Table of Contents
Executive Summary
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- The market
- Steady growth in pizza sales
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- Figure 1: Best- and worst-case forecast of UK retail value sales of pizza, 2012-22
- Premium products boost chilled pizza
- Projected decline in population of younger people
- Inflation putting a squeeze on household budgets
- Companies and brands
- Chilled pizza dominated by own-label
- Bigger presence for brands in frozen pizza
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- Figure 2: Brand shares of UK retail value sales of frozen pizza, 2016/17*
- Increase in premium product launches
- PizzaExpress moves into frozen pizza
- Retail pizzas look to replicate takeaway more closely
- The consumer
- Eight in 10 people eat pizza
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- Figure 3: Frequency of eating different types of pizza, May 2017
- Six in 10 people eat pizza as weeknight dinner
- Strong interest in more healthy ingredients and provenance
- Expanding beyond the traditional approach to pizza
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- Figure 4: Interest in trying different types of pizza, May 2017
- Frozen pizza still has an image problem
- Premium supermarket pizzas viewed favourably
- All-natural and premium ingredients can help boost frozen
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- Figure 5: Attitudes towards pizza, May 2017
- What we think
Issues and Insights
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- Scope for brands and retailers to expand occasions for eating pizza
- The facts
- The implications
- All-natural and premium ingredients offer scope to boost frozen pizza
- The facts
- The implications
- Room in market to expand beyond the traditional approach to pizza
- The facts
- The implications
The Market – What You Need to Know
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- Steady growth in total pizza sales
- Continuing growth expected in 2017 and beyond
- Premium products boost chilled pizza
- Frozen pizza sales hit by price competition
- Projected decline in population of younger people
- Growth of the child population
- Discounters increase competition to brands and other retailers
- Inflation putting a squeeze on household budgets
- Focus on healthy eating could impact on pizza sales
Market Size and Forecast
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- Steady growth in total pizza sales
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- Figure 6: Total UK retail volume and value sales of chilled and frozen pizza, 2012-22
- Continued growth expected for 2017 …
- … and the category could benefit from people trying to save money
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- Figure 7: Best- and worst-case forecast of UK retail value sales of pizza, 2012-22
- Figure 8: Best and worst-case forecast of UK retail volume sales of pizza, 2012-22
- Forecast methodology
Market Segmentation
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- Premium products boost chilled pizza
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- Figure 9: Total UK retail volume and value sales of chilled pizza, 2012-22
- Average prices set to increase further in 2017
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- Figure 10: Best- and worst-case forecast of UK retail value sales of chilled pizza, 2012-22
- Frozen pizza sales hit by price competition …
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- Figure 11: Total UK retail volume and value sales of frozen pizza, 2012-22
- … but premiumisation should arrest the decline in 2017
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- Figure 12: Best- and worst-case forecast of UK retail value sales of frozen pizza, 2012-22
Market Drivers
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- Projected decline in the population of younger people
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- Figure 13: Trends in the age structure of the UK population, 2011-21
- Discounters increase competition for brands and other multiples
- Inflation putting a squeeze on household budgets again
- Focus on healthy eating could impact on pizza sales
Companies and Brands – What You Need to Know
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- Chilled pizza dominated by own-label
- Bigger presence for brands in frozen pizza
- Majority of new launches own-label
- Increase in premium product launches
- Giving products a more artisan and ‘craft’ feel
- PizzaExpress moves into frozen pizza
- Pizzas looking to target healthier lifestyles
- Retail pizzas look to replicate takeaway more closely
- Dip in 2016 advertising spending on pizza
- Dr Oetker by far the biggest advertiser
Market Share
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- Chilled pizza dominated by own-label
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- Figure 14: Leading brands’ sales in the chilled pizza market, by value and volume, 2015/16 and 2016/17
- Bigger presence for brands in frozen pizza
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- Figure 15: Leading brands’ sales in the chilled pizza market, by value and volume, 2015/16 and 2016/17
Launch Activity and Innovation
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- Majority of new launches own-label
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- Figure 16: New product launches in UK pizza market, branded vs. own-label, 2012-17
- Asda particularly active in NPD
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- Figure 17: New product launches in UK pizza market, by company, 2012-17
- Increase in premium product launches
