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Pizza - UK - March 2007

ISSUES IN THE MARKET
Main themes:
Definition
INSIGHTS AND OPPORTUNITIES
MARKET IN BRIEF
A triumphant return to growth
A changing world
The new health
Indulge me
Eating in is the new eating out
Outlook
FAST FORWARD TRENDS
Trend one: End of (US) Empire?
Market Touchpoints/Implications
Trend Two: The Over Optioned
Market Touchpoints/Implications
Fast Forward Trends– an explanation
INTERNAL MARKET ENVIRONMENT
Key points
Pizza consumption
Figure 1: Usage of pizza (excluding takeaway) in the last 12 months, 2002-06
Lighter pizzas
Pizza’s old sell by date
Figure 2: Pizza consumption (excluding takeaway) in the last 12 months, by age, 2006
Home chefs
Parental pressure
World flavour
Figure 3: Agreement with selected lifestyle statements, 2002-06
Premiumization
Is the future frozen?
Figure 4: Agreement with selected lifestyle statements, 2002-06
Growth of chilled
Figure 5: Types used, 2002-06
Own-label increasingly attractive
The restaurant factor
BROADER MARKET ENVIRONMENT
Key points
Green pizza
Labelling
You are what you eat
Figure 6: Agreement with selected lifestyle statements, 2002-06
Changing nature of society
The great pizza divide
Figure 7: Heavy and light pizza consumption by socio-economic groups, 2006
A favourite with mum
Figure 8: Working status by socio-economic group, 2006
COMPETITIVE CONTEXT
Key points
 READY MEALS
Figure 9: UK retail sales of chilled and frozen ready meals, 2001-05
Pasta pressure
The same need – a different flavour
 PIZZA RESTAURANTS AND TAKEAWAYS
Figure 10: The UK pizza and pasta eating out market, at current and constant prices, 2000-05
Pizza passion
Figure 11: Adults who visit pizza places for takeaway or to eat in, 2002-06
The takeaway fights back
An authentic education
The young ones’ favourite
Figure 12: Usage of pizza places, 11-19-year-olds, 2002-06
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Targeting takeaways and restaurants
Solution for the solus eating occasion
Do it yourself
A taste of the exotic
Health on the mind
European influences
MARKET VALUE AND FORECAST
Key points
The pizza market returns to strong growth
Figure 13: UK retail sales of pizza by volume and value, 2000-06
Chilled hotting up
Figure 14: UK retail sales of pizza, by type, 2006
Defrosting the frozen market
Figure 15: UK retail sales of pizza, by type, 2000-06
Bases appeal
 FORECAST
Figure 16: Forecast of the UK market for pizza, by value 2006-11
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
 FROZEN
A stabilising market
Ice is advancing
Fresher than fresh
Figure 17: UK retail value and volume sales of frozen pizza, 2000-06
Size counts
Bigger could be better
New combinations
Figure 18: UK retail value sales of frozen pizza, by size, 2000-06
Pizza goes authentic
Figure 19: UK retail value sales of frozen pizza, base type, 2005 and 2006
Snacking solution
 CHILLED
Chilled from strength to strength
Innovation wins through
Premium pizza
Figure 20: UK retail value and volume sales of chilled pizza, 2000-06
Pride of place
Bases and sauces
Easy home cooking
Figure 21: UK retail value and volume sales of pizza bases and sauces, 2000-06
Adding appeal
MARKET SHARE
Key points
Northern Foods conquer frozen
Figure 21: Manufacturers’ share of the frozen pizza market, 2006
Chicago Town faces up to takeaways
Dr. Oetker’s deep
Frozen brands hold off own-label
Figure 22: Manufacturers’ share of the frozen pizza market, 2000-06
McCain loses favour
Pizza Express a recipe for success
The mighty own-label
Figure 23: Manufacturers’ share of fresh pizza market, 2000-06
The brands within own-label
COMPANIES AND PRODUCTS
Schwan’s Consumer Brands UK Ltd
Chicago Town
Northern Foods plc
Goodfella’s
Own-label
Oetker Group
Bakkavor Group
McCain Foods (GB) Ltd
Greencore Group
Stateside Foods Ltd
Napolina Ltd
Avance UK Ltd
Paramount Foods Ltd
BRAND ELEMENTS
 PIZZA EXPRESS
Figure 24: Words Associated with Pizza Express, February 2007
Brand Qualities
Recommendations
Health + authenticity = 21st century goldmine
Widening participation
 GOODFELLAS
Figure 25: Words Associated with Goodfellas, February 2007
Brand qualities
Recommendations
 MCCAIN
Figure 26: Words Associated with McCain, February 2007
Brand qualities
Recommendations
Back to the drawing board
Usage of brands
Figure 27: Usage of brands, February 2007
Figure 28: Attitudes towards brands, February 2007
Brand satisfaction and performance
Figure 29: Brand satisfaction and performance, February 2007
Figure 30: Brand commitment, February 2007
BRAND COMMUNICATION AND PROMOTION
Key points
Frozen pizza spend down…
…while chilled is on the up
Figure 31: Main monitored media advertising expenditure on pizza, 2001-06
Dr. Oetker spend to establish brand
Green Isle/Northern Foods’ consistent high spend
Schwan Food’s varying spend
Figure 32: Main monitored media advertising expenditure on frozen pizza, by advertiser, 2002-06
Limited spend on fresh, Asda key player
Figure 33: Main monitored media advertising expenditure on fresh pizza, by advertiser, 2002-06
CHANNELS TO MARKET
Key points
Frozen pizza – multiples dominate
Figure 34: UK retail value sales of frozen pizza, by type of outlet, 2002-06
Freezer centres cooling off
Figure 35: UK retail value sales of frozen pizza, by type of outlet, 2002-06
Chilled pizza – a different picture
Figure 36: UK retail value sales of chilled pizza, by type of outlet, 2000-06
Lessons from Europe
THE CONSUMER – USAGE AND TYPE
Key points
Figure 37: Pizza type purchased for home consumption in last three months, October 2006
On occasion
The big fat problem
Frozen a British staple
But not a perfect pizza
Figure 38: Pizza type purchased for home consumption in last three months, 2000-06
Target takeaway
Chilled pizza: a premium choice
Chilly eaters
An educated palette
Home cooking
Back to bases
How many types of pizza are bought?
