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APPLIANCES & POWER TOOLS

The Barbecues Market in Australia

2017

www.bisoxfordeconomics.com.au

JULY 2017

The Barbecues Market in Australia

2017

www.bisoxfordeconomics.com.au

© BIS Oxford Economics Pty Limited July 2017

The information contained in this report is the property of BIS Oxford Economics Pty Limited and is confidential.

All rights reserved.

No part of this report may be reproduced or transmitted in any form, nor may any part of or any information contained in this report be distributed or disclosed to any person who is not a full-time employee of the Subscriber without the prior written consent of BIS Oxford Economics Pty Ltd. The Subscriber agrees to take all reasonable measures to safeguard this confidentiality. Subscribers may not, under any circumstances, use information in this report for promotional purposes.

Note: Although great care has been taken to ensure accuracy and completeness in this project, no legal responsibility can be accepted by BIS Oxford Economics Pty Limited for the information and opinions expressed in this report.

Job No. C6604 BIS Oxford Economics: Paul Giles & Ish Kaur BIS Oxford Economics Pty Ltd Level 8, 99 Walker Street North Sydney NSW 2060 Australia Tel. +(612) 9959 5924 [email protected]

[email protected]

The Barbecues Market in Australia, 2017

© BIS Oxford Economics Pty Ltd 2017

Contents

INTRODUCTION & METHODOLOGY ................................................................................ i

1. OWNERSHIP PROFILE

1.1 Household ownership of barbecues ............................................................................... 3 1.2 Multiple ownership analysis ........................................................................................... 6 1.3 Main barbecue used at home ........................................................................................ 7 1.4 Away from home use ..................................................................................................... 8 1.5 Gas power ...................................................................................................................... 9 1.6 Smoker box .................................................................................................................. 12 1.7 Pizza ovens and spit roasters ...................................................................................... 14

2. CURRENT MARKET ANALYSIS

2.1 Market share of barbecue segments ........................................................................... 17 2.2 Cooking plates ............................................................................................................. 19 2.3 Features and accessories ............................................................................................ 20 2.4 Gas barbecues – burner analysis ................................................................................ 23 2.5 Gas barbecues – bottle versus mains.......................................................................... 24 2.6 Demographics .............................................................................................................. 26

3. RESEARCH AND INFORMATION

3.1 Product research .......................................................................................................... 31 3.2 Reason for choosing power source ............................................................................. 33 3.3 Key factors in final purchase decision.......................................................................... 34

4. THE PURCHASE PROCESS

4.1 Who drives the purchase decision ............................................................................... 37 4.2 Purchase journey ......................................................................................................... 38 4.3 Purchase motivation..................................................................................................... 40 4.4 Price analysis ............................................................................................................... 43

5. COOKING ANALYSIS

5.1 Frequency of cooking regular meals ............................................................................ 47 5.2 Cooking tips & recipes ................................................................................................. 48


© BIS Oxford Economics Pty Ltd 2017

6. BRAND ANALYSIS

6.1 Leading brands ............................................................................................................ 53 6.2 Brands by price paid .................................................................................................... 55 6.3 Drivers of brand selection ............................................................................................ 56 6.4 Initial brand intentions .................................................................................................. 57 6.5 Like for like brand replacement .................................................................................... 58

7. PERFORMANCE, PERCEPTIONS & RANKINGS

7.1 Brand recommendation ................................................................................................ 61 7.2 Perception rankings ..................................................................................................... 62 7.3 Importance and satisfaction ......................................................................................... 68 7.4 Product life expectancy ................................................................................................ 70

8. PLACE OF PURCHASE

8.1 In store or online purchase .......................................................................................... 73 8.2 Leading retailers/suppliers ........................................................................................... 74 8.3 Retailer/supplier by price paid ...................................................................................... 76


© BIS Oxford Economics Pty Ltd 2017 i

INTRODUCTION AND METHODOLOGY

Introduction This is the ninth edition of BIS Oxford Economics biennial report The Barbecues Market in Australia, following the inaugural edition in 2001 and subsequent editions every two years through to 2017.

The primary objective of this study is to provide a comprehensive picture of the Australian barbecue market from the perspective of consumers. In 2001, BIS Oxford Economics identified the barbecues market as a sector lacking good quality market data. This report has developed into an important reference point for many key industry players.

BIS Oxford Economics has been analysing and monitoring household appliance markets in Australia for over 30 years through private and multi-client studies. This study builds on our experience and expertise in analysing these markets.

Methodology

This consumer survey was conduced via an online survey of 6,019 Australian households; this represents our largest ever barbecues survey. The sample base allows us to obtain a detailed profile of national barbecue usage. Results from the survey are then weighted up to reflect Australia’s 8.5 million households.

The sample structure reflects the distribution of the population. Interviews were conducted in Sydney, Melbourne, Brisbane, Adelaide, Perth and regional areas of the eastern states.

This survey established which households had barbecues; respondents who indicated they did use a barbecue were then asked a series of detailed questions.

The online fieldwork was conducted by The Digital Edge Pty Ltd, on behalf of BIS Oxford Economics Pty Ltd. Online research is a cost effective, thoroughly researched and valuable resource for conducting consumer research. Our fieldwork supplier has exclusive access to over 100,000 Australian households.

Respondents are sampled in gender, age and geographic proportions relative to the greater population (as per telephone surveys). The online community is refreshed and managed to ensure quality maintenance and data is continually validated to ensure ongoing integrity.

Reporting Please note, in time series analysis the years presented refer to the following time periods:

2017: January 2016 through May 2017

2015: January 2014 through April 2015

2013: January 2012 through April 2013


ii © BIS Oxford Economics Pty Ltd 2017

Product segments

A major bonus of online surveys is the provision of images that allow the respondent to better understand the product categories we are referring to. The provision of product pictures increases the accuracy of the survey.