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- Figure 18: New product launches in UK pizza market, by claim, 2012-17
- Giving pizza a more artisan and ‘craft’ feel
- Taking Italian provenance a stage further
- Pizzas taking influences from wider food trends
- PizzaExpress moves into frozen pizza with Iceland
- Pizzas with a healthier focus
- Retail pizzas look to replicate takeaway more closely
- More gluten-free pizzas being launched
- Extending pizza offer with new bases and flavours
Advertising and Marketing Activity
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- Dip in 2016 advertising spending on pizza
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- Figure 19: Total above-the line, online display and direct mail advertising expenditure on fresh and frozen pizza, 2013-17
- Dr Oetker by far the biggest advertiser
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- Figure 20: Above-the line, online display and direct mail advertising expenditure on fresh and frozen pizza, by advertiser, 2013-17
- Dr Oetker Ristorante focuses on fresh pizzeria taste message
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- Figure 21: Above-the line, online display and direct mail advertising expenditure on fresh and frozen pizza, by advertiser and brand, 2016
- Chicago Town heavily targets young people
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Eight in 10 people eat pizza
- Eating pizza at least once a week relatively common
- Six in 10 people eat pizza as weeknight dinner
- Pizza has most appeal as a family meal
- Strong interest in more healthy ingredients and provenance
- Widening the definition of pizza beyond the traditional
- Frozen pizza still has an image problem
- Premium supermarket pizzas viewed favourably
- All-natural and premium ingredients can help boost frozen
- Half ‘n’ half pizzas have strong appeal
Frequency of Eating Different Types of Pizza
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- Eight in ten people eat pizza
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- Figure 22: Eating of different types of pizza, May 2017
- Younger bias to the eating of different types of pizza
- Eating pizza at least once a week relatively common
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- Figure 23: Frequency of eating different types of pizza, May 2017
Occasions for Eating Pizza
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- Pizza eaten as a weeknight dinner by six in 10 people
- Room to cater more for lunches and snacking
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- Figure 24: Mealtimes on which pizza eaten in the last three months, May 2017
- New products could help expand occasions for pizza
- Pizza has most appeal as a family meal
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- Figure 25: Who people have eaten pizza with in the last three months, May 2017
- 16-34s more likely to eat pizza with friends
Interest in Trying Different Types of Pizza
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- Strong interest in more healthy ingredients
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- Figure 26: Interest in trying different types of pizza, May 2017
- Details on provenance can increase product appeal
- Expanding beyond the traditional approach to pizza
- Three in 10 people interested in pizza kits
Perceptions of Different Formats of Pizza
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- Frozen pizza still suffering from an image problem
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- Figure 27: Correspondence analysis: perceptions of different formats of pizza, July 2017
- Frozen pizza most closely associated with negative attributes
- Need to improve the visibility of frozen pizza
- Chilled pizza has edge over frozen on freshness
- Still room for chilled and frozen to improve authenticity
- Methodology
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- Figure 28: Perceptions of different formats of pizza, July 2017
Attitudes towards Pizza
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- Premium supermarket pizzas viewed favourably
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- Figure 29: Attitudes towards pizza, May 2017
- Strong interest in all-natural and premium ingredients in frozen
- Half ‘n’ half pizzas have strong appeal
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 30: Best- and worst-case forecast of total UK retail value sales of pizza, 2012-22
- Figure 31: Best- and worst-case forecast of total UK retail volume sales of pizza, 2012-22
Appendix – Market Segmentation
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- Figure 32: Best- and worst-case forecast of UK retail volume sales of chilled pizza, 2012-22
- Figure 33: Best- and worst-case forecast of total UK retail value sales of chilled pizza, 2012-22
- Figure 34: Best- and worst-case forecast of total UK retail volume sales of chilled pizza, 2012-22
- Figure 35: Best- and worst-case forecast of UK retail volume sales of frozen pizza, 2012-22
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- Figure 36: Best- and worst-case forecast of total UK retail value sales of frozen pizza, 2012-22
- Figure 37: Best- and worst-case forecast of total UK retail volume sales of frozen pizza, 2012-22
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Appendix – Market Share
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- Figure 38: Leading manufacturers’ sales in the chilled pizza market, by value and volume, 2015/16 and 2016/17
- Figure 39: Leading manufacturers’ sales in the frozen pizza market, by value and volume, 2015/16 and 2016/17
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