beef.

**% of French people say they give up barbecues on vacation to limit their meat consumption, and **% of French people say they give them up occasionally[***]. The emergence of flexitarianism (***), and to get rid of the negative connotations of barbecuing.

Average annual meat consumption per capita France, **** - ****, in kg/capita Source: ****

While the average consumption of French people has not decreased over the past ** years, in practice this phenomenon can be observed, as meat consumption is becoming a social phenomenon, and the subject is crystallizing opinions. While some people are significantly reducing their consumption, as stated in the article in Le Monde, others are at the same time increasing their consumption, leading to a relative stagnation in meat consumption.

Breakdown of the population into * main diets France, ****, in Source: ****

These phenomena are confirmed by the graph above, which reveals that in May ****, **% of the French population declared that they ate meat, and **% of the population had no plans to reduce ...

2.6 France's favorite barbecue brands

The graph below is based on OpinionWay's survey of French consumers' favorite brands in March ****. For each brand, the percentage corresponds to the proportion of respondents who answered "yes".

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France's favorite barbecue brands France, March ****, in Source: ****

Weber and Campingaz are the French's favorite barbecue brands, with **.*% of respondents saying they liked Weber, while **.*% said they liked Campingaz. Big Green Egg is the least appreciated brand among the panel of proposed brands, with only *.*% of respondents saying they liked it. The relatively low approval ratings for Brasero, Le and Marquier can in part be explained by their low brand awareness, at just **%, compared with Weber's **% and Campingaz's **%.

Comparison of awareness of * barbecue brands by age category France, March ****, in Source: ****

The graph above compares the level of appreciation of * barbecue brands according to the age category of respondents. The **-** and **-** age groups are the least likely to appreciate barbecues. In fact, the appreciation rates for these three brands are the lowest for these age categories, and the youngest also have less preference for well-established brands like Weber and Campingaz than the others. Appreciation increases with the age of respondents, as does ...

3.1 Value chain

3.2 A market dominated by large players

The French market is dominated by players each with their own speciality, even if the trend in recent years has been towards diversification.

In ****, a site like Leroy Merlin will list ** brands of barbecues[***].

While market share figures are difficult to estimate, a handful of players corner the bulk of the market.

Weber, an American company originally specializing in charcoal (***)[***], with a rather upmarket positioning Sales of ** million euros in France by ****[***], which also includes accessories. Campingaz, a subsidiary of the American Coleman, is number * in France in terms of volume of gas barbecues and planchas[***] Sales of *** million euros in **** (***)[***] Somagic sees itself as a leader in the charcoal segment, working with distributors for their private label products[***] ** million euros in sales by ****[***]

However, a myriad of smaller players are gaining market share, in particular by focusing on premium segments with specialized products or manufacturing in France.

Verycook, a Lyon-based company with a high-end positioning, sold *,*** planchas in ****, with sales of * million euros. Its creator plans to launch the Kokko brand, to democratize the Kamado (***), and hopes to attract a wealthy clientele with products sold for over €*,*** each[***].

3.2 Production mainly outsourced

Although few figures are published, it appears that the majority of barbecues sold in France are imported.

Somagic, for example, employs ** people in France, including design engineers, and *** in China. It manufactures its cast-iron barbecues in France, and its steel barbecues in China at its Somasia plant. **% of its business is generated internationally. [***]

Weber does not manufacture its barbecues in France, and therefore imports its products before selling them on French soil.

While Campingaz maintains part of its business in France, near Lyon, this mainly concerns its gas canisters[***]. Barbecue manufacturing is outsourced to Italy and China.

Some players, such as Lagrange (***), have made "made in France" an asset to their communication and success.

Barbecues are tending towards the premium segment, which could boost production in France to achieve a high level of quality and personalized design. However, barbecue remains a commodity today, as can be seen from the importance of private labels. This explains why the barbecue industry as a whole is highly competitive on price (***). This pushes manufacturers to cut costs as much as possible, thanks in particular to cheap labor, in order to offer the lowest possible price, which has repercussions on production quality.

