Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- A declining market as spending power returns
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- Figure 1: Total market sales and fan chart forecast of pizza at retail, at current prices, 2008-18
- Economic rebound dents sales, but demographic factors help
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- Figure 2: U.S. child population changes, 2013-18
- Supermarkets account for 60% of the market
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- Figure 3: Sales of pizza at retail, by channel, 2011 and 2013
- Four major players
- The consumer
- Seven in 10 report eating frozen/refrigerated pizza in last six months
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- Figure 4: Types of pizza eaten last 6 months, by age, April 2013
- Roughly seven in 10 agree frozen pizza helps deal with immediate hunger
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- Figure 5: Attitudes toward store-bought pizza, April 2013
- What we think
Issues and Insights
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- Consumers see restaurant quality as better than frozen/refrigerated
- Insight: Improve quality, stress healthfulness
- Store brands are stepping up quality, offerings
- Insight: retailers should hold in-store tastings of new pizzas
- Refrigerated brands need to improve their image
- Insight: refrigerated should emphasize freshness
Trend Applications
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- Trend: The Real Thing
- Trend: Snack Society
- Mintel Futures: Access Anything, Anywhere
Market Size and Forecast
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- Key points
- As spending power rebounds, frozen pizza becomes less attractive
- Households with kids likely to help slow declines
- Sales forecast of pizza at retail
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- Figure 6: Total U.S. retail sales and forecast of pizza at retail, at current prices, 2008-18
- Figure 7: Total U.S. retail sales and forecast of pizza at retail, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total Market sales and fan chart forecast of pizza at retail, at current prices, 2008-18
Market Drivers
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- Key points
- Pizza at retail sales slow as economy rebounds
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- Figure 9: Pizza consumption compared to a year ago, April 2013
- Kids drive sales, but parents increasingly want healthy options
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- Figure 10: Household consumption of frozen pizza; household usage of pizza sauce; and household usage of packaged, ready-made pizza crust, by presence of children in the household, October 2011-November 2012
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- Figure 11: Types of pizza eaten last 6 months, by presence of children in the household, April 2013
- Childhood obesity rates may reduce the frequency of kids’ pizza consumption
Competitive Context
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- Pizza chains compete with wider menus, delivery, fun atmospheres
- Kid-friendly atmosphere is a draw at restaurants
- Pizza chain marketing features comprehensive strategies
Segment Performance
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- Key points
- Frozen pizza comprises more than 80% of the market
- Other segments manage moderate growth
- Sales of pizza at retail, by segment
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- Figure 12: Sales of pizza at retail, segmented by type, 2011 and 2013
Segment Performance—Frozen Pizza
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- Key points
- Frozen pizza brands must look to BFY: healthy/natural/organic to grow sales
- Sales and forecast of frozen pizza
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- Figure 13: Sales and forecast of frozen pizza, at current prices, 2008-18
Segment Performance—Refrigerated/frozen Crust/dough Kits
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- Key points
- Fluctuating sales but a brighter future ahead
- Sales and forecast of refrigerated/frozen crust/dough kits
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- Figure 14: Sales and forecast of refrigerated/frozen crust/dough kits, at current prices, 2008-18
Segment Performance—Take-and-bake Pizza
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- Key points
- Take-and-bake popularity fades
- Sales and forecast of take-and-bake pizza
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- Figure 15: Sales and forecast of take-and-bake pizza, at current prices, 2008-18
Segment Performance—Shelf-stable Kits, Crusts/crust Mixes, Sauces
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- Key points
- Slow growth expected
- Sales and forecast of shelf-stable kits, crusts/crust mixes, sauces
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- Figure 16: Sales and forecast of shelf-stable kits, crusts/crust mixes, sauces, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets remain the go-to outlet
- Sales of pizza at retail, by channel
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- Figure 17: Sales of pizza at retail, by channel, 2011 and 2013
- Supermarkets decline or flatline each year except 2009
