Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Definitions
- ACORN
- Abbreviations
Premier Insight
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- Even those who like pizzas often have negative attitudes towards them
- How can supermarkets fight back against takeaway/home delivery?
- GI Diet – the new diet for 2005
- Manufacturers should flag up the provenance of pizza recipes
- More branded opportunities
- DIY pizzas need invigorating
- Pizza snacking market needs rethinking
- Targeting children
- Turning toppings into fillings
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- Figure 1: Forkless gourmet bun meal
- Family packs are a way forward
- That’s entertainment
Executive Summary
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- Restaurants drive trends
- Growing demand for convenience food
- Market still growing, but so are price pressures
- Different supply structure for frozen and chilled
- Youthful bias in frozen pizza purchasing
- The future
Market Drivers
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- PDI growth boosts convenience market
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- Figure 2: Trends in PDI and consumer expenditure, at constant 1999 prices, 1999-2008 (proj)
- Employment patterns also boost convenience foods
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- Figure 3: Employment figures by gender, 1999-2004
- Convenience
- Average meal preparation time has declined dramatically
- Pizza needs to be better defined as a snack
- Demographic breakdown of pizza users
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- Figure 4: Usage of pizza, by demographic sub-group, 2004
- Shrinking household size spells trouble for the pizza market
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- Figure 5: Changes in household size, 1999-2004
- Age shifts in the population prove beneficial
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- Figure 6: UK population structure, by age, 1999-2004
- Attitudes towards food
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- Figure 7: Agreement with attitudes towards food, diet and meal occasions, 1998-2004
- Takeaways are growing in popularity
- Healthy lifestyles are a growing consumer concern
- Two thirds of consumers believe fresh is better than frozen
- Enjoyment of Mediterranean diet augmenting Italian style pizza
- Competition from takeaways
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- Figure 8: Consumption of takeaway foods in the last 12 months, 2002-04
- Restaurants exert an influence
- Foodservice is the inspiration for new NPD…
- …but authenticity is hard to replicate
- Competition stems from a plethora of products
- Pizza associated with informal meal occasions
- Health
- Negative perceptions of pizza continues to dog the market
- Italian study finds pizza has cancer-reducing properties
- A healthy message needs to be better communicated
Market Size and Trends
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- Challenge to maintain value
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- Figure 9: UK retail sales of pizza, by volume and value, 1999-2004
- Chilled overtakes frozen
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- Figure 10: UK retail value sales of pizza, by type, 2000-04
Market Segmentation
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- Figure 11: Estimated sector value share within the UK retail pizza market, 2004
- Frozen pizza
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- Figure 12: UK retail value and volume sales of frozen pizza, 1999-2004
- NPD driving the premium sector
- Strong growth in large pizzas
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- Figure 13: UK retail value sales of frozen pizza, by size, 2000, 2002 and 2004
- Main meal
- Small
- Topped breads declining
- Thin continues to win
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- Figure 14: UK retail value sales of frozen pizza, by base type, 2002 and 2004
- NPD is driving the thin-crust sector
- Chilled pizza
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- Figure 15: UK retail value sales of chilled pizza, 1999-2004
- Chilled pizza attracting more health-conscious consumers
- Pizza deli counters adds theatre to the category
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- Figure 16: UK retail sales of chilled pizza, pre-packed or deli, by value, 2002 and 2004
- Pizza bases and sauces
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- Figure 17: UK retail sales of pizza bases and sauces, by value, 1999-2004
- Growth in convenience foods is not aiding DIY pizza kits
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The Supply Structure
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- Manufacturers and brand shares
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- Figure 18: Manufacturer/brand shares of the frozen pizza market, 2000, 2002 and 2004
- Dr Oetker has been the most successful launch over the review period
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- Figure 19: Manufacturer/brand shares of the prepacked chilled pizza market, 2000, 2002 and 2004
- Companies and brands
- Schwan’s
- Green Isle Foods
- McCain
- Dr Oetker
- Geest
- Greencore Group
- Stateside/Freiberger
- Heinz
- Other companies
- Pizza bases and sauces
New Product Development
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- NPD focused on chilled pizzas
- Frozen deep pan pizzas see little NPD…
- …as frozen pizza manufacturers look to thin crust
- Snacking sector identified as one area of growth
- Premium end of the market sees a raft of NPD
- Healthier eating
- Low-carb growing
- Marketing at children
- New areas for growth
- New product launches
Advertising and Promotion
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- Adspend varies year-on-year
