Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Terms
Executive Summary
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- Packaged pizza sales reach almost $5.3 billion in 2009
- Recession benefits all segments of the market
- Private label and small brands are leading growth
- More than 1,100 new pizza products launched in the U.S. since 2005
- Three out of four U.S. households use packaged pizza products
- Recession has impacted pizza purchase behavior
Insights and Opportunities
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- Need for better-for-you pizzas targeted to moms and kids
- Opportunity to boost consumption among older adults
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- Figure 1: Types of pizza eaten in the past three months, by age, October 2009
- “Customizable” pizza will help compete against delivery
Inspire Insights
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- Trend 1: Craft not graft
- Trend 2: Gourmet in the Dorms?
- Trend 3: Transparency, transparency, transparency
Market Size and Forecast
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- Key points
- Pizza sales get a big boost from recession-driven “eating in” trend
- Private label and small brands are driving recent growth
- Sales and forecast of market
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- Figure 2: Total U.S. retail sales of pizza, at current prices, 2004-14
- Figure 3: Total U.S. retail sales of pizza, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Recession-weary consumers shift from pizza restaurants to frozen pizza
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- Figure 4: Usage of foodservice establishments compared to last year, October 2009
- Recession changes pizza purchase behavior
- Market leader Kraft plans to sell pizza business to Nestlé in 2010
Segment Performance
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- Key points
- Recession gives boost to all types of packaged pizza
- Sales of packaged pizza, by segment
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- Figure 5: Total U.S. retail sales of packaged pizza, by type, 2004-09
Segment Performance—Frozen Pizza
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- Key points
- Rising household consumption—and retail prices—fuel sales growth
- Growth expected to slow as economy recovers
- Sales and forecast of frozen pizza
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- Figure 6: Total U.S. retail sales of frozen pizza, at current prices, 2004-14
Segment Performance—Other Pizza Products
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- Key points
- Refrigerated pizza delivers on freshness and value
- Sales and forecast of other pizza products
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- Figure 7: Total U.S. sales of other pizza products, at current prices, 2004-14
Retail Channels
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- Key points
- Supermarket is most popular purchase location for frozen pizza
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- Figure 8: Where frozen pizza has been bought in the past month, by presence of children, October 2009
- Pizza sales by channel
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- Figure 9: Total U.S. retail sales of pizza, by channel 2004-09
Retail Channels—Supermarket/Food Stores
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- Key points
- Retailers leverage “eating in” trend with merchandising efforts, expanded private-label offerings
- Supermarket/food store sales of packaged pizza
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- Figure 10: U.S. supermarket/food store sales of pizza, at current prices, 2004-09
Retail Channels—Natural Food Stores
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- Key points
- Natural food store pizza sales take a dive in 2009
- Natural food store sales of packaged pizza
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- Figure 11: Natural supermarket sales of pizza*, at current prices, 2007-09
- Natural food store sales—brand sales
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- Figure 12: Manufacturer brand natural supermarket sales of pizza, 2007 and 2009
- Organic vs. non-organic sales
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- Figure 13: Natural supermarket sales of pizza, by organic/non-organic, 2007 and 2009
Market Drivers
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- Households with children drive pizza consumption
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- Figure 14: Households, by presence of children, 1998-2008
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- Figure 15: Household usage of frozen pizza brands, by presence of children, April 2008-June 2009
- Convenience more important than ever
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- Figure 16: Reasons for eating pizza, by presence of children, October 2009
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- Figure 17: Top 20 product claims for new pizza products, 2009*
- Healthy eating trend gives rise to better-for-you pizza
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- Figure 18: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
Leading Companies
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- Key points
- Market leader Kraft sees strong growth, maintains share
- Private label and small brands steal share from the market leaders
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- Figure 19: Manufacturer FDMx sales of pizza in the U.S., 2008 and 2009
Brand Share—Frozen Pizza
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- Key points
- DiGiorno benefits from “eating in” trend and posts big gains
- Private-label growth outpaces all leading brands
- Manufacturer and brand sales of frozen pizza
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- Figure 20: Selected brand sales and market share of frozen pizza, 2008 and 2009