Below are the product categories and associated pictures for all barbecue segments. Where possible we provide a few different views of each segment.

Solid fuel (charcoal or wood) Smoker

Electric

Gas built-in models


© BIS Oxford Economics Pty Ltd 2017 iii

Gas trolleyl model

Gas compact style


iv © BIS Oxford Economics Pty Ltd 2017

CHAPTER ONE

Ownership Profile

Ownership Profile The Barbecues Market in Australia, 2017

© BIS Oxford Economics Pty Ltd 2017 3

1. OWNERSHIP PROFILE

1.1 Household ownership of barbecues

In our last three surveys, we have expanded the gas barbecue segment to better reflect the market; in particular to identify compact barbecues from within the larger gas barbecue segment. We also added smoker barbecues (in 2015) as an emerging segment.

If respondents own more than one working barbecue, we also ask them to identify the barbecue they use most often.

Barbecue ownership by state

Household ownership of barbecues, by state (%)

2013 2015 2017

Total Total Total NSW VIC QLD SA WA

(Sample base) (5,025) (5,106) (6,019) (2,037) (1,629) (1,269) (523) (561)

None Gas – built in Gas – compact Gas – trolley Total Gas Electric Smoker Solid fuel Household penetration

Mean

Note1: Mean excludes households that do not have a barbecue.

The Barbecues Market in Australia, 2017 Ownership Profile

4 © BIS Oxford Economics Pty Ltd 2017

Barbecue ownership by dwelling type

Household ownership of barbecues, by dwelling type (%)

Total Detached house

Town-house/ villa/se

i

Flat/ unit

(Sample base) (6,019) (4,173) (818) (920)


Mean

Barbecue ownership by gross household income

Household ownership of barbecues, by gross household income (%)

Total Under $30k

$30k - $49k

$50k - $74k

$75k - $99k

$100k - $124k

$125k - $149k

$150k - $174k

$175k - $199k

$200k plus

(Sample base) (6,019) (907) (1,026) (943) (808) (513) (394) (217) (142) (144)


Mean



Barbecue ownership by household structure

Household ownership of barbecues, by household structure (%)

Total No child

Child pre- school

age

Child aged 5–17

Child aged

over 17

Empty nesters Shared Single

(Sample base) (6,019) (990) (472) (992) (670) (1,315) (609) (971)


Mean



1.2 Multiple ownership analysis

For the first time we specifically asked respondents to indicate how many barbecues they have in their home:

How many barbecues do you have at your home, that you use at least a couple of times per year?

Household ownership of multiple barbecues, by state (%)

Total NSW VIC QLD SA WA

(Sample base) (6,019) (2,037) (1,629) (1,269) (523) (561)

None One Two Three Four or more Total 100 100 100 100 100 100

Household ownership of multiple barbecues, by household structure (%)

Total No child

Child pre- school

age

Child aged 5–17

Child aged

over 17


(Sample base) (6,019) (990) (472) (992) (670) (1,315) (609) (971)

None One Two Three Four or more Total 100 100 100 100 100 100 100 100



1.3 Main barbecue used at home

The following tables and questions relate to the main barbecue used by respondents.

Main barbecue used at home, by state (%)

2013 2015 2017


(Sample base) (3,702) (3,447) (4,245) (1,431) (1,171) (876) (366) (401)

Gas – built in Gas – compact Gas – trolley Total Gas

Electric Smoker Solid fuel

Total 100 100 100 100 100 100 100 100

Main barbecue used at home, by household structure, 2017 (%)

Total No child

Child pre- school age

Child aged 5–17

Child aged

over 17

Empty nesters

Shared accomm. Single

(Sample base) (4,245) (689) (378) (781) (533) (1,052) (382) (430)


Electric Smoker Solid fuel Total 100 100 100 100 100 100 100 100



1.4 Away from home use

Respondents with a solid fuel, electric, gas compact or smoker barbecue were asked a detailed question about home versus outside home use of their barbecue.

Away-from-home use, by state (%)

2013 2015 2017


(Sample base) (964) (1,153) (1,355) (511) (355) (257) (120) (112)

Only use it at home 90% home; 10% away 80% home; 20% away 70% home; 30% away 60% home; 40% away 50% home; 50% away 40% home; 60% away 30% home 70% away 20% home; 80% away 10% home; 90% away Only use away Total 100 100 100 100 100 100 100 100

Away-from-home use, by segment, 2017 (%)

Total Gas compact

Solid fuel Smoker Electric

(Sample base) (1,355) (703) (392) (63) (197)

Only use it at home 90% home; 10% away 80% home; 20% away 70% home; 30% away 60% home; 40% away 50% home; 50% away 40% home; 60% away 30% home 70% away 20% home; 80% away 10% home; 90% away Only use away

Total 100 100 100 100 100



1.5 Gas power

The following questions were asked of all respondents who owned a gas barbecue.

Bottled gas versus main

Gas bottle versus mains connection, by state (%)

2013 2015 2017


(Sample base) (2,851) (2,760) (3,593) (1,157) (991) (788) (312) (345)

Bottled Mains

Total 100 100 100 100 100 100 100 100

Number of gas bottles

Bottled gas respondents were then asked how many gas bottles they currently have in their home.

Number of Gas bottles, by state (%)

2013 2015 2017


(Sample base) (2,644) (2,590) (3,259) (1,026) (894) (754) (290) (295)

One Two Three Four or more

Total 100 100 100 100 100 100 100 100 Mean



Swap system versus refill

Household penetration: Gas bottle swap system versus refill, by state (%)

2013 2015 2017


(Sample base) (2,644) (2,590) (3,259) (1,026) (894) (754) (290) (295)

Refill Swap system Total 100 100 100 100 100 100 100 100

Normal swap scheme supplier

Respondents were asked to nominate their usual place of gas bottle swap.

