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Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition

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Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition

Pizza remains one of the most popular foods in the U.S., and the pizza market presents an ongoing opportunity for foodservice and retail pizza marketers, but a challenge as well: how do you gain market share in a saturated market?

Packaged Facts’ report, Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition, gives pizza market participants a wealth of insights and information to help them navigate the industry.

Competition for each slice of the pizza market has intensified, so in response retail pizza marketers and pizza restaurants are ratcheting up the quality bar. Retail pizza marketers look to keep consumers from migrating to restaurant fare by offering them more options aligned with health and wellness trends. Pizza restaurants seek to address competition from the broader restaurant market, as fast casualization alters the fast food landscape.

The frozen pizza market has been sliding, with a drop in consumption among the product’s historical base demographics during 2010-2014. The pizza market has responded by improving the nutritional values of frozen pizzas to create a health halo for frozen pizza. And while there are slightly fewer pizza options on menus since 2010, restaurants are countering with flatbread innovation through limited-time offers to incentivize customers. 

Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition:

  • Places pizza consumption trends within the context of other food trends: via proprietary consumer survey analysis, we place frozen pizza consumption trends within the context of 13 other foods and food types, ranging from fresh fruits and vegetables to processed foods to all-natural proteins. This allows us to assess the interplay between frozen pizza consumption trends (eating more or less of it) within the context of other foods and food types.
  • Assesses pizza menu trends and innovation: via proprietary survey analysis, we analyze consumers’ usage of pizza restaurants and their menu item ordering decisions; the types of restaurants from which consumers get pizza; and consumer interest in pizza from within the context of 24 other cuisine types, according to whether the restaurant is quick-service or full-service and whether it specializes in pizza. Via trended menu analysis, we assess the prevalence of pizza restaurants by restaurant type (i.e. quick-service, family, casual, fine dining), as well as menu penetration of top pizza proteins, vegetables and sauces by restaurant type; and the degree pizza is featured on kids’ menus. We also explore menu themes related to health and convenience.
  • Assesses retail pizza choice influencers, trends household pizza and pizza brand use over time, and discusses new product innovation related to foodservice brands at retail and healthy/lifestyle diet pizza.
  • Analyses pizza usage channel distribution, identifying consumer usage penetration and preferences among eight pizza procurement sources/types: Restaurant delivery, restaurant pick up; restaurant dine-in; “uncooked” from food retail; pizza made at home from scratch or kit/mix; “uncooked” from restaurant; “ready-to-eat” from food retail; and frozen pizza.
  • Presents and discusses frozen pizza sales and product trends among Nestle, Schwan's and General Mills. We include IRI brand sales data analysis and trended consumer brand usage analysis.
  • Analyzes six leading pizza restaurant chains: California Pizza Kitchen, Domino’s Pizza, Little Caesars Pizza, Papa John’s and Pizza Hut. Analysis includes menu, promotion, technology, guest traffic, and other demographic trends; and selected sales information. We also assess consumer rankings of pizza & restaurant attributes.
  • Sizes and segments the U.S. pizza market, providing an all-channel market size and forecast for retail pizza sales, with 2014 sales segmented by nine distribution channels; and a market size and forecast for pizza restaurants, segmented by type.


