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Healthy lifestyles and home entertainment trends continue to drive the specialty food and kitchenware businesses. But certain categories will burn even hotter than others. Barbecue-related products — for use inside and outside the home — are reaping the benefits of this phenomenon.

The Fuel

Summer is nearly upon us — there is no better time to get fired up for the lucrative barbecue category in your store.

One by-product of the prevailing consumer trends is a significant increase in home chefs who want to purchase the best products available. They are renovating their kitchens, improving their tools, upgrading their cookware — and they aren't stopping there. As the temperature rises outside, more home chefs are heading to the grill and discovering they want the best there as well.

Jeff Blanchard, buyer for Seattle, Wash.-based Sur La Table, said the better-best rule applies to the barbecue category. Sur La Table customers are buying a bevy of barbecue tools with an eye on function and quality.

"We're seeing an increasing number of food safety-related tools sold," he said. "Thermometers in all guises are the hot category. Our customers are reacting strongly to the better-best quality products for improved accuracy and long life."

Chris Green, divisional merchandising manager for Red Bank, N.J.-based Le Gourmet Chef agreed, saying, "We feel there are two trends driving this business — the ever-growing concern for healthy cooking methods, and the trend toward home entertaining. Each year, we have seen consistent, moderate increases in our barbecue business."

Green said the company, which has stores on the East Coast from Massachusetts to Florida and in California, is experiencing consumer interest in barbecue in every region.

The Grill

While Americans equate summertime with barbecue, don't be fooled by tradition — barbecue is a category gaining year-round strength.

Helene Schmidt at Kitchen Window in Minneapolis, Minn., said her customers barbecue in the winter also, making this a healthy category all year long.

"Barbecue equipment is big. We do a sizeable business in it during spring and summer, but it is also strong at Christmas," she said. "If Minnesotans have a sheltered place for their outdoor grill, they use it all year."

Customers at Dee Park's West Lebanon, N.H.-based Board & Basket are traditional when it comes to their grills. The rustic grill look and portable grill accessories work well for her New Englanders.

"Our customers like cast iron products like a new tripod holding a Dutch oven or a country kettle. Many find them reminiscent of America's move west. Little cast iron melting pots are helpful for holding sauces," Park said. "Portable grills and burners have become really popular — one customer bought five for holiday gifts and had them shipped to family members all over the country. Power outages have made them essential backups for many areas. Our favorite portable burner has a carrying case for easy portability."

The same styles work in the Midwest, according to Linda Ballard, co-owner of Urbana, Ill.-based Art Mart Foods.

"A lot of our customers use the traditional grills but some are starting to use the gas-fired versions, depending on their seriousness about grilling and also the space needed for one," she said. "We love the cast iron grills. There are various sizes from a small hibachi style to a wonderful camp grill that comes with a tripod leg attachment. These grills hold heat really well and are virtually indestructible and have great design."

Manufacturers are feeding consumers' desires to grill with a plethora of new electric grill introductions suitable for indoor and outdoor use. Sur La Table's response to the electric grill craze is the Panani grill which flips open for use as an indoor grill. Blanchard said it's "wildly popular."

"Grilling seems to be very popular year-round in all our stores, although the stores in the warmer climates do sell more grill-related products. People haven't stopped grilling in our cold-climate stores; even in Seattle, grilling is constant year-round," he said.

Green said his vendors have claimed for years that electric grills would be the next big seller in the small electrics category. He invested in several indoor electric grills but found sales mediocre at best "until Mr. George Foreman hit the airwaves. We, like many other retailers, have benefited considerably from the sales of Mr. Foreman's grill. Why? My guess is it's healthy, fast, and easy," Green said. "What's next? Soon, we will see Emeril 'bamming' grilling up a notch, while Martha has us raising our own beef!"

The Rub

Traditional barbecue sauces are undergoing their own transformation as Americans continue their quest to consume healthy foods. Culinary influences on television and in magazines are broadening consumers' palettes and creating demand for a wide range of marinades, sauces, and rubs.

Media messages continue to influence Ballard's customers. She explained, "We had a time last year when everyone was involved in Jamaican rubs and sauces. When there is something on the FoodTV Network, we get instant requests and sales from those programs. Bobby Flay, Emeril, all of these celebrity chefs are very popular and we stock a lot of their products."

Interest in ethnic cuisine is also influencing the category as consumers search out sesame soy, red pepper flakes, ginger sauces, and ancho chiles rubs. Wood chips are popular, and glazes, sprays, rubs, marinades, and oils add flavor and interest. Schmidt said wood chips in apple, hickory, and mesquite are strong sellers, along with sauces and rubs.

Ballard said the Asian influence does not halt at tabletop in her store. Products featuring Far East flavors keep the specialty food aisles moving as well.

"I think that Asian influences are pretty strong most of the time. We have a lot of food products for cooking and there has been a big interest in Asian cookware and serving pieces," she noted.

The popularity of Asian flavors is also consistent with the trend toward healthier eating. As Americans continue on the path to simplification and serenity, complex diets are falling by the wayside.

"As far as the healthy alternatives, I think that is a resounding 'Yes,' based on sales of rubs and marinades versus traditional barbecue sauces," Sur La Table food buyer Jan Marshall said. "Wine Country Kitchens, Chinablue sauces, Restaurant Lulu, Stonewall Kitchens, and Tom Douglas 'Rub with Love' line all sell well."

