Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Trade up to pizza takeout/delivery in 2010 drives retail market down
- A sudden hiccup for all segments in 2010
- Leading brands change ownership, private labels suffer
- New product launches drop in 2009, regain momentum in 2010
- The pizza consumer
Insights and Opportunities
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- Calling attention to the high(er) price of delivery pizza
- Healthful customization: cross-promote with better-for-you (BFY) toppings and sides
- Taste will help private label frozen pizza regain momentum
- Committing to truly, totally natural pizza
- Creating a niche for pizza among popular Asian-fusion innovations
- Expand social media efforts
Inspire Insights
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- Trend: Make it Mine
Market Size and Forecast
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- Key points
- Economic recovery bodes ill, at least temporarily, for retail pizza market
- Sales and forecast of pizza at retail
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- Figure 1: Total U.S. retail sales of pizza at retail, at current prices, 2005-15
- Figure 2: Total U.S. retail sales of pizza at retail, at inflation-adjusted prices, 2005-15
- Fan-chart forecast
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- Figure 3: Fan-chart forecast of pizza at retail, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Asian population growth should positively impact the retail pizza market
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- Figure 4: Population, by race and Hispanic origin, 2006-16
- Aging population presents challenge for the retail pizza market
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- Figure 5: Population, by age, 2006-16
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- Figure 6: Population, by generation, 2011
- More smaller families does not bode well for this market
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- Figure 7: Households, by presence of children, 1999-2009
- Disposable income and consumer confidence questionable
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- Figure 8: Real disposable income, 2007-11*
- Figure 9: Consumer sentiment index, August 2007–March 2011
Competitive Context
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- Key points
- Flatbreads: single-serve pizza-like options at the sandwich shop
- Takeout/delivery threatens frozen pizza sales
- Leading brand changes hands
Segment Performance
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- Key points
- Modest growth in 2008-10 hurt by recent consumer behavior shifts
- Total U.S. sales of pizza at retail by segment
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- Figure 10: Total U.S. sales of pizza at retail, by segment, 2008-10
Segment Performance—Frozen Pizza
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- Key points
- Innovation fails to keep sales growing
- Sales and forecast of frozen pizza
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- Figure 11: Total U.S. sales of frozen pizza, 2005-15
Segment Performance—Refrigerated/Frozen Kits, Crusts, and Dough
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- Key points
- Pizza assembly with premium ingredients temporarily loses its charm
- Sales and forecast of refrigerated/frozen kits, crusts, and dough
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- Figure 12: Total U.S. sales and forecast of refrigerated/frozen kits, crusts, and dough, at current prices, 2005-15
Segment Performance—Shelf-stable Kits, Pizza Sauces, and Crusts
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- Key points
- Sales decreases in 2010 break four-year trend
- Sales and forecast of shelf-stable kits, pizza sauces, and crusts
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- Figure 13: Total U.S. sales and forecast of shelf-stable kits, pizza sauces, and crusts, at current prices, 2005-15
Retail Channels
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- Key points
- Supermarkets continue to lead, lose some share to warehouses
- Sales of pizza at retail, by channel
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- Figure 14: Total U.S. sales of pizza at retail, by channel, 2008 and 2010
- Figure 15: Supermarket/food stores’ sales of pizza at retail, at current prices, 2005-10
- Figure 16: Supercenters, warehouse clubs’ sales of pizza at retail, at current prices, 2005-10
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- Figure 17: Drugstores’ sales of pizza at retail, at current prices, 2005-10
- Figure 18: Other retailers’ sales of pizza at retail, at current prices, 2005-10
Retail Channels—Natural Supermarkets
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- Key points
- Innovative products with the implication of better taste and healthfulness
- Sales of pizza and pizza products in the natural channel
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- Figure 19: Natural supermarket sales of pizza and pizza products, at current prices, 2008-10*
- Figure 20: Natural supermarket sales of pizza and pizza products, at inflation-adjusted prices, 2008-10*
- Natural channel sales, by segment
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- Figure 21: Natural supermarket sales of pizza and pizza products, by segment, 2008 and 2010*
- Natural channel sales, by organic content
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- Figure 22: Natural supermarket sales of pizza and pizza products, by organic content, 2008 and 2010*
- Natural channel sales of pizza, crusts and focaccia, by gluten-free content
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- Figure 23: Natural supermarket sales of pizza, pizza crusts and focaccia, by gluten-free content, 2008 and 2010*
Leading Companies
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- Key points
- Sales drop for all companies in the most recent year
- Private label’s ups and downs
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- Figure 24: Private label FDMx sales of pizza at retail in the U.S., 2008-10
- FDMx sales of pizza at retail by manufacturer
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- Figure 25: Manufacturer FDMx sales of pizza at retail in the U.S., 2010 and 2011
Brand Share—Frozen Pizza
