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COOK 
Traeger Inc (COOK)
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Stock price based on last close (see disclosures)
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Upturn Advisory Summary
12/01/2025: COOK (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
8 Analysts rated it
Limited analyst coverage, niche firm, research info may be scarce.
1 Year Target Price $1.49
1 Year Target Price $1.49
| 2 | Strong Buy |
| 1 | Buy |
| 5 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -29.8% | Avg. Invested days 30 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  2.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 12/01/2025 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 124.83M USD | Price to earnings Ratio - | 1Y Target Price 1.49 |
Price to earnings Ratio - | 1Y Target Price 1.49 | ||
Volume (30-day avg) 8 | Beta 1.41 | 52 Weeks Range 0.75 - 3.43 | Updated Date 12/1/2025 |
52 Weeks Range 0.75 - 3.43 | Updated Date 12/1/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) -0.8 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2025-11-05 | When - | Estimate -0.0438 | Actual -0.17 |
Profitability
Profit Margin -18.01% | Operating Margin (TTM) -1.94% |
Management Effectiveness
Return on Assets (TTM) -0.16% | Return on Equity (TTM) -45.04% |
Valuation
Trailing PE - | Forward PE 17.27 | Enterprise Value 546234974 | Price to Sales(TTM) 0.21 |
Enterprise Value 546234974 | Price to Sales(TTM) 0.21 | ||
Enterprise Value to Revenue 0.94 | Enterprise Value to EBITDA 11.97 | Shares Outstanding 137026317 | Shares Floating 82630980 |
Shares Outstanding 137026317 | Shares Floating 82630980 | ||
Percent Insiders 18.54 | Percent Institutions 69.84 |
Upturn AI SWOT
Traeger Inc
Company Overview
History and Background
Traeger Inc. was founded in 1985 in Mount Angel, Oregon. Initially a family-owned heating company, it transitioned to wood-fired grills. Traeger patented the first wood pellet grill, revolutionizing outdoor cooking. The company has changed ownership several times, going public in 2021.
Core Business Areas
- Grills: Traeger designs, sources, and sells wood pellet grills. These grills are known for their ease of use and ability to impart a smoky flavor to food.
- Pellets: Traeger sells wood pellets specifically designed for use in their grills. Different wood types offer different flavor profiles.
- Accessories: Traeger offers a range of grilling accessories, including rubs, sauces, covers, and cleaning supplies.
- App and Connected Services: Traeger developed a smart app that connects to the grills allowing users to monitor and adjust temperature, access recipes, and control the grill remotely.
Leadership and Structure
Jeremy Andrus is the Chief Executive Officer. The organizational structure includes departments for marketing, sales, product development, operations, and finance. The board of directors oversees the company's strategic direction.
Top Products and Market Share
Key Offerings
- Grills: Traeger's core product line includes a variety of wood pellet grills ranging in size and features. Traeger commands a significant market share in the wood pellet grill market, estimated at approximately 45% (as of 2022 data). Competitors include Weber, Pit Boss, and Camp Chef. Revenue can only be guessed with very little information. In 2021 Traeger's total revenues were about $800 million.
- Pellets: Traeger-branded wood pellets are essential for operating their grills and contribute significantly to recurring revenue. The pellet market is competitive, with brands like Lumber Jack and BBQrs Delight offering alternative options. Market share data specific to pellet brands is fragmented.
- Accessories: Traeger accessories and consumables, provide additional revenue streams. The company positions itself as a one-stop-shop. The market share data is too fragmented to be accurately determined.
Market Dynamics
Industry Overview
The outdoor cooking market is experiencing growth, driven by consumer interest in grilling and smoking. The wood pellet grill segment is a niche market within the broader grilling industry, known for convenience and flavor.
Positioning
Traeger is positioned as a premium brand in the wood pellet grill market, known for its technology-driven features and brand reputation. Traeger's competitive advantage is its brand recognition and ecosystem (grills, pellets, accessories, app).
