Market Research Logo

Pizza - US - October 2015

Pizza - US - October 2015

"Retail pizza sales are consistent, if not spectacular, as consumers turn to the options most often out of the need for a convenient, value-conscious option for their families. Brands seeking to lure new or current consumers in the category should bear in mind the notable interest in customizable options and the opinion of frozen pizzas as lacking in premium ingredients."

- William Roberts, Jr, Senior Food & Drink Analyst

This report covers the following areas:
Flat retail pizza sales
Frozen dominates retail pizza category
Restaurant options provide distinct competition


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of pizza, at current prices, 2010-20
Figure 2: Total US retail sales and forecast of pizza, by segment, at current prices in $ millions, 2010-20
Figure 3: Real disposable personal income, updated March 10, 2015
The opportunities
Figure 4: Attributes of frozen pizza, by generation, July 2015
Figure 5: Opinions of frozen pizza – Any agree, by parental status, July 2015
Figure 6: Restaurant brands and frozen pizza, by Hispanic origin, by generation, July 2015
What it means
THE MARKET
What you need to know
Pizza sales grow, albeit slowly
As goes frozen, so goes the pizza category
DIY appeal in retail pizza
Market size and forecast
Pizza continues steady sales performance
Figure 7: Total US sales and fan chart forecast of pizza, at current prices, 2010-20
Figure 8: Total US retail sales and forecast of pizza, at current prices, 2010-20
Market breakdown
Frozen options dominate retail pizza sales
Figure 9: Total US retail sales and forecast of pizza, by segment, at current prices in $ millions, 2010-20
Figure 10: Total US retail sales and forecast of frozen pizza, at current prices, 2010-20
Three segments vie for 20% of pizza market
Figure 11: Total US retail sales of pizza, by segment, at current prices, in millions 2013 and 2015
Figure 12: Total US retail sales and forecast of take-and-bake pizzas, at current prices, 2010-20
Majority of retail pizza sales in supermarkets
Figure 13: Total US retail sales of pizza, by channel, at current prices, 2010-15
Health food store launches reflect consumer interest in natural
Figure 14: Natural supermarket sales of frozen pizza and pizza shells/focaccia, at current prices, rolling 52 weeks September 2013-September 2015
Figure 15: Pizza launches by store type, 2010-15
Market perspective
Foodservice a competitor for retail pizza
Figure 16: Real disposable personal income, updated March 10, 2015
Figure 17: Consumers’ reasons for visiting pizza restaurants, November 2014
Market factors
Children and pizza consumption
Figure 18: US households, by presence of own children, 2003-13
Hispanic Millennials embrace retail pizza
Figure 19: US population by race and Hispanic origin, 2009, 2014, and 2019
Figure 20: US median household income, by generation of householder, 2013
Consumer confidence bodes better for pizza chains
Figure 21: Consumer Confidence Index, January 2007-August 2015
KEY PLAYERS
What you need to know
Marketing missteps impact Nestlé
Retail pizzas borrow from other categories
Abandoning artificial
Manufacturer sales of pizza
Nestlé remains retail pizza powerhouse
Manufacturer sales of pizza
Figure 22: MULO sales of pizza, by leading companies, rolling 52 weeks 2014 and 2015
Figure 23: MULO sales of frozen pizza, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 24: MULO sales of frozen/chilled pizza crust/kits, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s working?
Premium proving pivotal to pizza
Figure 25: MULO sales of Bernatellos Pizza Inc. Brew Pub Lotzza Motzza, 52 weeks ending July 12, 2015
Frozen pizza borrows from craft
Figure 26: MULO sales of Palermo Villa Inc. Screamin Sicilian Pizza Co, 52 weeks ending July 12, 2015
Major pizza brand gambles on gluten-free, natural elements
Figure 27: MULO sales of Schwan Food Co. Freschetta, 52 weeks ending July 12, 2015
Figure 28: Schwan’s Consumer Brands, “Grocery Store Commercial,” TV ad, February 2015
What’s struggling?
Tweet campaign negatively impacts Nestlé
Figure 29: MULO sales of Nestlé DiGiorno, 52 weeks ending July 12, 2015
Figure 30: MULO sales of Nestlé Tombstone, 52 weeks ending July 12, 2015
What’s next?
Avoiding the artificial
Figure 31: Nestlé’s California Pizza Kitchen Hand Tossed Style Crust The Works Pizza
Figure 32: Pizza launches in the US, by percentage of products making claim, 2010-15
Pizza crust callouts
Figure 33: Schwan’s Consumer Brands’ Bon Appétit Roasted Vegetable Thin Crust Pizza
Figure 34: Eat Better’s Pizzeria Italiana Supreme Pizza
Figure 35: Smart Flour Foods Uncured Pepperoni Pizza
THE CONSUMER
What you need to know
Families favor frozen pizza
Health hardly factors in consumer pizza choice
Premium ingredients could sway consumers to retail pizza
Pizza consumption
Retail pizza resonates with families in particular
Figure 36: Consumption of pizza, July 2015
Younger consumers embrace pizza in all forms
Figure 37: Consumption of pizza, by generation, July 2015
Figure 38: Number of frozen pizzas consumed in the past 30 days, Spring 2015
Healthy pizza attributes and Hispanics
Figure 39: Consumption, by Hispanics, by generation (Millennials and non-Millennials), July 2015
Purchase factors