Swap scheme users: Normal supplier by state (%)

2013 2015 2017


(Sample base) (1,626) (1,638) (2,156) (656) (630) (489) (178) (205)

Bunnings Mitre 10 Other hardware store Service station Other Total 100 100 100 100 100 100 100 100



Overall brand analysis

Respondents were asked which brand of swap gas bottle scheme they used.

Gas bottle brands used in swap schemes, by state (%)

2013 2015 2017


(Sample base) (1,626) (1,638) (2,156) (656) (630) (489) (178) (205) Kwik Gas Supagas SWAP’n’GO (green) SWAP’n’GO (yellow & red)

Other Total 100 100 100 100 100 100 100 100

n.a.: not available



1.6 Smoker box

Smoker box, by state (%)

2015 2017

Total Total NSW VIC QLD SA WA

(Sample base) (3,340) (4,182) (1,409) (1,150) (868) (361) (394)

No Yes, smoker box

Total 100 100 100 100 100 100 100

Smoker box, by barbecue segment (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Electric

(Sample base) (4,182) (236) (2,654) (703) (392) (197)

No Yes, smoker box Total 100 100 100 100 100 100



Food cooked with smoker box

Respondents who owned a smoker box were then asked:

And what type of food do you typically cook when using the smoker?

Food cooked with smoker box, by state (%) [Multiple response]

2015 2017


(Sample base) (223) (310) (93) (93) (70) (18) (36)

Bacon Bruschetta Chicken Eggs Kebabs Meat (steak, lamb) Onions Pizzas Ribs Sausages Seafood Vegetables

Food cooked with smoker box, by barbecue segment, 2017 (%) [Multiple response]

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Electric

(Sample base) (310) (40) (170) (45) (33) (22)

Bacon Bruschetta Chicken Eggs Kebabs Meat (steak, lamb) Onions Pizzas Ribs Sausages Seafood Vegetables



1.7 Pizza ovens and spit roasters

Pizza ovens

All respondents were asked if they owned a pizza oven.

Household penetration of pizza ovens, by state (%)

2013 2015 2017


(Sample base) (5,025) (5,106) (6,019) (2,037) (1,629) (1,269) (523) (561)

None Yes, pizza oven Penetration 100 100 100 100 100 100 100 100

Spit roasters

We asked all respondents if they owned a spit roaster.

Household penetration of spit roasters, by state (%)

2013 2015 2017


(Sample base) (5,025) (5,106) (6,019) (2,037) (1,629) (1,269) (523) (561)

None Yes, spit roaster Penetration 100 100 100 100 100 100 100 100

CHAPTER TWO

Current Market Analysis

Current Market Analysis The Barbecues Market in Australia, 2017


2. CURRENT MARKET ANALYSIS

All remaining chapters refer to barbecues purchased since January 2016.

2.1 Market share of barbecue segments

Market share of barbecues, by type and by state (%)

2013 2015 2017


(Sample base) (1,188) (1,200) (1,087) (398) (298) (212) (90) (89)


Electric Smoker Solid fuel Total 100 100 100 100 100 100 100 100

Recently purchased barbecues, by dwelling type

Market share of barbecues, by dwelling type, 2017 (%)

Total Detached house

Town-house/

villa/semi

Flat/ unit

(Sample base) (1,087) (707) (191) (174)


Electric Smoker Solid fuel Total 100 100 100 100

The Barbecues Market in Australia, 2017 Current Market Analysis


Recently purchased barbecues, by gross household income

Household ownership of barbecues, by gross household income, 2017 (%)

Total Under $30k

$30k - $49k

$50k - $74k

$75k - $99k

$100k - $124k

$125k - $149k

$150k - $174k

$175k - $199k

$200k plus

(Sample base) (1,087) (98) (161) (153) (176) (114) (109) (58) (38) (36)


Electric Smoker Solid fuel

Total 100 100 100 100 100 100 100 100 100 100

Recently purchased barbecues, by household structure

Household ownership of barbecues, by household structure, 2017 (%)

Total No child

Child pre- school

age

Child aged 5–17

Child aged

over 17


(Sample base) (1,087) (211) (115) (245) (105) (218) (97) (96)


Electric Smoker Solid fuel Mean 100 100 100 100 100 100 100 100



2.2 Cooking plates

Cooking plates, by state (%)

2013 2015 2017


(Sample base) (1,188) (826) (782) (271) (220) (157) (69) (65)

One Two Three Four or more

Total 100 100 100 100 100 100 100 100

Cooking plates, by barbecue segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (782) (12) (321) (421) (16) (12)

One Two Three Four or more Total 100 100 100 100 100 100



2.3 Features and accessories

Frequency of accessory purchases

Respondents were asked to indicate whether they purchased, or received as a gift (around the time of their new barbecue purchase), any of the following items: weather cover, barbecue tools, outdoor furniture and/or and outdoor/patio heater.

Accessories purchased around the time of barbecue purchase, by state (%) (Multiple responses permitted)

2013 2015 2017


(Sample base) (1,188) (826) (782) (271) (220) (157) (69) (65)

No accessories BBQ tools Outdoor furniture Outdoor/patio heater Weather cover

Accessories, by barbecue segment, 2017 (%) (Multiple responses permitted)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (782) (12) (321) (421) (16) (12)

No accessories BBQ tools Outdoor furniture Outdoor/patio heater Weather cover



Roasting hood or flat-top lid?