  • Executive Summary
    • Report Scope
    • Report summary
      • Market size and segmentation
      • On the retail side
      • Pizza usage channel distribution
      • Placing pizza consumption trends in context
      • Pizza on the menu
      • Pizza at retail
      • Retail pizza manufacturer & brand analysis
      • Restaurant pizza chain analysis
  • Market Size and Segmentation
    • Market size and forecast summary
    • Pizza sales at retail
      • Table All-Channel Retail Frozen & Refrigerated Pizza Market Size, 2013-2017
      • IRI-based multi-channel retail market segmentation
        • Table Retail Pizza Sales and Share, by Segment, 2013-2014
      • Private label rolls forward
        • Table Retail Pizza Sales and Share, by Segment: Total Sales, Private Label Sales & Sales Share, 2013-2014
      • Frozen pizza sales
        • Table Top 15 Frozen Pizza Marketers, 2013-2014
        • Table Top 20 Frozen Pizza Brands, 2013-2014
        • Table Top 30 Frozen Pizza Growth Brands, 2013-2014
      • Refrigerated pizza
        • Table Refrigerated Pizza & Pizza Kit Sales: Top Marketers & Brands, 2013-2014
        • Table Refrigerated Pizza Crust & Dough Sales: Top Marketers & Brands, 2013-2014
    • Pizza restaurant sales
      • Table Market Size & Forecast: Full-Service & Limited-Service Restaurants & Pizza Restaurants, 2010-2016
      • Top 4 chains generate almost 40% of sales; additional room exists for growth
        • Table Top 10 Pizza Restaurant Chains: U.S. Systemwide Sales & Pizza Restaurant Sales Share, 2013
      • Same-store sales trends
        • Table U.S. Same-Store Sales Trends: Domino's, Papa John's, Papa Murphy's & Pizza Hut, 2009-2014
  • Pizza Usage Channel Distribution
    • Summary analysis
    • Pizza usage channel distribution
      • Introduction
      • Pizza is most prevalently - and most often - procured via restaurant pick up
      • Pizza procurement methods: cross-usage
        • Table Pizza Procurement Methods, by Method Used Most, 2014
      • Demographic analysis
        • Table Pizza Procurement Methods: Used and Used Most, by Gender, 2014
        • Table Pizza Procurement Methods: Used and Used Most, by Age, 2014
        • Table Pizza Procurement Methods: Used and Used Most, by HH Income, 2014
        • Table Pizza Procurement Methods: Used and Used Most: Presence and Age of Children, <$50K HH Income with Children Age 6+, 2014
  • Food Consumption Migration Trends: Placing Pizza in Context
    • Summary analysis
    • Pizza in context
      • Introduction
      • Trend toward healthier options and away from frozen pizza
      • Frozen pizza consumption trends, by demographic
        • Table Frozen Pizza Consumption Trends: "More" and "Less" Response Differential; Indexed Changes "Over Past Few Years," 2014
      • Trends among the faithful
      • Trends among those moving away from pizza
      • Trends among those gravitating to all-natural and locally grown
  • Pizza on the Menu
    • Summary analysis
      • Pizza restaurant usage & menu ordering
      • Usage of restaurant pizza specialists vs. non-pizza specialists
      • Interest in pizza within context of other cuisines
      • What's on the menu
      • Pizza on the kids' menu
      • The dichotomy of pizza
    • Pizza restaurant usage & menu ordering
      • Introduction
      • Pizza restaurant usage is strong
      • Demographic analysis
        • Table Pizza Restaurant Users & What They Order, by Demographic, 2014
        • Table Pizza Restaurant Users & What They Order, by Age, 2014
        • Table Pizza Restaurant Users & What They Order, by Race/Ethnicity, 2014
        • Table Pizza Restaurant Users & What They Order, by Presence & Age of Children in Household and Children in <$50K Income Households, 2014
    • Usage of restaurant pizza specialists vs. non-pizza specialists
      • Introduction
      • Pizza specialists are the go-to choice when ordering pizza
      • Demographic analysis
        • Table Consumer Usage of Quick-Service & Full-Service Restaurant Pizza Specialists vs. Non-Pizza Specialists, By Demographic, 2014
    • Interest in pizza within context of other cuisines
      • Introduction
      • Pizza near the top of 25 cuisines
        • Table Consumer Interest in Specific Cuisines: Quick-Service Restaurants and Full-Service Restaurants that Specialize in Cuisine vs. Mainstream Chains, 2014
    • What's on the menu
      • Breadth of use
        • Table Pizza on the Menu, by Restaurant Segment, 2010-2014
      • Pizza toppings
        • Table Top Pizza Proteins, by Restaurant Segment, 2010-2014
        • Table Top Pizza Veggies and Other Toppings, by Restaurant Segment, 2010-2014
        • Table Top Pizza Cheeses, by Restaurant Segment, 2010-2014
        • Table Top Pizza Sauces, by Restaurant Segment, 2010-2014
        • Table Pizza on the Menu: All Menus vs. Kids Menu, by Restaurant Segment, 2010-2014
        • Table The Kids Menu: Top Pizza Varieties, Proteins & Ingredients, by Restaurant Segment, 2010-2014
      • The dichotomy of pizza
  • Pizza at Retail
    • Summary analysis
      • Frozen pizza choice influencers
      • Household pizza and pizza brand use over time
      • Retail new product innovation
    • Frozen pizza choice influencers
