Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of pizza at retail, at current prices, 2009-19
- Sales driven down by economic recovery, but brands can target specific demographics
- Key players
- The consumer
- More than six in 10 eat takeout/delivery; less than six in 10 eat frozen
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- Figure 2: Types of pizza eaten in last six months, April 2014
- Many tend to buy pizzas with naturally rising, hand-tossed crusts
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- Figure 3: Purchase behaviors toward store-bought frozen/refrigerated pizza, April 2014
- Relatively few respondents consider healthy pizza attributes to be important
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- Figure 4: Important health-related product attributes for frozen/refrigerated pizza purchases, April 2014
- More than half report interest in a wider variety of pizza styles
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- Figure 5: Interest in pizza types, April 2014
- What we think
Issues and Insights
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- How can frozen brands compete with pizzerias?
- Facts
- Insight: Focus on quality, convenience; opportunity for side dishes
- Are consumers looking for BFY pizza?
- Facts
- Insight: Premium quality is more important
- What are households with children looking for from store-bought pizza?
- Facts
- Insight: Sides, single-serve, unusual/artisanal styles, premium products
Trend Application
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- Trend: Factory Fear
- Trend: Extend My Brand
- Trend: FSTR HYPR
Market Size and Forecast
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- Key points
- As economy slowly recovers, consumers spend less on frozen pizza
- Demographic factors help drive sales
- Sales and forecast of pizza at retail
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- Figure 6: Total US retail sales and forecast of pizza at retail, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of pizza at retail, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 8: Total US retail sales and fan chart forecast of pizza at retail, at current prices, 2009-19
Market Drivers
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- Key points
- Gradual economic recovery eats into frozen pizza sales
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- Figure 9: Frozen/refrigerated pizza purchases vs. a year ago, April 2014
- Consumer confidence momentum, despite slip in May 2014, likely hurts frozen pizza sales
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- Figure 10: Consumer confidence index, January 2007-February 2014
- Dropping unemployment rate points to greater spending power, need for convenience
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- Figure 11: US unemployment and underemployment rates, January 2007-February 2014
- Age significantly impacts household usage of frozen pizza
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- Figure 12: Household use of frozen pizza (bought frozen), by age, November 2012-December 2013
- Presence of children drives household frozen pizza usage
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- Figure 13: Household use of frozen pizza (bought frozen), by presence of children in household, November 2012-December 2013
- Child obesity rates may negatively impact the frequency of kids eating pizza
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- Figure 14: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Competitive Context
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- Pizza chains provide fun, family atmosphere, flavor, freshness
- Value remains an important attribute
- Online ordering makes delivery and pick-up even easier
- Freshness sets chains apart from each other, and apart from frozen brands
Segment Performance
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- Key points
- Frozen pizza comprises 82% of the market
- Small share, slow growth, and losses registered among other segments
- Sales of pizza at retail, by segment
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- Figure 15: Total US retail sales of pizza at retail, segmented by type, 2012 and 2014
Segment Performance – Frozen Pizza
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- Key points
- Mostly flat sales expected between 2014 and 2019
- Sales and forecast of frozen pizza
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- Figure 16: Total US retail sales and forecast of frozen pizza, at current prices, 2009-19
Segment Performance – Refrigerated/Frozen Crust/Dough and Kits
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- Key points
- More flat sales forecast
- Sales and forecast of refrigerated/frozen crust/dough and kits
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- Figure 17: Total US retail sales and forecast of refrigerated/frozen crust/dough and kits, at current prices, 2009-19
Segment Performance – Take-and-bake Pizza
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- Key points
- Small growth expected between 2014 and 2019
- Sales and forecast of take-and-bake pizza
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- Figure 18: Total US retail sales and forecast of take-and-bake pizza, at current prices, 2009-19
Segment Performance – Shelf-stable Kits, Crusts/Crust Mixes, and Sauce
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- Key points
- Growth expected into 2019, but overall relatively small sales
- Sales and forecast of shelf-stable kits, crusts/crust mixes, and sauce
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- Figure 19: Total US retail sales and forecast of shelf-stable kits, crusts/crust mixes, and sauce, at current prices, 2009-19
Retail Channels
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- Key points
- Supermarkets comprise 60% of the market in 2014; other channels gain
- Sales of pizza at retail, by channel
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- Figure 20: Total US retail sales of pizza at retail, by channel, 2012 and 2014
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- Figure 21: US supermarket sales of pizza at retail, 2009-14
- Figure 22: US other channel sales of pizza at retail, 2009-14
Leading Companies
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- Key points
- Nestlé S.A. far outsells all other top MULO companies
- Manufacturer sales of pizza at retail
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- Figure 23: Manufacturer sales of pizza at retail, 2013 and 2014
Brand Share – Frozen Pizza
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- Key points
- DiGiorno regular drops 7.5% but Pizzeria! earns $89 million in first year
- Schwan’s Red Baron drops while GM’s Totino’s Party Pizza gains
- Private label grows 4%, comprises 10% of the segment
- Manufacturer sales of frozen pizza
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- Figure 24: Manufacturer sales of frozen pizza, 2013 and 2014
- Top three brands enjoy highest household penetration, brand loyalty
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- Figure 25: Key purchase measures for the top pizza at retail brands, by household penetration, 52 weeks ending Dec. 30, 2012 (a year ago) and Dec. 29, 2013 (current)
