Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market in decline
- Shifting the pizza demographics
- Healthier offerings lead trends
- But the industry should tread with caution
- Restaurant-branded pizza a bright spot
- Two leading manufacturers
- Sub-segments warrant attention
- Supermarkets dominate retail
- The pizza consumer
- Overview
- Obstacles
- Moving forward
- What lies ahead
Market Drivers
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- Market weakness among HHs with children—but not kids and teens
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- Figure 1: Households with children under age 18 present, 2001-05
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- Figure 2: Frozen pizza usage/usage frequency among households with children, 2001-06
- Figure 3: Usage of frozen pizza among teens and kids, 2001-06
- Hispanic pizza use lags demographic average—and is on the decline
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- Figure 4: Households, by presence of children and Hispanic origin, 2004
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- Figure 5: U.S. population, by Hispanic origin, 2001-11
- Figure 6: Household usage of frozen pizza: all, Hispanic and Hispanic with children, 2001-06
- Competition from other food products and food-service establishments
- Pizza restaurants
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- Figure 7: Reasons for not buying frozen/refrigerated pizza, November 2006
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- Figure 8: Frozen pizza eaten by pizza takeout and delivery eaters, takeout and delivery pizza eaten by frozen pizza eaters, November 2006
- Quick service restaurants
- Restaurant brands continue to drive growth in frozen pizza category
- Frozen snacks gain steam at expense of frozen meals
- Core pizza attributes may clash with needs of aging population
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- Figure 9: U.S. population and projections, 2001-11
- Better-for-you products steal product introduction limelight
- The need for indulgence
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- Figure 10: Influence of taste, toppings, and fat content on eating frozen pizza, November 2006
- Figure 11: Selected attitudes toward pizza, June 2006
Market Size and Trends
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- Market Size
- Overview
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- Figure 12: Total U.S. retail sales of pizza, at current and constant prices, 2001-06
- Wal-Mart sales
- New product introductions
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- Figure 13: New frozen pizza product introductions, by brand, 2001-06
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- Figure 14: New frozen pizza product introductions, by claim, 2001-06
- Consumer “healthy” pizza option preferences
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- Figure 15: “Healthy” pizza option preferences, November 2006
Market Segmentation
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- Overview
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- Figure 16: Sales of pizza, segmented by product, 2004 and 2006
- Frozen pizza products
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- Figure 17: Sales of frozen pizza, at current and constant prices, 2001-06
- Refrigerated pizza products
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- Figure 18: Sales of refrigerated pizza, at current and constant prices, 2001-06
- Shelf stable pizza sauce, crust mixes, and kits
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- Figure 19: Sales of shelf stable pizza, at current and constant prices, 2001-06
Supply Structure
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- Manufacturer and brand sales by segment
- Overview
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- Figure 20: Manufacturer FDM sales of pizza in the U.S., 2005 and 2006*
- Frozen pizza
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- Figure 21: Manufacturer brand FDM sales of frozen pizza in the U.S., 2005 and 2006
- Brands of frozen pizza consumed
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- Figure 22: Household consumption of frozen pizza brands, by race/ethnicity, May 2005-June 2006
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- Figure 23: Overall household consumption of frozen pizza, by race/ethnicity, May 2005-June 2006
- Refrigerated pizza
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- Figure 24: Manufacturer brand FDM sales of refrigerated pizza in the U.S., 2005 and 2006
- Shelf stable pizza sauce, crust mixes, and kits
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- Figure 25: Manufacturer brand FDM sales of pizza sauce, crust mixes and kits in the U.S., 2005 and 2006
- Brands of pizza sauce consumed
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- Figure 26: Household consumption of pizza sauce brands, by HH income, May 2005-June 2006
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- Figure 27: Overall usage of pizza sauce, by HH income, May 2005-June 2006
- Private label pizza sales increase share of market
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- Figure 28: Private label FDM pizza sales, 2001-06
- Major manufacturer profiles
- Kraft Foods Inc.
