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Pizza at Retail - US - July 2013

“The biggest competition for frozen pizza brands is consumers’ return to restaurant pizza as spending power revives alongside the recovering economy. Frozen brands must work harder to improve the quality of their products so that they can better compete with restaurant pizza. Doing so will require improving recipes, variety, and healthfulness, as well as the addition of side dishes that fit the same criteria.”

 

– John N. Frank, Category Manager, Food & Drink Reports

Some issues addressed in this report include:

  • Consumers see restaurant quality as better than frozen/refrigerated
  • Store brands are stepping up quality, offerings
  • Refrigerated brands need to improve their image

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Table of contents

  1. Scope and Themes

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

                        • Overview
                          • A declining market as spending power returns
                            • Figure 1: Total market sales and fan chart forecast of pizza at retail, at current prices, 2008-18
                          • Economic rebound dents sales, but demographic factors help
                            • Figure 2: U.S. child population changes, 2013-18
                          • Supermarkets account for 60% of the market
                            • Figure 3: Sales of pizza at retail, by channel, 2011 and 2013
                          • Four major players
                            • The consumer
                              • Seven in 10 report eating frozen/refrigerated pizza in last six months
                                • Figure 4: Types of pizza eaten last 6 months, by age, April 2013
                              • Roughly seven in 10 agree frozen pizza helps deal with immediate hunger
                                • Figure 5: Attitudes toward store-bought pizza, April 2013
                              • What we think
                              • Issues and Insights

                                  • Consumers see restaurant quality as better than frozen/refrigerated
                                    • Insight: Improve quality, stress healthfulness
                                      • Store brands are stepping up quality, offerings
                                        • Insight: retailers should hold in-store tastings of new pizzas
                                          • Refrigerated brands need to improve their image
                                            • Insight: refrigerated should emphasize freshness
                                            • Trend Applications

                                                • Trend: The Real Thing
                                                  • Trend: Snack Society
                                                    • Mintel Futures: Access Anything, Anywhere
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • As spending power rebounds, frozen pizza becomes less attractive
                                                          • Households with kids likely to help slow declines
                                                            • Sales forecast of pizza at retail
                                                              • Figure 6: Total U.S. retail sales and forecast of pizza at retail, at current prices, 2008-18
                                                              • Figure 7: Total U.S. retail sales and forecast of pizza at retail, at inflation-adjusted prices, 2008-18
                                                            • Fan chart forecast
                                                                • Figure 8: Total Market sales and fan chart forecast of pizza at retail, at current prices, 2008-18
                                                            • Market Drivers

                                                              • Key points
                                                                • Pizza at retail sales slow as economy rebounds
                                                                  • Figure 9: Pizza consumption compared to a year ago, April 2013
                                                                • Kids drive sales, but parents increasingly want healthy options
                                                                  • Figure 10: Household consumption of frozen pizza; household usage of pizza sauce; and household usage of packaged, ready-made pizza crust, by presence of children in the household, October 2011-November 2012
                                                                  • Figure 11: Types of pizza eaten last 6 months, by presence of children in the household, April 2013
                                                                • Childhood obesity rates may reduce the frequency of kids’ pizza consumption
                                                                • Competitive Context

                                                                  • Pizza chains compete with wider menus, delivery, fun atmospheres
                                                                    • Kid-friendly atmosphere is a draw at restaurants
                                                                      • Pizza chain marketing features comprehensive strategies
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Frozen pizza comprises more than 80% of the market
                                                                            • Other segments manage moderate growth
                                                                              • Sales of pizza at retail, by segment
                                                                                • Figure 12: Sales of pizza at retail, segmented by type, 2011 and 2013
                                                                            • Segment Performance—Frozen Pizza

                                                                              • Key points
                                                                                • Frozen pizza brands must look to BFY: healthy/natural/organic to grow sales
                                                                                  • Sales and forecast of frozen pizza
                                                                                    • Figure 13: Sales and forecast of frozen pizza, at current prices, 2008-18
                                                                                • Segment Performance—Refrigerated/frozen Crust/dough Kits

                                                                                  • Key points
                                                                                    • Fluctuating sales but a brighter future ahead
                                                                                      • Sales and forecast of refrigerated/frozen crust/dough kits
                                                                                        • Figure 14: Sales and forecast of refrigerated/frozen crust/dough kits, at current prices, 2008-18
                                                                                    • Segment Performance—Take-and-bake Pizza

