According to the recent Weber Canadian GrillWatch Survey(TM) Canadians
are planning to stay close to home for their holidays and eat out less
this year. Many of the answers to this year's survey could be good news
for businesses that offer barbecue products and accessories, as well as
for Canadian tourist attractions, grocery stores and home improvement
centres.
The 20th annual survey, conducted in February 2009 by Toronto-based
Leger Marketing on behalf of Weber-Stephen Products Co., probes the
habits, knowledge and expertise of Canadian barbecuers. More than 1,000
consumers nation-wide, aged 19 and over, participated in the online
survey.
Staycations versus Vacations
Mirroring a trend that began last year, Canadians reported that they
intend to enjoy a "staycation", or home-based vacation, this year.
Almost 40 per cent of those surveyed indicated they plan to take a
summer staycation and/or a staycation plus one smaller traditional
vacation. As an additional 31 per cent had yet to decide on vacation
plans, the number who actually take a staycation in 2009 could be
substantially higher.
Staycations were the favoured vacation option of respondents aged 35 to 45, those earning $75-$100K, and those from Quebec.
Key Reasons for Staycationing
The three main reasons given for taking a staycation this year: to save
money (45%), to take part in the many interesting or fun things to do
nearby (38%), and the high cost of gas (31%). In addition, 30 per cent
of respondents claim they want to get home-based projects done during
time off work. The high cost of airfares and the weak dollar are two
additional reasons cited for not taking a vacation away from home.
Staycationers Plan to Grill More and Enjoy/Improve Outdoor Room
Of those choosing to stay close to home for their annual holiday this
year, 36 per cent say they plan to use their outdoor grill more than in
the past. As well, almost 45 per cent of staycationers intend to try
new grilling recipes and/or new foods on the grill, and 36 per cent
plan to host more barbecues than previously.
Twenty-three per cent (23%) of those planning stay-at-home vacations
say they will purchase a new grill, update an existing grill or buy
more grill accessories. In the Maritime provinces, one in five
respondents planning a staycation this year intends to purchase a new
outdoor grill.
Another group of home vacationers (36%) - mostly from Ontario and
Western Canada - plan to spend time making improvements to a patio,
deck, outdoor kitchen, courtyard or other outdoor room.
One in seven surveyed already has an outdoor room. Over half of this
group (51%) plan to use the outdoor space as much as they did last
year; two-thirds of respondents aged 35 to 45 say they plan to use
their outdoor room more this year.
The two top reasons for using an outdoor room are to entertain guests
and to take advantage of nice weather (18% and 16% of respondents,
respectively). Ten per cent (10%) of those with outdoor rooms indicate
they are spending more time at home and therefore using the area more
frequently.
Additional BBQ Trends
Gas Burns Bright: Nine out of ten Canadians grill with gas; 83 per cent
own a liquid propane barbecue, while 13 per cent use natural gas.
Twelve per cent (12%) own a charcoal grill. Three-quarters of those
surveyed own one grill (76%). If more than one grill is owned, most
people prefer to use the gas version (80%).
Men Control the Tongs: As past surveys have confirmed, the primary
grillers in Canadian households are men (58%). This is especially true
in the Maritimes (60%). However, young Canadians aged 19-24 are most
likely to say they don't do any grilling at all (48%).
It's all About the Meat: Steak is ranked both as the food item most
often grilled and as the most favourite item, displacing hamburger in
the "most popular" category for the first time. In second and third
place for most often grilled items are hamburgers and chicken pieces.
Second place for most popular is chicken pieces.
More Canadian GrillWatch Facts
- Nine out of ten Canadians own full-size grills
- The majority (68%) prefer grilling in the summer; 32 per cent report they grill year-round
- Nine in ten surveyed say they fire up the grill at least once a
week; regionally, Quebec and Ontario barbecuers are most likely to
grill more than once a week
- For the first time, Canada Day (July 1) was ranked as the most
popular grilling occasion for Canadians (68% of those surveyed),
beating birthdays (top-ranking occasion in 2007), Labour Day and
Father's Day; Ontario grillers are also more likely to fire up the
barbecue for August Civic Holiday and for Victoria Day than grillers in
other regions.
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