Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
- Economic and other assumptions
Executive Summary
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- Top takeaways
- Market overview
- Pizza can hold onto the success of 2020
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- Figure 1: Total US sales and fan chart forecast of pizza, at current prices, 2015-25
- Figure 2: Total US sales and forecast of market, at current prices, 2015-25
- Impact of COVID-19 on pizza
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- Figure 3: Short-, medium- and long-term impact of COVID-19 on pizza, July 2020
- Opportunities and challenges
- Re-emergence
- Recovery
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- Figure 4: Pizza attributes, NET any rank
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- Figure 5: Change in percent of new pizza products with health claims, percentage point change from 2018-19
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- Figure 6: Pizza innovation to drive trial, July 2020
The Market – Key Takeaways
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- Pizza sales are piping hot during COVID-19 . . .
- . . . but also benefit foodservice operators
- Pizza can prosper during a downturn
- Play into added value
- Build-your-own pizza can thrive post-lockdown
Market Size and Forecast
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- Packaged pizza category will sustain a significant share of COVID-19 growth
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- Figure 7: Total US sales and fan chart forecast of pizza, at current prices, 2015-25
- Figure 8: Total US sales and forecast of market, at current prices, 2015-25
- Macroeconomic data
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- Figure 9: Expected US unemployment, 2019-25
- Figure 10: Consumer sentiment index, January 2019-20
- Impact of COVID-19 on pizza
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- Figure 11: Short-, medium- and long-term impact of COVID-19 on pizza, July 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
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- Figure 12: Total US sales and forecast of market, at current prices, 2006-11
Segment Performance
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- Frozen pizza and pizza kits/components make gains from at-home eating
- COVID-19 won’t save take-and-bake pizza from declines.
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- Figure 13: Total US retail sales and forecast of pizza, by segment, at current prices, 2015-25
- Shopping shifts benefit the supermarket
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- Figure 14: Total US retail sales of pizza, by channel, at current prices, 2015-20
Market Factors
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- Delivery gets stronger, smarter
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- Figure 15: Pizza delivery innovation
- Financial uncertainty persists
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- Figure 16: Monthly unemployment rate, May 2020
- Ingredient prices are rising
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- Figure 17: Consumer Price Index, percent change, July 2019-20
- Ethical efforts can extend beyond low hanging fruit
Market Opportunities
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- Use authenticity to communicate quality
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- Figure 18: Specialty or craft pizza products, rolling 52 weeks 2019
- Figure 19: Ingredient preparation methods on US pizza menu items, % change Q1 2016-20
- Contemporary BFY pizza
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- Figure 20: Pizza products with real, nutrient-dense ingredients
- Figure 21: Change in percent of new pizza products with health claims, % point change from 2018-19
- Ride the DIY wave
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- Figure 22: Pizza kits and components social media posts
Companies and Brands – Key Takeaways
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- Universal growth keeps the leaderboard unchanged
- Brands cater to lifestyle diets
- Private label continues premium positioning
Market Share
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- COVID impact didn’t shake up the pizza leaderboard
- Private label power keeps growing
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- Figure 23: US multi-outlet sales of pizza, by leading companies, rolling 52 weeks 2019 and 2020
- Smaller brands keep stride with big guys in frozen pizza
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- Figure 24: US multi-outlet sales of frozen pizza, by leading companies and brands, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Sometimes more is more
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- Figure 25: MULO sales of extra-topping pizza products, rolling 52 weeks, 2019
- Figure 26: Screamin’ Sicilian, the mo the better video
- Brands laser in on specialty diets
- Alternative crusts
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- Figure 27: Grain-free and gluten-free pizza products, rolling 52 weeks 2019
- Plant-based proteins
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- Figure 28: Plant-based protein pizzas, rolling 52 weeks 2019
- Private label leans on premium
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- Figure 29: Premium private label pizza products, rolling 52 weeks 2019
- DiGiorno has a crust for that
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- Figure 30: DiGiorno 7 delicious crusts video
- Brands aim to spread local goodwill
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- Figure 31: Screamin’ Sicilian Instagram post
The Consumer – Key Takeaways
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- Pizza remains a household staple
- BFY a priority for few
- Stores and restaurants each provide distinctive value
- Improve perceived quality with a focus on ingredients
Pizza Consumption
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- Foodservice options are the popular choice
