The Future of Specialty Barbecue Retail – Where the Market Stands and Where It's Headed
The barbecue retail trade operates in a challenging 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.
Retail expert Dr. Kai Hudetz has been Managing Director of IFH Cologne (Institute for Retail Research GmbH) since 2009. As the author of numerous studies and articles and a sought-after speaker, he combines scientific findings with practical recommendations for action. On Monday, September 7, at 11:00 a.m., he will be live at the FIRE&FOOD BBQ WEEK with a lecture on stationary barbecue retail and its future opportunities. In advance, you can read our current interview with the market expert here.
F&F: Your institute's "Grilling Industry Report 2026" shows that the German barbecue market is shrinking for the third time in a row. Are we still talking about a temporary dip, or are we already seeing signs of structural saturation?
Dr. Kai Hudetz: A clear forecast is difficult at the moment because several special effects are at play simultaneously. During the Corona pandemic, many consumers invested heavily in their homes – for example, in high-quality gas grills as a replacement for classic charcoal models. These appliances are naturally not replaced every three to four years. At the same time, geopolitical crises and inflation are causing uncertainty and consumer reluctance. In addition, there is a lack of genuine innovation. This can be compared well with the smartphone market: formerly, new models immediately triggered desire; today, usage cycles are significantly longer. For example, the trend towards pizza ovens had such an innovative power for the barbecue market that manufacturers were prompted to take up the topic for accessories to create new purchasing incentives. Basically, we observe hybrid consumer behavior: many consumers are price-conscious but selectively indulge in quality – for example, when it comes to grilled food. Manufacturers must specifically address this balance.
How is the grill market developing – and which trends will shape the grill retail trade in the coming years? Dr. Kai Hudetz, Managing Director of IFH Cologne (Institute for Retail Research GmbH), will answer these questions on Monday, September 7, 2026, at the FIRE&FOOD BBQ WEEK in Cologne.
F&F: Is this development specific to Germany, or is a similar picture emerging in other European markets?
Dr. Kai Hudetz: Our focus is on Germany, but we also see comparable tendencies in other markets, even in Switzerland. There, price consciousness now also plays a major role – with the result that purchases are specifically made in cheaper foreign countries.
However, Germany currently faces particular structural challenges: economic recovery is sluggish, and consumer sentiment and growth are closely linked. In addition, pressure is increasing from price-aggressive platforms from the Far East such as Temu, Shein, or AliExpress. They promote small-scale reward purchases based on the principle: "At that price, you can't go wrong." Together, these providers already generate billions in sales in Germany and tie up purchasing power that is missing from specialist retailers.
F&F: How is purchasing behavior changing specifically – and what role do inflation and increased living costs play in the decision for or against buying a grill?
Dr. Kai Hudetz: The uncertainty is clearly palpable: more than half of consumers fear not being able to maintain their standard of living. Rising costs for rent, energy, and food mean that expenses are planned more carefully. Impulse purchases are declining; instead, targeted shopping is on the rise. Many consumer decisions now follow clear priority lists. An indicator of this is the furniture trade, where purchases are more often postponed.
For the grilling industry, this means that spontaneous purchases only arise if a strong need can be triggered. Grills and accessories are rarely high-involvement products. Moreover, consumers are willing to shift priorities.
F&F: Where do you currently see growth opportunities within the barbecue market – are there segments with positive dynamics?
Dr. Kai Hudetz: In my opinion, the biggest opportunities currently lie in the accessories sector, especially in functional and innovative additions. In addition, a long-term view shows that sales of grill fuels have increased by 13.2 percent since 2015, while grill appliances and accessories have only gained about 5 percent each. The reason is a significantly higher grilling frequency. In 2015, 29.2 percent of respondents said they grilled at least once a month – in 2025, it was already 52.5 percent. The increase is particularly clear among those who grill several times a month: from 8.6 to 26.8 percent. This development is also related to the growing spread of gas grills, which are used more frequently due to their easy handling. After a brief decline during the "out-of-home" phase after Corona, home grilling has now stabilized again – not least for cost reasons.
F&F: Which strategic levers should the industry now use to generate growth again?
Dr. Kai Hudetz: The key is the development of genuine innovations with clear added value – especially in the area of convenience. Examples include well-thought-out extensions such as modular outdoor kitchens, integrated storage solutions, or simplified cleaning systems. Furthermore, brand management plays a crucial role. Successful providers create experience worlds – for example, through events or application concepts that show what is possible with the products. Weber is a good example in this context.
Equally important is the close involvement of specialist retailers. A look at other industries shows that pure direct sales strategies reach their limits and lose parts of their target group. Specialist retailers remain a central multiplier – especially if they are able to emotionally charge products and communicate them competently. Prerequisites for this are well-trained employees and consistent customer communication, for example, through functioning – well-maintained – CRM systems.
F&F: What role do stationary specialist retailers play in competition with online providers and large-format retailers such as DIY and garden centers – and how can they be strengthened?
Dr. Kai Hudetz: Online retail continues to grow more dynamically than stationary retail – a short-term reversal of the trend is not in sight. At the same time, DIY stores and discounters are continuously expanding their product range, putting increasing pressure on specialist retailers.
Their strength lies in added value beyond the product itself. Advice, experience, and service are crucial. The customer must have a clear reason to visit the local store. However, price transparency remains a central problem: advice takes place in specialist retail, but the purchase often happens online. To remain competitive, purchasing communities can help. At the same time, services – from grill assembly to fuel delivery service on weekends – offer real differentiation opportunities and strengthen customer loyalty.
F&F: In your opinion, what are the most important prerequisites for the grill market to grow again?
Dr. Kai Hudetz: Two factors are crucial: Firstly, consumer sentiment must pick up again. Secondly, genuine innovations are needed that create a clear purchase incentive. Ultimately, it's about awakening emotions. Grilling is a highly emotional topic with great potential – whoever manages to convincingly stage this potential has the best chances for new growth impulses.
For several weeks now, the FIRE&FOOD team has been working on a community of all European grill retailers. For a value-creating grill business, a functioning specialist retail trade is of utmost importance. A purchasing and sales association is not only logical from this market situation but also overdue. It gives specialist retailers the necessary negotiating strength and visibility to succeed in a shrinking but increasingly valuable market.
On Monday, September 7, 2026, the new association for purchasing and sales promotion will be proclaimed at the FIRE&FOOD BBQ WEEK. There, we will show what advantages a stationary grill retailer has by joining the association and what the admission requirements are. If you would like more information in advance, please feel free to contact us or find out more here. Some grill retailers from Germany have already confirmed their participation.
