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Pizza - US - January 2009

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Healthy growth driven by innovation
Strongest competition from pizza restaurants
Frozen pizza the dominant segment
Supermarket sales challenged by mass merchandisers
Factors impacting pizza sales
Kraft, smaller brands and private label lead the charge
Private label emerging as “brand” leader
Innovation driven by restaurant-quality offerings and specialty offerings
Advertising efforts focus on multiple-purchase offers and television campaigns
Types eaten and incidence of eating pizza
Attitudes towards frozen pizza
Reasons for not buying frozen pizza
INSIGHTS AND OPPORTUNITIES
Room for healthier options
Insight: Shoppers are looking to find healthier options in the grocery aisles
Figure 1: Percentage of population who are overweight or obese, 2000-07
Figure 2: Eating patterns, by age, March 2008
Figure 3: Health-related claims for new pizza product introductions, 2004-08
Simplify and source-verify
Insight: Consumers are seeking out brands and products that are authentic, local, sustainable, responsible, and rooted
Opportunity: Manufacturers can simplify ingredients and clarify labels to help customers know what they are buying
FAST FORWARD TRENDS
 INSPIRE TREND: THE FRESH FACTOR
What’s it about?
What’s going on in restaurants?
What it means to pizza manufacturers
 INSPIRE TREND: SIMPLICITY AND CONVENIENCE
What’s it about?
What’s going on in other categories/countries?
What it means to pizza manufacturers
MARKET SIZE AND FORECAST
Key points
Full steam ahead across the category
Sales and forecast
Figure 4: Total U.S. retail sales of pizza, at current prices, 2003-13
Figure 5: Total U.S. retail sales of pizza, at inflation-adjusted prices, 2003-13
Wal-Mart sales
COMPETITIVE CONTEXT
Pizza restaurants
Figure 6: Types of pizza eaten in the past three months, November 2006 and 2008
Figure 7: Reasons for not buying refrigerated or frozen pizza, November 2008
Competition from categories within the retail environment
Figure 8: Growth of prepared meals, new product launches, by storage type, 2003-08
SEGMENT PERFORMANCE
Key points
Frozen pizza dominates the category
Sales of pizza, by segment
Figure 9: Sales of pizza, by type, 2006 and 2008
SEGMENT PERFORMANCE—FROZEN PIZZA
Key points
Always something new around the bend
The gaping BFY hole
Sales and forecast of frozen pizza
Figure 10: Sales of frozen pizza, at current prices, 2003-13
Figure 11: Sales of frozen pizza, at inflation-adjusted prices, 2003-13
SEGMENT PERFORMANCE—OTHER PIZZA PRODUCTS
Key points
Pizza products should encourage uptake through “package” deals
Sales and forecast of other pizza products
Figure 12: Total U.S. sales of other pizza products, at current prices, 2003-13
Figure 13: Total U.S. sales of other pizza products, at inflation-adjusted prices, 2003-13
RETAIL CHANNELS
Key points
Key demographics help to drive sales growth through “other” channels
Private-label innovation spearheaded by other retailers
Sales of pizza, by channel
Figure 14: U.S. retail sales of pizza, by channel, 2006 and 2008
Sources of frozen pizza
Figure 15: Source of frozen pizza bought in last month, by number of people in household, November 2008
RETAIL CHANNELS—FOOD STORES
Key point
Food stores benefit from space and category promotion
Food store sales of pizza
Figure 16: U.S. food store sales of pizza, at current prices, 2003-08
Figure 17: U.S. food store sales of pizza, at inflation-adjusted prices, 2003-08
RETAIL CHANNELS—DRUG STORES
Key point
Drug stores focus on prime brands to ensure success
Drug store sales of pizza
Figure 18: U.S. drug store sales of pizza, at current prices, 2003-08
Figure 19: U.S. drug store sales of pizza, at inflation-adjusted prices, 2003-08
RETAIL CHANNELS—OTHER CHANNELS
