Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Slow pace of growth continues
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- Figure 1: Total US sales and fan chart forecast of pizza, at current prices, 2011-21
- Frozen pizza a popular convenient choice, but trails takeout/delivery
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- Figure 2: Household pizza consumption – Two to three times a month or more, June 2016
- Toppings, crust, and cost drive pizza purchase decisions
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- Figure 3: Pizza purchase factors, June 2016
- The opportunities
- Opportunity to disrupt the pizza shopping routine
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- Figure 4: Pizza shopping behaviors, June 2016
- Young adults likely to be interested in a range of new varieties
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- Figure 5: Interest in new features, by age, June 2016
- Young adults claim a wider array of eating occasions
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- Figure 6: Pizza consumption occasions, by age, June 2016
- Opportunity for higher quality, exploration
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- Figure 7: Attitudes toward pizza, any agree, June 2016
- What it means
The Market – What You Need to Know
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- Slow pace of growth continues
- Frozen pizza sets the pace for the category
- Sales cool for refrigerated pizza and kits
Market Size and Forecast
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- Slow pace of growth continues
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- Figure 8: Total US sales and fan chart forecast of pizza, at current prices, 2011-21
- Figure 9: Total US sales and forecast of pizza, at current prices, 2011-21
Market Breakdown
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- Frozen pizza sets the pace for the category
- Sales cool for refrigerated pizza and kits
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- Figure 10: Sales of pizza, by segment, 2011-16
- Supermarkets remain primary retail channel
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- Figure 11: Sales of pizza, by retail channel, 2014 and 2016
Market Perspective
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- Restaurant visitation highest among young adults, giving retail pizza competition
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- Figure 12: Pizza segment visitation in the past three months, September 2015
- Explosion in delivery services may threaten pizza
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- Figure 13: Key players in foodservice delivery
- Center-store location impacts frozen pizza perceptions
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- Figure 14: Center-of-the-store attributes, November 2015
Market Factors
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- Households and households with children
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- Figure 15: Percentage of households with children, 2003-13
- Incidence of household frozen pizza usage declines slightly over time
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- Figure 16: Household incidence of frozen pizza consumption, 2011-16
Key Players – What You Need to Know
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- Big three lose share to smaller players, private label
- Premiumization drives dollar sales growth
- Sales of pizza from weight-loss brands suffer amid broader declines
- Pursuing a more healthful image through free-from claims
- Blurring the line between meals and snacks
Company Sales of Pizza
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- Big three lose share to smaller players, private label
- Company sales of pizza
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- Figure 17: Company sales of pizza, 2015-16
What’s Working?
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- Premiumization drives dollar sales growth
- Screamin’ Sicilian lifts Palermo Villa to number-four spot
- Bernatello’s Brew Pub line continues to gain
- American Flatbread features gourmet pizzas with local and regional ingredients
- New brand from Schwan’s appeals to more adult tastes
- Retailers gain share with their own pizzas
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- Figure 18: Private label share of pizza, by segment, 2015-16
What’s Struggling?
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- Sales of pizza from weight-loss brands suffer amid broader declines
What’s Next?
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- Pursuing a more healthful image through free-from claims
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- Figure 19: Claims on pizza product launches, 2011-16
- Catering to specific dietary needs
- Blurring the line between meals and snacks
The Consumer – What You Need to Know
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- Frozen pizza a popular convenient choice, but trails takeout/delivery
- Opportunity to expand beyond weeknight dinners
- Opportunity to disrupt the shopping routine
- Toppings, crust, and cost drive pizza purchase decisions
- Young adults likely to be interested in a range of new varieties
- A cost-effective, convenient standby, but still not as good as delivery
Household Pizza Consumption
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- Frozen pizza a popular, convenient choice, but trails takeout/delivery
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- Figure 20: Household pizza consumption, June 2016
- Pizza consumption highest among young adults, especially young men
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- Figure 21: Household pizza consumption – Two to three times a month or more, by gender and age, June 2016
- Consumption frequency increases with household size
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- Figure 22: Household pizza consumption – Two to three times a month or more, by household size, June 2016
- Hispanic consumers a key market for retail pizza
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- Figure 23: Household pizza consumption – Two to three times a month or more, by race/Hispanic origin, June 2016
Pizza Consumption Occasions and Behaviors
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- Opportunity to expand beyond weeknight dinners
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- Figure 24: Pizza consumption occasions and behaviors, June 2016
- Young adults claim a wider array of eating occasions
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- Figure 25: Pizza consumption occasions and behaviors, by age, June 2016
Pizza Shopping Behaviors
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- Opportunity to disrupt the shopping routine
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- Figure 26: Pizza shopping behaviors, June 2016
- Young adults more likely to try new varieties
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- Figure 27: Pizza shopping behaviors, by age, June 2016
Pizza Purchase Factors
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- Toppings, crust, and cost drive pizza purchase decisions
- Healthfulness of only moderate concern
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- Figure 28: Pizza purchase factors, June 2016
- Younger adults consider more factors when selecting pizza
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- Figure 29: Pizza purchase factors, by age, June 2016
Interest in New Features and Flavors
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- Young adults likely to be interested in a range of new varieties
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- Figure 30: Interest in new features, by age, June 2016
Attitudes toward Pizza
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- A cost-effective, convenient standby, but still not as good as delivery
- Opportunity for higher quality, exploration
- Private label pizza is gaining but still has room to improve image
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- Figure 31: Attitudes toward pizza, June 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 32: Total US sales and forecast of pizza, at inflation-adjusted prices, 2011-21
- Figure 33: Total US retail sales and forecast of frozen pizza, at current prices, 2011-21
- Figure 34: Total US retail sales and forecast of refrigerated take-and-bake pizza, at current prices, 2011-21
- Figure 35: Total US retail sales and forecast of pizza kits and components, at current prices, 2011-21
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- Figure 36: Total US retail sales of pizza, by channel, at current prices, 2011-16
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Appendix – Key Players
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- Figure 37: MULO sales of frozen pizza, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 38: MULO sales of refrigerated pizza, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 39: MULO sales of pizza kits and components, by leading companies and brands, rolling 52 weeks 2015 and 2016
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