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- Key points
- DiGiorno moves to Nestlé in 2010 and introduces “Pizza & (side dishes)”
- Manufacturer and brand sales of frozen pizza
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- Figure 26: Selected FDMx brand sales of frozen pizza, 2010 and 2011
Brand Share—Refrigerated/Frozen Kits, Crusts, and Dough
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- Key points
- Uno joins top brands, niche players abound
- Manufacturer and brand sales of refrigerated/frozen kits, crusts, and dough
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- Figure 27: Selected FDMx brand sales of refrigerated/frozen kits, crusts, and dough, 2010 and 2011
Brand Share—Shelf-stable Kits, Pizza Sauces, and Crusts
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- Key points
- Shelf-stable pizza sales decrease
- Manufacturer and brand sales of shelf-stable kits, pizza sauces, and crusts
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- Figure 28: Selected FDMx brand sales of shelf-stable kits, pizza sauces, and crusts, 2010 and 2011
Innovations and Innovators
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- Key points
- Retail pizza product launches 2006-11
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- Figure 29: Retail pizza product launches, by top claims, 2006-11
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- Figure 30: Retail pizza product launches, by storage type, 2006-11
- Figure 31: Private label share among new retail pizza product launches, 2006-11
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- Figure 32: Top five companies/top three brands, by new retail pizza product launches, 2006-11
- Microwaveable/time/speed
- Premium/exotic
- All natural/no preservatives
- Delivering an occasion
Marketing Strategies
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- Overview
- Ad spending in 2008-09
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- Figure 33: Advertising spending, select retail pizza brands 2008-09
- Television ads
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- Figure 34: DiGiorno Rising Crust Pizza, “Man Tries to Scam Friend For The Cost of Delivery”, TV ad, 2010
- Figure 35: DiGiorno Pizza,” Men hit friend’s head when giving high five”, TV ad, 2011
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- Figure 36: DiGiorno Rising Crust Pizza, “delivery guy loses his pants in a car door”, TV ad, 2010
- Figure 37: Red Baron Pan Pizza, “Various pizza delivery men stop by at guy’s house for pizza”, TV ad, 2010
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- Figure 38: Freschetta Simply...Inspired Pizza, “Woman falls through store floor”, TV ad, 2011
- Figure 39: Totino’s Party Pizza, “Boys feel they won even though they lost today”, TV ad, 2010
- Online/Social Media
- DiGiorno
- Red Baron
- Freschetta Simply...Inspired
- Totino’s
Types of Pizza Eaten In and Out of the Home
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- Key points
- Pizza consumption by age
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- Figure 40: Pizza consumption in and out of the home, by age, February 2011
- Pizza consumption by household income
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- Figure 41: Pizza consumption in and out of the home, by household income, February 2011
- Pizza consumption by household size
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- Figure 42: Pizza consumption in and out of the home, by presence of children, February 2011
Frozen Pizza, Crust, and Sauce Usage at Home
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- Key points
- DiGiorno leads frozen pizza consumption
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- Figure 43: Household pizza consumption frequency and usage, by brand, February 2011
- Brand frequency of consumption
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- Figure 44: Household pizza consumption frequency and usage, by brand users, February 2011
- Household consumption trends
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- Figure 45: Household pizza consumption, by age and household income, February 2011
- Pizza crust and sauce usage by age
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- Figure 46: Pizza crust and sauce usage, by age, October 2009-December 2010
- Pizza crust and sauce usage by income
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- Figure 47: Pizza crust and sauce usage, by household income, October 2009-December 2010
- Pizza crust and sauce usage with children
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- Figure 48: Pizza crust and sauce usage, by presence of children, October 2009-December 2010
Eating Occasions
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- Key points
- Pizza eating occasions
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- Figure 49: Pizza eating occasions, February 2011
- Pizza eating occasions by gender and age
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- Figure 50: Pizza eating occasions—frozen and fresh pizza, by gender and age, February 2011
- Pizza eating occasions by household income and presence of children
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- Figure 51: Pizza eating occasions—frozen and fresh pizza, by household income and presence of children, February 2011
Pizza Innovations/Attributes of Interest
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- Key points
- Pizza innovations of interest by gender
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- Figure 52: Pizza innovations of interest, by gender, February 2011
- Pizza innovations of interest by age
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- Figure 53: Pizza innovations of interest, by age, February 2011
- Pizza innovations of interest by income level
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- Figure 54: Pizza innovations of interest, by household income, February 2011
- Interest in new pizza concepts by presence of children
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- Figure 55: Pizza innovations of interest, by presence of children, February 2011
- Health and positioning attributes of importance by gender
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- Figure 56: Attributes of importance with pizza sold in retail, by gender, February 2011
