Grilling in Germany: European Football Championships and warm summers are not stimulating the grill market

Grilling in Germany: European Football Championships and warm summers are not stimulating the grill market

Grilling in Germany
European Football Championships and warm summers are not stimulating the barbecue market






Many people in Germany like to grill frequently. In 2024, the market for grills, charcoal and barbecue cutlery was unable to benefit – despite favorable conditions.

Even major sporting events such as the European Football Championship and the warm summer have not helped the market for barbecue equipment to boom in 2024. According to a study by the Institute for Retail Research (IFH) in Cologne, sales of grills, fuel and accessories such as tongs and grates in Germany were only slightly higher than in the previous year.

Grilling is still popular, but the market is very saturated, said IFH expert Dominik Kudet. “Many consumers have upgraded their grills in recent years, which has dampened demand for new purchases.”

Consumers increasingly shifted their spending to other areas due to economic uncertainty. As a result, premium products receive less attention, says Kudet. Gas grills are still in demand. According to the study, these generate more sales than electric and charcoal grills combined.

Survey: More than 30 percent grill several times a month

The industry recorded a nominal sales increase of 0.4 percent in 2024. In real terms, i.e. adjusted for inflation, development was at a similar level. Prices in this area have not risen significantly recently, it is said.

The barbecue market grew significantly during the corona pandemic. In 2020, an increase of 16.5 percent was recorded compared to the previous year. In the following years, this level could not be maintained and revenues fell somewhat. In 2024, sales were still 8.5 percent higher than in 2019, the year before the pandemic.

This is probably also due to the fact that people turn on the grill much more often in Germany. According to IFH, more than 30 percent of people grilled several times a month last year. In 2019 the proportion was still around 10 percent. The figures come from representative surveys by the Consumption and Media Analysis Working Group (VuMA).

dpa

Source: Stern

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