                                                                                      • Key points
                                                                                        • Take-and-bake popularity fades
                                                                                          • Sales and forecast of take-and-bake pizza
                                                                                            • Figure 15: Sales and forecast of take-and-bake pizza, at current prices, 2008-18
                                                                                        • Segment Performance—Shelf-stable Kits, Crusts/crust Mixes, Sauces

                                                                                          • Key points
                                                                                            • Slow growth expected
                                                                                              • Sales and forecast of shelf-stable kits, crusts/crust mixes, sauces
                                                                                                • Figure 16: Sales and forecast of shelf-stable kits, crusts/crust mixes, sauces, at current prices, 2008-18
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Supermarkets remain the go-to outlet
                                                                                                  • Sales of pizza at retail, by channel
                                                                                                    • Figure 17: Sales of pizza at retail, by channel, 2011 and 2013
                                                                                                  • Supermarkets decline or flatline each year except 2009
                                                                                                    • Figure 18: Supermarket sales of pizza at retail, at current prices, 2008-13
                                                                                                  • Other channels grow nearly every year from 2008 to 2013
                                                                                                    • Figure 19: Other channel sales of pizza at retail, at current prices, 2008-13
                                                                                                • Retail Channels—Natural Supermarkets

                                                                                                  • Key points
                                                                                                    • Insights
                                                                                                      • Sales of pizza in the natural channel
                                                                                                        • Figure 20: Natural supermarket sales of pizza, at current prices, 2011-13*
                                                                                                        • Figure 21: Natural supermarket sales of pizza at inflation-adjusted prices, 2011-13*
                                                                                                      • Natural channel sales of pizza by segment
                                                                                                        • Figure 22: Natural supermarket sales of pizza, by segment, 2011 and 2013*
                                                                                                      • Brands of note
                                                                                                        • Natural channel sales of pizza by organic
                                                                                                          • Figure 23: Natural supermarket sales of pizza, by organic, 2010 and 2012*
                                                                                                        • Natural channel sales of pizza by gluten-free
                                                                                                          • Figure 24: Natural supermarket sales of pizza, by gluten-free, 2011 and 2013*
                                                                                                      • Leading Companies

                                                                                                        • Key points
                                                                                                          • Nestlé S.A. comprises 41% of the market
                                                                                                            • Schwan Food Co. accounts for 17.8% share, drops 4.2%
                                                                                                              • General Mills and Pinnacle Foods Co. hold small share
                                                                                                                • Private label makes up 14.5% of the market
                                                                                                                  • MULO sales of pizza at retail product companies
                                                                                                                    • Figure 25: MULO sales of pizza at retail, by leading companies, rolling 52 weeks 2012-13
                                                                                                                • Brand Share—Frozen Pizza

                                                                                                                  • Key points
                                                                                                                    • Tombstone Double Top doubles sales
                                                                                                                      • Tony’s capitalizes on need for personal size pizzas
                                                                                                                        • Private label declines, reflecting general falling market
                                                                                                                          • MULO sales of frozen pizza brands
                                                                                                                            • Figure 26: MULO sales of frozen pizza brands, 2012-13
                                                                                                                        • Brand Share—Refrigerated/frozen Crust/dough Kits

                                                                                                                          • Key points
                                                                                                                            • National brands account for small share
                                                                                                                              • Consumers see value, comparable quality in private label
                                                                                                                                • MULO sales of refrigerated/frozen crust/dough kit brands
                                                                                                                                  • Figure 27: MULO sales of refrigerated/frozen crust/dough kit brands, 2012-13
                                                                                                                              • Brand Share—Shelf-stable Pizza Kits, Crusts, and Sauces

                                                                                                                                • Key points
                                                                                                                                  • Segment leader Boboli drops 10.2%; other leading brands also fall
                                                                                                                                    • Private label a strong presence
                                                                                                                                      • MULO sales of shelf-stable pizza kits, crusts, and sauces
                                                                                                                                        • Figure 28: MULO sales of shelf-stable pizza kits, crusts, and sauces brands, 2012-13
                                                                                                                                    • Innovations and Innovators