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- Figure 18: Supermarket sales of pizza at retail, at current prices, 2008-13
- Other channels grow nearly every year from 2008 to 2013
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- Figure 19: Other channel sales of pizza at retail, at current prices, 2008-13
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of pizza in the natural channel
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- Figure 20: Natural supermarket sales of pizza, at current prices, 2011-13*
- Figure 21: Natural supermarket sales of pizza at inflation-adjusted prices, 2011-13*
- Natural channel sales of pizza by segment
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- Figure 22: Natural supermarket sales of pizza, by segment, 2011 and 2013*
- Brands of note
- Natural channel sales of pizza by organic
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- Figure 23: Natural supermarket sales of pizza, by organic, 2010 and 2012*
- Natural channel sales of pizza by gluten-free
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- Figure 24: Natural supermarket sales of pizza, by gluten-free, 2011 and 2013*
Leading Companies
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- Key points
- Nestlé S.A. comprises 41% of the market
- Schwan Food Co. accounts for 17.8% share, drops 4.2%
- General Mills and Pinnacle Foods Co. hold small share
- Private label makes up 14.5% of the market
- MULO sales of pizza at retail product companies
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- Figure 25: MULO sales of pizza at retail, by leading companies, rolling 52 weeks 2012-13
Brand Share—Frozen Pizza
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- Key points
- Tombstone Double Top doubles sales
- Tony’s capitalizes on need for personal size pizzas
- Private label declines, reflecting general falling market
- MULO sales of frozen pizza brands
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- Figure 26: MULO sales of frozen pizza brands, 2012-13
Brand Share—Refrigerated/frozen Crust/dough Kits
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- Key points
- National brands account for small share
- Consumers see value, comparable quality in private label
- MULO sales of refrigerated/frozen crust/dough kit brands
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- Figure 27: MULO sales of refrigerated/frozen crust/dough kit brands, 2012-13
Brand Share—Shelf-stable Pizza Kits, Crusts, and Sauces
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- Key points
- Segment leader Boboli drops 10.2%; other leading brands also fall
- Private label a strong presence
- MULO sales of shelf-stable pizza kits, crusts, and sauces
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- Figure 28: MULO sales of shelf-stable pizza kits, crusts, and sauces brands, 2012-13
Innovations and Innovators
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- Environmentally friendly claims can be persuasive
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- Figure 29: Frozen pizza product claims, 2008-13
- New flavors keep the category interesting
- Changing the shape and size of pizza
- Natural/organic equates to BFY
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: DiGiorno
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- Figure 30: Brand analysis of DiGiorno, 2013
- Online initiatives
- TV presence
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- Figure 31: DiGiorno Pizzeria! television ad, 2013
- Figure 32: DiGiorno television ad, 2013
- Brand analysis: Red Baron
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- Figure 33: Brand analysis of Red Baron, 2013
- Online initiatives
- TV presence
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- Figure 34: Red Baron television ad, 2013
- Brand analysis: Freschetta
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- Figure 35: Brand analysis of Freschetta, 2013
- Online initiatives
- TV presence
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- Figure 36: Freschetta television ad, 2013
- Brand analysis: Totino’s
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- Figure 37: Brand analysis of Totino’s, 2013
- Online initiatives
- TV presence
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- Figure 38: Totino’s Party Pizza television ad, 2012
- Figure 39: Totino’s Pizza Rolls television ad, 2013
Social Media
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- Key points
- Social media metrics
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- Figure 40: Key performance indicators, June 2013
- Market overview
- Brand usage and awareness
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- Figure 41: Brand usage and awareness of frozen pizza brands, April 2013
- Interaction with pizza brands
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- Figure 42: Interaction with selected pizza brands, May 2013
- Online conversations
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- Figure 43: Online conversations on selected pizza brands, by day, May 29-June 28, 2013
- Where are people talking about pizza brands?
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- Figure 44: Online conversations on selected pizza brands, by page type, May 29-June 28, 2013
- What are people talking about?