- Health and positioning attributes by age
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- Figure 57: Attributes of importance with pizza sold in retail, by age, February 2011
- Health and positioning attributes by presence of children
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- Figure 58: Attributes of importance with pizza sold in retail, by presence of children, February 2011
Usage Shifts and Light/Non-User Attitudes
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- Key points
- Usage shifts in the last year by age
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- Figure 59: Usage shifts with pizza in the last year, by age, February 2011
- Usage shifts in the last year by income
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- Figure 60: Usage shifts with pizza in the last year, by household income, February 2011
- Usage shifts in the last year by presence of children in the household
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- Figure 61: Usage shifts with pizza in the last year, by presence of children, February 2011
- Reasons that light/non-users aren’t eating frozen/refrigerated pizza by age and household income
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- Figure 62: Reasons for light/non-use, by age and household income, February 2011
- Reasons that light/non-users aren’t eating frozen/refrigerated pizza by presence of children
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- Figure 63: Reasons for light/non-use, by presence of children, February 2011
Impact of Race and Hispanic Origin
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- Key points
- Pizza consumption by race/Hispanic origin
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- Figure 64: Pizza consumption in and out of the home, by race/Hispanic origin, February 2011
- Pizza innovations of interest by race/Hispanic origin
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- Figure 65: Pizza innovations of interest, by race/Hispanic origin, February 2011
- Retail pizza attributes of importance by race/Hispanic origin
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- Figure 66: Attributes of importance with pizza sold in retail, by race/Hispanic origin, February 2011
- Usage shifts by race/Hispanic origin
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- Figure 67: Usage shifts with pizza in the last year, by race/Hispanic origin, February 2011
Cluster Analysis
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- Traditionalists
- Demographics
- Characteristics
- Opportunity
- Ready-Mades
- Demographics
- Characteristics
- Opportunity
- Customizers
- Demographics
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 68: Pizza at retail clusters, June 2011
- Figure 69: Pizza consumption in and out of the home, by pizza at retail clusters, June 2011
- Figure 70: Household pizza consumption, by brand, by pizza at retail clusters, June 2011
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- Figure 71: Household pizza consumption, by pizza at retail clusters, June 2011
- Figure 72: Pizza innovations of interest, by pizza at retail clusters, June 2011
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- Figure 73: Attributes of importance with pizza sold in retail, by pizza at retail clusters, June 2011
- Figure 74: Usage shifts with pizza in the last year, by pizza at retail clusters, June 2011
- Demographic tables
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- Figure 75: Pizza at retail clusters, by gender, June 2011
- Figure 76: Pizza at retail clusters, by age, June 2011
- Figure 77: Pizza at retail clusters, by household income, June 2011
- Figure 78: Pizza at retail clusters, by race, June 2011
- Figure 79: Pizza at retail clusters by Hispanic origin, June 2011
- Cluster methodology
Custom Consumer Groups
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- Usage and attitudes among heavy, medium, and light users
- Key points
- Pizza consumption among heavy, medium and light users
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- Figure 80: Pizza consumption in and out of the home, by custom groups, February 2011
- Brand consumption among heavy, medium and light users
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- Figure 81: Household pizza consumption by brand, by custom groups, February 2011
- Frequency of brand among heavy, medium and light users
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- Figure 82: Household pizza consumption frequency and usage, by brand, February 2011
- Household pizza consumption among heavy, medium and light users
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- Figure 83: Household pizza consumption, by custom groups, February 2011
- Pizza attributes of importance among heavy, medium and light users
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- Figure 84: Attributes of importance with pizza sold in retail, by custom groups, February 2011
- Usage shifts in the last year among heavy, medium and light users
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- Figure 85: Usage shifts with pizza in the last year, by custom groups, February 2011
SymphonyIRI/Builders—Key Household Purchase Measures
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- Frozen pizza
- Consumer insights on key purchase measures—frozen pizza
- Brand map
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- Figure 86: Brand map, selected brands of pizza buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 87: Key purchase measures for the top brands of pizza, by household penetration, 2010*
Appendix—Restaurant Trends—Pizza
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- Restaurants aggressive with consumer promotions
- Pizza on foodservice menus, Q1 2008- Q1 2011
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- Figure 88: Leading pizza types/varieties appearing on menus, Q1 2008-Q1 2011
- Leading pizza toppings on menus
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- Figure 89: Leading pizza toppings appearing on menus, Q1 2008- Q1 2011
- Foodservice pizza prices drop
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- Figure 90: Pizza prices at foodservice establishments, Q1 2008- Q1 2011
Appendix—Trade Associations
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