                                                                                                                                      • Environmentally friendly claims can be persuasive
                                                                                                                                        • Figure 29: Frozen pizza product claims, 2008-13
                                                                                                                                      • New flavors keep the category interesting
                                                                                                                                        • Changing the shape and size of pizza
                                                                                                                                          • Natural/organic equates to BFY
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • Overview of the brand landscape
                                                                                                                                              • Brand analysis: DiGiorno
                                                                                                                                                • Figure 30: Brand analysis of DiGiorno, 2013
                                                                                                                                              • Online initiatives
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 31: DiGiorno Pizzeria! television ad, 2013
                                                                                                                                                  • Figure 32: DiGiorno television ad, 2013
                                                                                                                                                • Brand analysis: Red Baron
                                                                                                                                                  • Figure 33: Brand analysis of Red Baron, 2013
                                                                                                                                                • Online initiatives
                                                                                                                                                  • TV presence
                                                                                                                                                    • Figure 34: Red Baron television ad, 2013
                                                                                                                                                  • Brand analysis: Freschetta
                                                                                                                                                    • Figure 35: Brand analysis of Freschetta, 2013
                                                                                                                                                  • Online initiatives
                                                                                                                                                    • TV presence
                                                                                                                                                      • Figure 36: Freschetta television ad, 2013
                                                                                                                                                    • Brand analysis: Totino’s
                                                                                                                                                      • Figure 37: Brand analysis of Totino’s, 2013
                                                                                                                                                    • Online initiatives
                                                                                                                                                      • TV presence
                                                                                                                                                        • Figure 38: Totino’s Party Pizza television ad, 2012
                                                                                                                                                        • Figure 39: Totino’s Pizza Rolls television ad, 2013
                                                                                                                                                    • Social Media

                                                                                                                                                      • Key points
                                                                                                                                                        • Social media metrics
                                                                                                                                                          • Figure 40: Key performance indicators, June 2013
                                                                                                                                                        • Market overview
                                                                                                                                                          • Brand usage and awareness
                                                                                                                                                            • Figure 41: Brand usage and awareness of frozen pizza brands, April 2013
                                                                                                                                                          • Interaction with pizza brands
                                                                                                                                                            • Figure 42: Interaction with selected pizza brands, May 2013
                                                                                                                                                          • Online conversations
                                                                                                                                                            • Figure 43: Online conversations on selected pizza brands, by day, May 29-June 28, 2013
                                                                                                                                                          • Where are people talking about pizza brands?
                                                                                                                                                            • Figure 44: Online conversations on selected pizza brands, by page type, May 29-June 28, 2013
                                                                                                                                                          • What are people talking about?
                                                                                                                                                            • Figure 45: Types of conversations around selected pizza brands, May 29-June 28, 2013
                                                                                                                                                            • Figure 46: Types of conversations around selected pizza brands, by day, May 29-June 28, 2013
                                                                                                                                                          • Analysis by brand
                                                                                                                                                            • DiGiorno
                                                                                                                                                              • Figure 47: DiGiorno—key social media indicators, June 2013
                                                                                                                                                            • Key online campaigns
                                                                                                                                                              • What we think
                                                                                                                                                                • Tony’s Pizza
                                                                                                                                                                  • Figure 48: Tony’s Pizza—key social media indicators, June 2013
                                                                                                                                                                • Key online campaigns
                                                                                                                                                                  • What we think
                                                                                                                                                                    • Red Baron
                                                                                                                                                                      • Figure 49: Red Baron—key social media indicators, June 2013
                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                      • What we think
                                                                                                                                                                        • Tombstone
                                                                                                                                                                          • Figure 50: Tombstone—key social media indicators, June 2013
                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                          • What we think
                                                                                                                                                                            • Boboli
                                                                                                                                                                              • Figure 51: Boboli—key social media indicators, June 2013
                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                              • What we think
                                                                                                                                                                                • Mama Mary’s
                                                                                                                                                                                  • Figure 52: Mama Mary’s—key social media indicators, June 2013
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                  • Household Usage

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Nearly two thirds eat frozen pizza
                                                                                                                                                                                        • Figure 53: Household consumption of frozen pizza and household usage of pizza sauce and packaged, ready-made pizza crust, by age, October 2011-November 2012
                                                                                                                                                                                      • Household income appears to have little income on consumption, usage
                                                                                                                                                                                        • Figure 54: Household consumption of frozen pizza and household usage of pizza sauce and packaged, ready-made pizza crust, by household income, October 2011-November 2012
                                                                                                                                                                                    • Types of Pizza Eaten in and Out of Home

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Takeout/delivery eaten more than any other type of pizza
                                                                                                                                                                                            • Figure 55: Types of pizza eaten last 6 months, by age, April 2013
                                                                                                                                                                                          • Household income dictates consumption of takeout/delivery and frozen
                                                                                                                                                                                            • Figure 56: Types of pizza eaten last 6 months, by household income, April 2013
                                                                                                                                                                                        • Brands Used

