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Pizza at Retail - US - January 2010

Packaged pizza sales are thriving thanks to a recession-driven increase in “eating in” to save money. The packaged pizza market (which includes frozen and refrigerated pizza, pizza crusts and dough, pizza sauce, crust mixes and pizza kits) reached $5.2 billion in 2009 in all channels. In this report we discuss how consumer trends, the economy, and product innovation are influencing the pizza market. In addition to presenting sales data by segment, supplier and brand, the report considers a range of topics, including:

  • The size of the packaged pizza market and growth forecast through 2014
  • How the recession has impacted how consumers shop for pizza—and what to expect when the economy recovers
  • Why private label and small brands are driving growth at the expense of the market leaders
  • The latest new product trends, including premium restaurant-style, better-for-you organic, natural, whole grain and portion control offerings
  • Which new pizza concepts offer the greatest potential among consumers
  • How restaurant- and pizzeria-style frozen pizzas such as DiGiorno and Freschetta PizzAmoré are leveraging the “eating in” trend and changing consumer perceptions of frozen pizza
  • How the market leaders are using advertising to differentiate their brands from the competition

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations
                • Terms
                • Executive Summary

                  • Packaged pizza sales reach almost $5.3 billion in 2009
                    • Recession benefits all segments of the market
                      • Private label and small brands are leading growth
                        • More than 1,100 new pizza products launched in the U.S. since 2005
                          • Three out of four U.S. households use packaged pizza products
                            • Recession has impacted pizza purchase behavior
                            • Insights and Opportunities

                              • Need for better-for-you pizzas targeted to moms and kids
                                • Opportunity to boost consumption among older adults
                                  • Figure 1: Types of pizza eaten in the past three months, by age, October 2009
                                • “Customizable” pizza will help compete against delivery
                                • Inspire Insights

                                    • Trend 1: Craft not graft
                                      • Trend 2: Gourmet in the Dorms?
                                        • Trend 3: Transparency, transparency, transparency
                                        • Market Size and Forecast

                                          • Key points
                                            • Pizza sales get a big boost from recession-driven “eating in” trend
                                              • Private label and small brands are driving recent growth
                                                • Sales and forecast of market
                                                  • Figure 2: Total U.S. retail sales of pizza, at current prices, 2004-14
                                                  • Figure 3: Total U.S. retail sales of pizza, at inflation-adjusted prices, 2004-14
                                                • Walmart sales
                                                • Competitive Context

                                                  • Recession-weary consumers shift from pizza restaurants to frozen pizza
                                                    • Figure 4: Usage of foodservice establishments compared to last year, October 2009
                                                  • Recession changes pizza purchase behavior
                                                    • Market leader Kraft plans to sell pizza business to Nestlé in 2010
                                                    • Segment Performance

                                                      • Key points
                                                        • Recession gives boost to all types of packaged pizza
                                                          • Sales of packaged pizza, by segment
                                                            • Figure 5: Total U.S. retail sales of packaged pizza, by type, 2004-09
                                                        • Segment Performance—Frozen Pizza

                                                          • Key points
                                                            • Rising household consumption—and retail prices—fuel sales growth
                                                              • Growth expected to slow as economy recovers
                                                                • Sales and forecast of frozen pizza
                                                                  • Figure 6: Total U.S. retail sales of frozen pizza, at current prices, 2004-14
                                                              • Segment Performance—Other Pizza Products

                                                                • Key points
                                                                  • Refrigerated pizza delivers on freshness and value
                                                                    • Sales and forecast of other pizza products
                                                                      • Figure 7: Total U.S. sales of other pizza products, at current prices, 2004-14
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Supermarket is most popular purchase location for frozen pizza
                                                                        • Figure 8: Where frozen pizza has been bought in the past month, by presence of children, October 2009
                                                                      • Pizza sales by channel
                                                                        • Figure 9: Total U.S. retail sales of pizza, by channel 2004-09
                                                                    • Retail Channels—Supermarket/Food Stores

                                                                      • Key points
                                                                        • Retailers leverage “eating in” trend with merchandising efforts, expanded private-label offerings
                                                                          • Supermarket/food store sales of packaged pizza
                                                                            • Figure 10: U.S. supermarket/food store sales of pizza, at current prices, 2004-09
                                                                        • Retail Channels—Natural Food Stores

                                                                          • Key points
                                                                            • Natural food store pizza sales take a dive in 2009
                                                                              • Natural food store sales of packaged pizza
                                                                                • Figure 11: Natural supermarket sales of pizza*, at current prices, 2007-09
                                                                              • Natural food store sales—brand sales
                                                                                • Figure 12: Manufacturer brand natural supermarket sales of pizza, 2007 and 2009
                                                                              • Organic vs. non-organic sales
                                                                                • Figure 13: Natural supermarket sales of pizza, by organic/non-organic, 2007 and 2009
                                                                            • Market Drivers