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- Figure 20: Main monitored media advertising expenditure on pizza, 1999-2004
- Frozen accounts for 98.5% of all advertising in the pizza market
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- Figure 21: Main monitored media advertisng expenditure on pizza, by storage type, 1999-2004
- Fresh advertising very sporadic
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- Figure 22: main monitored media advertisng expenditure on fresh pizza, by selected advertisers, 2002-04
- Big brands drive high media spend in frozen
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- Figure 23: Main monitored media advertising expenditure on frozen pizza, by selected suppliers, 2002-04
- Below-the-line promotions
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- Figure 24: Selected promotions in the frozen pizza market, January-February 2005
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- Figure 25: Selected promotions in the fresh pizza market, January-February 2005
- Product trials
Distribution
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- Grocery multiples in pole position
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- Figure 26: UK retail value sales of frozen pizza, by type of outlet, 2000, 2002 and 2004
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- Figure 27: UK retail value sales of chilled pizza, by type of outlet, 2000, 2002 and 2004
The Consumer
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- Consumption patterns
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- Figure 28: Consumer preferences for type of pizza, 2000 and 2004
- Frozen still the most popular
- A strong youthful bias for frozen
- Chilled have a broad age appeal
- Children a key factor
- London below average
- Broadsheet readers do it themselves
The Consumer – Detailed Demographics
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- Figure 29: Pizza purchased in the last three months, by gender, age and socio-economic group, November-December 2004
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- Figure 30: Pizza purchased in the last three months, by children in household, lifestage and Mintel’s Special Groups, November-December 2004
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- Figure 31: Pizza purchased in the last three months, by working status and household size, November-December 2004
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- Figure 32: Pizza purchased in the last three months, by region and ACORN category, November-December 2004
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- Figure 33: Pizza purchased in the last three months, by media and supermarket usage, November-December 2004
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The Consumer – Attitudes and Behaviour
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- Positive and negative perceptions of pizza
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- Figure 34: Positive and negative perceptions of pizza, November-December 2004
- Convenient and tasty…
- …but bad for you
- Cheap and filling…
- …but inauthentic
- Positive perceptions
- Men eat now, women plan ahead
- Family lifestage is the most important
- Socio-economic status has little discernible difference
- All but the old like pizzas
- Distinct different shopper characteristics
- Detailed demographic breakdown
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- Figure 35: Positive perceptions of pizza, by gender, age and socio-economic group, November-December 2004
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- Figure 36: Positive perceptions of pizza, by children in household, lifestage and Mintel’s Special Groups, November-December 2004
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- Figure 37: Positive perceptions of pizza, by working status and household size, November-December 2004
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- Figure 38: Positive perceptions of pizza, by region and ACORN category, November-December 2004
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- Figure 39: Positive perceptions of pizza, by media usage, commercial TV viewing and supermarket usage, November-December 2004
- Negative perceptions
- Women find pizzas fattening
- Socio-economic differences are not striking
- Families have the most negative views on health issues
- Healthy pizza lines may broaden the consumer base of value retailers
- Detailed Demographics
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- Figure 40: Negative perceptions of pizza, by gender, age and socio-economic group, November-December 2004
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- Figure 41: Negative perceptions of pizza, by children in household, lifestage and Mintel’s Special Groups, November-December 2004
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- Figure 42: Negative perceptions of pizza, by working status and household size, November-December 2004
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- Figure 43: Negative perceptions of pizza, by region and ACORN category, November-December 2004
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- Figure 44: Negative perceptions of pizza, by media usage, supermarket usage and TV viewing, November-December 2004
- Assessing attitudes and enthusiasms
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- Figure 45: Attitudes towards purchasing, cooking and serving pizza, November-December 2004
- Purchasing, cooking and serving pizza
- Topping is most important
- Deep pan still popular
- Good snack but not respectable food
- Women hunt out promotions
- Semi and unskilled manual workers are most likely to buy on promotion
- Bargain hunters – Young or old!