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • DiGiorno tops brands used
                                                                                                                                                                                              • Figure 57: Frozen pizza brands eaten in household, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                            • Respondents use Ragu more than any other type of pizza sauce
                                                                                                                                                                                              • Figure 58: Pizza sauce brands most often used in household, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                            • DiGiorno also tops ready-made crust among households
                                                                                                                                                                                              • Figure 59: Packaged, ready-made pizza crust brands most often used in household, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                          • Pizza Consumption Compared to a Year Ago

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • More than half are buying more/same amount of frozen pizza
                                                                                                                                                                                                • Figure 60: Pizza consumption compared to a year ago—eating more or the same, by age, April 2013
                                                                                                                                                                                              • <$25K least likely to be buying more/same amount of restaurant pizza
                                                                                                                                                                                                • Figure 61: Pizza consumption compared to a year ago—eating more or the same, by household income, April 2013
                                                                                                                                                                                              • Kids in the household can mean buying more/the same amount of pizza
                                                                                                                                                                                                • Figure 62: Pizza consumption compared to a year ago—eating more or the same, by presence of children in household, April 2013
                                                                                                                                                                                            • Store-bought Pizza Purchase Habits

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Nearly half buy the same type of frozen pizza every time
                                                                                                                                                                                                    • Figure 63: Store-bought pizza purchase habits, by age, April 2013
                                                                                                                                                                                                  • <$25K most likely to stick with same type and brand every time
                                                                                                                                                                                                    • Figure 64: Store-bought pizza purchase habits, by household income, April 2013
                                                                                                                                                                                                  • Respondents who want sides most likely to stick with same type, brand
                                                                                                                                                                                                    • Figure 65: Store-bought pizza purchase habits, by interest in store-bought pizza types, April 2013
                                                                                                                                                                                                • Importance of Health-related Product Attributes

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Interest in health-related attributes is relatively low
                                                                                                                                                                                                      • Figure 66: Importance of health-related product attributes, by age, April 2013
                                                                                                                                                                                                    • $150K+ most likely to say natural/organic is important
                                                                                                                                                                                                      • Figure 67: Importance of health-related product attributes, by household income, April 2013
                                                                                                                                                                                                  • Interest in Store-bought Pizza Types

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Nearly half interested in a wider variety of pizza styles
                                                                                                                                                                                                          • Figure 68: Interest in store-bought pizza types, by age, April 2013
                                                                                                                                                                                                        • $150K+ most interested in added nutritional benefits
                                                                                                                                                                                                          • Figure 69: Interest in store-bought pizza types, by household income, April 2013
                                                                                                                                                                                                      • Attitudes Toward Store-bought Pizza

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Roughly seven in 10 agree frozen pizza deals with immediate hunger
                                                                                                                                                                                                              • Figure 70: Attitudes toward store-bought pizza, April 2013
                                                                                                                                                                                                            • 18-34 most likely to appreciate convenience, store brands
                                                                                                                                                                                                              • Figure 71: Agreement toward interest in store-bought pizza types, by age, April 2013
                                                                                                                                                                                                            • $75K+ most likely to say restaurant pizza tastes better, worth the cost
                                                                                                                                                                                                              • Figure 72: Agreement toward interest in store-bought pizza types, by household income, April 2013
                                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Blacks report higher than average consumption/usage
                                                                                                                                                                                                                • Figure 73: Household consumption of frozen pizza; household usage of pizza sauce; and household usage of packaged, ready-made pizza crust, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                                • Figure 74: Number of frozen pizzas eaten by household in last 30 days, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                                                                                              • Blacks most likely to buy same type of pizza every time
                                                                                                                                                                                                                • Figure 75: Store-bought pizza purchase habits, by race/Hispanic origin, April 2013
                                                                                                                                                                                                              • Blacks and Hispanics most likely to want side dishes with frozen pizza
                                                                                                                                                                                                                • Figure 76: Interest in store-bought pizza types, by race/Hispanic origin, April 2013
                                                                                                                                                                                                              • Blacks most likely to say pizza is a good option for lunch at work/school
                                                                                                                                                                                                                • Figure 77: Agreement toward interest in store-bought pizza types, by race/Hispanic origin, April 2013
                                                                                                                                                                                                            • Teen Usage