                                                                              • Households with children drive pizza consumption
                                                                                • Figure 14: Households, by presence of children, 1998-2008
                                                                                • Figure 15: Household usage of frozen pizza brands, by presence of children, April 2008-June 2009
                                                                              • Convenience more important than ever
                                                                                • Figure 16: Reasons for eating pizza, by presence of children, October 2009
                                                                                • Figure 17: Top 20 product claims for new pizza products, 2009*
                                                                              • Healthy eating trend gives rise to better-for-you pizza
                                                                                • Figure 18: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Market leader Kraft sees strong growth, maintains share
                                                                                  • Private label and small brands steal share from the market leaders
                                                                                    • Figure 19: Manufacturer FDMx sales of pizza in the U.S., 2008 and 2009
                                                                                • Brand Share—Frozen Pizza

                                                                                  • Key points
                                                                                    • DiGiorno benefits from “eating in” trend and posts big gains
                                                                                      • Private-label growth outpaces all leading brands
                                                                                        • Manufacturer and brand sales of frozen pizza
                                                                                          • Figure 20: Selected brand sales and market share of frozen pizza, 2008 and 2009
                                                                                        • Frozen pizza—brand usage
                                                                                          • Figure 21: Household usage of frozen pizza brands, by presence of children, April 2008-June 2009
                                                                                      • Brand Share—Refrigerated Pizza

                                                                                        • Key points
                                                                                          • Private label leads refrigerated pizza sales
                                                                                            • Mama Rosa’s, Pillsbury post big gains
                                                                                              • Manufacturer and brand sales of refrigerated pizza
                                                                                                • Figure 22: Selected brand sales and market share of refrigerated pizza in the U.S., 2008 and 2009
                                                                                              • Ready-made pizza crust—brand usage
                                                                                                • Figure 23: Household usage of ready-made pizza crust brands, by presence of children, April 2008-June 2009
                                                                                            • Brand Share—Pizza Products

                                                                                              • Key points
                                                                                                • Chef Boyardee and Ragu are top brands
                                                                                                  • Private label and small brands gain market share at expense of brand leaders
                                                                                                    • Manufacturer and brand sales of pizza products
                                                                                                      • Figure 24: Selected brand sales and market share of pizza products* in the U.S., 2008 and 2009
                                                                                                    • Pizza sauce—brand usage
                                                                                                      • Figure 25: Household usage of pizza sauce brands, by presence of children, April 2008-June 2009
                                                                                                  • Brand Qualities

                                                                                                    • Premium, pizzeria-style brands cater to consumers seeking to create a “restaurant experience” at home
                                                                                                      • Better-for-you pizza targets health-conscious consumers
                                                                                                      • Innovation and Innovators

                                                                                                        • More than 1,100 new pizza products launched in the U.S. since 2005
                                                                                                          • Figure 26: Number of pizza introductions in the U.S, 2005-09
                                                                                                          • Figure 27: Top 20 companies, by number of new pizza products, 2005-09*
                                                                                                        • Top 20 product claims, 2009
                                                                                                          • Figure 28: Top 20 product claims for new pizza products, 2009*
                                                                                                        • Better for you
                                                                                                          • Natural and Organic
                                                                                                            • Wholegrain
                                                                                                              • Portion control
                                                                                                                • Gluten-free
                                                                                                                  • Premium, “pizzeria-style” pizza
                                                                                                                    • …and pizzeria-style packaging
                                                                                                                      • You can take it with you
                                                                                                                        • Good morning, Palermo
                                                                                                                        • Advertising and Promotion

                                                                                                                          • DiGiorno
                                                                                                                            • Figure 29: DiGiorno Crispy Flatbread Pizza television ad, 2009
                                                                                                                            • Figure 30: “DiGiornomics” television ad, 2009
                                                                                                                            • Figure 31: “DiGiornomics” print ad, 2009
                                                                                                                          • Freschetta
                                                                                                                            • Figure 32: Freschetta PizzAmoré TV ad, 2009
                                                                                                                            • Figure 33: Freschetta Naturally Rising Crust Pizza TV ad, 2009
                                                                                                                          • Totino’s
                                                                                                                            • Figure 34: Totino’s Party Pizza TV ad, 2009
                                                                                                                            • Figure 35: Totino’s Air Crisp Pizza TV ad, 2009
                                                                                                                        • Pizza Consumption and Usage Frequency