- Frozen pizza—brand usage
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- Figure 21: Household usage of frozen pizza brands, by presence of children, April 2008-June 2009
Brand Share—Refrigerated Pizza
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- Key points
- Private label leads refrigerated pizza sales
- Mama Rosa’s, Pillsbury post big gains
- Manufacturer and brand sales of refrigerated pizza
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- Figure 22: Selected brand sales and market share of refrigerated pizza in the U.S., 2008 and 2009
- Ready-made pizza crust—brand usage
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- Figure 23: Household usage of ready-made pizza crust brands, by presence of children, April 2008-June 2009
Brand Share—Pizza Products
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- Key points
- Chef Boyardee and Ragu are top brands
- Private label and small brands gain market share at expense of brand leaders
- Manufacturer and brand sales of pizza products
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- Figure 24: Selected brand sales and market share of pizza products* in the U.S., 2008 and 2009
- Pizza sauce—brand usage
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- Figure 25: Household usage of pizza sauce brands, by presence of children, April 2008-June 2009
Brand Qualities
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- Premium, pizzeria-style brands cater to consumers seeking to create a “restaurant experience” at home
- Better-for-you pizza targets health-conscious consumers
Innovation and Innovators
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- More than 1,100 new pizza products launched in the U.S. since 2005
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- Figure 26: Number of pizza introductions in the U.S, 2005-09
- Figure 27: Top 20 companies, by number of new pizza products, 2005-09*
- Top 20 product claims, 2009
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- Figure 28: Top 20 product claims for new pizza products, 2009*
- Better for you
- Natural and Organic
- Wholegrain
- Portion control
- Gluten-free
- Premium, “pizzeria-style” pizza
- …and pizzeria-style packaging
- You can take it with you
- Good morning, Palermo
Advertising and Promotion
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- DiGiorno
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- Figure 29: DiGiorno Crispy Flatbread Pizza television ad, 2009
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- Figure 30: “DiGiornomics” television ad, 2009
- Figure 31: “DiGiornomics” print ad, 2009
- Freschetta
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- Figure 32: Freschetta PizzAmoré TV ad, 2009
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- Figure 33: Freschetta Naturally Rising Crust Pizza TV ad, 2009
- Totino’s
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- Figure 34: Totino’s Party Pizza TV ad, 2009
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- Figure 35: Totino’s Air Crisp Pizza TV ad, 2009
Pizza Consumption and Usage Frequency
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- Key points
- Household consumption of packaged pizza products
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- Figure 36: Household consumption of pizza products, by presence of children and region, April 2008-June 2009
- Trends in household consumption of frozen pizza
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- Figure 37: Trended household consumption of frozen pizza, 2002/03-2008/09
- Adult consumption of pizza by age
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- Figure 38: Types of pizza eaten in the past three months, by age, October 2009
- Adult consumption of pizza by presence of children
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- Figure 39: Types of pizza eaten in the past three months, by presence of children, October 2009
- Household usage frequency of frozen pizza
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- Figure 40: Household usage frequency of frozen pizza, by presence of children and region, April 2008-June 2009
How the Economy Has Impacted Purchase Behavior
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- Key points
- Purchase behavior by age
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- Figure 41: Pizza purchase behavior, by age, October 2009
- Purchase behavior by presence of children in household
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- Figure 42: Pizza purchase behavior, by presence of children, October 2009
Interest in New Pizza Concepts
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- Key points
- Interest in new pizza concepts by gender
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- Figure 43: New pizza concepts of interest, by gender, October 2009
- Interest in new pizza concepts by presence of children
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- Figure 44: New pizza concepts of interest, by presence of children, October 2009
Reasons for Eating—and Not Eating—Pizza
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- Key point
- Convenience and “family friendly” top list of reasons for eating pizza
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- Figure 45: Reasons for eating pizza, by presence of children, October 2009
- Usage barriers
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- Figure 46: Reasons for not eating frozen or refrigerated pizza, by age, October 2009
Impact of Race and Hispanic Origin
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- Key points
- Household consumption of packaged pizza products
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- Figure 47: Household consumption of pizza products, by race/Hispanic origin, April 2008-June 2009
- Purchase frequency—frozen pizza
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- Figure 48: Household consumption frequency of frozen pizza, by race/Hispanic origin, April 2008-June 2009
