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Pizza - US - January 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market in decline
Shifting the pizza demographics
Healthier offerings lead trends
But the industry should tread with caution
Restaurant-branded pizza a bright spot
Two leading manufacturers
Sub-segments warrant attention
Supermarkets dominate retail
The pizza consumer
Overview
Obstacles
Moving forward
What lies ahead
MARKET DRIVERS
Market weakness among HHs with children—but not kids and teens
Figure 1: Households with children under age 18 present, 2001-05
Figure 2: Frozen pizza usage/usage frequency among households with children, 2001-06
Figure 3: Usage of frozen pizza among teens and kids, 2001-06
Hispanic pizza use lags demographic average—and is on the decline
Figure 4: Households, by presence of children and Hispanic origin, 2004
Figure 5: U.S. population, by Hispanic origin, 2001-11
Figure 6: Household usage of frozen pizza: all, Hispanic and Hispanic with children, 2001-06
Competition from other food products and food-service establishments
Pizza restaurants
Figure 7: Reasons for not buying frozen/refrigerated pizza, November 2006
Figure 8: Frozen pizza eaten by pizza takeout and delivery eaters, takeout and delivery pizza eaten by frozen pizza eaters, November 2006
Quick service restaurants
Restaurant brands continue to drive growth in frozen pizza category
Frozen snacks gain steam at expense of frozen meals
Core pizza attributes may clash with needs of aging population
Figure 9: U.S. population and projections, 2001-11
Better-for-you products steal product introduction limelight
The need for indulgence
Figure 10: Influence of taste, toppings, and fat content on eating frozen pizza, November 2006
Figure 11: Selected attitudes toward pizza, June 2006
MARKET SIZE AND TRENDS
Market Size
Overview
Figure 12: Total U.S. retail sales of pizza, at current and constant prices, 2001-06
Wal-Mart sales
New product introductions
Figure 13: New frozen pizza product introductions, by brand, 2001-06
Figure 14: New frozen pizza product introductions, by claim, 2001-06
Consumer “healthy” pizza option preferences
Figure 15: “Healthy” pizza option preferences, November 2006
MARKET SEGMENTATION
Overview
Figure 16: Sales of pizza, segmented by product, 2004 and 2006
Frozen pizza products
Figure 17: Sales of frozen pizza, at current and constant prices, 2001-06
Refrigerated pizza products
Figure 18: Sales of refrigerated pizza, at current and constant prices, 2001-06
Shelf stable pizza sauce, crust mixes, and kits
Figure 19: Sales of shelf stable pizza, at current and constant prices, 2001-06
SUPPLY STRUCTURE
 MANUFACTURER AND BRAND SALES BY SEGMENT
Overview
Figure 20: Manufacturer FDM sales of pizza in the U.S., 2005 and 2006*
Frozen pizza
Figure 21: Manufacturer brand FDM sales of frozen pizza in the U.S., 2005 and 2006
Brands of frozen pizza consumed
Figure 22: Household consumption of frozen pizza brands, by race/ethnicity, May 2005-June 2006
Figure 23: Overall household consumption of frozen pizza, by race/ethnicity, May 2005-June 2006
Refrigerated pizza
Figure 24: Manufacturer brand FDM sales of refrigerated pizza in the U.S., 2005 and 2006
Shelf stable pizza sauce, crust mixes, and kits
Figure 25: Manufacturer brand FDM sales of pizza sauce, crust mixes and kits in the U.S., 2005 and 2006
Brands of pizza sauce consumed
Figure 26: Household consumption of pizza sauce brands, by HH income, May 2005-June 2006
Figure 27: Overall usage of pizza sauce, by HH income, May 2005-June 2006
Private label pizza sales increase share of market
Figure 28: Private label FDM pizza sales, 2001-06
Major manufacturer profiles
Kraft Foods Inc.
The Schwan Food Company
General Mills
Nestlé USA
ConAgra Foods
Unilever Bestfoods North America
Del Monte Foods
ADVERTISING AND PROMOTION
Schwan’s
Kraft
Television advertising analysis
Figure 29: Kraft DiGiorno pizza, with Dick Vitale, 2006
Figure 30: Kraft DiGiorno pizza, football in drag, 2006
General Mills
Nestlé
Television advertising analysis
Figure 31: Stouffer’s Lean Cuisine Brick Oven Style Pizza, “Hey, what are you having for lunch?,” 2006
RETAIL DISTRIBUTION
Introduction
Figure 32: U.S. retail sales of pizza products, by channel, 2004 and 2006
Supermarkets
Figure 33: U.S. supermarket sales of pizza products, at current and constant prices, 2001-06
Warehouse clubs and supercenters
Figure 34: U.S. warehouse club and supercenter sales of pizza products, at current and constant prices,
Wal-Mart
Other
Figure 35: U.S. other outlet sales of pizza products, at current and constant prices, 2001-06
Frozen pizza retail distribution choices
Figure 36: Frozen pizzas eaten in the last three months, by select demographics, November 2006
Figure 37: Frozen pizza retail distribution choices, by age, November 2006
Figure 38: Frozen pizza retail distribution choices, by household income, November 2006
Figure 39: Frozen pizza retail distribution choices, by race/ethnicity, November 2006
Figure 40: Frozen pizza retail distribution choices, by region, November 2006
THE CONSUMER
Introduction
Summary
Snapshot—The pizza market, the topline view
Snapshot—The pizza market demographic
Gender
Age
Race/Hispanic origin
Households with children
Household income
Household consumption of frozen pizza
Figure 41: Household consumption of frozen pizza, by key demographics, May 2005-June 2006
Frequency of frozen pizza usage
Figure 42: Frequency of frozen pizza usage in last 30 days, by age, May 2005-June 2006
Figure 43: Frequency of frozen pizza usage in last 30 days, by race/ethnicity, May 2005-June 2006
Figure 44: Frequency of frozen pizza usage in last 30 days, by HH income, May 2005-June 2006
Household consumption of pizza sauce