Figure 40: Purchase factors, July 2015
Healthy pizza potential for parents
Figure 41: Purchase factors, by generation, July 2015
Figure 42: Purchase factors, by parental status, July 2015
Healthy factors resonate most strongly with Hispanic Millennials
Figure 43: Purchase factors, by Hispanic origin, by generation (Millennials and non-Millennials), July 2015
Gluten-free consumers look to kits/mixes
Figure 44: Cross Analysis – Any consumption, by purchase factors, July 2015
Wants and needs
Restaurant options could influence retail pizzas
Figure 45: Wants and needs, July 2015
Strong Hispanic interest in customizable pizzas
Figure 46: Wants and needs, by Hispanic origin, by generation, July 2015
Retail pizza facing a stale perception
Figure 47: Wants and needs, by generation, July 2015
Enhancing the pizza experience key to parents
Figure 48: Wants and needs, by parental status, July 2015
Branding retail pizza
Retail may not match restaurant pizza
Figure 49: Restaurant brands and frozen pizza, July 2015
Hispanic, Millennial interest in non-traditional pizza options
Figure 50: Restaurant brands and frozen pizza, by Hispanic origin, by generation, July 2015
Figure 51: Restaurant brands and frozen pizza, by generation, July 2015
Attributes of packaged pizza
Store-bought pizzas generally regarded as inexpensive, unhealthy and for kids
Figure 52: Correspondence Analysis – Pizza attributes, July 2015
Figure 53: Pizza attributes, July 2015
Younger Millennials more likely to regard frozen pizza as unhealthy
Figure 54: Attributes of frozen pizza, by generation, July 2015
Figure 55: Attributes of frozen pizza, by parental status, July 2015
Customizable options could lure Hispanic Millennials
Figure 56: Attributes of frozen pizza, by Hispanic origin, by generation, July 2015
Figure 57: Attributes of restaurant delivery pizza, by Hispanic origin, by generation, July 2015
Opinions of packaged pizza
Premium’s appeal spans income levels
Figure 58: Attitudes and behaviors – Any agree, by income, July 2015
“Cleaner” pizzas resonate with parents
Figure 59: Opinions of frozen pizza – any agree, by parental status, July 2015
Non-Millennial Hispanics recognize difference between frozen and delivery
Figure 60: Opinions of frozen pizza – any agree, by Hispanic origin, by generation (Millennials and non-Millennials), July 2015
CHAID analysis
Lack of toppings compelling consumers to avoid frozen options
Figure 61: Opinions about pizza – CHAID – Tree output, July 2015
Figure 62: Opinions about pizza – CHAID – Table output, July 2015
Key driver analysis
Ingredients leading consumers to regard pizzas as processed
Figure 63: Key drivers of buying more frozen pizza if it wasn’t so processed, July 2015
Figure 64: Key drivers of buying more frozen pizza if it had gourmet ingredients, July 2015
Consumer segmentation
Figure 65: Pizza clusters, July 2015
Group one: Premium pizza preferrers
Figure 66: Attitudes and behaviors – Any agree, by target group, July 2015
Group two: Delivery devotees
Figure 67: Attitudes and behaviors, by target group, July 2015
Group three: Pizza progressives
Figure 68: Attitudes and behaviors – Any agree, by target group, July 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
Market
Figure 69: Total US retail sales and forecast of pizza, at inflation-adjusted prices, 2010-20
Figure 70: Total US retail sales and forecast of pizza, by segment, at current prices, 2010-20
Figure 71: Total US retail sales and forecast of frozen pizza, at current prices, 2010-20
Figure 72: Total US retail sales and forecast of frozen pizza, at inflation-adjusted prices, 2010-20
Figure 73: Total US retail sales and forecast of take-and-bake pizzas, at current prices, 2010-20
Figure 74: Total US retail sales and forecast of take-and-bake pizzas, at inflation-adjusted prices, 2010-20
Figure 75: Total US retail sales and forecast of refrigerated/frozen crust/dough and pizza kits, at current prices, 2010-20
Figure 76: Total US retail sales and forecast of refrigerated/frozen crust/dough and pizza kits, at inflation-adjusted prices, 2010-20
Figure 77: Total US retail sales and forecast of shelf-stable kits, crust/crust mixes, and sauce, at current prices, 2010-20
Figure 78: Total US retail sales and forecast of shelf-stable kits, crust/crust mixes, and sauce, at inflation-adjusted prices, 2010-20
Figure 79: Total US retail sales of pizza, by channel, at current prices, 2010-15
Figure 80: Natural supermarket sales of frozen pizza and pizza shells/focaccia, at current prices, rolling 52 weeks September 2013-September 2015
Figure 81: Natural supermarket sales of frozen pizza and pizza shells/focaccia, by segment, at current prices, rolling 52-weeks ending Sept. 8, 2013, and Sept. 6, 2015
Key players
Figure 82: MULO sales of shelf-stable pizza crust/kits, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 83: Pizza launches in the US, by percentage of product introductions making claim, 2010-15
Correspondence analysis methodology
CHAID analysis methodology
Key driver analysis
Methodology
Interpretation of results
Figure 84: Key drivers of buying more frozen pizza if it wasn’t so processed – Key driver output, July 2015
Figure 85: Key drivers of buying more frozen pizza if it had gourmet ingredients – Key driver output, July 2015
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report