Market shares of hood/cover, by state (%)

2013 2015 2017


(Sample base) (1,188) (826) (782) (271) (220) (157) (69) (65)

Metal flat-top lid Metal hood None

Total 100 100 100 100 100 100 100 100

Market shares of hood/cover, by barbecue segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (782) (12) (321) (421) (16) (12)

Metal flat-top lid Metal hood None Total 100 100 100 100 100 100



Rotisserie

Respondents with a metal roasting hood, were asked whether their new barbecue had a rotisserie option.

Rotisserie option, by state (%)

2013 2015 2017


(Sample base) (1,188) (826) (782) (271) (220) (157) (69) (65)

No Yes, rotisserie Total 100 100 100 100 100 100 100 100

Rotisserie option, by barbecue segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (782) (12) (321) (421) (16) (12)

No Yes, rotisserie Total 100 100 100 100 100 100



2.4 Gas barbecues – burner analysis

Burner analysis

Gas barbecues: Number of burners, by state (%)

2013 2015 2017


(Sample base) (914) (644) (754) (261) (210) (155) (67) (61)

One Two Three Four Five or more

Total 100 100 100 100 100 100 100 100 Mean

Side Burners

Gas barbecues: Side burner, by state (%)

2013 2015 2017


(Sample base) (914) (644) (754) (261) (210) (155) (67) (61)

No Yes Total 100 100 100 100 100 100 100 100



2.5 Gas barbecues – bottle versus mains

Mains versus bottled gas?

Market shares of barbecues, by state (%)

2013 2015 2017


(Sample base) (914) (644) (754) (261) (210) (155) (67) (61)

Bottled Mains

Total 100 100 100 100 100 100 100 100

Market shares of barbecues, by barbecue segment (%)

Total Gas built-in

Gas trolley

Gas compact

(Sample base) (754) (12) (321) (421)

Bottled Mains

Total 100 100 100 100

Bottled gas analysis

Bottles gas: Swap system or own and refill, by state (%)

2013 2015 2017


(Sample base) (881) (599) (681) (233) (186) (147) (62) (53)

Own and refill Swap system

Total 100 100 100 100 100 100 100 100



Bottles gas: Swap system or own and refill, by barbecue segment (%)

Total Gas built-in

Gas trolley

Gas picnic

(Sample base) (681) (7)* (303) (371)

Own and refill Swap system

Total 100 100 100 100

*Small sample base; figures illustrative.

Respondents that own and refill a gas bottle with their new barbecue were asked whether they purchased a new gas bottle with their barbecue.

Own & refill: Did you purchase a gas bottle with new barbecue, by state (%)

2013 2015 2017


(Sample base) (380) (243) (285) (113) (70) (56) (24) (22)

No – already had one

No – other Yes Total 100 100 100 100 100 100 100 100



2.6 Demographics

Analysis of barbecue purchasers by state, age, gross annual household income and household structure are presented below. Consumers, by state, 2017 (%)

Total

(Sample base) (762)

NSW VIC QLD SA WA Total 100

Consumers, by age of head of household, 2017 (%)


(Sample base) (762) (264) (214) (153) (68) (63)

18-24 25-34 35-44 45-54 55-64 65+ Total 100 100 100 100 100 100

Consumers, by gross annual household income, 2017 (%)


(Sample base) (659) (229) (189) (134) (55) (52)

<$30k $30k-49k $50k-74k $75k-99k $100k-124k $125k-149k $150k-174k $175k-199k $200k +

Total 100 100 100 100 100 100



Consumers, by household structure, 2017 (%)


(Sample base) (762) (264) (214) (153) (68) (63)

Couple, no children Pre-school children Children 5-17 years Children over 17 years Empty nesters Shared Single

Total 100 100 100 100 100 100

CHAPTER THREE

Research & Information

Research & Information The Barbecues Market in Australia, 2017


3. RESEARCH & INFORMATION

3.1 Product research

Respondents were asked to nominate their most useful source of product related information prior to purchasing their barbecue.

Most useful information prior to purchase, by state (%)

2013 2015 2017


(Sample base) (826) (696) (762) (264) (214) (153) (68) (63)

No research at all

Yes research – most useful information from:

Brochures/catalogues Browsing in stores/ showrooms

Internet – bloggers/forums Internet – brand site Internet – product reviews & feedback

Internet – retail site Internet – social network sites Newspapers/mags Spoke with retailer/ supplier Talking to family/friends Others Total 100 100 100 100 100 100 100 100

The Barbecues Market in Australia, 2017 Research & Information


Most useful information prior to purchase, by brand, 2017 (%)

Total Aldi brand

Beef-Eater

Beef-master

Gas-mate

Jum-buck

Mat-ador Weber Ziegler &

Brown

(Sample base) (762) (26) (17) (21) (42) (64) (29) (356) (36)

No research at all

Yes research – most useful information from:

Brochures/catalogues Browsing in stores/ showrooms

Internet – bloggers/forums Internet – brand site Internet – product reviews & feedback

Internet – retail site Internet – social network sites Newspapers/mags Spoke with retailer/ supplier Talking to family/friends Others Total 100 100 100 100 100 100 100 100 100

Rating of key information source

Respondents, who nominated a key information source were asked to indicate how useful that source was:

And how useful was your key information source in terms of assisting your final purchase decision? Use a scale of 1 to 5, where 1 = little or no use and 5 = critical/very useful.