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- Figure 45: Types of conversations around selected pizza brands, May 29-June 28, 2013
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- Figure 46: Types of conversations around selected pizza brands, by day, May 29-June 28, 2013
- Analysis by brand
- DiGiorno
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- Figure 47: DiGiorno—key social media indicators, June 2013
- Key online campaigns
- What we think
- Tony’s Pizza
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- Figure 48: Tony’s Pizza—key social media indicators, June 2013
- Key online campaigns
- What we think
- Red Baron
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- Figure 49: Red Baron—key social media indicators, June 2013
- Key online campaigns
- What we think
- Tombstone
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- Figure 50: Tombstone—key social media indicators, June 2013
- Key online campaigns
- What we think
- Boboli
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- Figure 51: Boboli—key social media indicators, June 2013
- Key online campaigns
- What we think
- Mama Mary’s
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- Figure 52: Mama Mary’s—key social media indicators, June 2013
- Key online campaigns
- What we think
Household Usage
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- Key points
- Nearly two thirds eat frozen pizza
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- Figure 53: Household consumption of frozen pizza and household usage of pizza sauce and packaged, ready-made pizza crust, by age, October 2011-November 2012
- Household income appears to have little income on consumption, usage
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- Figure 54: Household consumption of frozen pizza and household usage of pizza sauce and packaged, ready-made pizza crust, by household income, October 2011-November 2012
Types of Pizza Eaten in and Out of Home
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- Key points
- Takeout/delivery eaten more than any other type of pizza
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- Figure 55: Types of pizza eaten last 6 months, by age, April 2013
- Household income dictates consumption of takeout/delivery and frozen
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- Figure 56: Types of pizza eaten last 6 months, by household income, April 2013
Brands Used
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- Key points
- DiGiorno tops brands used
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- Figure 57: Frozen pizza brands eaten in household, by race/Hispanic origin, October 2011-November 2012
- Respondents use Ragu more than any other type of pizza sauce
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- Figure 58: Pizza sauce brands most often used in household, by race/Hispanic origin, October 2011-November 2012
- DiGiorno also tops ready-made crust among households
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- Figure 59: Packaged, ready-made pizza crust brands most often used in household, by race/Hispanic origin, October 2011-November 2012
Pizza Consumption Compared to a Year Ago
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- Key points
- More than half are buying more/same amount of frozen pizza
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- Figure 60: Pizza consumption compared to a year ago—eating more or the same, by age, April 2013
- <$25K least likely to be buying more/same amount of restaurant pizza
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- Figure 61: Pizza consumption compared to a year ago—eating more or the same, by household income, April 2013
- Kids in the household can mean buying more/the same amount of pizza
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- Figure 62: Pizza consumption compared to a year ago—eating more or the same, by presence of children in household, April 2013
Store-bought Pizza Purchase Habits
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- Key points
- Nearly half buy the same type of frozen pizza every time
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- Figure 63: Store-bought pizza purchase habits, by age, April 2013
- <$25K most likely to stick with same type and brand every time
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- Figure 64: Store-bought pizza purchase habits, by household income, April 2013
- Respondents who want sides most likely to stick with same type, brand
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- Figure 65: Store-bought pizza purchase habits, by interest in store-bought pizza types, April 2013
Importance of Health-related Product Attributes
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- Key points
- Interest in health-related attributes is relatively low
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- Figure 66: Importance of health-related product attributes, by age, April 2013
- $150K+ most likely to say natural/organic is important
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- Figure 67: Importance of health-related product attributes, by household income, April 2013
Interest in Store-bought Pizza Types
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- Key points
- Nearly half interested in a wider variety of pizza styles
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- Figure 68: Interest in store-bought pizza types, by age, April 2013
- $150K+ most interested in added nutritional benefits
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- Figure 69: Interest in store-bought pizza types, by household income, April 2013
Attitudes Toward Store-bought Pizza
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- Key points
- Roughly seven in 10 agree frozen pizza deals with immediate hunger
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- Figure 70: Attitudes toward store-bought pizza, April 2013
- 18-34 most likely to appreciate convenience, store brands
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- Figure 71: Agreement toward interest in store-bought pizza types, by age, April 2013
- $75K+ most likely to say restaurant pizza tastes better, worth the cost
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- Figure 72: Agreement toward interest in store-bought pizza types, by household income, April 2013
Impact of Race and Hispanic Origin
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- Key points
- Blacks report higher than average consumption/usage
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- Figure 73: Household consumption of frozen pizza; household usage of pizza sauce; and household usage of packaged, ready-made pizza crust, by race/Hispanic origin, October 2011-November 2012
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- Figure 74: Number of frozen pizzas eaten by household in last 30 days, by race/Hispanic origin, October 2011-November 2012
- Blacks most likely to buy same type of pizza every time
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- Figure 75: Store-bought pizza purchase habits, by race/Hispanic origin, April 2013