- The Schwan Food Company
- General Mills
- Nestlé USA
- ConAgra Foods
- Unilever Bestfoods North America
- Del Monte Foods
Advertising and Promotion
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- Schwan’s
- Kraft
- Television advertising analysis
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- Figure 29: Kraft DiGiorno pizza, with Dick Vitale, 2006
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- Figure 30: Kraft DiGiorno pizza, football in drag, 2006
- General Mills
- Nestlé
- Television advertising analysis
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- Figure 31: Stouffer’s Lean Cuisine Brick Oven Style Pizza, “Hey, what are you having for lunch?,” 2006
Retail Distribution
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- Introduction
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- Figure 32: U.S. retail sales of pizza products, by channel, 2004 and 2006
- Supermarkets
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- Figure 33: U.S. supermarket sales of pizza products, at current and constant prices, 2001-06
- Warehouse clubs and supercenters
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- Figure 34: U.S. warehouse club and supercenter sales of pizza products, at current and constant prices,
- Wal-Mart
- Other
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- Figure 35: U.S. other outlet sales of pizza products, at current and constant prices, 2001-06
- Frozen pizza retail distribution choices
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- Figure 36: Frozen pizzas eaten in the last three months, by select demographics, November 2006
- Figure 37: Frozen pizza retail distribution choices, by age, November 2006
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- Figure 38: Frozen pizza retail distribution choices, by household income, November 2006
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- Figure 39: Frozen pizza retail distribution choices, by race/ethnicity, November 2006
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- Figure 40: Frozen pizza retail distribution choices, by region, November 2006
The Consumer
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- Introduction
- Summary
- Snapshot—The pizza market, the topline view
- Snapshot—The pizza market demographic
- Gender
- Age
- Race/Hispanic origin
- Households with children
- Household income
- Household consumption of frozen pizza
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- Figure 41: Household consumption of frozen pizza, by key demographics, May 2005-June 2006
- Frequency of frozen pizza usage
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- Figure 42: Frequency of frozen pizza usage in last 30 days, by age, May 2005-June 2006
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- Figure 43: Frequency of frozen pizza usage in last 30 days, by race/ethnicity, May 2005-June 2006
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- Figure 44: Frequency of frozen pizza usage in last 30 days, by HH income, May 2005-June 2006
- Household consumption of pizza sauce
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- Figure 45: Usage of pizza sauce, by key demographics, May 2005-June 2006
- Pizzas eaten in the last three months, by storage/procurement method
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- Figure 46: Pizzas eaten in the last three months, by storage/procurement method, by topline and gender, November 2006
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- Figure 47: Frozen pizza eaten by pizza takeout and delivery eaters, takeout and delivery pizza eaten by frozen pizza eaters, November 2006
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- Figure 48: Pizzas eaten in the last three months, by storage/procurement method, by age, November 2006
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- Figure 49: Pizzas eaten in the last three months, by storage/procurement method, by household income, November 2006
- Attitudes toward frozen, refrigerated, and ready-to-eat pizzas
- Comparative attitudes regarding health and taste
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- Figure 50: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by topline and age,
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- Figure 51: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by household income, November 2006
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- Figure 52: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by race/ethnicity, November 2006
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- Figure 53: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by presence of children under 18, November 2006
- Comparative attitudes regarding price and convenience
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- Figure 54: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by topline and age, November 2006
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- Figure 55: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by gender, November 2006
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- Figure 56: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by household income, November 2006
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- Figure 57: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by presence of children under 18, November 2006
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- Figure 58: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by region, November 2006
- Attitudes regarding store brands and cooking for one
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- Figure 59: Attitudes toward store brands/cooking for one, by age, November 2006
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- Figure 60: Attitudes toward store brands/cooking for one, by household income, November 2006
