Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Room for healthier options
- Insight: Shoppers are looking to find healthier options in the grocery aisles
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- Figure 1: Percentage of population who are overweight or obese, 2000-07
- Figure 2: Eating patterns, by age, March 2008
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- 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
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- 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
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- Key points
- Full steam ahead across the category
- Sales and forecast
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- 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
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- Pizza restaurants
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- Figure 6: Types of pizza eaten in the past three months, November 2006 and 2008
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- Figure 7: Reasons for not buying refrigerated or frozen pizza, November 2008
- Competition from categories within the retail environment
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- Figure 8: Growth of prepared meals, new product launches, by storage type, 2003-08
Segment Performance
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- Key points
- Frozen pizza dominates the category
- Sales of pizza, by segment
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- Figure 9: Sales of pizza, by type, 2006 and 2008
Segment Performance—Frozen Pizza
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- Key points
- Always something new around the bend
- The gaping BFY hole
- Sales and forecast of frozen pizza
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- 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
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- Key points
- Pizza products should encourage uptake through “package” deals
- Sales and forecast of other pizza products
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- 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
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- Key points
- Key demographics help to drive sales growth through “other” channels
- Private-label innovation spearheaded by other retailers
- Sales of pizza, by channel
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- Figure 14: U.S. retail sales of pizza, by channel, 2006 and 2008
- Sources of frozen pizza
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- Figure 15: Source of frozen pizza bought in last month, by number of people in household, November 2008
Retail Channels—Food Stores
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- Key point
- Food stores benefit from space and category promotion
- Food store sales of pizza
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- 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
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- Key point
- Drug stores focus on prime brands to ensure success
- Drug store sales of pizza
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- 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
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- Key points
- “Other” channel sales boosted by economic woes and private-label innovation
- Other channel sales of market
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- 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
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- Children remain a driving force
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- Figure 22: U.S. population, by age, 2003-13
- Beyond kids: Products that appeal to a “grown-up” palate
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- Figure 23: Households, by presence of children under age 18, 1997-2007
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- Figure 24: Types of specialty foods purchased, by age, July 2008
- Cash-strapped consumers head home for pizza
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- Figure 25: Changes in spending at restaurants, January 2008
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- Figure 26: Food price changes, by food category, July 2007-July 2008
Leading Companies
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- Key points
- Frozen pizza manufacturers lead in sales, but not sales gains
- Private label and smaller manufacturers, forces to be contended with
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- Figure 27: Manufacturer FDMx sales of pizza in the U.S., 2007 and 2008
Brand Share—Frozen Pizza
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- 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
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- Figure 28: Selected brand sales and market share of frozen pizza, 2007 and 2008
- Mean consumption of frozen pizza by brand
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- Figure 29: Mean number of pizzas eaten in past month, by brand, November 2008
- Incidence of eating frozen pizza by brand
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- 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
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- Key points
- Leading brands all benefit as consumers take to the kitchen
- Potential for private label
- Manufacturer and brand sales of refrigerated pizza
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- 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
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- Figure 32: Pizza crust brands (packaged/ready-made) used by households, by race/Hispanic origin, April 2007-June 2008
Brand Share—Pizza Products
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- Key points
- Reaching out to customers looking for gourmet at home
- Manufacturer and brand sales of pizza products
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- 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
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- Figure 34: Household usage of pizza sauce brands, by race/Hispanic origin, April 2007-June 2008
Brand Qualities
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- Prolific private label
- Private-label brands lead for product introductions
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- Figure 35: Leading companies in pizza introductions, December 2007-December 2008
- Figure 36: Leading brands in pizza introductions, December 2007-December 2008
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- Figure 37: New private-label pizza introductions, by brand, December 2007-December 2008
- Select product claims stand out for private label
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- Figure 38: Product claims in new pizza launches, by private label vs brands, December 2003-08
Innovation and Innovators
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- At-home pizza competes with restaurant quality and convenience
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- Figure 39: Number of new pizza introductions with the word “restaurant” in the description, 2004-08
- Meals for one
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- Figure 40: Pizza introductions highlighting single serve, December 2007-December 2008
- Pizza going “upper crust”
- Special dietary concerns
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- Figure 41: Vegetarian, kosher and gluten-free product pizza claims in new product launches, 2004-08
Advertising and Promotion
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- Overview
- Target: The pizza restaurant patron
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- Figure 42: Kraft DiGiorno DiGiornonomics—delivery pizza minus delivery, August 2008
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- Figure 43: Kraft DiGiorno DiGiornonomics—total sale, August 2008
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- Figure 44: Kraft DiGiorno—Rising Crust, August 2008
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- Figure 45: DiGiorno Ultimate, February 2008
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- Figure 46: Schwan/Freschetta PizzAmoré television ad, February 2008
- Target: The sports fan
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- Figure 47: Home Run Inn television ad, October 2008
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- Figure 48: Schwan/Red Baron television ad, September 2006
Types and Incidence of Eating Pizza
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- Key point
- Types of pizza eaten
