With warmer days just ahead, it won't be long until Americans everywhere fire-up their grills. But, first, they'll stock-up on foods, beverages, and supplies to make that barbecue scene really sizzle. The question is: Which brands and retailers are poised for the hottest grilling season in 2019? Retail-auditing and insights firm Field Agent surveyed over 1,000 verified grill-owners to understand their coming BBQ shopping and spending.

1. SURVEY
Grill-Owner
2019

2. Field Agent verified grill-ownership by requiring
respondents to submit a photo of their outdoor
grills, as the sample photos on the next page show.
2019 GRILL OWNER SURVEY
AGENTS:
N = 1,172
STUDY DATES:
3/4/19 - 3/5/19
GENDER
Men
Women
67%
33%
RACE
Caucasian or some combo
African American or some combo
Hispanic or some combo
Other
82%
7%
6%
7%
AGE
18-24
25-34
35-44
45-54
55-64
65+
3%
25%
41%
21%
9%
1%
Less than $35,000
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000+
18%
16%
26%
18%
22%
HOUSEHOLD INCOME
2
SURVEY LOCATIONS

3. Agent Photos

4. Name one brand that “makes or breaks”
an outdoor barbecue in your opinion.
Kingsford
Heinz
Johnsonville
Ballpark
Sweet Baby Ray's
McCormick/Grillmates
Bush's (beans)
Weber
Coke
Kraft
Lay's
Oscar Mayer
Budweiser/Bud
Lawry's (seasoning)
Pepsi
Nathan's
Corona 10
15
15
16
24
25
31
33
37
49
55
56
62
63
66
70
94
# of Mentions
To understand which brands Americans associate with
grilling season, we asked 1,172 grill-owners to name
one brand that "makes or breaks" a barbecue.
The Brands of BBQ Season
94
Mentions
70
Mentions
N = 1,172
4

5. What type of grill does your household own?
Propane
Charcoal
Natural Gas
Electric
Pellet
Hybrid 2%
3%
3%
5%
37%
64%
N = 1,172
64%Propane
37%
Charcoal
5

6. How often does your household grill-out
at your home during the warm months?
Practically every day
At least once every 3 days
At least once every week
At least once every 2 weeks
At least once a month
At least once during the warm months
Do not grill during warm months 0%
6%
11%
14%
33%
28%
9%
N = 1,172

7. How does your household shop for, purchase,
and/or acquire non-food, grilling supplies?
Note: Non-food grilling supplies include items such as charcoal, lighter fluid, grills,
and grill accessories.
Inside stores
Online for package delivery
Online for store-pickup
Online for in-town, "fresh" delivery 2%
17%
23%
98%
N = 1,172
7
Agent Photo

8. From which retailers does your household purchase non-food,
grilling supplies?
Walmart
Home Depot
Lowe's
Target
Amazon
Dollar General
Sam's Club
Costco
Ace Hardware
Kroger
Family Dollar
Aldi
Big Lots
Menards 7%
7%
7%
8%
12%
12%
12%
14%
15%
20%
26%
36%
39%
73%
73%
Walmart
Note: Non-food grilling supplies
include items such as charcoal, lighter
fluid, grills, and grill accessories.
N = 1,172
8
Agent Photo

9. Which foods does your household
grill at home during the warmer
months?
Hamburger
Chicken
Steak
Hot Dogs
Pork
Corn
Sausage
Bratwurst
Onion
Peppers
Fish
Asparagus
Zucchini
Bread/buns
Mushrooms
Squash
Pineapple
Bacon
Tomato
Tortillas
Eggplant
Lobster 9%
12%
14%
17%
22%
27%
27%
35%
36%
40%
40%
45%
51%
51%
59%
62%
64%
64%
88%
91%
91%
94%
Grilling Food
N = 1,172
9

10. From Backyards
to Endcaps…
Contact Us
Field Agent crowdsources over a million
smartphones in the U.S. alone to serve up
fast, affordable retail-auditing, mystery
shopping, and market research services. For
visibility and clarity when and where it
matters most, look to Field Agent.
Agent Photos
10

11. What brand(s) of charcoal does
your household use?
n = 438 charcoal-grill owners
#1
#2
#3
Kingsford
Private-label
Royal Oak
Cowboy
El Diablo
Kamado Joe
Rockwood
Frontier 1%
1%
1%
2%
5%
17%
25%
83%
Agent Photo
11

12. How often does your household serve these chips with grilled foods
during the warmer months?
Always Often Sometimes Rarely Never
9%
18%
39%
26%
8% 9%
17%
36%
30%
9%
3%
8%
35%
40%
14%
Potato Chips Cheesy Chips Tortilla Chips
N = 1,17212

13. Which best describes your household’s
purchase habits toward hamburger and
hot dog BUNS for foods you grill
outdoors?
We just buy whatever buns are available/cheapest
We switch between two or more specific brands
We usually buy the same brand
We always buy the same brand
We do not purchase buns 4%
7%
22%
24%
42%
N = 1,172

14. What brand(s) of buns do you
purchase for grilling outdoors?
n = 620 grill-owners who at least occasionally purchase the same brand of buns for
grilling-out (i.e., those who fall into one of the three middle bars on the previous page) #1
#2
#3
Great Value (Walmart)
Ball Park
King's Hawaiian
Sara Lee
Pepperidge Farm
Wonderbread
Sunbeam
Market Pantry (Target)
Arnold
Bunny
Oroweat
Martin's
Bimbo 4%
7%
8%
8%
9%
9%
12%
14%
26%
32%
32%
37%
40%
14

15. What beverages does your household
serve with grilled foods during the
warmer months?
Soda/cola
Bottled water
Beer
Tea
Lemonade
Water from tap
Mixed alcoholic drinks
Wine
Sugary fruit drinks
Punch
Liquor
Frozen alcoholic drinks
Frozen non-alcoholic drinks 13%
19%
18%
19%
23%
36%
36%
40%
53%
58%
60%
65%
78%Beverages
N = 1,172
15

16. !16
How often does your household serve
ALCOHOL (in any form) with grilled
foods during the warm months?
Always
Often
Sometimes
Rarely
Never 15%
15%
28%
28%
14%

17. From which sources do you obtain
information about outdoor grilling
products?
Friends/relatives
In-store displays/kiosks
Online customer reviews
Product packaging
Smartphone/smart device apps
Company websites
Social media
Store employees
Magazines/periodicals
Catalogs 7%
14%
20%
24%
25%
26%
37%
42%
54%
55%
N = 1,172

18. !18
Which websites do you visit for
customer reviews of outdoor
grilling products?
Amazon.com
Walmart.com
HomeDepot.com
Lowes.com
Target.com 27%
46%
51%
55%
77%
n = 489 grill-owners who learn about outdoor grilling
products by reading online reviews

19. When the Competition Heats Up…
Field Agent is Here.
CONTACT US →
With a panel of a more than one million shoppers across the United States, Field
Agent offers brands and retailers a full line of fast, affordable auditing and
research services, so you can smoke the competition.
AUDITING - MYSTERY SHOPPING - RESEARCH