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- Figure 61: Attitudes toward store brands/cooking for one, by region, November 2006
- Frozen pizza brand loyalty
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- Figure 62: Frozen pizza brand loyalty, by gender, November 2006
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- Figure 63: Frozen pizza brand loyalty, by age, November 2006
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- Figure 64: Frozen pizza brand loyalty, by household income, November 2006
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- Figure 65: Frozen pizza brand loyalty, by race/ethnicity, November 2006
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- Figure 66: Frozen pizza brand loyalty, by presence of children under 18, November 2006
- Reasons for not eating frozen or refrigerated pizza
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- Figure 67: Reasons for not buying frozen/refrigerated pizza, November 2006
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- Figure 68: Reasons for not buying frozen/refrigerated pizza, by age, November 2006
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- Figure 69: Reasons for not buying frozen/refrigerated pizza, by income, November 2006
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- Figure 70: Reasons for not buying frozen/refrigerated pizza, by region, November 2006
- Non-traditional pizza topping preferences
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- Figure 71: Non-traditional pizza topping preferences, November 2006
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- Figure 72: Non-traditional pizza topping preferences, by gender, November 2006
- Factors influencing the decision to eat frozen pizza
- Packaging and preparation time
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- Figure 73: Influence of packaging/preparation time on eating frozen pizza, by gender, November 2006
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- Figure 74: Influence of packaging/preparation time on eating frozen pizza, November 2006
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- Figure 75: Influence of packaging/preparation time on eating frozen pizza, by household income,
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- Figure 76: Influence of packaging/preparation time on eating frozen pizza, by race/ethnicity, November 2006
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- Figure 77: Influence of packaging/preparation time on eating frozen pizza, by presence of children under 18, November 2006
- Brand selection and value
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- Figure 78: Influence of brand selection and value on eating frozen pizza, by gender, November 2006
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- Figure 79: Influence of brand selection and value on eating frozen pizza, by age, November 2006
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- Figure 80: Influence of brand selection and value on eating frozen pizza, by income, November 2006
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- Figure 81: Influence of brand selection and value on eating frozen pizza, by race/ethnicity, November 2006
- Taste, toppings, and fat content
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- Figure 82: Influence of taste, toppings, and fat content on eating frozen pizza, by gender, November 2006
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- Figure 83: Influence of taste, toppings, and fat content on eating frozen pizza, November 2006
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- Figure 84: Influence of taste, toppings, and fat content on eating frozen pizza, by race/ethnicity, November 2006
- “Healthy” pizza option preferences
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- Figure 85: “Healthy” pizza option preferences, November 2006
- Teens and pizza
- Personal consumption of frozen pizza
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- Figure 86: Teens eating frozen pizza, May 2005-June 2006
- Frequency of pizza eating
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- Figure 87: Teen frequency of pizza consumption, by age/gender, May 2005-June 2006
- Brands of frozen pizza consumed
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- Figure 88: Teen consumption of frozen pizza brands, by age/gender, May 2005-June 2006
- Kids and pizza
- Personal consumption of frozen pizza
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- Figure 89: Kids’ usage of frozen pizza, May 2005-June 2006
- Frequency of pizza eating
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- Figure 90: Kids’ frequency of pizza consumption, by race/ethnicity, May 2005-June 2006
- Brands of frozen pizza consumed
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- Figure 91: Kids’ consumption of frozen pizza brands, by gender, May 2005-June 2006
Future and Forecast
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- Future trends
- Hispanic consumers need more attention
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- Figure 92: U.S. population by race and Hispanic origin, 2005 and 2010
- Product diversity
- Better for you balanced with a focus on taste and indulgence
- Two approaches to the opposite ends of the age spectrum
- Under 35s
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- Figure 93: Degrees of cooking enthusiasm, by age, April 2006
- Baby Boomers and up
- Population of children to rebound, teens to decline
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- Figure 94: U.S. population by age, 2001-11
- Market forecast
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- Figure 95: Forecast of total U.S. sales of pizza, at current and constant prices, 2006-11
Appendix: Trade Associations
Appendix: New Product Briefs
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