Figure 39: Number of types of pizza bought in the last three months, October 2006
Figure 40: Number of types of pizza bought in the last three months by types of pizza, October 2006
THE CONSUMER – REASONS FOR BUYING
Key points
Figure 41: Reasons for buying pizza, October 2006
The winning combination
A cheap treat
Slice of time
Easy entertaining
Party pizzas
Figure 42: Reason for buying by lifestage, October 2006
Pizzas of habit
Figure 43: Occasions driving pizza purchase, by lifestage, October 2006
An important target group
Pizza preferences
Figure 44: Type of pizza bought by motivations for buying, October 2006
Pizza kits key for future
Kids are a driver
Deli counter pizza, almost homemade
THE CONSUMER – ATTITUDES TOWARDS PIZZA
Key points
The discerning customer
Easing the guilt
Figure 45: Consumer attitudes towards pizza, October 2006
Supermarket pizza plays second fiddle
The chilled paradox
The wealth divide
 CONSUMER TYPOLOGIES
Figure 46: Consumer typologies, October 2006
Fresh Tops (21%)
Who are the Fresh Top?
All Good (17%)
Who are the All Good?
Restaurateurs (23%)
Who are the Restaurateurs?
Uninterested (39%)
Who are the Uninterested?
APPENDIX
Consumer research
ACORN
Advertising data
 ABBREVIATIONS
 INTERNAL MARKET ENVIRONMENT – DETAILED DEMOGRAPHICS
Figure 47: Usage of pizza (excluding takeaway) in the last 12 months, by demographic sub-group, 2006
Figure 48: Agreement with selected lifestyle statements, 2002-06
Figure 49: Age structure of the UK population, by gender, 2001-11
Figure 50: Usage of pizza places, 11-19-year-olds, by demographic sub-group, 2006
Figure 51: Frequency of use and who go with – pizza places, 11-19-year-olds, 2002-06
Figure 52: Frequency of use and who go with – pizza places, 11-19-year-olds, by gender, age and socio-economic group, 2006
Figure 53: Ever go to pizza places, 7-10-year-olds, 2002-06
Figure 54: Ever go to pizza places, 7-10-year-olds, by demographic sub-group, 2006
Figure 55: Usage of pizza places, 7-10-year-olds, 2002-06
Figure 56: Usage of pizza places, 7-10-year-olds, by demographic sub-group, 2006
Figure 57: UK retail value sales of pasta and pasta-based ready meals, by type, at current prices, 2002-06
 BROADER MARKET ENVIRONMENT – DETAIL
Figure 58: PDI and consumer expenditure, at current and constant 2001 prices, 2001-11
Figure 59: Population by socio-economic status, 2001-06
 USAGE AND TYPE – DETAILED CONSUMER DEMOGRAPHICS
Figure 60: Pizza type purchased for home consumption in last three months, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size, car usage and age finished full-time education, October 2006
Figure 61: Pizza type purchased for home consumption in last three months, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size, car usage and age finished full-time education, October 2006
 REASONS FOR BUYING – DETAILED CONSUMER DEMOGRAPHICS
Figure 62: Reasons for buying pizza, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car usage, October 2006
Figure 63: Reasons for buying pizza, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size, car usage and age finished full-time education, October 2006
 CONSUMER ATTITUDES TOWARDS PIZZA – DETAILED CONSUMER DEMOGRAPHICS
Figure 64: Consumer attitudes towards pizza, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size, car usage and age finished full-time education, October 2006
Figure 65: Consumer attitudes towards pizza, by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size, car usage and age finished full-time education, October 2006
Figure 66: Consumer typologies by gender, age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used and household size, October 2006
Figure 67: Consumer typologies by type of pizza bought in the last three months, October 2006
Figure 68: Consumer typologies by attitudes towards pizza, October 2006
Figure 69: Consumer typologies by motivations for buying pizza, October 2006

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