Usefulness of key source in final purchase decision, by key source, 2017 (%)

Blogs & forums

Broch- ures

Brows- ing

Family & friends

Internet brand site

Internet product reviews

Internet retail site

Spoke with retailer/ supplier

(Sample base) (23) (43) (77) (92) (59) (98) (49) (63)

1 = little or no use 2 3 4 5 = critical/very useful

Total 100 100 100 100 100 100 100 100 Mean 2017 Mean 2015

Research & Information The Barbecues Market in Australia, 2017


3.2 Reasons for choosing power source

Reasons for choosing power source, by type (%) (Multiple response)

2013 2015 2017

Total Total Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (826) (696) (762) (12) (317) (405) (16) (12)

Appliance was cheaper Cheaper running costs Cooks quicker Efficiency Environmentally friendly Have gas bottle/ gas connected

More convenient/ easier to operate

Previous was gas Safer Tastier food

The Barbecues Market in Australia, 2017 Research & Information


3.3 Key factors in final purchase decision

Respondents were asked to rank six key factors in order of importance, in regards their final purchase decision.

Key factors in final purchase decision, by state, 2017 (%)

Price Value for money

Product features

Power source Brand Colour

(Sample base) (762) (762) (762) (762) (762) (762)

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5 Rank 6 Total 100 100 100 100 100 100

Leading factor (Rank 1) in final purchase decision, by brand (%)

2013 2015 2017

Total Total Total Aldi brand

Beef-Eater

Beef-master

Gas-mate

Jum-buck


Brown

(Sample base) (826) (696) (762) (26) (17) (21) (42) (64) (29) (356) (36)

Brand Colour Power source Price Product features Value for money Total 100 100 100 100 100 100 100 100 100 100 100

CHAPTER FOUR

The Purchase Process

The Purchase Process The Barbecues Market in Australia, 2017


4. THE PURCHASE PROCESS

4.1 Who drives the purchase decision

In 2017, we slightly adjusted the brand influence question to ensure more specific responses and to flesh-out the generic response of ‘adult male’ or ‘adult female’.

We asked respondents:

Who had most influence in deciding the brand of barbecue purchased?

Who drives the brand decision, by brand, 2017 (%)

Total Aldi brand

Beef-Eater

Beef-master

Gas-mate

Jum-buck


Brown

(Sample base) (762) (26) (17) (21) (42) (64) (29) (356) (36)

Another adult female

Another adult male Joint adult decision Me – adult female Me – adult male Other family/friend Retailer or supplier Other

Total 100 100 100 100 100 100 100 100 100

The Barbecues Market in Australia, 2017 The Purchase Process


4.2 Purchase journey

We have tracked the purchase journey of barbecue consumers, by asking them to outline the steps taken in the lead up to the purchase being made.

• XXX

Purchase journey (%) Step 1

2013 2015 2017


Beef-Eater

Beef-mast

er

Gas-mate

Jum-buck

Mat-ador

Weber

Ziegler & Brown

(Sample base) (826) (696) (762) (26) (17) (21) (42) (64) (29) (356) (36)

Internet research Other research Purchased in store Purchased online Visited a store

Total 100 100 100 100 100 100 100 100 100 100 100

• XXX

Step 2

2013 2015 2017


Beef-Eater

Beef-maste

r

Gas-mate

Jum-buck


Brown

(Sample base) (468) (462) (762) (26) (17) (21) (42) (64) (29) (356) (36)

Initial/more internet research

Other research Purchased in store Purchased online Visited a/another/same store

Total 100 100 100 100 100 100 100 100 100 100 100



• XXX

Step 3

2013 2015 2017w

Total Total Total Gas-mate

Jum-buck


Brown

(Sample base) (249) (253) (252) (12) (20) (12) (129) (11) Initial/more internet research


Total 100 100 100 100 100 100 100 100

• XXX

Step 4

2013 2015 2017

Total Total Total Weber

(Sample base) (104) (85) (90) (48)

Initial/more internet research


Total 100 100 100 100

• XXX

• XXX



4.3 Purchase motivation

In 2017, we included ‘wanted an additional barbecue’ in the options. Previously this driver was captured within ‘Other circumstances’.

Purchase motivation, by state (%)

2013 2015 2017


(Sample base) (826) (696) (762) (264) (214) (153) (68) (63)

Additional barbecue Gift purchase (for someone else)

Other circumstance Purchasing first barbecue

Replacing broken/ worn barbecue

Total 100 100 100 100 100 100 100 100

n.a: not available.

Purchase motivation, by barbecue segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas picnic

Solid fuel Smoker

(Sample base) (762) (12) (317) (405) (16) (12)

Additional barbecue Gift purchase (for someone else)

Other circumstance Purchasing first barbecue

Replacing broken/ worn barbecue

Total 100 100 100 100 100 100



Replacement Analysis

For the first time, we asked barbecue respondents who had replaced a ‘broken/worn’ unit to describe the condition of the replaced barbecue.

Condition of replaced unit, by state, 2017 (%)


(Sample base) (357) (126) (105) (70) (27) (29)

Had completely broken down

Still worked but not to my satisfaction

Still worked but was unreliable

Still worked OK but I wanted to upgrade

Total 100 100 100 100 100 100

Age of replaced barbecue, 2017 (%)

Total

(Sample base) (357)

Less than 2 years 2 to 4 years 5 to 8 years 9 to 12 years 13 to 15 years 16 years + Total 100 Mean lifespan 2017 Mean lifespan 2015 Mean lifespan 2013



First purchase analysis

Respondents indicating a first purchase were asked whether the purchase was linked to either setting up a new household or renovation activity.

Was first purchase linked to…, by barbecue segment (%)

2013 2015 2017

Total Total Total Gas trolley

Gas compact

(Sample base) (243) (214) (224) (99) (117)

Renovation/home improvement

Setting up new household

Neither – just wanted a barbecue

Total 100 100 100 100 100

Note: other BBQ segments sample too small for meaningful analysis.