3.4 Classic distribution channels

There are many different distribution channels for barbecues. In view of the growth rates of the various sales sectors (***) in ****, the majority of barbecues are still bought in food superstores and DIY superstores, which was already the case in ****[***]. Newcomers to the barbecue distribution market are garden centers, which are benefiting from the boom in garden design following the COVID-** crisis.

Even today, sales of barbecues are mainly made through traditional distribution networks.

Preferred places to buy a barbecue France, ****, in Source: ****

DIY stores take first place, with **% of sales.

In food superstores (***) have managed to take advantage of the current trend towards premium barbecues, thanks to a broader offer, more focused on gas barbecues, and planchas.

However, in the wake of the health crisis, garden centers have particularly come into their own, with a **% increase in the value of their barbecue sales.

growth in value of barbecue sales by distribution channel France, ****-****, in % Source: ****

4.1 Types of products sold

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

Breakdown of sales volume by product France, ****, in Source: ****

while coal continues to dominate the market in terms of volume, gas dominates the market in terms of value, with over **% of the sector's sales.

Average prices for barbecues and planchas France, ****, in euros Source: ****

Gas barbecues are much more expensive than charcoal or electric ones, which compensates for their lower sales volume.

Recent years have seen the emergence of increasingly elaborate barbecues, corresponding to a premium trend in the sector.

These include more stable models on wheels, with adjustable heights and even lids. While mass-market models are fairly standard, those aimed at wealthy individuals, or even semi-professionals or professionals, are far more sophisticated.

New models are emerging:

Water tank barbecues: which allow you to modulate cooking modes and limit grease dripping onto the flames Vertical grid barbecue: prevents grease from falling into the flames and smoke from going in the direction of the cook Pellet barbecue: electric barbecue that also uses pellets (***), renowned for the quality of the smoke

This latest alternative to pellet barbecues (***) has won over the United States, where ...

4.2 Customers who do little research before buying

A European Idealo survey shows that in ****, barbecue purchases were particularly spontaneous, following anticipated periods of sunshine. Indeed, it's around the particularly sunny periods of March or April that barbecue purchasing peaks are most frequent.

Even though sources of information have diversified: the emergence of barbecue influencers, specialized sites, tests, etc., barbecue vendors report that in ****, as in ****, purchases are still particularly spontaneous.

Barbecue buyers do relatively little research before they buy, which is an important factor for manufacturers and sellers to take into account. This is an important factor for manufacturers and sellers to take into account, since brand and price are the most important factors for customers.

Faced with this lack of information-seeking, marketing campaigns to gain customer recognition are highly effective, which is why the market leader Weber has been organizing training workshops (***) and investing in communications for some years now.

Proportion of buyers who have compared prices before purchase France, ****, in % Source: ****

In **** **% of consumers did not compare prices before their purchase, and over **% did not compare online before their purchase, resting their trust on retailers.

It is estimated that by ****, more people will be using price comparison tools to find out more . The Institut Français ...

4.3 Benchmarking barbecue and plancha prices

Source: ****

Within each product category, there are major disparities. These differences may be due to product quality, baking sheet surface, cart, lid or accessories. Even within the same brand, you'll find very different models in terms of price. For Weber charcoal barbecues, for example, there are more than a dozen different products, ranging from €** to several hundred euros.

This strategy makes it possible to reach a very wide audience, and capture greater value than by having a single model. Some niche products are also available, such as built-in barbecues, ceramic barbecues and stone barbecues.

4.4 An increasingly diversified offering

Companies in the sector are seeking to increase their sales, by diversifying their offer in order both to find a new audience and to increase the average amount spent per customer. At Campingaz, complementary accessories account for **% of sales[***]

Which accessories do the French use? ****, France, in Source: ****

We can see that the complementary products offered by manufacturers are of great interest to barbecue owners. Apart from searing grids, all other accessories have not yet been purchased by half the interested population, with a peak for the pizza stone, which has not found more than **% of its potential audience.