      • Introduction
      • Taste is paramount
      • Demographic analysis
        • Table Frozen Pizza Choice Influencers, by Age, 2014
        • Table Frozen Pizza Choice Influencers, by Income, 2014
        • Table Frozen Pizza Choice Influencers, by Race/ethnicity, 2014
        • Table Frozen Pizza Choice Influencers, by Presence of Children & Age of Children 2014
    • Household pizza use over time
      • The good news: Longer-term trends are modestly positive
      • The bad news: Nearer-term trends suggest usage attrition
        • Table Household Frozen Pizza Usage, Usage Frequency & Usage Frequency Share, 2004-2014
      • Demographic shifts over time
        • Table Household Frozen Pizza Usage Frequency: Indexed, by Demographic, 2010 vs. 2014
        • Table Household Usage of Frozen Pizza Brands in Past 30 Days, by Brand, 2010 vs. 2014
        • Table Household Usage of Frozen Pizza Brands in Past 30 Days: Top Five Brands, by Demographic, 2014
        • Table Household Usage of Frozen Pizza Brands in Past 30 Days: Second Five Brands, by Demographic, 2014
        • Table Household Usage of Frozen Pizza Brands in Past 30 Days: Third Five Brands, by Demographic, 2014
        • Table Household Usage of Frozen Pizza Store Brands in Past 30 Days, 2010 vs. 2014
    • Retail new product innovation
      • Foodservice brands at retail
      • Healthy pizza
  • Retail Pizza Manufacturer & Brand Analysis
    • Nestlé USA, Inc.
      • Sales performance: restaurant quality to the rescue
        • Table Nestlé Frozen Pizza Sales, by Brand and Line Extension, &Frozen Pizza Kits/Toppings Sales, 2013-2014
      • Top Nestlé brands
        • Table DiGiorno Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
        • Table Jack's Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
        • Table Tombstone Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
        • Table California Pizza Kitchen Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
        • Table Stouffer's: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
        • Table Lean Cuisine: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
    • The Schwan Food Company
      • Sales performance: Red Baron steady; Freschetta & Tony's diverge
        • Table Schwan's Frozen Pizza Sales, by Brand and Line Extension, 2013-2014
      • Top Schwan brands
        • Table Red Baron Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs.2014
        • Table Tony's Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
        • Table Freschetta Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
    • General Mills
      • Table General Mills: Global Sales by Region & U.S. Retail Sales by Division, 2012-2014
      • Sales performance: Totino's and Annie's in the driver's seat
        • Table General Mills Frozen Pizza Sales, by Brand & Refrigerated Pizza Crust/Dough Sales, 2013-2014
        • Table Totino's Frozen Pizza: Household Use in Past 30 Days, by Demographic, 2010 vs. 2014
  • Restaurant Pizza Chain Analysis
    • Pizza & restaurant attribute rankings
    • California Pizza Kitchen
      • Company overview
      • Brand strategy
      • Menu innovation
        • Table California Pizza Kitchen: New Menu Items, 2013-2014
      • Targeting the California Pizza Kitchen Guest
        • Table California Pizza Kitchen Users and Engaged Users, by Demographic, 2010 vs. 2014
        • Table California Pizza Kitchen Users: Attitudes about Health, Diet and Food
    • Domino's Pizza
      • Company overview
      • Technology innovation
      • Menu innovation
        • Table Domino's Pizza: New Menu Items, 2013-2014
      • Targeting the Domino's Pizza Guest
        • Table Domino's Pizza Users and Engaged Users, by Demographic, 2010 vs. 2014
        • Table Domino's Pizza Users: Attitudes about Health, Diet and Food
    • Little Caesars Pizza
      • Company overview
      • Menu innovation
        • Table Little Caesars Pizza: New Menu Items, 2013-2014
      • Targeting the Little Caesars Guest
        • Table Little Caesars Users and Engaged Users, by Demographic, 2010 vs. 2014
        • Table Little Caesars Users: Attitudes about Health, Diet and Food
    • Papa John's
      • Company overview
      • Technology innovation
      • On the menu
        • Table Papa John's: Selected New Menu Items, 2013-2014
      • Targeting the Papa John's Guest
        • Table Papa John's Users and Engaged Users, by Demographic, 2010 vs. 2014
        • Table Papa John's Users: Attitudes about Health, Diet and Food
    • Pizza Hut
      • Company overview
      • Brand strategy
        • Table Pizza Hut: New Menu Items, November 2014
      • Technology innovation
      • Targeting the Pizza Hut Guest
        • Table Pizza Hut Users and Engaged Users, by Demographic, 2010 vs. 2014
        • Table Pizza Hut Users: Attitudes about Health, Diet and Food
  • Appendix
    • Methodology
      • Consumer survey methodology
    • Report table interpretation
      • Color coding
      • Indexing
    • Terms and definitions
      • Supermarkets
      • Restaurant categories
      • Limited-service restaurant definitions
      • Full-service restaurant definitions
      • Other definitions

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