Other circumstances (not broken down and not first purchase)

Respondents indicating circumstances other than first purchase or replacement of broken/worn barbecues were asked for further details on the purchase motivation. Basically, this group comprises consumers purchasing a new barbecue, despite already having a working barbecue.

Other circumstances (not first and not replacement) (%) (Multiple response)

2013 2015 2017

Total Total Total Gas trolley

Gas compact

(Sample base) (135) (97) (50) (24) (19)

Price – too good to pass

Wanted better quality Wanted bigger/more capacity

Wanted improved energy efficiency

Wanted latest technology

Wanted more/better features

Wanted smaller/less capacity



4.4 Price analysis

Price by product segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (762) (12) (317) (405) (16) (12)

$101 – $200 $201 – $300 $301 – $400 $401 – $500 $501 – $600 $601 – $700 $701 – $800 $801 – $900 $901 – $1,000 $1,001 – $1,500 $1,501 – 2,000 Over $2,000

Total 100 100 100 100 100 100 Mean: 2017 Mean: 2015

Price by leading retailers/suppliers, 2017

Total Aldi Applian

ces Online

BBQ Galore

Bunn-ings

Harvey Norman

Mitre 10

The Good Guys

Other BBQ

specialist

(Sample base) (762) (28) (23) (199) (224) (24) (23) (23) (50)

Mean price

CHAPTER FIVE

Cooking Analysis

Cooking Analysis The Barbecues Market in Australia, 2017


5. COOKING ANALYSIS

5.1 Frequency of cooking regular meals

To understand the frequency of barbecue cooking, respondents were asked:

Given appropriate weather conditions, how often do you use your new barbecue for cooking regular meals?

Frequency of barbecue usage, by state (%)

2013 2015 2017


(Sample base) (826) (696) (762) (264) (214) (153) (68) (63)

Up to 5 times/week 2-4 times/week Once a week Fortnightly Monthly Quarterly Less frequently

Total 100 100 100 100 100 100 100 100

Frequency of barbecue usage, by barbecue segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (762) (12) (317) (405) (16) (12)

Up to 5 times/week 2-4 times/week Once a week Fortnightly Monthly Quarterly Less frequently Total 100 100 100 100 100 100

The Barbecues Market in Australia, 2017 Cooking Analysis


5.2 Cooking tips & recipes

Respondents were asked whether they had gathered any cooking related information since purchasing their new barbecue:

Since purchasing your new barbecue, have you gathered new information in terms of cooking tips, recipes, barbecuing knowledge etc?

Gathered cooking related information, by state (%)

2015 2017


(Sample base) (696) (762) (264) (214) (153) (68) (63)

No Yes, have gathered new information

Total 100 100 100 100 100 100 100

Gathered cooking related information, by barbecue segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (762) (12) (317) (405) (16) (12)

No

Yes, have gathered new information

Total 100 100 100 100 100 100

Cooking Analysis The Barbecues Market in Australia, 2017


Source of gathered information

Where respondents had gathered additional cooking information, they were asked to specify the source of that information.

Source of additional information, by state (%) [Multiple responses]

2015 2017 Total Total NSW VIC QLD SA WA

(Sample base) (213) (249) (80) (69) (55) (20) (25)

Cook books/magazines Family/friends Online; forums/blogs Online; other searches Online; recipe/ barbecuing specific sites

Online; social network sites TV cooking shows Other

Source of additional information, by barbecue segment, 2017 (%)

Total Gas trolley

Gas compact

(Sample base) (249) (68) (164)

Cook books/magazines Family/friends Online; forums/blogs Online; other searches Online; recipe/ barbecuing specific sites

Online; social network sites TV cooking shows Other

The Barbecues Market in Australia, 2017 Cooking Analysis


CHAPTER SIX

Brand Analysis

Brand Analysis The Barbecues Market in Australia, 2017


6. BRAND ANALYSIS

6.1 Leading brands

Since 2013, we have streamlined brand responses by eliminating the option to cite a store as/instead of a brand name (e.g. Bunnings, Barbeques Galore and Kmart). We initially identify the store of purchase and then offer respondents a range of brands from within those stores. This has tightened up responses and reduced ‘other’ brands.

Leading barbecue brands, by state (Based on units) (%)

2013 2015 2017


(Sample base) (638) (558) (656) (236) (179) (128) (55) (58)

Aldi brand BeefEater Beefmaster Gasmate Jumbuck Matador Weber Turbo (Z&B) Ziggy (Z&B) Ziegler & Brown Total

Others Total 100 100 100 100 100 100 100 100 Note 1: Market shares are based on consumer recall, so some allowances should be made n.a.: not available

The Barbecues Market in Australia, 2017 Brand Analysis


Leading barbecue brands, by segment (Based on units), 2017 (%)

Total Gas trolley

Gas compact

(Sample base) (656) (239) (396)


Others Total 100 100 100

Note: Other barbecue segment samples too small for meaningful analysis



6.2 Brands by price paid

Leading barbecue brands, by price paid, 2017 (Based on units) (%)

Total $101 to $200

$201 to $300

$301 to $400

$401 to $500

$501 to $600

$601 to $700

$701 to $800

(656) (98) (115) (106) (53) (49) (55) (57)


Others Total 100 100 100 100 100 100 100 100

$801 to $900

$901 to $1,000

$1,001 to $1,500

$1,500 +

(38) (29) (29) (27)


Others Total 100 100 100 100



6.3 Drivers of brand selection

Drivers of brand selection, by brand (%) (Multiple response)

2013 2015 2017


Beef-Eater

Beef-master

Gas-mate

Jum-buck

Mat-ador Weber Ziegler

& Brown (Sample base) (826) (558) (762) (26) (17) (21) (42) (64) (29) (356) (36)

Aesthetics/design Brand reputation Brand was not important

Burners/cooking facilities

Competitive price Ease of storage Easy to operate Efficient Finish/colour Previous brand experience

Promotional price Quality/durability Recommended by family/friends

Size of BBQ fitted available space

Special offer Value for money Warranty

n.a.: not available



6.4 Initial brand intentions

Specific brand in mind

Respondents were asked whether they had a specific brand or two in mind, when they first thought of purchasing a new barbecue.