                                                                                                                          • Key points
                                                                                                                            • Household consumption of packaged pizza products
                                                                                                                              • Figure 36: Household consumption of pizza products, by presence of children and region, April 2008-June 2009
                                                                                                                            • Trends in household consumption of frozen pizza
                                                                                                                              • Figure 37: Trended household consumption of frozen pizza, 2002/03-2008/09
                                                                                                                            • Adult consumption of pizza by age
                                                                                                                              • Figure 38: Types of pizza eaten in the past three months, by age, October 2009
                                                                                                                            • Adult consumption of pizza by presence of children
                                                                                                                              • Figure 39: Types of pizza eaten in the past three months, by presence of children, October 2009
                                                                                                                            • Household usage frequency of frozen pizza
                                                                                                                              • Figure 40: Household usage frequency of frozen pizza, by presence of children and region, April 2008-June 2009
                                                                                                                          • How the Economy Has Impacted Purchase Behavior

                                                                                                                            • Key points
                                                                                                                              • Purchase behavior by age
                                                                                                                                • Figure 41: Pizza purchase behavior, by age, October 2009
                                                                                                                              • Purchase behavior by presence of children in household
                                                                                                                                • Figure 42: Pizza purchase behavior, by presence of children, October 2009
                                                                                                                            • Interest in New Pizza Concepts

                                                                                                                              • Key points
                                                                                                                                • Interest in new pizza concepts by gender
                                                                                                                                    • Figure 43: New pizza concepts of interest, by gender, October 2009
                                                                                                                                  • Interest in new pizza concepts by presence of children
                                                                                                                                    • Figure 44: New pizza concepts of interest, by presence of children, October 2009
                                                                                                                                • Reasons for Eating—and Not Eating—Pizza

                                                                                                                                  • Key point
                                                                                                                                    • Convenience and “family friendly” top list of reasons for eating pizza
                                                                                                                                      • Figure 45: Reasons for eating pizza, by presence of children, October 2009
                                                                                                                                    • Usage barriers
                                                                                                                                      • Figure 46: Reasons for not eating frozen or refrigerated pizza, by age, October 2009
                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Household consumption of packaged pizza products
                                                                                                                                        • Figure 47: Household consumption of pizza products, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                      • Purchase frequency—frozen pizza
                                                                                                                                        • Figure 48: Household consumption frequency of frozen pizza, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                      • Brand preferences—frozen pizza
                                                                                                                                        • Figure 49: Brand preferences for frozen pizza, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Crusties
                                                                                                                                          • Cheesies
                                                                                                                                            • Saucies
                                                                                                                                              • Cluster characteristics
                                                                                                                                                • Figure 50: Pizza retailing clusters, October 2009
                                                                                                                                                • Figure 51: Types of pizza eaten in the past three months, by pizza retailing clusters, October 2009
                                                                                                                                                • Figure 52: New pizza concepts of interest, by pizza retailing clusters, October 2009
                                                                                                                                                • Figure 53: Reasons for eating pizza, by pizza retailing clusters, October 2009
                                                                                                                                                • Figure 54: Pizza purchase behavior, by pizza retailing clusters, October 2009
                                                                                                                                              • Cluster demographics
                                                                                                                                                • Figure 55: Pizza retailing clusters, by gender, October 2009
                                                                                                                                                • Figure 56: Pizza retailing clusters, by age group, October 2009
                                                                                                                                                • Figure 57: Pizza retailing clusters, by household income, October 2009
                                                                                                                                                • Figure 58: Pizza retailing clusters, by race, October 2009
                                                                                                                                                • Figure 59: Pizza retailing clusters, by Hispanic origin, October 2009
                                                                                                                                              • Cluster methodology
                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                • Pizza consumption
                                                                                                                                                  • Figure 60: Types of pizza eaten in the past three months, by gender and presence of children, October 2009
                                                                                                                                                  • Figure 61: Types of pizza eaten in the past three months, by marital status and presence of children, October 2009
                                                                                                                                                  • Figure 62: Types of pizza eaten in the past three months, by gender and age, October 2009
                                                                                                                                                • Purchase locations
                                                                                                                                                    • Figure 63: Where frozen pizza has been bought in the past month, by gender and presence of children, October 2009
                                                                                                                                                    • Figure 64: Where frozen pizza has been bought in the past month, by marital status and presence of children, October 2009
                                                                                                                                                    • Figure 65: Where frozen pizza has been bought in the past month, by gender and age, October 2009
                                                                                                                                                • Impact of Mosaic Demographic Groups

