SAMPLE INTELLIGENCE REPORT
Grill Market Landscape Analysis
A clear understanding of the market informed by our Digital Market Intelligence methodology.
Powerful insights from a nimble new market research method.
This free report was prepared as an example of our Digital Market Intelligence service. Pulling from a rich set of behavioral and interest data, it assesses the current market landscape for grills.
Data at scale, ethically
We pulled data directly from public, digital sources. This informs our analysis with a statistically significant set of millions of data points — gathered using a fraction of the resources of qualitative surveying.
Accelerated Insights
Digital Market Insights eliminates the runway for gathering qualitative data. This analysis and its insights are similar to what you would expect from traditional market research, but were conducted over just a few weeks.
Authentic & illuminating
Behavioral data allows us to assess wants, needs, and desires without risk of survey influence or self-censorship. Insights offer clear context for major decisions like market entry, brand positioning, and consumer targeting.
Table of Insights
→ Section 1: Market Demand
→ Section 2: Competitive Landscape
→ Section 3: Competitor Deep-Dive
→ Section 4: Trends & Opportunities
SERVICE SPOTLIGHT
What is Digital Market Intelligence?
Survey research works well in specific contexts, but it’s often time-consuming and limited in sample size.
Digital market intelligence is a method that collects more data with more accuracy, in a matter of days.
Market demand
Begin with a look at market demand - including trends and seasonality - for the larger topic and related subtopics. Along the way, we’ll unearth patterns and insights highlighting how users actively seek products/info and engage with relevant content.
Key Insight: Pellet grilling is evolving how and where demand takes place.
While demand trends in Google search have stayed consistent for the topic, TikTok interest has grown rapidly to command a resounding share of the grilling content landscape. In fact, the last 12 months of activity make up 41% of all TikTok grilling videos and views in the past seven years.
Competitive landscape
How much competition is there fighting for awareness and purchase demand in this market? We zoom out to understand some of the challenges and opportunities in growing consumer awareness across product types and brands.
Key Insight: A “friends and trends” approach is key to success.
Big-box retailers overshadow grill brands on page one of search engine results for purchase-focused terms. Meanwhile, grill brands only make up 5% of grilling content published on TikTok. With search and social saturated in competition, successful brands are partnering with popular content creators and authoritative retailers to grow visibility.
Competitive deep-dive
Zoom in for a closer look at leading competitors across popular products in this landscape. We assess their positioning, visibility, and community footprints to extract key learnings for differentiation and success.
Key Insight: New brands succeed when they turn niches into needs.
Traeger (1987) and Big Green Egg (1972) have managed to grow strong brand awareness through differentiated content marketing and positioning, despite being newer to the market than Weber (1952) or Char-Broil (1948). Both have grown niche grilling methods into mainstream U.S. markets, thanks in part to their commitment to online community-building.
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Trends & opportunities
In a landscape where breaking into the conversation is difficult, opportunities for differentiation are crucial. We highlight the most promising insights for rapid growth, each of which can inform a number of decisions — from product design to content creation.
Key Insight: The grilling “off-season” is an opportunity to win awareness.
Fewer creators are publishing on TikTok during this period. Yet video views remain consistent because the algorithm serves grilling content which nurtures passive consumption. This means that the publishing pipeline is less saturated, but the content published still reaches users effectively to build relationships for future purchases.
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Stats that stood out
400k+ monthly searches
Google activity shows many undecided users entering brand-agnostic queries to research and/or purchase products.
11% of interest across brands
California has the most share of interest in Traeger grills, which is equal to New York’s share of interest in Weber grills.
28.3% share of interest
The popularity of steak topics is almost 7% greater than the next most popular grilling use case, pork.
40% of views in 120 days
A sharp uptrend of #BBQSauceRecipe on TikTok makes up most of the hashtag’s total views in the past three years.
26% are 35 or older
TikTok isn’t just for teens, as evidenced by the large proportion of older users who publish or view #PelletGrill content.
