Premium barbecues costing over £1,000 are revolutionising British outdoor cooking, with sales soaring and a new generation of grillers turning their gardens into culinary studios. Once defined by burned sausages, limp salads and undercooked chicken, the nation’s relationship with the grill has been transformed by a wave of high-end equipment that carries a price tag comparable to a secondhand car.
The past few years have seen a surge in demand for these luxury models. John Lewis has reported a 100% increase in sales of its premium barbecue range over the past 12 months, while Weber, the company behind the classic UFO-shaped barbecue, has also noted rising demand for its higher-end offerings. The market is now estimated to be worth around USD 311 million in 2024, with projections from Mordor Intelligence suggesting it could reach USD 360.28 million by 2026 and USD 423.58 million by 2031, growing at a compound annual rate of 3.32%. Grand View Research forecasts an even steeper trajectory, with the UK market generating USD 83.6 million in 2025 and expanding to USD 137.8 million by 2033 at a CAGR of 6.5%.
The Big Green Egg, a pioneer of the premium outdoor cooking movement, has recorded 1 million visits to its UK website so far this year; its classic ceramic egg-shaped model retails at £1,495. Beyond ceramic grills, the market has diversified dramatically. Bertha sells Tardis-like freestanding outdoor coal ovens in aubergine purple and racing green for £4,500. Kamado Joe’s Series III charcoal barbecue, which includes a protective cover, a bag of charcoal and a pack of fire starters, costs £2,000, while its “Konnected Joe” iteration comes with in-built Wi‑Fi. The OFYR wood‑fired outdoor unit, priced at £1,295, doubles as a fire pit and is widely admired for its aesthetic appeal. At the premium end, Weber’s Genesis Series EPX‑335 Smart Gas Barbecue retails at £1,599. Other brands such as Napoleon, Whistler, GRLLR, Bull, Beefeater, Broil King and Grandhall have also staked a claim in the luxury outdoor cooking space.
From charring to gastronomy: a culinary revolution
The transformation goes far beyond price tags. According to Alexandra Hayes, co‑founder of the food consultancy Harris and Hayes, the premium trend emerged during the Covid-19 pandemic when restrictions on eating out forced consumers to look for new and special food experiences at home. “Consumers still wanted to create new and special food and drink experiences, to set them apart from the routine and everyday,” she says. That desire has persisted, fuelling a shift in the very interpretation of what barbecue means.
Melanie Brown, chef‑restaurateur of The Laundry in Brixton, who also hosts off‑grid nights in the countryside where she cooks over Big Green Eggs or an OFYR, puts it bluntly: “There’s been a massive shift in the interpretation of barbecue. It’s no longer burning the shit out of something, it’s turned from charring to gastronomy.” She points to a general increase in fire cooking across the profession: “We see far more chefs and chefs across every level using fire and charcoal. That has kind of moved to the convivial-style of dining where you can cook pieces of meat over long periods of time … it really is a hobby as well as getting your daily nourishment.”
That gastronomic turn is reinforced by the involvement of celebrity chefs. Tom Kerridge has promoted outdoor cooking with his own ranges and books, while Heston Blumenthal has a partnership with Everdure, a brand known for its modern grills. The technology inside these barbecues has advanced too: Wi‑Fi‑enabled controls, app‑based temperature monitoring and voice assistant compatibility are becoming standard on premium models, allowing precise, low‑and‑slow cooking that was previously the preserve of professional kitchens.
The appeal is not purely functional. Hayes argues that there is “definitely the statement value” to these top‑notch barbecues. “Handbags are a classic status symbol, but as more people value experiences over things, it’s understandable that these types of tools and gadgets are increasingly in hot demand.” This aligns with a broader “quiet luxury” trend, where consumers seek understated opulence and timeless design. High‑end brands now offer barbecues in textured stone and muted palettes, blending traditional heritage with sleek contemporary craftsmanship. Morso UK, for example, supplies elegant Scandinavian designs that are popular in the premium market. The result is that a barbecue has become a design statement in its own right – an outdoor centrepiece that extends the living space into the garden.
Despite the cost‑of‑living crisis, the luxury segment has proved resilient. Affluent consumers continue to view premium barbecues as long‑term investments rather than disposable items, a phenomenon sometimes explained by the “Veblen effect”, where higher prices can actually increase demand. At the same time, many households are turning to at‑home gatherings as a cost‑effective alternative to eating out: barbecue occasions rose to 73 million in the 16 weeks ending 7 September 2025, up from 58 million the previous year, with the average spend per barbecue main meal at £5.04 compared to £2.64 for an average main meal.
Year-round investment
Another key difference from the past is that barbecues are no longer confined to summer. “People and customers are really buying these to use all year round now,” says Brown. She draws on her New Zealand background, where people would often “barbecue at the drop of a hat”, rain or shine. “If you’re [using a premium barbecue] three or four times a week, and you’re making bread and you’re doing slow braises and you’re smoking, it is a year‑round investment.”
Climate change is making that year‑round habit more feasible. The Met Office says last summer was the hottest on record, and as a result of the climate crisis all five of the UK’s warmest summers have occurred since 2000. Warmer weather is extending the outdoor cooking season, and the Met Office has noted that May 2026 saw record‑breaking heat, with temperatures reaching 35.1°C at Kew Gardens – a sign that such heatwaves are becoming increasingly common. At the same time, the UK is experiencing more extreme weather events, including heavy rainfall and storms, which has driven demand for weatherproof outdoor kitchens with durable, robust equipment.
The market is responding with modular, multi‑functional designs. Homeowners are investing in outdoor kitchens that incorporate barbecues, storage, sinks and fridges, often with weatherproof cabinetry and integrated heating solutions for use in cooler months. Electric grills are expanding at a CAGR of 4.18%, outpacing other fuel types, partly because they comply with Clean‑Air Zone regulations on smoke emissions. Residential use dominates the market, accounting for 71.55% of sales in 2025, and freestanding models hold a 47.65% share. Scotland is the fastest‑growing geographical region, with a CAGR of 4.32% through 2031, while England contributed 28.85% of revenue in 2025. Gas grills remain the most popular fuel type, with a 42.10% market share in 2025, but the premium segment – grills above £350 – is seeing the strongest growth, driven by consumers who prioritise reliability, advanced features and long‑term value.
As the distinction between indoor and outdoor kitchens continues to blur, the premium barbecue has become more than a seasonal appliance. It is a statement of culinary ambition, a year‑round cooking tool and, for a growing number of Britons, an everyday part of life. The sorry affair of burned sausages has given way to low‑and‑slow smoking, wood‑fired bread‑baking and convivial dinners that last long into the evening – whatever the weather.