                                                                                                                                                  • Pizza consumption by household type
                                                                                                                                                    • Above-average frozen pizza consumption
                                                                                                                                                      • Figure 66: Incidence of households eating various pizza products, by main frozen pizza-eating Mosaic groups, April 2008-June 2009
                                                                                                                                                    • Below-average frozen pizza consumption
                                                                                                                                                      • Figure 67: Incidence of households eating various pizza products, by next frozen pizza-eating Mosaic groups, April 2008-June 2009
                                                                                                                                                    • Brand usage
                                                                                                                                                      • Figure 68: Incidence of households eating main pizza brands, by main frozen pizza-eating Mosaic groups, April 2008-June 2009
                                                                                                                                                      • Figure 69: Incidence of households eating main pizza brands, by next frozen pizza-eating Mosaic groups, April 2008-June 2009
                                                                                                                                                    • Usage frequency
                                                                                                                                                      • Figure 70: Volume of pizza eaten, by main frozen pizza-eating Mosaic groups, April 2008-June 2009
                                                                                                                                                      • Figure 71: Volume of pizza eaten, by next frozen pizza-eating Mosaic groups, April 2008-June 2009
                                                                                                                                                  • Brand Usage—Adults, Kids and Teens

                                                                                                                                                      • Figure 72: Brands of pizza eaten/preferred, by adults, teens and kids, April 2008-June 2009
                                                                                                                                                  • IRI/Builders Panel Data—Frozen Pizza

                                                                                                                                                      • Consumer insights on key purchase measures—frozen pizza
                                                                                                                                                        • Brand map
                                                                                                                                                            • Figure 73: Brand map, selected brands of frozen pizza, buying rate by household penetration, 2009*
                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                            • Key purchase measures
                                                                                                                                                              • Figure 74: Key purchase measures for the top brands of frozen pizza, by household penetration, 2009*
                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                              • Figure 75: Types of pizza eaten in the past three months, by region, October 2009
                                                                                                                                                              • Figure 76: Types of pizza eaten in the past three months, by household income, October 2009
                                                                                                                                                            • Brands of frozen pizza eaten in past month
                                                                                                                                                              • Figure 77: Number of frozen pizzas eaten in past month, by brand, October 2009
                                                                                                                                                            • Pizza eaten by daypart
                                                                                                                                                              • Figure 78: Type of pizza eaten at home, by type of pizza, and by daypart, October 2009
                                                                                                                                                              • Figure 79: Pizza eaten at restaurants, by type of restaurant, by daypart, October 2009
                                                                                                                                                            • Purchase behavior by household income
                                                                                                                                                              • Figure 80: Pizza purchase behavior, by household income, October 2009
                                                                                                                                                            • Interest in new pizza concepts age
                                                                                                                                                              • Figure 81: New pizza concepts of interest, by age, October 2009
                                                                                                                                                            • Reasons for eating pizza by gender
                                                                                                                                                              • Figure 82: Reasons for eating pizza, by gender, October 2009
                                                                                                                                                            • Reasons for eating pizza by age
                                                                                                                                                              • Figure 83: Reasons for eating pizza, by age, October 2009
                                                                                                                                                              • Figure 84: Reasons for eating pizza, by household income, October 2009
                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Aldi (USA)
                                                                                                                                                            • American Frozen Food Institute
                                                                                                                                                            • American Institute of Food Distribution
                                                                                                                                                            • Amy's Kitchen Inc.
                                                                                                                                                            • Burger King Corporation
                                                                                                                                                            • California Pizza Kitchen Inc.
                                                                                                                                                            • ConAgra Foods, Inc
                                                                                                                                                            • Domino's Pizza LLB
                                                                                                                                                            • Dunkin' Brands
                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                            • General Mills Inc
                                                                                                                                                            • Greenfield Online
                                                                                                                                                            • Grocery Manufacturers of America (GMA)
                                                                                                                                                            • Home Run Inn Pizza Corporation
                                                                                                                                                            • Jamba Juice Company
                                                                                                                                                            • Kellogg Company
                                                                                                                                                            • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                            • National Frozen and Refrigerated Food Association
                                                                                                                                                            • Nestlé USA
                                                                                                                                                            • Newman's Own Inc.
                                                                                                                                                            • Pizza Hut Inc
                                                                                                                                                            • PizzaExpress Limited
                                                                                                                                                            • Private Label Manufacturers Association (PLMA)
                                                                                                                                                            • Safeway Inc
                                                                                                                                                            • Signature Brands LLC
                                                                                                                                                            • Spartan Foods of America, Inc.
                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                            • The Kroger Co.
                                                                                                                                                            • The Schwan Food Company
                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                            • Unilever USA
                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                            • Weight Watchers International Inc.
                                                                                                                                                            • Whole Foods Market Inc
                                                                                                                                                            • Winn-Dixie Stores

                                                                                                                                                            Pizza at Retail - US - January 2010

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