- Blacks and Hispanics most likely to want side dishes with frozen pizza
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- Figure 76: Interest in store-bought pizza types, by race/Hispanic origin, April 2013
- Blacks most likely to say pizza is a good option for lunch at work/school
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- Figure 77: Agreement toward interest in store-bought pizza types, by race/Hispanic origin, April 2013
Teen Usage
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- Key points
- More than three quarters of teens eat frozen pizza
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- Figure 78: Teen consumption of frozen pizzas (bought frozen), October 2011-November 2012
- A quarter of teens ate five to seven frozen pizzas in the last month
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- Figure 79: Number of frozen pizzas eaten by teens in last 30 days, October 2011-November 2012
- DiGiorno tops brands eaten by teens
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- Figure 80: Brands of frozen pizzas teens eat, October 2011-November 2012
Kids Usage
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- Key points
- Eight in 10 kids eat frozen pizza
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- Figure 81: Frozen pizza consumption among kids, October 2011-November 2012
- Half of kids eat frozen pizza one to four per month
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- Figure 82: Number of times frozen pizza was eaten by kids in the last month, October 2011-November 2012
- DiGiorno tops brands eaten by kids
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- Figure 83: Kinds of frozen pizzas kids like best, October 2011-November 2012
Cluster Analysis
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- Cluster 1: Deep Dishers
- Demographics
- Characteristics
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- Figure 84: Attitudes toward store-bought pizza, by target clusters, April 2013
- Opportunity
- Cluster 2: Periodic Pizzas
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Pizza People
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 85: Target clusters, April 2013
- Figure 86: Types of pizza eaten last 6 months, by target clusters, April 2013
- Figure 87: Pizza consumption compared to a year ago—eating more or the same, by target clusters, April 2013
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- Figure 88: Store-bought pizza purchase habits, by target clusters, April 2013
- Figure 89: Importance of health-related product attributes, by target clusters, April 2013
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- Figure 90: Interest in store-bought pizza types, by target clusters, April 2013
- Figure 91: Agreement toward interest in store-bought pizza types, by target clusters, April 2013
- Cluster demographic tables
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- Figure 92: Target clusters, by demographic, April 2013
- Cluster methodology
Information Resources Inc. Group Builders Panel Data
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- Frozen pizza
- Consumer insights on key purchase measures—frozen pizza
- Brand map
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- Figure 93: Brand map, selected brands of frozen pizza buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 94: Key purchase measures for the top brands of frozen pizza, by household penetration, 2012*
Appendix: Market Drivers
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- Consumer confidence
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- Figure 95: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 96: U.S. Unemployment Rate, by month, 2002-13
- Figure 97: U.S. Unemployment and underemployment rates, 2007-13
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- Figure 98: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 99: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
- Obesity
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- Figure 100: U.S. obesity, by age group, 2008 and 2012
- Childhood and teen obesity—highest in decades
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- Figure 101: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 102: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 103: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 104: U.S. population, by age, 2008-18
- Figure 105: U.S. households, by presence of own children, 2002-12
Appendix: Social Media
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- Brand usage or awareness
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- Figure 106: Brand usage or awareness, April 2013
- Figure 107: Boboli usage or awareness, by demographics, April 2013
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- Figure 108: Mama Mary’s usage or awareness, by demographics, April 2013
- Figure 109: Red Baron usage or awareness, by demographics, April 2013
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- Figure 110: Tony’s Pizza usage or awareness, by demographics, April 2013
- Figure 111: DiGiorno usage or awareness, by demographics, April 2013
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- Figure 112: Tombstone usage or awareness, by demographics, April 2013
- Activities done
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- Figure 113: Activities done, April 2013
- Figure 114: Boboli – Activities done, by demographics, April 2013
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- Figure 115: Red Baron – Activities done, by demographics, April 2013
- Figure 116: Tony’s Pizza – Activities done, by demographics, April 2013
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- Figure 117: DiGiorno – Activities done, by demographics, April 2013
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- Figure 118: Tombstone – Activities done, by demographics, April 2013
- Online conversations
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- Figure 119: Online conversations on selected pizza brands, by day, May 29-June 28, 2013
- Figure 120: Online conversations on selected tea brands, by page type, May 18-June 17, 2013
- Figure 121: Online conversations on selected pizza brands, May 29-June 28, 2013
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- Figure 122: Types of conversations around selected pizza brands, May 29-June 28, 2013
Appendix: Other Useful Consumer Tables
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- Pizza consumption compared to a year ago
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- Figure 123: Pizza consumption compared to a year ago—eating more or the same, by gender, April 2013
- Impact of race/Hispanic origin
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- Figure 124: Pizza consumption compared to a year ago—eating more or the same, by race/Hispanic origin, April 2013
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- Figure 125: Importance of health-related product attributes, by race/Hispanic origin, April 2013
Appendix: Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix: Trade Associations
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