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- Figure 32: Pizza consumption, July 2020
- Profile of the heavy pizza consumer
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- Figure 33: Pizza consumption, repertoire, by gender and age, gender and parental status, and race and Hispanic origin , July 2020
- Pizza consumption hits a peak in middle adulthood
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- Figure 34: Pizza consumption, by age, July 2020
- Dads reach for all types of pizza
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- Figure 35: Pizza consumption, by parental status and gender, July 2020
Pizza Purchasing Factors
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- Prioritize ingredients over claims
- Keep a watchful eye on private label players
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- Figure 36: Pizza attributes, NET any rank, July 2020
- Priorities differ by age
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- Figure 37: Pizza attributes, NET any rank, July 2020
Reasons for Choosing Store-bought Pizza
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- Value and convenience are fundamental to packaged pizza
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- Figure 38: Reasons for choosing pizza from the store, July 2020
- Flavor and healthy options appeal to young men
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- Figure 39: Reasons for choosing pizza from the store, by gender, age and parental status, July 2020
Reasons for Choosing Restaurant Pizza
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- Quality outpaces versatility, convenience and add-ons from operators
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- Figure 40: Reasons for choosing pizza from a restaurant, July 2020
- Meet customization needs with build-your-own options
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- Figure 41: Reasons for choosing pizza from a restaurant, by age and gender, July 2020
- Adventurous flavors will move parents further in-store
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- Figure 42: Reasons for choosing pizza from a restaurant, by parental status, July 2020
- Figure 43: Growth of pizza flavors on US menus, Q1 2016-20
Interest in Specialty Options
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- Consumers prefer specialty options from restaurants
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- Figure 44: Interest in specialty options by location, July 2020
- A look into breakfast pizza
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- Figure 45: Breakfast pizza products
- Regional styles don’t play to home crowds
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- Figure 46: Interest in specialty options by location, by region, July 2020
- Specialty styles can help further engage young men in packaged pizza
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- Figure 47: Interest in specialty options by location, by age and gender, July 2020
- Non-White consumers more interested in specialty styles
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- Figure 48: Interest in specialty options by location, by race and Hispanic origin, July 2020
Pizza Attitudes
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- Focus on quality and start with simple ingredients
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- Figure 49: Pizza attitudes, July 2020
- Engaged Millennials looking for experience
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- Figure 50: Pizza attitudes, by generation, July 2020
Pizza Innovation That Motivates Trial
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- Innovation should aim to replicate foodservice offerings
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- Figure 51: Pizza innovation to drive trial, July 2020
- Younger and older age groups find value in different attributes
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- Figure 52: Pizza innovation to drive trial, by age, July 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 53: Total US retail sales and forecast of pizza, at inflation-adjusted prices, 2015-25
- Figure 54: Total US retail sales of pizza, by segment, at current prices, 2018 and 2020
- Figure 55: Total US retail sales and forecast of frozen pizza, at current prices, 2015-25
- Figure 56: Total US retail sales and forecast of frozen pizza, at current prices, 2015-25
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- Figure 57: Total US retail sales and forecast of frozen pizza, at inflation-adjusted prices, 2015-25
- Figure 58: Total US retail sales and forecast of refrigerated "take-and-bake" pizzas, at current prices, 2015-25
- Figure 59: Total US retail sales and forecast of refrigerated "take-and-bake" pizzas, at current prices, 2015-25
- Figure 60: Total US retail sales and forecast of refrigerated "take-and-bake" pizzas, at inflation-adjusted prices, 2015-25
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- Figure 61: Total US retail sales and forecast of pizza kits/components, at current prices, 2015-25
- Figure 62: Total US retail sales and forecast of pizza kits/components, at current prices, 2015-25
- Figure 63: Total US retail sales and forecast of pizza kits/components, at inflation-adjusted prices, 2015-25
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Appendix – Retail Channels
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- Figure 64: Total US retail sales of pizza, by channel, at current prices, 2018 and 2020
- Figure 65: US supermarket sales of pizza, at current prices, 2015-20
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- Figure 66: US sales of pizza through other retail channels, at current prices, 2015-20
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Appendix – Key Players
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- Figure 67: US multi-outlet sales of pizza kits/components, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 68: US multi-outlet sales of refrigerated take-and-bake pizzas, by leading companies and brands, rolling 52 weeks 2019 and 2020
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