Key points
“Other” channel sales boosted by economic woes and private-label innovation
Other channel sales of market
Figure 20: U.S. other* channel sales of pizza, at current prices, 2003-08
Figure 21: U.S. other* channel sales of pizza, at inflation-adjusted prices, 2003-08
MARKET DRIVERS
Children remain a driving force
Figure 22: U.S. population, by age, 2003-13
Beyond kids: Products that appeal to a “grown-up” palate
Figure 23: Households, by presence of children under age 18, 1997-2007
Figure 24: Types of specialty foods purchased, by age, July 2008
Cash-strapped consumers head home for pizza
Figure 25: Changes in spending at restaurants, January 2008
Figure 26: Food price changes, by food category, July 2007-July 2008
LEADING COMPANIES
Key points
Frozen pizza manufacturers lead in sales, but not sales gains
Private label and smaller manufacturers, forces to be contended with
Figure 27: Manufacturer FDMx sales of pizza in the U.S., 2007 and 2008
BRAND SHARE—FROZEN PIZZA
Key points
Leading brands do full court press on restaurant pizza
Store brands “keep up with the Joneses”; and take it a step further
Manufacturer and brand sales of frozen pizza
Figure 28: Selected brand sales and market share of frozen pizza, 2007 and 2008
Mean consumption of frozen pizza by brand
Figure 29: Mean number of pizzas eaten in past month, by brand, November 2008
Incidence of eating frozen pizza by brand
Figure 30: Incidence of eating pizza in past month, by brand, by presence of children and number of people in the household, November 2008
BRAND SHARE—REFRIGERATED PIZZA
Key points
Leading brands all benefit as consumers take to the kitchen
Potential for private label
Manufacturer and brand sales of refrigerated pizza
Figure 31: Selected brand sales and market share of refrigerated pizza in the U.S., 2007 and 2008
Incidence of eating pizza crusts by brand
Figure 32: Pizza crust brands (packaged/ready-made) used by households, by race/Hispanic origin, April 2007-June 2008
BRAND SHARE—PIZZA PRODUCTS
Key points
Reaching out to customers looking for gourmet at home
Manufacturer and brand sales of pizza products
Figure 33: Selected brand sales and market share of pizza products* in the U.S., 2007 and 2008
Incidence of eating pizza sauce by brand
Figure 34: Household usage of pizza sauce brands, by race/Hispanic origin, April 2007-June 2008
BRAND QUALITIES
 PROLIFIC PRIVATE LABEL
Private-label brands lead for product introductions
Figure 35: Leading companies in pizza introductions, December 2007-December 2008
Figure 36: Leading brands in pizza introductions, December 2007-December 2008
Figure 37: New private-label pizza introductions, by brand, December 2007-December 2008
Select product claims stand out for private label
Figure 38: Product claims in new pizza launches, by private label vs brands, December 2003-08
INNOVATION AND INNOVATORS
At-home pizza competes with restaurant quality and convenience
Figure 39: Number of new pizza introductions with the word “restaurant” in the description, 2004-08
Meals for one
Figure 40: Pizza introductions highlighting single serve, December 2007-December 2008
Pizza going “upper crust”
Special dietary concerns
Figure 41: Vegetarian, kosher and gluten-free product pizza claims in new product launches, 2004-08
ADVERTISING AND PROMOTION
Overview
Target: The pizza restaurant patron
Figure 42: Kraft DiGiorno DiGiornonomics—delivery pizza minus delivery, August 2008
Figure 43: Kraft DiGiorno DiGiornonomics—total sale, August 2008
Figure 44: Kraft DiGiorno—Rising Crust, August 2008
Figure 45: DiGiorno Ultimate, February 2008
Figure 46: Schwan/Freschetta PizzAmoré television ad, February 2008
Target: The sports fan
Figure 47: Home Run Inn television ad, October 2008
Figure 48: Schwan/Red Baron television ad, September 2006
TYPES AND INCIDENCE OF EATING PIZZA