- The young go for takeaways
- Children prefer fresh pizzas
- ABC1 pre-/no family lifestage are a key target for home entertaining
- Londoners care least about pizzas
- Education and age levels have a distinct effect on takeaway purchases
- Waitrose and M&S shoppers don’t buy on promotion…
- Shoppers in Morrisons and Iceland definitely do
- Asda’s EDLP strategy stymies promotional sales
- Tesco and Sainsbury’s have differing strategies
- Detailed Demographics
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- Figure 46: Attitudes towards purchasing, cooking and serving pizza, by gender, age and socio-economic group, November-December 2004
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- Figure 47: Attitudes towards purchasing, cooking and serving pizza, by children in household, lifestage and Mintel’s Special Groups, November-December 2004
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- Figure 48: Attitudes towards purchasing, cooking and serving pizza, by working status and household size, November-December 2004
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- Figure 49: Attitudes towards purchasing, cooking and serving pizza, by region and ACORN category, November-December 2004
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- Figure 50: Attitudes towards purchasing, cooking and serving pizza, by media usage, commercial TV viewing and supermarket usage, November-December 2004
- The consumer purchasing hierarchy
- The young like deep pan
- Toppings important for children
- Detailed demographic breakdown
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- Figure 51: Consumer purchasing hierarchy, by gender, age and socio-economic group, November-December 2004
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- Figure 52: Consumer purchasing hierarchy, by children in household, lifestage and Mintel’s Special Groups November-December 2004
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- Figure 53: Consumer purchasing hierarchy, by working status and household size, November-December 2004
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- Figure 54: Consumer purchasing hierarchy, by region and ACORN category, November-December 2004
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- Figure 55: Consumer purchasing hierarchy, by media usage, commercial TV viewing and supermarket usage, November-December 2004
- Assessing enthusiasm – repertoire analysis
- DIY pizza is an ancillary product
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- Figure 56: Types of pizza bought by number bought in the last three months, November-December 2004
- Negative perceptions wane amongst core pizza buyers
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- Figure 57: Attitudes towards pizza by size of repertoire, November-December 2004
- Assessing key target markets – consumer typologies
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- Figure 58: The four pizza consumer typologies, November-December 2004
- Cluster 1 – Occasionals (53% of sample)
- Cluster 2 – Fresh Toppers (17% of sample)
- Cluster 3 – Deep-Pan Fans (18% of sample)
- Cluster 4 – Pizza Snackers (12% of sample)
- Detailed demographic breakdown
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- Figure 59: Demographic breakdown of cluster groups, by gender, age and scoio-economic group, November-December 2004
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- Figure 60: Demographic breakdown of cluster groups, by region, marital status, working status and presence of children, November-December 2004
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- Figure 61: Demographic breakdown of cluster groups, by media usage, supermarket usage, lifestage and Mintel's Special Groups, November-December 2004
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- Figure 62: Demographic breakdown of cluster groups, by household size, commercial TV viewing and ACORN category, November-December 2004
- Assessing purchasing and repertoire patterns
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- Figure 63: Products purchased in last three months, by cluster group, November-December 2004
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- Figure 64: Number of pizzas purchased by cluster group, 2004
- Assessing the attitudes of consumer typologies
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- Figure 65: Attitudes towards pizza by cluster group, November-December 2004
The Future
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- Improving quality
- Health
- Dietary pizzas will grow
- Thin-crust pizzas will grow sales
- Snacking
- More variety
- Adapt to changing needs
- Industry structure
Forecast
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- Figure 66: Forecast of the UK market for pizza, 2004-09
- Frozen pizzas losing out to chilled
- Chilled to drive growth
- Pizza bases & sauces to decline
- Pizza – enjoyable and healthy?
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- Figure 67: Index growth of the UK market for pizza, by sector, 2004-09
- Factors incorporated in the forecast
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