Eight Out of Ten Adults Grill, Reports NPD Study; Barbecues Not Just For Summer
Weekends Anymore, Study Shows
Business/Food Editors
PORT WASHINGTON, N.Y.--(BUSINESS WIRE)--Aug. 9, 2000--Eight out
of every ten adults grilled last year according to a new study by
leading marketing information provider The NPD Group, Inc. People are
grilling more all year round, making barbecue grills one of the most
popular heating appliances in the American home and creating new
opportunities for marketers, reveals NPD's latest Grilling In America
report, a survey of 12,800 nationally representative households.
As consumers look for ways to simplify food preparation, more
people are relying on their grills for fast, convenient family dinner
meals. Seventy percent of grilled dinner meals take thirty minutes or
less to prepare, compared to half of dinner meals overall. In keeping
with the changing needs of meal preparers, 31% of adults agree that
grilling involves less cleanup, takes less time, and allows them to
capitalize on convenience and health-consciousness without sacrificing
taste, the number one reason that consumers grill.
"Americans turn to the grill for a few reasons," states Arnie
Schwartz, NPD's vice president of National Eating Trends(R). "While it
adds taste varieties to the meal routine, it also makes life a little
easier. There aren't any pots and pans to clean up; the meals tend to
be simpler; and if mom is clever, she can recruit dad to actually do
the grilling since the numbers show that men cook on the grill more
frequently than women."
This combination of taste and convenience is prompting Americans
to fire up their grills throughout the week. Although grill usage
skews more toward the weekend, especially Sunday, which accounts for
23% of all grilling, 60% of grilling takes place on weekdays. Nine out
of every ten grilled meals are prepared for family members only.
Summer months are peak season for barbecuing, but winter, spring,
and fall are also popular. Surprisingly, growth is occurring in all
regions during the winter season, with one out of every five
households grilling during the colder months. Gas grill users tend to
grill more year-round than charcoal grill users.
While virtually all household segments have seen growth in grill
usage over time, NPD found that higher household income translates
into higher grill usage. Of all the household segments polled, working
parents have increased their use of the grill most dramatically over
the past decade to become the largest sector of the population who
grills.
Throughout the 1990s, the gas grill has advanced as the most
popular type of grill. More households (over one-half) own gas grills
than any other type of grill; 30% own charcoal grills and 14% own
indoor grills.
The most popular six items for grilling account for two-thirds of
all foods prepared on the grill. Steak, chicken and burgers, the top
three, account for 47%. One of the fastest growing foods grilled is
potatoes, which doubled in popularity since 1996 (1996-3%, 1999 - 6%).
*T
TOP SIX FOODS PREPARED ON THE GRILL
Steak 19%
Chicken 15%
Burgers 13%
Hot Dogs 8%
Pork Chops 6%
Potatoes 6%
*T
As Americans grow more accustomed to preparing their entrees on
the grill, NPD predicts side dishes may provide marketers' the next
big opportunity. Despite potatoes' grilling popularity, only 7% of
dinner meals include a grilled side dish.
"There's an untapped opportunity to offer side dish products or
packages that can be cooked on the grill, right next to the steak or
chicken," says Arnie Schwartz. "Manufacturers who want to take
advantage of this market should work towards creating good tasting
products that leave nothing to clean up afterwards."
About the Study
The Grilling In America study is a combined study of more than
12,800 households surveyed from 1990 through 1999 by National Eating
Trends(R), The NPD Kitchen Audit, CREST(R), and NPD Online(sm). The
sample is demographically and geographically balanced to U.S. Census
Bureau statistics. Results are balanced to reflect total behavior
across the US.
About The NPD Group, Inc.
The NPD Group is an international marketing information company
headquartered in Port Washington, NY. Founded in 1953, the firm
specializes in providing insight into consumer purchasing and behavior
via both Internet-based and traditional research methodologies,
including online and offline consumer panels and point-of-sale
tracking.
NPD offers proprietary databases and research expertise in more
than 20 industries, including apparel, automotive products, consumer
electronics, cosmetics and fragrances, financial services, food,
foodservice, footwear, housewares, information technology, interactive
entertainment, new media, pharmaceuticals, toys, and more. The firm
also offers a full range of analytical tools for ad hoc research. NPD
is the developer of the revolutionary Web audience measurement
technology now marketed by its successful spin-off Media Metrix, Inc.
NPD has offices and affiliations in 36 countries, covering North
America, South America, Europe, Asia and Australia. For more
information on The NPD Group, visit npd.com.
--30--lp/ny*
CONTACT: The NPD Group, Port Washington
Keisha Fulton, 516/625-2443
keisha_fulton@npd.com
or Leslie Singer, 516/625-2302
leslie_singer@npd.com
KEYWORD: NEW YORK
INDUSTRY KEYWORD: FOODS/BEVERAGES ADVERTISING/MARKETING
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