Key point
Types of pizza eaten
Figure 49: Types of pizza eaten in the past three months, by age, November 2008
Figure 50: Types of pizza eaten in the past three months, by presence of children and number of people in household, November 2008
ATTITUDES TOWARDS FROZEN PIZZA
Key points
Brand switching
Figure 51: Attitudes towards choice of brands of frozen pizza, November 2008
Factors influencing frozen pizza buying
Figure 52: Factors influencing decision to buy frozen pizza, by age, November 2008
Exploring pizza options
Figure 53: Level of interest in frozen pizza options (Part 1), November 2008
Figure 54: Level of interest in frozen pizza options (Part 2), November 2008
Attitudes towards frozen pizza: health, cost, taste and convenience
Figure 55: Attitudes towards frozen pizza, by gender, November 2008
Figure 56: Attitudes towards frozen pizza, by age, November 2008
Figure 57: Attitudes towards frozen pizza, by presence of children and number of people in household, November 2008
Exploring pizza toppings
Figure 58: Level of interest in frozen pizza toppings (part 1), November 2008
Figure 59: Level of interest in frozen pizza toppings (part 2), November 2008
REASONS FOR NOT BUYING FROZEN PIZZA
Key points
Figure 60: Reasons for not buying refrigerated or frozen pizza, by gender, November 2008
Figure 61: Reasons for not buying refrigerated or frozen pizza, by age, November 2008
Figure 62: Reasons for not buying refrigerated or frozen pizza, by presence of children/number of people in household, November 2008
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Types and incidence of eating pizza
Figure 63: Types of pizza eaten in the past three months, by race/Hispanic origin, November 2008
Attitudes towards frozen pizza
Figure 64: Attitudes towards choice of brands of frozen pizza, by race/Hispanic origin, November 2008
Attitudes towards frozen pizza: health, cost, taste and convenience
Figure 65: Attitudes towards frozen pizza, by race/Hispanic origin, November 2008
Reasons for not buying frozen pizza
Figure 66: Reasons for not buying frozen pizza, by race/Hispanic origin, November 2008
CLUSTER ANALYSIS
Adventurous experimenters
Characteristics
Opportunities
Open-minded, budgeters
Characteristics
Opportunities
Stubborn and disinterested
Characteristics
Opportunities
Cluster characteristics
Figure 67: Frozen pizza eater and buyer clusters, November 2008
Figure 68: Types of pizza eaten in the past three months, by frozen pizza eater and buyer clusters, November 2008
Figure 69: Source of frozen pizza bought in the past month, by frozen pizza eater and buyer clusters, November 2008
Figure 70: Attitudes towards choice of brands of frozen pizza, by frozen pizza eater and buyer clusters, November 2008
Figure 71: Factors influencing decision to buy frozen pizza, by frozen pizza eater and buyer clusters, November 2008
Figure 72: Level of interest in frozen pizza options, by frozen pizza eater and buyer clusters, November 2008
Figure 73: Please tell us whether you agree or disagree with the following statements about frozen pizza, by frozen pizza eater and buyer clusters, November 2008
Figure 74: Level of interest in frozen pizza toppings, by frozen pizza eater and buyer clusters, November 2008
Cluster demographics
Figure 75: Frozen pizza eater and buyer clusters, by gender, November 2008
Figure 76: Frozen pizza eater and buyer clusters, by age, November 2008
Figure 77: Frozen pizza eater and buyer clusters, by household income group, November 2008
Figure 78: Frozen pizza eater and buyer clusters, by race, November 2008
Figure 79: Frozen pizza eater and buyer clusters, by Hispanic origin, November 2008
Cluster methodology
CUSTOM CONSUMER GROUPS
Types of pizza eaten
Figure 80: Types of pizza eaten in the past three months, by gender and presence of children, November 2008
