What you need to know
The value of the UK retail market for pizza is expected to reach £992 million in 2017, with recent growth driven mainly by the strong performance seen in chilled pizza, which is dominated by own-label products. More than three quarters of people eat supermarket-bought pizza, and sales have benefited from the strong focus by retailers on premium pizzas with an emphasis on authenticity.
Sales of frozen pizzas have suffered from increased price competition in the category and perceptions of being more processed than chilled, but brands and retailers are also looking to new products in order to encourage trading up. Trying to replicate takeaway pizzas more closely is one angle being used to try and increase sales, but interest in all-natural and gourmet ingredients offer other potential routes to growth.
Products covered in this Report
This report examines the UK retail market for pizza. Mintel’s definition includes frozen and chilled products sold through the grocery retail channel for consumption in the home, focusing specifically on:
main meal and individually-sized pizzas
pizza slices
French bread pizza
mini pizzas and novelty products.
It excludes pizza purchased and eaten in restaurants, and takeaway/home-delivery pizzas, however references and comparisons to these sectors will be made where relevant.
