Table of Contents
Issues in the Market
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- Key themes
- Definition
Future Opportunities
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- DIY pizza
- Trend from Inspire: Customization
- Insight
- Pizza everyday!
- Trend from Inspire: That’s (home) entertainment!
- Insight
Market in Brief
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- Tug of war between chilled and frozen
- Families love pizza
- Frozen is a branded market, while chilled is mostly own-label
- The future for the pizza market
Internal Market Environment
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- Key points
- Will healthier diets threaten pizzas?
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- Figure 1: Trends in healthy eating habits, 2004-08
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- Figure 2: Trends in having treats, 2004-08
- Are consumers interested in making pizza from scratch?
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- Figure 3: Trends in cooking and preparing food, 2004-08
- Less additives, more frozen foods
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- Figure 4: Attitudes towards additive-free and frozen foods, 2004-08
Broader Market Environment
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- Key points
- The obesity crisis
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- Figure 5: Projection of overweight and obesity prevalence among adults in England, 2003-50
- Smaller households growing
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- Figure 6: Structure of the UK population, by household size, 2004, 2009 and 2014
- Making pizza from scratch for ABC1s
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- Figure 7: UK adult population trends, by socio-economic group, 2004, 2009 and 2014
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Pizza or pasta tonight?
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- Figure 8: Consumption of pizza, ready meals and pasta/noodles, 2004-08
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- Figure 9: Consumption of pizza, ready meals and pasta/noodles, based on selected demographics, 2008
- Ready meals dwarf pizza
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- Figure 10: UK retail sales for ready meals, pizza and pasta/pasta-based meals, 2004-08
- Competition from restaurants and takeaways
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- Figure 11: Trends in eating pizza takeaways and going to pizza restaurants, 2004-08
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- Figure 12: UK value of retail pizza compared to takeaway/delivered pizza and eat in pizza/pasta restaurants (and % growth 2006-08), 2004-08
Who’s Innovating?
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- Key points
- Pizza kits still unexplored opportunity
- NPD moving towards natural sourcing
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- Figure 13: NPD in pizza, by top ten positionings, 2006-09
- Healthier pizzas
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- Figure 14: NPD in pizza, percentage with low transfat, sodium or fat positionings, 2006-09
- Brands are fighting back
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- Figure 15: NPD activity in pizza, percentage own-label vs branded, 2006-09
- Figure 16: NPD activity in chilled and frozen pizza, by percentage of total new launches, 2006-09
- Women and children first
- International developments
Market Size and Forecast
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- Key points
- Just keeping up with inflation
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- Figure 17: UK retail value sales of pizza, 2004-14
- Frozen pizza marginally on top in value sales
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- Figure 18: UK retail value sales of pizza, percentage by sector, 2006-09
- What’s next?
- Factors used in the forecast
Segment Performance
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- Key points
- Frozen pizza
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- Figure 19: UK retail value sales of frozen pizza, 2004-14
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- Figure 20: UK retail value sales of frozen pizza, by size, 2006-08
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- Figure 21: UK retail value sales of frozen pizza, by base type, 2006-08
- Chilled pizza
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- Figure 22: UK retail value sales of chilled pizza, 2004-14
- Pizza bases and sauces
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- Figure 23: UK retail value sales of pizza bases and sauces, 2004-14
Market Share
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- Key points
- Frozen pizza
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- Figure 24: Brands’ value shares in UK retail value sales of frozen pizza, 2006-08
- Chilled pizza
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- Figure 25: Brands’ value sales in UK retail value sales of chilled pizza, 2006-08
Companies and Products
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- Manufacturers and brands
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- Figure 26: Leading companies in the pizza market and their brands, 2009*
- Dr Oetker
- Heinz
- McCain Foods
- Napolina
- Northern Foods
- PizzaExpress
- Stateside Foods
Brand Communication and Promotion
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- Key points
- Advertising spend diminishing
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- Figure 27: Main monitored advertising expenditure on frozen and chilled pizza, 2004-09
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- Figure 28: Main monitored advertisting expenditure on fresh and frozen pizza, by media type, 2006-09
- Goodfella’s and Chicago Town make a stand
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- Figure 29: Main monitored media advertising spend on fresh and frozen pizza, by brand, 2006-09
- Strong advertising spend for pizza restaurants and takeaways
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- Figure 30: Main monitored media advertising expenditure on leading pizza restaurants and takeaways, 2006-09
Channels to Market
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- Key points
- Pizza is mainly bought in supermarkets
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- Figure 31: UK retail value sales of frozen pizza, by outlet type, 2006-08
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- Figure 32: Consumption of different types of pizza, based on grocery stores visited, March 2009
The Consumer – Usage
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- Key points
- How to increase frequency of eating pizza
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- Figure 33: Trends in frequency of eating pizza (excluding takeaway), 2004-08
- A family meal
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- Figure 34: Most valuable consumers for volume sales of pizza (excluding takeaway), based on volume importance index*, by selected demographics, 2008
- Fresh or frozen?