Figure 45: Usage of pizza sauce, by key demographics, May 2005-June 2006
Pizzas eaten in the last three months, by storage/procurement method
Figure 46: Pizzas eaten in the last three months, by storage/procurement method, by topline and gender, November 2006
Figure 47: Frozen pizza eaten by pizza takeout and delivery eaters, takeout and delivery pizza eaten by frozen pizza eaters, November 2006
Figure 48: Pizzas eaten in the last three months, by storage/procurement method, by age, November 2006
Figure 49: Pizzas eaten in the last three months, by storage/procurement method, by household income, November 2006
Attitudes toward frozen, refrigerated, and ready-to-eat pizzas
Comparative attitudes regarding health and taste
Figure 50: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by topline and age,
Figure 51: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by household income, November 2006
Figure 52: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by race/ethnicity, November 2006
Figure 53: Health/taste attitudes toward frozen, refrigerated, and RTE pizzas, by presence of children under 18, November 2006
Comparative attitudes regarding price and convenience
Figure 54: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by topline and age, November 2006
Figure 55: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by gender, November 2006
Figure 56: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by household income, November 2006
Figure 57: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by presence of children under 18, November 2006
Figure 58: Price/convenience attitudes toward frozen, refrigerated, and RTE pizzas, by region, November 2006
Attitudes regarding store brands and cooking for one
Figure 59: Attitudes toward store brands/cooking for one, by age, November 2006
Figure 60: Attitudes toward store brands/cooking for one, by household income, November 2006
Figure 61: Attitudes toward store brands/cooking for one, by region, November 2006
Frozen pizza brand loyalty
Figure 62: Frozen pizza brand loyalty, by gender, November 2006
Figure 63: Frozen pizza brand loyalty, by age, November 2006
Figure 64: Frozen pizza brand loyalty, by household income, November 2006
Figure 65: Frozen pizza brand loyalty, by race/ethnicity, November 2006
Figure 66: Frozen pizza brand loyalty, by presence of children under 18, November 2006
Reasons for not eating frozen or refrigerated pizza
Figure 67: Reasons for not buying frozen/refrigerated pizza, November 2006
Figure 68: Reasons for not buying frozen/refrigerated pizza, by age, November 2006
Figure 69: Reasons for not buying frozen/refrigerated pizza, by income, November 2006
Figure 70: Reasons for not buying frozen/refrigerated pizza, by region, November 2006
Non-traditional pizza topping preferences
Figure 71: Non-traditional pizza topping preferences, November 2006
Figure 72: Non-traditional pizza topping preferences, by gender, November 2006
Factors influencing the decision to eat frozen pizza
Packaging and preparation time
Figure 73: Influence of packaging/preparation time on eating frozen pizza, by gender, November 2006
Figure 74: Influence of packaging/preparation time on eating frozen pizza, November 2006
Figure 75: Influence of packaging/preparation time on eating frozen pizza, by household income,
Figure 76: Influence of packaging/preparation time on eating frozen pizza, by race/ethnicity, November 2006
Figure 77: Influence of packaging/preparation time on eating frozen pizza, by presence of children under 18, November 2006
Brand selection and value
Figure 78: Influence of brand selection and value on eating frozen pizza, by gender, November 2006
Figure 79: Influence of brand selection and value on eating frozen pizza, by age, November 2006
Figure 80: Influence of brand selection and value on eating frozen pizza, by income, November 2006
Figure 81: Influence of brand selection and value on eating frozen pizza, by race/ethnicity, November 2006
Taste, toppings, and fat content
Figure 82: Influence of taste, toppings, and fat content on eating frozen pizza, by gender, November 2006
Figure 83: Influence of taste, toppings, and fat content on eating frozen pizza, November 2006
Figure 84: Influence of taste, toppings, and fat content on eating frozen pizza, by race/ethnicity, November 2006
“Healthy” pizza option preferences
Figure 85: “Healthy” pizza option preferences, November 2006
 TEENS AND PIZZA
Personal consumption of frozen pizza
Figure 86: Teens eating frozen pizza, May 2005-June 2006
Frequency of pizza eating
Figure 87: Teen frequency of pizza consumption, by age/gender, May 2005-June 2006
Brands of frozen pizza consumed
Figure 88: Teen consumption of frozen pizza brands, by age/gender, May 2005-June 2006
 KIDS AND PIZZA
Personal consumption of frozen pizza
Figure 89: Kids’ usage of frozen pizza, May 2005-June 2006
Frequency of pizza eating
Figure 90: Kids’ frequency of pizza consumption, by race/ethnicity, May 2005-June 2006
Brands of frozen pizza consumed
Figure 91: Kids’ consumption of frozen pizza brands, by gender, May 2005-June 2006
FUTURE AND FORECAST
 FUTURE TRENDS
Hispanic consumers need more attention
Figure 92: U.S. population by race and Hispanic origin, 2005 and 2010
Product diversity
Better for you balanced with a focus on taste and indulgence
Two approaches to the opposite ends of the age spectrum
Under 35s
Figure 93: Degrees of cooking enthusiasm, by age, April 2006
Baby Boomers and up
Population of children to rebound, teens to decline
Figure 94: U.S. population by age, 2001-11
 MARKET FORECAST
Figure 95: Forecast of total U.S. sales of pizza, at current and constant prices, 2006-11
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT BRIEFS

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