Figure 81: Types of pizza eaten in the past three months, by marital status and presence of children, November 2008
Attitudes towards frozen pizza
Figure 82: Attitudes towards frozen pizza, by gender and presence of children, November 2008
Figure 83: Attitudes towards frozen pizza, by marital status and presence of children, November 2008
Figure 84: Attitudes towards frozen pizza, by gender and age, November 2008
Figure 85: Attitudes towards frozen pizza, by race/Hispanic origin and age, November 2008
Reasons for not eating frozen pizza
Figure 86: Reasons for not buying frozen pizza, by restaurants visited in past month, November 2008
TEENS AND PIZZA
Overall and brand usage
Figure 87: Incidence of eating frozen pizza by teens, April 2007-June 2008
Figure 88: Brands of frozen pizza eaten by teens, April 2007-June 2008
Figure 89: How often teens get to decide on the pizza brands bought, April 2007-June 2008
Amount eaten
Figure 90: Number of pizzas eaten by teens in past 30 days, April 2007-June 2008
Figure 91: Heavy, moderate and light pizza eaters among teens, April 2007-June 2008
KIDS AND PIZZA
Overall usage and brand preference
Figure 92: Incidence of eating frozen pizza by kids, April 2007-June 2008
Figure 93: Brands of frozen pizza liked best by kids, April 2007-June 2008
Amount eaten
Figure 94: Frequency of kids eating frozen pizza in last month, April 2007-June 2008
Figure 95: Heavy, moderate and light pizza eaters among kids, April 2007-June 2008
When favorite pizza is in the house
Figure 96: How often kids have their favorite pizzas in the house, April 2007-June 2008
HOUSEHOLD USAGE
Pizza sauce—household incidence
Figure 97: Household usage of pizza sauce, by age, April 2007-June 2008
Frozen pizza—household incidence
Figure 98: Household consumption of frozen pizza, by age, April 2007-June 2008
Figure 99: Household consumption of frozen pizza, by race/Hispanic origin, April 2007-June 2008
Figure 100: Heavy, moderate and light pizza consuming households, by race/Hispanic origin, April 2007-June 2008
HOUSEHOLD CONSUMPTION OF PIZZA BY KEY COHORTS
Figure 101: Household consumption of frozen pizza, by low-usage cohorts, April 2007-June 2008
Figure 102: Household consumption of frozen pizza, by high-usage cohorts, April 2007-June 2008
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF PIZZA PRODUCTS
 PIZZA SAUCE
Consumer insights on key purchase measures—pizza sauce
Brand map
Figure 103: Brand map, selected brands of pizza sauce, household penetration, by buying rate, 2008*
Brand leader characteristics
Key purchase measures
Figure 104: Key purchase measures for the top brands of pizza sauce, by household penetration, 2008*
 FROZEN PIZZA
Consumer insights on key purchase measures—frozen pizza
Brand map
Figure 105: Brand map, selected brands of frozen pizza, household penetration, by buying rate, 2008*
Brand leader characteristics
Key purchase measures
Figure 106: Key purchase measures for the top brands of frozen pizza, by household penetration, 2008*
APPENDIX: OTHER USEFUL CONSUMER TABLES
Figure 107: Incidence of eating pizza in past month, by brand, by age, November 2008
Figure 108: Attitudes towards frozen pizza, by region, November 2008
Figure 109: Source of frozen pizza bought in last month, by race/Hispanic origin, November 2008
Figure 110: Source of frozen pizza bought in last month, by age, November 2008
Figure 111: Incidence of eating pizza in past month, by brand, by race/Hispanic origin, November 2008
Figure 112: Incidence of eating pizza in past month, by brand, by household income, November 2008
Figure 113: Incidence of eating pizza in past month, by brand, by region, November 2008
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS
IRI Consumer Network Metrics
APPENDIX: TRADE ASSOCIATIONS

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