The Future of Specialty Barbecue Retail – Where the Market Stands and Where It's Headed
The specialized barbecue trade operates in a tense environment: the overall market is shrinking, but within the market, value shares are shifting significantly upwards. Those who occupy the right segments have real prospects.
Market situation: challenging but not hopeless
The German barbecue market closed 2025 with an overall decline of around 3 percent. At the same time, sales volume in the first quarter of 2026 grew by 7.9 percent compared to the same period last year. This means that customers are buying higher-value products, not more products. The market is shifting towards system-oriented, more expensive segments.
Key shifts
Gas continues to dominate: With 93.88 percent of grill appliance sales, gas is the undisputed driving force. Charcoal remains emotionally strong but continues to lose economic importance (only 6.12 percent). Plancha as a growth area: The segment continues to grow (2.18 percent of total sales, +0.45 PP) and is developing from a niche into a serious growth area for several brands. WMF is making a strong new appearance, while Outdoorchef remains a leader but is losing significant ground. Outdoor kitchens are becoming a sales driver: customers are less frequently buying just a grill, but rather an entire outdoor kitchen. The brick-and-mortar barbecue trade remains more value-generating in sales than online retail. Larger, more advice-intensive decisions are therefore still made in brick-and-mortar stores.
What this means for the specialized barbecue trade
Advice becomes a key competitive advantage. Especially for outdoor kitchens, system solutions, and higher-value appliances, advice is indispensable. Online generates reach and inspiration, while brick-and-mortar stores build trust and ensure sales. This combination is precisely the decisive advantage for specialized retailers over pure online providers and discounters.
The accessories business is becoming more valuable
Smart thermometers, modular extensions, and multifunctional products are pushing their way onto the top-seller lists. Classic basics remain relevant but account for a smaller share of the sales pie. Technical support, multifunctional use, and easy cleaning are gaining importance.
Purchasing cooperatives are becoming vital
General retail is under massive pressure: 79 percent of retailers cite consumer reluctance to buy as the biggest challenge, and consumer sentiment is at the level of the second Corona lockdown. The number of all specialist shops in Germany could fall below 300,000 by the end of 2026. Individual specialized retailers can hardly defend themselves against the price pressure of international online platforms and online discounters – only in a cooperative can purchasing conditions, product range breadth, and market visibility be secured.
Omnichannel is no longer an option, but a must
Purely stationary retailers are declining (only 38 percent of companies, compared to 49 percent in 2020). At the same time, 50 percent of retailers rely on multi-channel strategies. Those who are not visible online will no longer be found offline. Live experiences such as a grill academy and public product presentations are increasingly important in the customer journey.
Conclusion: The specialized trade is not dying – it is professionalizing itself. The future of the specialized barbecue trade does not lie in competing with Temu or Amazon for the cheapest 3-burner gas grill. It lies in advice-intensive, system-oriented solutions: outdoor kitchens, plancha concepts, valuable accessories, and appropriate service. Precisely where the customer needs support and is willing to pay more for it.
For several weeks now, the FIRE&FOOD team has been working on a community for all European barbecue retailers. A functioning specialized trade is of utmost importance for a value-generating barbecue business. A purchasing and sales cooperative is not only logical but overdue given this market situation. It gives the specialized trade the necessary negotiation power and visibility to survive in a shrinking but increasingly valuable market.
On Monday, September 7, 2026, the new cooperative for purchasing and sales promotion will be proclaimed at the FIRE&FOOD BBQ WEEK. There, we will show the advantages a stationary barbecue retailer has by joining the cooperative and what the admission requirements are. If you would like to receive more information in advance, please feel free to contact us at any time. Some barbecue retailers from Germany have already confirmed their participation.
Sources: igd, marketdataforecast, yougov
