Why Gas Grill Owners are Moving Beyond the Basic Gas Grill

(A review of what we know about different types of grills, and our conclusions:  What does this all mean for selling Yoder?)

1. The key ownership signal: gas is stable, everything else grows

What the data shows

• Gas grill ownership has stayed remarkably flat for years.

• At the same time:

• Charcoal ownership jumped sharply

• Pellet ownership tripled

• Industry research (HPBA) explicitly interprets this as households adding grills, not replacing gas.

Retail translation
Gas is the entry appliance. Pellet and charcoal are the upgrade path.

2. Gas grills hit a capability ceiling (and consumers feel it)

Consumer behavior insight:       When people want to cook more interesting food, they don’t upgrade gas — they add a different cooker.

3. Why pellet and charcoal are the natural next step

Pellet grills: “Gas convenience + real BBQ”

Pellet grills attract gas owners because they:

• Allow uses to “set it and forget it”

• Feel familiar (digital control, push-button startup)

• Remove fire management anxiety

• Make “Real Barbecue” achievable at home

This is why pellet adoption surged — it lowers the skill barrier without lowering results.

Charcoal grills: flavor + fire experience

Charcoal appeals because it:

• Delivers flavor gas cannot

• Feels more authentic and hands-on

• Gives higher heat and live-fire satisfaction

• Connects cooking to craft and identity

Charcoal is often the “I want to get serious” purchase.

4. The multi-grill household is now normal

Industry ownership data supports three critical truths:

1. Many households own more than one grill

2. Gas is usually the first grill

3. Second grills are typically charcoal or pellet

A simple but powerful insight:

Gas grills rarely get replaced — they get supplemented.

This is especially true in:

• Suburban homes

• Enthusiast households

• Higher-income and premium buyers

• People who cook year-round

Recommendation: “1 grill to rule them all” 

Instead of adding another single use appliance:  Replace with 1 high-quality, high-versatility grill that can handle smoking, grilling, reverse searing, even griddling and pizza

What consumers think they need

“I need another grill to do smoking.”

With Yoder Smokers, the pitch is:

“I can do everything on one serious cooker.”

High-end pellet and charcoal grills succeed when customers realize:

• They don’t need more grills

• They need one better grill

Why this resonates now

• People already understand grill limitations

• They’ve tasted smoked food elsewhere

• They’ve watched BBQ content online

• They want fewer appliances, not more clutter

6. How to sell this on the showroom floor

Don’t lead with fuel   (Fuel debates stall sales.)

Lead with capability

Ask:

• “What don’t you like about your current grill?”

• “What foods to you wish you could cook?”

• “How valuable is convenience?”

• “How important is FLAVOR?”

Then connect:

• Pellet → consistency, confidence, versatility

• Charcoal → flavor, fire, control, intensity

The winning phrase

“Most of our customers already own a gas grill — Yoder is the grill they buy when they want to do everything and do it well.”

7. Strategic takeaway for retail owners & managers

• The market is not gas vs pellet vs charcoal

• Basic grilling is available anywhere.  We are targeting expanded outdoor cooking opportunity and capability

• Yoder Smokers win when positioned as solutions, not categories