Initially, did you have a specific brand or two in mind, by state (%)

2013 2015 2017


(Sample base) (826) (696) (762) (264) (214) (153) (68) (63)

No Yes

Total 100 100 100 100 100 100 100 100

Purchase incidence of this brand

Did you purchase one of these brands, by state (%)

2013 2015 2017


(Sample base) (248) (234) (327) (114) (92) (61) (29) (31)

No Yes Total 100 100 100 100 100 100 100 100

Did you purchase one of these brands, by brand purchased, 2017 (%)

Total Gas-mate Weber Ziegler

& Brown

(Sample base) (327) (11) (241) (25)

No Yes Total 100 100 100 100



6.5 Like for like brand replacement

For the first time we asked respondents who were replacing a barbecue whether the new brand was the same as their previous brand.

.

Replaced barbecues, same brand as previous, by state, 2017 (%)


(Sample base) (357) (126) (214) (153) (68) (63)

No Yes Total 100 100 100 100 100 100

Replaced barbecues, same brand as previous, by new brand, 2017 (%)

Total Aldi brand

Beef-master

Gas-mate

Jum-buck Matador Weber Ziegler &

Brown

(Sample base) (357) (13) (11) (24) (28) (17) (160) (19)

No Yes

Total 100 100 100 100 100 100 100 100

CHAPTER SEVEN

Performance, Perceptions & Rankings

Performance, Perceptions & Rankings The Barbecues Market in Australia, 2017


7. PERFORMANCE, PERCEPTIONS & RANKINGS

7.1 Brand recommendation

We asked respondents whether they would recommend their new barbecue to a friend. Using a scale of 1 to 5, where 1 = absolutely not/very disappointed and 5 = most definitely/highly recommend.

Brand recommendation, by brand, 2017 (%)

Total Aldi brand

Beef-Eater

Beef-master

Gas-mate

Jum-buck


Brown

(Sample base) (656) (26) (17) (21) (42) (54) (29) (356) (36)

1 = absolutely not/ most disappointed

2 3 4 5 = most definitely/ highly recommend

Total 100 100 100 100 100 100 100 100 100 Mean 2017 Mean 2015

Brand recommendation, by segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (656) (8)* (239) (396) (8)* (5)*

1 = absolutely not/ most disappointed

2 3 4 5 = most definitely/ highly recommend

Total 100 100 100 100 100 100 Mean 2017 Mean 2015

*Small sample; figures illustrative.

The Barbecues Market in Australia, 2017 Performance, Perceptions & Rankings


7.2 Perception rankings

Respondents were asked to rank the top 2 brands across the following five product/service attributes:

• Quality;

• Value for money;

• Innovation;

• Design/features; and

• Contemporary/modern.

They were offered the following list of brands:

BeefEater, Beefmaster, Gasmate, Jumbuck, Matador, Turbo by Ziegler & Brown, Weber and Ziggy by Ziegler & Brown,

7.2.1 Top ranked brands

Top ranked brand (Rank 1), 2017 (%)

Product quality

Value for money

Inno--vation

Design/ features

Contemp-orary/

modern (Sample base) (782) (782) (782) (782) (782)

BeefEater Beefmaster Gasmate Jumbuck Matador Turbo (Z&B) Weber Ziggy (Z&B)

Total 100 100 100 100 100



7.2.2 Top 3 ranked brands by attribute

Product quality

Detailed rankings for product quality are shown below.

Product quality: Top 2 ranked brands, 2017 (%)

Rank 1 Rank 2

(Sample base) (782) (782)

BeefEater Beefmaster Gasmate Jumbuck Matador Turbo (Z&B) Weber Ziggy (Z&B) Total 100 100

Value for money

Detailed rankings for value for money are shown below.

Value for money: Top 2 ranked brands, 2017 (%)

Rank 1 Rank 2



Total 100 100



Innovation

Detailed rankings for innovation are shown below.

Innovation: Top 3 ranked brands, 2017 (%)

Rank 1 Rank 2



Design/features

Detailed rankings for design/features are shown below.

Design/features: Top 3 ranked brands, 2017 (%)

Rank 1 Rank 2



Total 100 100



Contemporary/modern

Detailed rankings for contemporary/modern are shown below.

Contemporary/modern: Top 3 ranked brands, 2017 (%)

Rank 1 Rank 2



7.2.3 Top ranked brand by state

Product quality…

State variations on product quality rankings are given below.

Product quality: Rank 1, by state, 2017 (%)

2015 2017


(Sample base) (826) (782) (271) (220) (157) (69) (65)

BeefEater Beefmaster Gasmate Jumbuck Matador Turbo (Z&B) Weber Ziggy (Z&B) Others

Total 100 100 100 100 100 100 100

n.a.: not available.



Value for money…

State variations on value for money rankings are given below.

Value for money: Rank 1, by state, 2017 (%)

2015 2017


(Sample base) (826) (782) (271) (220) (157) (69) (65)

BeefEater Beefmaster Gasmate Jumbuck Matador Turbo (Z&B) Weber Ziggy (Z&B) Others Total 100 100 100 100 100 100 100


Innovation…

State variations on innovation rankings are given below.

Innovation: Rank 1, by state, 2017 (%)

2015 2017


(Sample base) (826) (782) (271) (220) (157) (69) (65)


Total 100 100 100 100 100 100 100




Design/features…

State variations on design/feature rankings are given below.

