Outdoor kitchens are a growing market in the UK and an attractive additional revenue stream for retailers, asks Lara Sargent, isn't it time to take your expertise to the great outdoors and offer your customers the best al fresco experience?
Although the UK doesn't enjoy as much sunshine as Australia or the US, there is still a growing desire among consumers to cook, dine and entertain outdoors – in fact, creating a permanent outdoor kitchen space is more popular than ever before.
“The UK outdoor kitchen market is growing rapidly,” says Jonathan Stanley, vice president of marketing at Caesarstone UK. “One of the reasons for this growth is changing consumer tastes – a growing desire to enjoy the garden all year round and a shift towards spaces for socialising and relaxation.”
This premise has propelled outdoor kitchens firmly into consumer purchasing consciousness, providing lucrative additional sales for retailers.
“With the right shelter, lighting and heating, UK outdoor kitchens can be used all year round and provide additional living space,” says Joe Bull, marketing manager at Koenig Outdoor. “Consider patio heaters and fire pits, and make sure your cooking and dining areas are well lit for al fresco banquets – some of our customers have even cooked Christmas dinner in their gardens!”
Having an outdoor kitchen that can be used 12 months of the year and not just during the warm few weeks of summer is clearly a key requirement for today's UK consumers, but the benefits of a well-designed outdoor space for cooking, eating and relaxing are appealing for other reasons too.
blue sky
“It seamlessly connects indoor and outdoor areas, enhancing lifestyle choice,” explains Simon Boocock, managing director of CRL Europe.
“We're seeing a clear demand for outdoor spaces that blend form and function while seamlessly extending the living space of the home,” asserts Tim Hutchinson, Refrigeration Division Manager at Liebherr. “The economic crisis has led to a notable shift in culture to 'improve, not move.'”
Experts acknowledge that the lifestyle change of getting outdoors at home has also been driven by the rise of cooking shows on TV, the pandemic and hybrid working arrangements.
“The post-pandemic 'race for green space' has led to a new appreciation for gardens and a convergence of several trends, including biophilic design and sustainable living,” explains Simon Bosworth, managing director at Daval. “These are helping to shape bespoke design schemes throughout the home.”
The data also sheds light on this situation: outdoor kitchens were the sixth most searched for home improvement project last year, according to the team at comparison site Uswitch. Similarly, Essex-based retailer Humphrey Manson didn't see an “unprecedented surge” in outdoor kitchens until the pandemic began, despite entering the market almost a decade ago.
Ricky Davies, MD of Sub Zero & Wolf UK and Europe, agrees.
“We're seeing more and more kitchen companies offering outdoor solutions,” he says, “which wasn't the case three years ago.” Bespoke kitchen brand Clive Christian is also taking its garden kitchen concept further with a new display in its London showroom.
“Outdoor spaces have evolved significantly in a post-pandemic world,” says Oliver Dedman, head of design at Clive Christian. “While we can't promise the UK weather, our outdoor furniture is ready for whatever the forecast.”
Outside influences
It's clear that enthusiasm for indoor-outdoor living presents opportunities for retailers. KönigOutdoor's Bull says: “Outdoor kitchens are a great opportunity to add a new revenue stream that's not competing with any other product.”
So how do you convince your customers to upgrade from their humble barbecue to a versatile garden kitchen with a powerful grill, built-in fridge, wine cooler, ice maker and warming drawer?
“Advances in outdoor equipment have made the outdoors a year-round space,” explains Davies of Sub-Zero & Wolf UK and Europe. “These accessories and cupboards extend your indoor cooking space, allowing more thoughtful and advanced meals to be prepared in an al fresco environment.”
For aspiring chefs and homeowners who love to entertain, upgraded cookware means enjoying cordon bleu-inspired meals in the fresh air instead of burnt sauce and warm beer.
Outdoor kitchens have historically been a luxury purchase (mainly because they were originally sourced from the US and subject to import duties), but increased product offerings from European suppliers have made them more affordable for UK customers today.
“Outdoor kitchens are becoming more affordable and this trend is expected to continue, making them available to more consumers,” says Bill Miller, managing director of Kitchen Bathroom Buying Group (KBBG).
Costs will also depend on the size of your kitchen, the materials and the equipment, adds Hege Lundh, marketing and business development director at Lundhs: “Outdoor kitchens can be luxurious yet budget-friendly.”
Industry experts agree that outdoor kitchens are versatile and can suit a variety of budgets and different sized yards very well.
“The properties we install kitchens in are becoming more diverse, ranging from large, functional poolside kitchens to small urban rooftop terraces,” adds Koenig Outdoor's Bull. “When space in the home becomes a premium, people are getting creative.”
Stylish outdoor kitchens that reflect the property’s interior are high on consumers’ wish lists, but it’s important to choose materials with consideration for their durability and ability to withstand the elements, giving consumers more peace of mind with their investment.
Retailer Benefits
“Outdoor kitchens are a smart investment that can increase the value of your property,” adds Caesarstone's Stanley, “and of course, choosing durable materials that can withstand outdoor conditions and ensure long-term functionality is essential to making the investment worthwhile.”
That's why Sub-Zero and Wolf outdoor gear is made from high-quality 304 marine stainless steel, Humphrey Munson uses Iroko drawers, doors and car cases, Clive Christian uses natural materials that are UV and saltwater tested, while surfaces like Cosentino, Neolith and Caesarstone are non-porous.
It also has excellent weather resistance.
“Our sintered stone can withstand rain, snow and moisture without warping, cracking or fading over time, making it an ideal work surface for outdoor kitchens,” explains Ross Stewart, Senior Sales Manager at Neolith UK & Ireland.
“Plus, with proper installation and maintenance, your outdoor kitchen will be able to withstand the UK weather.”
A key question for retailers is how best to showcase outdoor kitchens in their showrooms. For best effect, an outdoor setup with a working barbecue, grill and fridge highlights the feature. For Clive Christian, that means a fully immersive experience where customers “put on their sunglasses, look at the smoking grill and have a glass of cold bubbly drink.”
If you don't have an outdoor space, the next best thing is creating an “outdoor feel” indoors with plants, cedar paneling or even photo murals. And finally, for retailers considering implementing an outdoor kitchen, industry insiders agree that research is key.
“Talk to your customers to gauge their interest in this type of product,” says KBBG's Miller.
“Even a simple outdoor kitchen can retail for over £10,000, so it's an investment you need to think about and consider whether you have a safe outdoor space as you'll need to display at least one outdoor kitchen – if you don't, you'll need to create a space in your showroom, which will come at the expense of your existing kitchen display.”
Still, Sub-Zero & Wolf's Davis says to just go for it: “Customers are now looking for retailers that can provide them with everything they need for their home and garden space, and the opportunity to upsell them with year-round outdoor kitchens is becoming increasingly popular.”
Food for thought…
Trends and tech cooking up a storm in the outdoor kitchen market...PERSONALISATION with features found in indoor kitchens such as pull-out waste bins, lighting under breakfast bars, matching wall cladding and phone charging points
INTEGRATED APPLIANCES such as warming drawers which seamlessly blend in with the rest of the cabinetry
WOOD OR MARBLE EFFECT SURFACES which move away from industrial or concrete look materials
LUXE ADD-ON ZONES such as dining areas, pizza ovens, and cocktail stations for a full-blown alfresco entertaining hub
BLURRING INDOOR & OUT for a cohesive look using colours, texture, (including fluted surfaces) or shape