Total Addressable Market (TAM)
The total addressable market (TAM) for grills and outdoor cooking products is estimated to be several billion dollars annually. Traeger's focus on the premium wood pellet grill segment positions it to capture a portion of this market, with significant growth potential through expanding its product line and customer base.
Upturn SWOT Analysis
Strengths
- Strong brand recognition
- Established market leader in wood pellet grills
- Loyal customer base
- Integrated ecosystem of products and services
- Patented Technology
Weaknesses
- Relatively high price point compared to competitors
- Dependence on wood pellets for fuel
- Supply chain vulnerabilities.
- Seasonality of business
Opportunities
- Expansion into international markets
- Development of new product lines (e.g., electric grills)
- Increased focus on direct-to-consumer sales
- Partnerships with chefs and influencers
- Expansion of connected services and subscription models
Threats
- Increased competition from other grill manufacturers
- Fluctuations in wood pellet prices
- Changes in consumer preferences
- Economic downturns
- Supply Chain disruptions
Competitors and Market Share
Key Competitors
- WEBR
- MTex
- YETI
Competitive Landscape
Traeger's strengths are its brand recognition and integrated ecosystem. However, competitors like Weber and Pit Boss offer lower-priced alternatives. New competitors in the space offer more technology and features.
Major Acquisitions
Apption Labs
- Year: 2022
- Acquisition Price (USD millions): 85
- Strategic Rationale: The acquisition of Apption Labs was to integrate its wireless meat thermometer technology (MEATER) into Traegeru2019s ecosystem, enhancing the grilling experience with precise temperature monitoring and control.
Growth Trajectory and Initiatives
Historical Growth: Traeger has experienced strong growth in revenue and market share over the past decade.
Future Projections: Analysts project continued revenue growth for Traeger, driven by international expansion and product innovation. However, profitability may remain under pressure due to competition and supply chain constraints.
Recent Initiatives: Traeger has recently launched new grill models and expanded its range of wood pellet flavors. They have also focused on increasing their direct-to-consumer sales channel and building their connected services platform.
Summary
Traeger is a well-known brand and market leader in the wood pellet grill category. It has good brand loyalty but faces increased competition and pressure on profitability. To grow and strengthen it needs to continue to innovate product and services and expand it's reach into international markets and direct-to-consumer sales. Supply chain efficiency and flexibility will be key to weathering global risks and cost control.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Company SEC Filings
- Industry Reports
- Analyst Estimates
Disclaimers:
This analysis is based on publicly available information and is not financial advice. Market conditions and company performance can change.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Traeger Inc
Exchange NYSE | Headquaters Salt Lake City, UT, United States | ||
IPO Launch date 2021-07-29 | Chairman of the Board & CEO Mr. Jeremy Andrus | ||
Sector Consumer Cyclical | Industry Furnishings, Fixtures & Appliances | Full time employees 665 | Website https://www.traeger.com |
Full time employees 665 | Website https://www.traeger.com | ||
Traeger, Inc., together with its subsidiaries, designs, sources, sells, and supports wood pellet fueled barbecue grills and pellet fueled barbecue grills for retailers, distributors, and direct to consumers in the United States and internationally. The company's wood pellet grills are internet of things devices that allow owners to program, monitor, and control their grill through its Traeger app. It also produces a library of digital content, including instructional recipes and videos that demonstrate tips, tricks, and cooking techniques that empower Traeger owners to progress their cooking skills; and short- and long-form branded content highlighting stories, community members, and lifestyle content from the Traegerhood. In addition, the company provides wood pellets that are used to fire the grills; rubs, spices, and sauces; accessories, such as pop-and-lock accessory rail covers, drip trays, bucket liners, storage bins, and shelves; tools to aid in meal prep, cooking, and cleanup, including pellet storage systems, cleaning solutions, barbecue tools, and MEATER smart thermometer; replacement parts; and apparel and merchandise, including t-shirts, hooded sweatshirts, and baseball hats. Traeger, Inc. was founded in 1987 and is headquartered in Salt Lake City, Utah.
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