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- Figure 49: Types of pizza eaten in the past three months, by age, November 2008
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- 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
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- Key points
- Brand switching
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- Figure 51: Attitudes towards choice of brands of frozen pizza, November 2008
- Factors influencing frozen pizza buying
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- Figure 52: Factors influencing decision to buy frozen pizza, by age, November 2008
- Exploring pizza options
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- Figure 53: Level of interest in frozen pizza options (Part 1), November 2008
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- Figure 54: Level of interest in frozen pizza options (Part 2), November 2008
- Attitudes towards frozen pizza: health, cost, taste and convenience
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- Figure 55: Attitudes towards frozen pizza, by gender, November 2008
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- Figure 56: Attitudes towards frozen pizza, by age, November 2008
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- Figure 57: Attitudes towards frozen pizza, by presence of children and number of people in household, November 2008
- Exploring pizza toppings
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- Figure 58: Level of interest in frozen pizza toppings (part 1), November 2008
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- Figure 59: Level of interest in frozen pizza toppings (part 2), November 2008
Reasons for not Buying Frozen Pizza
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- Key points
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- Figure 60: Reasons for not buying refrigerated or frozen pizza, by gender, November 2008
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- 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
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- Key points
- Types and incidence of eating pizza
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- Figure 63: Types of pizza eaten in the past three months, by race/Hispanic origin, November 2008
- Attitudes towards frozen pizza
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- 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
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- Figure 65: Attitudes towards frozen pizza, by race/Hispanic origin, November 2008
- Reasons for not buying frozen pizza
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- Figure 66: Reasons for not buying frozen pizza, by race/Hispanic origin, November 2008
Cluster Analysis
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- Adventurous experimenters
- Characteristics
- Opportunities
- Open-minded, budgeters
- Characteristics
- Opportunities
- Stubborn and disinterested
- Characteristics
- Opportunities
- Cluster characteristics
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Types of pizza eaten
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- Figure 80: Types of pizza eaten in the past three months, by gender and presence of children, November 2008
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- Figure 81: Types of pizza eaten in the past three months, by marital status and presence of children, November 2008
- Attitudes towards frozen pizza
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- Figure 82: Attitudes towards frozen pizza, by gender and presence of children, November 2008
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- Figure 83: Attitudes towards frozen pizza, by marital status and presence of children, November 2008
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- Figure 84: Attitudes towards frozen pizza, by gender and age, November 2008
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- Figure 85: Attitudes towards frozen pizza, by race/Hispanic origin and age, November 2008
- Reasons for not eating frozen pizza
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- Figure 86: Reasons for not buying frozen pizza, by restaurants visited in past month, November 2008
Teens and Pizza
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- Overall and brand usage
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- Figure 87: Incidence of eating frozen pizza by teens, April 2007-June 2008
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- Figure 88: Brands of frozen pizza eaten by teens, April 2007-June 2008
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- Figure 89: How often teens get to decide on the pizza brands bought, April 2007-June 2008
- Amount eaten
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- Figure 90: Number of pizzas eaten by teens in past 30 days, April 2007-June 2008
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- Figure 91: Heavy, moderate and light pizza eaters among teens, April 2007-June 2008
Kids and Pizza
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- Overall usage and brand preference
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- Figure 92: Incidence of eating frozen pizza by kids, April 2007-June 2008
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- Figure 93: Brands of frozen pizza liked best by kids, April 2007-June 2008
- Amount eaten
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- Figure 94: Frequency of kids eating frozen pizza in last month, April 2007-June 2008
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- Figure 95: Heavy, moderate and light pizza eaters among kids, April 2007-June 2008
- When favorite pizza is in the house
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- Figure 96: How often kids have their favorite pizzas in the house, April 2007-June 2008
Household Usage
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- Pizza sauce—household incidence
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- Figure 97: Household usage of pizza sauce, by age, April 2007-June 2008
- Frozen pizza—household incidence
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- 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
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- Figure 100: Heavy, moderate and light pizza consuming households, by race/Hispanic origin, April 2007-June 2008
Household Consumption of Pizza by Key Cohorts
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- 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
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IRI/Builders—Key Household Purchase Measures
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- Overview of pizza products
- Pizza sauce
- Consumer insights on key purchase measures—pizza sauce
- Brand map
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- Figure 103: Brand map, selected brands of pizza sauce, household penetration, by buying rate, 2008*
- Brand leader characteristics
- Key purchase measures
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- 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
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- Figure 105: Brand map, selected brands of frozen pizza, household penetration, by buying rate, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 106: Key purchase measures for the top brands of frozen pizza, by household penetration, 2008*
Appendix: Other Useful Consumer Tables
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- Figure 107: Incidence of eating pizza in past month, by brand, by age, November 2008
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- Figure 108: Attitudes towards frozen pizza, by region, November 2008
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- Figure 109: Source of frozen pizza bought in last month, by race/Hispanic origin, November 2008
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- Figure 110: Source of frozen pizza bought in last month, by age, November 2008
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- Figure 111: Incidence of eating pizza in past month, by brand, by race/Hispanic origin, November 2008
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- Figure 112: Incidence of eating pizza in past month, by brand, by household income, November 2008
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- Figure 113: Incidence of eating pizza in past month, by brand, by region, November 2008
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Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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