Green concluded, "I would guess that every county in the U.S. has its own barbecue sauce and each one is as good as the next. We love to latch onto one sauce, pile it high, and open the jar on the demo grill — once the smell spreads around, watch it fly."

Tools of the Trade

As concerns about maintaining a healthy lifestyle transform the hot dog-and-hamburger grilling of the past into a new healthier gourmet experience, new tools and toys have become essential for the grilling guru in every family. Home chefs who appreciate having the best tools in the kitchen want that quality to translate to the outside. Barbecue grids, grilling woks, and trays are increasing in popularity, specifically expandable grids and grills that save on storage requirements.

Park's customers appreciate space-saving, innovative tools. "There's a 'rib rack' that will hold one to five ribs vertically. Kabob skewers are always popular and we've brought in circle kabobs that curl to fit on round plates beautifully," she said.

Green said his customers also appreciate both storage- and time-saving tools. He carefully reviews new introductions to discover tools which will really make grilling easier and more enjoyable for the home chef. His requirements for new introductions — they must fill a need.

"Most recently noticed are the space-saver grill toppers. These items are adjustable, take up less room for storage, and provide more room for grilling," he said.

Other space-saving items popular at Board & Basket are bowls and tool holders that attach to the barbecue. Park said she's discovered a new 18-piece barbecue set that comes in a washable case and stores easily when not in use. She believes the set, which includes a set of skewers and a slicing knife, will be very popular this year.

"The barbecue probes and forks that we carry are year-round successes, and we expect them to be more popular than ever this year. They are probably the number-one new find. The challenge is to keep them stocked," Park said. "We're amazed to have found the selections of barbecue tools have expanded to include all stainless steel and copper handles, and a generous selection of wooden-handled sets and individual pieces."

Cool Accessories

Don't let the grill and tongs fool you. The barbecue category is growing outside of traditional circles. A quick look at fast-selling accessories and new introductions at The International Housewares Show provides more proof for the successful line extension this category provides.

Deep-fried turkey kits are one of the hottest items across the country. Thanks to a nod from Martha Stewart, consumers are again focusing on this relative newcomer to the barbecue scene.

"Deep-fried turkey kits are really catching on with our customers," Park said.

Schmidt concurred, saying, "Deep-fat turkey cookers have come on strong in the past couple of years."

Green said he's noticed the ceramic market continuously strives to create a more interesting serving platter or condiment holder in the motif of our favorite grilled foods — hamburgers and hot dogs. Le Gourmet Chef customers have reacted positively to these introductions.

Cleaning products are also important for grilling sales success, so don't forget the basics — scrapers and wire brushes for grill cleaning, as well as a selection of liquid grill cleaners.

Potholders and mitts are also important to the category. Retailers said they're intrigued by mitts that are safe even when soaking wet and colorful potholders.

Heating The Grill

With such a prolific category, wrapping up all the available products into a cohesive merchandising program can be overwhelming. One way to create great displays is to target specific consumer profiles. After all, what says Father's Day better than barbecue?

"We plan ahead for Father's Day to have a really full selection of products for guys who love to barbecue," Park said.

In Illinois, Linda Ballard prepares her store for Father's Day with a bevy of barbecue gift ideas. She said grills, a good selection of sauces and marinades, plus grilling cookbooks are a must for Dad's big day.

Ballard also prepares customers for grilling with a variety of barbecue displays, in addition to mentioning new products in the store's newsletter.

"We cross-merchandise in focused displays with equipment, food products, and cookbooks. Cookbooks for grilling are really popular," she said.

She also stocks her specialty food and hard good aisles full of barbecue supplies for the season.

"Grilling is very popular here, especially at tailgating time for the University of Illinois football season. Grilling takes on a new meaning then. There are literally hundreds of people grilling around the stadium. There is almost a haze from the smoke," she related.

Art Mart customers can pick up everything for a great barbecue from specialty sauces and meat to the grill itself in one trip to the store.

Ballard explained, "Brats and other sausages are quite popular. There is a wonderful meat company not far from here and they make several choices — Brats, Italian, Chorizo, Polish, and Andouille. They are very lean and come to us fresh."

Ballard and her family not only sell barbecue equipment, they use it themselves, which provides them with the authority necessary to promote products to their customers. They can even give recipe advice.

"My sister Carol Ann has a gas Weber Grill and likes to grill fresh vegetables in the summer. Dick, my husband, grills his fabulous thin-crust pizzas on our traditional Weber Grill. He sets a pizza stone on the rack and it works really well. They take on a slightly different flavor than when he bakes them in our kitchen oven. He uses a lot of great ingredients — an assortment of cheeses, caramelized onions and garlic, eggplant, thin potato slices, and such."

With the increased popularity of grilling, Ballard plans on dedicating a page on her store's Web site specifically highlighting all things barbecue, including accessories, tools, cookbooks, and sauces.

Sur La Table markets its products primarily through its catalog besides working with newspaper and magazine food editors to introduce new products the company believes are newsworthy.

As for in-store merchandising, "All the barbecue items are merchandised together and, although we do have a food section in the stores, in this particular area we include sauces and rubs with the barbecue equipment. Displays are integrated into the shelving and throughout the store. We also merchandise seasonally so as we move into summer, we'll start displaying picnic and barbecue items as the main display focus," said Blanchard.

So as you get ready to navigate this category, keep in mind this relevant research: barbecue is fast becoming a year-round consideration for consumers; tools should fill a home chef's need; and marinades, sauces, and rubs geared toward healthy lifestyles are hot sellers. With this handful of information, you're ready to grill up increased sales.