The increasing complexity of barbecues also implies a growing market for spare parts and maintenance, depending on brand and range. Manufacturers are also marketing cleaning products to make work easier once the barbecue is finished.

A transforming barbecue meat market to appeal to young people

The barbecue industry also benefits meat producers, who can multiply their prices by up to * when selling barbecue products[***], and their volumes by * during the summer months.

The meat industry benefits greatly from the barbecuing trend, and has an interest, like barbecue manufacturers, in diversifying its offer, in order to find niches where they can sell their ...

4.5 Development of new high-end offerings

While the barbecue is a well-established product in the French imagination, new high-end offerings seem to be developing.First and foremost is the emergence of professional or semi-professional gas barbecues for the home. In fact, these products are no longer only available in specialist stores, and have recently appeared on the shelves of garden centers and DIY stores. Their much higher price tag than standard gas barbecues doesn't seem to be stopping a growing number of consumers frominvesting in top-of-the-range gas barbecues costing between €*,*** and €*,***.

Plancha manufacturers are also positioning themselves in the high-end outdoor cooking market, with brands such as Krampouz (***) or ENO, offer very high-end products for both private and professional customers, with cart-mounted planchas, pancake appliances or planchas integrated into outdoor kitchens. The brands that manufacture these top-of-the-range products emphasize French manufacturing and sophisticated design.

In addition, two top-of-the-range products stand out in particular, the Braséro fitted out for cooking and the Japanese Kamado:

The Braséro :

Originally a large earthenware vessel, the brasero has evolved from its purely decorative and calorific function to be used as a heat source for cooking food. Used with a grate, the braséro can offer performances close to those of ...

5.1 Regulated manufacturing to ensure user safety

Solid-burning barbecues (***):

Appliances, solid fuels and firelighters for solid-burning barbecues must be approved by LNE or CTIF laboratories in accordance with European standards EN-****[***] :

Specifies requirements for solid-burning 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 firelighters for barbecues is considered extremely hazardous Specifies, for single-use barbecues, requirements relating to materials, construction, design and test methods to ensure safe use and satisfactory operation

In addition to ****-EN-*, the International Organization for Standardization has established a number of standards, not all of which have an equivalent in French legislation:

ISO ***: Hard coal and coke - determination of volatile matter ISO ***: coke - determination of total moisture content ISO ***: Brown coals and lignites - determination of soluble benzene extract yield - semi-automatic methodISO ****: Solid mineral fuels - determination of ash ISO ****: Hard coal - particle size analysis by sieving ISO ****: Hard coals and brown coal - ...

5.2 Regulated use to ensure community comfort

Barbecuing can generate smoke, odors and (***) noise, all of which can be regulated at local level.

In the case of abusive use of the barbecue by a neighbor, it is possible to take legal action (***), by justifying the "abnormal disturbance of the neighborhood" with evidence[***].

It is also possible to regulate the activity:

By co-ownership, subdivision or rental regulations By municipal or prefectoral by-law

The nuisance caused by the smoke released by charcoal barbecues could lead to the strengthening of municipal by-laws banning the practice in densely populated areas, for reasons of public health.

For example, in Cherbourg, in October ****, an ordinance was adopted to ban the use of charcoal by roasters on Granville markets[***].

6.1 Segmentation

• Weber Industries Groupe
• Campingaz
• Somagic
• Leroy Merlin France (Adeo)
• Eno Plancha
• Fyron Group
• Le Marquier
• Tramontina France
• Traeger
• Forge de l'Adour (SEB Groupe)
• Krampouz (SEB groupe)
• Barbecook
• Napoleon
• Big Green Egg
• Broil King
• Char Broil
• Plancha Tonio
• Cook'in Garden
• Alice's Garden (Walibuy)
• Simogas
• Outdoorchef (Diethelm Keller Group)
• Cuisinart
• Finoptim
• Lagrange Gaufre
• Bordet groupe
• Outdoor Chef