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- Figure 35: Usage of pizza (excluding takeaway), by type, 2004-08
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- Figure 36: Consumption of frozen pizza, by selected demographics, 2008
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- Figure 37: Consumption of fresh/chilled pizza, by selected demographics, 2008
The Consumer – Attitudes and Motivations
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- Key points
- Ready-made pizzas are the most popular
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- Figure 38: Types of pizza eaten over the past 12 months, March 2009
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- Figure 39: Usage of frozen, chilled and takeaway pizzas, by selected demographics, March 2009
- ABs enjoy making pizzas from scratch
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- Figure 40: Difference between average response and selected demographics, based on type of pizza eaten, March 2009
- Takeaway pizza: Under threat?
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- Figure 41: Changes in amount of pizza eaten, by type of pizza eaten, March 2009
- Pizza made from scratch doing better than others
- Reasons to buy pizza
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- Figure 42: Reasons to buy pizza, March 2009
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- Figure 43: Consumers who buy pizza because it is quick to cook, by selected demographics, March 2009
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- Figure 44: Consumers who buy pizza because it is not too expensive, by selected demographics, March 2009
- Takeaway pizza is a treat...
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- Figure 45: Reasons to buy pizza, by types of pizza eaten over the past 12 months, March 2009
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- Figure 46: Agreement with selected statements relating to pizza, based on pizza types eaten, March 2009
- …. while pizza made from scratch is healthier and cheaper
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- Figure 47: Agreement with selected statements relating to pizza, based on pizza types eaten, March 2009
The Consumer – Targeting Opportunities
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- Key points
- Target groups
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- Figure 48: Target groups for pizza, March 2009
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- Figure 49: Reasons to buy pizza, by target groups, March 2009
- Pizza is Only a Treat (14%)
- Who are they?
- Marketing message
- Pizza Lovers (15%)
- Who are they?
- Marketing message
- Frozen Pizza Hoarders (16%)
- Who are they?
- Marketing message
- Doing It for the Kids (20%)
- Who are they?
- Marketing message
- Pizza Leaves Me Cold (35%)
- Who are they?
- Marketing message
Appendix
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- Abbreviations
- Advertising data
Appendix – Internal Market Environment
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- Figure 50: Trends in healthy lifestyles and eating habits, by detailed demographics, 2008
- Figure 51: Trends in cooking and preparing food, 2004-08
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Appendix – Competitive Context
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- Figure 52: Consumption of pizza, ready meals and pasta/noodles, by detailed demographics, 2008
- Figure 53: Eating takeaways and going to pizza restaurants, by detailed demographics, 2008
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Appendix – Segment Performance
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- Figure 54: Average spend per user for frozen and chilled pizza, 2009
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Appendix – The Consumer - Usage
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- Figure 55: Frequency and usage of pizza, by detailed demographics, 2008
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- Figure 56: Usage of pizza, by type, by detailed demographics, 2008
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Appendix – The Consumer – Attitudes and Motivations
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- Figure 57: Types of pizza eaten over the past 12 months, by detailed demographics, March 2009
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- Figure 58: Reasons to buy pizza, by detailed demographics, March 2009
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- Figure 59: Reasons to buy pizza, by detailed demographics, March 2009 (continued)
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- Figure 60: Types of pizza eaten over the past 12 months, by reasons to buy pizza, March 2009
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- Figure 61: Types of pizza eaten over the past 12 months, by reasons to buy pizza, March 2009 (continued)
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Appendix – The Consumer – Targeting Opportunities
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- Figure 62: Target groups, by demographics, March 2009
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- Figure 63: Types of pizza eaten over the past 12 months, by target groups, March 2009
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- Figure 64: Frozen ready-made pizza, by target groups, March 2009
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- Figure 65: Chilled ready-made pizza, by target groups, March 2009
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- Figure 66: Pizza from takeaway/home delivery, by target groups, March 2009
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- Figure 67: Pizza made to order at deli counter, by target groups, March 2009
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- Figure 68: Pizza made entirely from scratch, by target groups, March 2009
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- Figure 69: Pizza made base from and my own toppings, by target groups, March 2009
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- Figure 70: Other pizza type, by target groups, March 2009
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- Figure 71: Change in grocery shopping habits over the past 12 months, by target groups, March 2009
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- Figure 72: Health and healthy lifestyles, by target groups, March 2009
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- Figure 73: Eating habits, by target groups, March 2009
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