- Brand preferences—frozen pizza
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- Figure 49: Brand preferences for frozen pizza, by race/Hispanic origin, April 2008-June 2009
Cluster Analysis
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- Crusties
- Cheesies
- Saucies
- Cluster characteristics
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- Figure 50: Pizza retailing clusters, October 2009
- Figure 51: Types of pizza eaten in the past three months, by pizza retailing clusters, October 2009
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- Figure 52: New pizza concepts of interest, by pizza retailing clusters, October 2009
- Figure 53: Reasons for eating pizza, by pizza retailing clusters, October 2009
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- Figure 54: Pizza purchase behavior, by pizza retailing clusters, October 2009
- Cluster demographics
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- Figure 55: Pizza retailing clusters, by gender, October 2009
- Figure 56: Pizza retailing clusters, by age group, October 2009
- Figure 57: Pizza retailing clusters, by household income, October 2009
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- Figure 58: Pizza retailing clusters, by race, October 2009
- Figure 59: Pizza retailing clusters, by Hispanic origin, October 2009
- Cluster methodology
Custom Consumer Groups
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- Pizza consumption
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- Figure 60: Types of pizza eaten in the past three months, by gender and presence of children, October 2009
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- Figure 61: Types of pizza eaten in the past three months, by marital status and presence of children, October 2009
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- Figure 62: Types of pizza eaten in the past three months, by gender and age, October 2009
- Purchase locations
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- Figure 63: Where frozen pizza has been bought in the past month, by gender and presence of children, October 2009
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- Figure 64: Where frozen pizza has been bought in the past month, by marital status and presence of children, October 2009
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- Figure 65: Where frozen pizza has been bought in the past month, by gender and age, October 2009
Impact of Mosaic Demographic Groups
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- Pizza consumption by household type
- Above-average frozen pizza consumption
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- Figure 66: Incidence of households eating various pizza products, by main frozen pizza-eating Mosaic groups, April 2008-June 2009
- Below-average frozen pizza consumption
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- Figure 67: Incidence of households eating various pizza products, by next frozen pizza-eating Mosaic groups, April 2008-June 2009
- Brand usage
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- Figure 68: Incidence of households eating main pizza brands, by main frozen pizza-eating Mosaic groups, April 2008-June 2009
- Figure 69: Incidence of households eating main pizza brands, by next frozen pizza-eating Mosaic groups, April 2008-June 2009
- Usage frequency
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- Figure 70: Volume of pizza eaten, by main frozen pizza-eating Mosaic groups, April 2008-June 2009
- Figure 71: Volume of pizza eaten, by next frozen pizza-eating Mosaic groups, April 2008-June 2009
Brand Usage—Adults, Kids and Teens
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- Figure 72: Brands of pizza eaten/preferred, by adults, teens and kids, April 2008-June 2009
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IRI/Builders Panel Data—Frozen Pizza
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- Consumer insights on key purchase measures—frozen pizza
- Brand map
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- Figure 73: Brand map, selected brands of frozen pizza, buying rate by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of frozen pizza, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Figure 75: Types of pizza eaten in the past three months, by region, October 2009
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- Figure 76: Types of pizza eaten in the past three months, by household income, October 2009
- Brands of frozen pizza eaten in past month
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- Figure 77: Number of frozen pizzas eaten in past month, by brand, October 2009
- Pizza eaten by daypart
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- Figure 78: Type of pizza eaten at home, by type of pizza, and by daypart, October 2009
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- Figure 79: Pizza eaten at restaurants, by type of restaurant, by daypart, October 2009
- Purchase behavior by household income
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- Figure 80: Pizza purchase behavior, by household income, October 2009
- Interest in new pizza concepts age
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- Figure 81: New pizza concepts of interest, by age, October 2009
- Reasons for eating pizza by gender
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- Figure 82: Reasons for eating pizza, by gender, October 2009
- Reasons for eating pizza by age
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- Figure 83: Reasons for eating pizza, by age, October 2009
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- Figure 84: Reasons for eating pizza, by household income, October 2009
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Appendix: Trade Associations
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