Design/features: Rank 1, by state, 2017 (%)

2015 2017


(Sample base) (826) (782) (271) (220) (157) (69) (65)

BeefEater Beefmaster Gasmate Jumbuck Matador Turbo (Z&B) Weber Ziggy (Z&B) Others Total 100 100 100 100 100 100 100


Contemporary/modern…

State variations on contemporary/modern rankings are given below.

Contemporary/modern: Rank 1, by state, 2017 (%)

2015 2017


(Sample base) (826) (782) (271) (220) (157) (69) (65)


Total 100 100 100 100 100 100 100




7.3 Importance and satisfaction

Respondents were presented with a list of eight factors and asked:

Importance…

Could you please nominate the two factors of most importance to you when you purchased your new barbecue?

Where 1 = the most important factor, 2 = 2nd most important factor.

Most important factor when purchasing new barbecue (%)

2013 2015 2017


(Sample base) (824) (696) (762) (264) (214) (153) (68) (63)

Advice at point of sale Arrangements for after sales service

Delivery/pick-up Product assembly/ease of assembly

Product demonstration Product durability/lifespan Provision of product details/ specifications

Warranty conditions

Total 100 100 100 100 100 100 100 100



Second most important factor when purchasing new barbecue (%)

2013 2015 2017


(Sample base) (824) (696) (762) (264) (214) (153) (68) (63)

Advice at point of sale Arrangements for after sales service

Delivery/pick-up Product assembly/ease of assembly

Product demonstration Product durability/lifespan Provision of product details/ specifications

Warranty conditions

Total 100 100 100 100 100 100 100 100

Satisfaction…

And how satisfied were you with the level of service you experienced across these two factors?

Where 1 = not at all satisfied and 5 = extremely satisfied.

Satisfaction across most important factors, 2017 (%)

Advice at point of sale

After sales

service

Delivery pick-up

Dura-bility/

lifespan

Product assem-

bly

Product demo

Product details &

specs

Warr-anty

(Sample base) (181) (43) (112) (452) (241) (67) (209) (219)

1 = not at all satisfied 2 3 4 5 = extremely satisfied Total 100 100 100 100 100 100 100 100 Mean 2017 Mean 2015



7.4 Product life expectancy

Barbecue respondents were asked to estimate how long they expected their new barbecue to last.

Life expectancy, by brand, 2017 (%)

Total Aldi brand

Beef-Eater

Beef-master

Gas-mate

Jum-buck


Brown

(Sample base) (762) (26) (17) (21) (42) (64) (29) (356) (36)

Less than two years 3 to 4 years 5 to 6 years 7 to 8 years 9 to 10 years Over 10 years

Total 100 100 100 100 100 100 100 100 100 Mean years 2017 Mean years 2015

Life expectancy, by segment, 2017 (%)

Total Gas built-in

Gas trolley

Gas compact

Solid fuel Smoker

(Sample base) (762) (12) (317) (405) (16) (12)

Less than two years 3 to 4 years 5 to 6 years 7 to 8 years 9 to 10 years Over 10 years

Total 100 100 100 100 100 100 Mean years 2017 Mean years 2015

CHAPTER EIGHT

Place of Purchase

Place of Purchase The Barbecues Market in Australia, 2017


8. PLACE OF PURCHASE

8.1 In store or online purchase

In-store versus online, by segment (%)

2015 2017


(Sample base) (696) (762) (264) (214) (153) (68) (63)

In store Online Total 100 100 100 100 100 100 100

In-store versus online, by leading retailers/suppliers, 2017 (%)

Total Aldi Applian-

ces Online

BBQ Galore

Bunn-ings

Harvey Norman

Mitre 10

The Good Guys

Other BBQ

specialist

(Sample base) (696) (28) (23) (199) (224) (24) (23) (23) (50)

In store Online Total 100 100 100 100 100 100 100 100 100

Online purchase, delivery method, by state and retailer/supplier, 2017 (%)

Total NSW VIC QLD SA WA Appliances Online

(Sample base) (70) (34) (13) (15) (4)* (4*) (19)

Home delivered Picked up

Total 100 100 100 100 100 100 100

*Small sample base; figures illustrative.

The Barbecues Market in Australia, 2017 Place of Purchase


8.2 Leading retailers/suppliers

Leading retailers’ share of the barbecue market, by state (based on units (%)

2013 2015 2017


(Sample base) (815) (696) (762) (264) (214) (153) (68) (63)

Aldi Appliances Online Barbeques Galore Bunnings Department stores Harvey Norman Kmart Masters Mitre 10 Online: Ebay/ Grays etc Other BBQ specialists Other hardware stores Outdoor/camping specialist

The Good Guys Others

Total 100 100 100 100 100 100 100 100

Note: Market shares are based on consumer recall, so some allowances should be made.



Retailer by segment

Barbecues: Brands by retailer, 2017 (%)

Total Gas trolley

Gas compact

(Sample base) (762) (308) (400)


The Good Guys Others

Total 100 100 100

Note: Other barbecue segment samples too small for meaningful analysis



8.3 Retailer/supplier by price paid



Leading retailers’ share of the barbecue market, by price paid, 2017 (%)

Total $101 to $200

$201 to $300

$301 to $400

$401 to $500

$501 to $600

$601 to $700

$701 to $800

(Sample base) (746) (123) (134) (119) (63) (52) (62) (59)


The Good Guys Others Total 100 100 100 100 100 100 100 100

$801 to $900

$901 to $1,000

$1,001 to $1,500

$1,500 +

(Sample base) (39) (30) (32) (33)


The Good Guys Others Total 100 100 100 100

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