Brand Share – Refrigerated/Frozen Crust/Dough and Kits
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- Key points
- Private label dominates
- Manufacturer sales of refrigerated/frozen crust/dough and kits
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- Figure 26: Manufacturer sales of refrigerated/frozen crust/dough and kits, 2013 and 2014
- Pillsbury enjoys high brand loyalty despite sales decline
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- Figure 27: Key purchase measures for the top refrigerated pizza crust/dough brands, by household penetration, 52 weeks ending Dec. 30, 2012 (a year ago) and Dec. 29, 2013 (current)
Brand Share – Shelf-stable Kits, Crusts/Crust Mixes, and Sauce
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- Key points
- Top crust and sauce brands decline; store brands grow 14.6%
- Manufacturer sales of shelf-stable kits, crusts/crust mixes, and sauce
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- Figure 28: Manufacturer sales of shelf-stable kits, crusts/crust mixes, and sauce, 2013 and 2014
- Private label pizza sauce enjoys high degree of brand loyalty
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- Figure 29: Key purchase measures for the pizza sauce brands, by household penetration, 52 weeks ending Dec. 30, 2012 (a year ago) and Dec. 29, 2013 (current)
Innovations and Innovators
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- Premium product claims are high, as are no additives/preservatives
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- Figure 30: Top 10 frozen pizza product claims, 2009-13
- Premium ingredients help set frozen pizza brands apart from competition
- No/reduced artificial ingredients
Marketing Strategies
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- Overview of the brand landscape
- Theme: Freshness
- Brand example: DiGiorno
- DiGiorno TV spot
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- Figure 31: DiGiorno TV ad, 2013
- Brand example: Freschetta
- Freshchetta TV spot
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- Figure 32: Freschetta TV ad, 2013
- Theme: Targeting younger consumers and families
- Brand example: DiGiorno
- Brand example: Tombstone
Types of Pizza Eaten in the Last Six Months
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- Key points
- More than six in 10 eat store-bought pizza, as well as takeout/delivery
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- Figure 33: Types of pizza eaten in last six months, by gender, April 2014
- Consumption of store-bought pizza declines with age
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- Figure 34: Types of pizza eaten in last six months, by age, April 2014
- Presence of children a strong indicator for household consumption
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- Figure 35: Types of pizza eaten in last six months, by presence of children in household, April 2014
Purchase Behaviors Toward Store-bought Frozen/Refrigerated Pizza
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- Key points
- Respondents are significantly likely to buy premium crusts
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- Figure 36: Purchase behaviors toward store-bought frozen/refrigerated pizza, by age, April 2014
- Households with kids more likely to buy naturally rising, hand-tossed crust
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- Figure 37: Purchase behaviors toward store-bought frozen/refrigerated pizza, by presence of children in household, April 2014
Important Health-related Product Attributes for Frozen/Refrigerated Pizza Purchases
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- Key points
- Relatively few consider health-related attributes important
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- Figure 38: Important health-related product attributes for frozen/refrigerated pizza purchases, by age, April 2014
- $150K+ most likely to say all-natural/organic, whole-grain crust important
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- Figure 39: Important health-related product attributes for frozen/refrigerated pizza purchases, by household income, April 2014
- Hispanics significantly likely to look for healthy attributes
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- Figure 40: Important health-related product attributes for frozen/refrigerated pizza purchases, by race/Hispanic origin, April 2014
Interest in Pizza Types
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- Key points
- More than half report interest in wider variety of pizza types
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- Figure 41: Interest in pizza types, by gender, April 2014
- 18-34s most interested in side dishes, sharable sizes and shapes
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- Figure 42: Interest in pizza types, by age, April 2014
- Households with kids most interested in sides, sharable formats, singles
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- Figure 43: Interest in pizza types, by presence of children in household, April 2014
Attitudes Toward Pizza
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- Key points
- Two thirds agree that store-bought compares unfavorably with pizzerias
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- Figure 44: Attitudes toward pizza, April 2014
- Presence of children significantly impacts attitudes toward pizza
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- Figure 45: Attitudes toward pizza (any agree), by presence of children in household, April 2014
Appendix – Other Useful Consumer Tables
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- Types of pizza eaten in last 6 months
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- Figure 46: Types of pizza eaten in last six months, by household income, April 2014
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- Figure 47: Types of pizza eaten in last six months, by race/Hispanic origin, April 2014
- Purchase behaviors toward store-bought frozen/refrigerated pizza
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- Figure 48: Purchase behaviors toward store-bought frozen/refrigerated pizza, by household income, April 2014
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- Figure 49: Purchase behaviors toward store-bought frozen/refrigerated pizza, by race/Hispanic origin, April 2014
- Interest in pizza types
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- Figure 50: Interest in pizza types, by household income, April 2014
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- Figure 51: Interest in pizza types, by race/Hispanic origin, April 2014
- Attitudes toward pizza
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- Figure 52: Attitudes toward pizza, by age (any agree), April 2014
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- Figure 53: Attitudes toward pizza (any agree), by household income, April 2014
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- Figure 54: Attitudes toward pizza (any agree) , by race/Hispanic origin, April 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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