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • More than three quarters of teens eat frozen pizza
                                                                                                                                                                                                                  • Figure 78: Teen consumption of frozen pizzas (bought frozen), October 2011-November 2012
                                                                                                                                                                                                                • A quarter of teens ate five to seven frozen pizzas in the last month
                                                                                                                                                                                                                  • Figure 79: Number of frozen pizzas eaten by teens in last 30 days, October 2011-November 2012
                                                                                                                                                                                                                • DiGiorno tops brands eaten by teens
                                                                                                                                                                                                                  • Figure 80: Brands of frozen pizzas teens eat, October 2011-November 2012
                                                                                                                                                                                                              • Kids Usage

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Eight in 10 kids eat frozen pizza
                                                                                                                                                                                                                    • Figure 81: Frozen pizza consumption among kids, October 2011-November 2012
                                                                                                                                                                                                                  • Half of kids eat frozen pizza one to four per month
                                                                                                                                                                                                                    • Figure 82: Number of times frozen pizza was eaten by kids in the last month, October 2011-November 2012
                                                                                                                                                                                                                  • DiGiorno tops brands eaten by kids
                                                                                                                                                                                                                    • Figure 83: Kinds of frozen pizzas kids like best, October 2011-November 2012
                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                    • Cluster 1: Deep Dishers
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                            • Figure 84: Attitudes toward store-bought pizza, by target clusters, April 2013
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Cluster 2: Periodic Pizzas
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Cluster 3: Pizza People
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                                                                                                              • Figure 85: Target clusters, April 2013
                                                                                                                                                                                                                                              • Figure 86: Types of pizza eaten last 6 months, by target clusters, April 2013
                                                                                                                                                                                                                                              • Figure 87: Pizza consumption compared to a year ago—eating more or the same, by target clusters, April 2013
                                                                                                                                                                                                                                              • Figure 88: Store-bought pizza purchase habits, by target clusters, April 2013
                                                                                                                                                                                                                                              • Figure 89: Importance of health-related product attributes, by target clusters, April 2013
                                                                                                                                                                                                                                              • Figure 90: Interest in store-bought pizza types, by target clusters, April 2013
                                                                                                                                                                                                                                              • Figure 91: Agreement toward interest in store-bought pizza types, by target clusters, April 2013
                                                                                                                                                                                                                                            • Cluster demographic tables
                                                                                                                                                                                                                                              • Figure 92: Target clusters, by demographic, April 2013
                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                            • Information Resources Inc. Group Builders Panel Data

                                                                                                                                                                                                                                              • Frozen pizza
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—frozen pizza
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 93: Brand map, selected brands of frozen pizza buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 94: Key purchase measures for the top brands of frozen pizza, by household penetration, 2012*
                                                                                                                                                                                                                                                  • Appendix: Market Drivers

                                                                                                                                                                                                                                                    • Consumer confidence
                                                                                                                                                                                                                                                      • Figure 95: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                    • Unemployment
                                                                                                                                                                                                                                                      • Figure 96: U.S. Unemployment Rate, by month, 2002-13
                                                                                                                                                                                                                                                      • Figure 97: U.S. Unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                                      • Figure 98: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                                    • Food cost pressures
                                                                                                                                                                                                                                                      • Figure 99: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
                                                                                                                                                                                                                                                    • Obesity
                                                                                                                                                                                                                                                      • Figure 100: U.S. obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                                    • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                                      • Figure 101: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                    • Racial, ethnic population growth
                                                                                                                                                                                                                                                      • Figure 102: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                      • Figure 103: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                    • Shifting U.S. demographics
                                                                                                                                                                                                                                                      • Figure 104: U.S. population, by age, 2008-18
                                                                                                                                                                                                                                                      • Figure 105: U.S. households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                  • Appendix: Social Media

                                                                                                                                                                                                                                                    • Brand usage or awareness
                                                                                                                                                                                                                                                      • Figure 106: Brand usage or awareness, April 2013
                                                                                                                                                                                                                                                      • Figure 107: Boboli usage or awareness, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 108: Mama Mary’s usage or awareness, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 109: Red Baron usage or awareness, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 110: Tony’s Pizza usage or awareness, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 111: DiGiorno usage or awareness, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 112: Tombstone usage or awareness, by demographics, April 2013
                                                                                                                                                                                                                                                    • Activities done
                                                                                                                                                                                                                                                      • Figure 113: Activities done, April 2013
                                                                                                                                                                                                                                                      • Figure 114: Boboli – Activities done, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 115: Red Baron – Activities done, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 116: Tony’s Pizza – Activities done, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 117: DiGiorno – Activities done, by demographics, April 2013
                                                                                                                                                                                                                                                      • Figure 118: Tombstone – Activities done, by demographics, April 2013
                                                                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                                                                      • Figure 119: Online conversations on selected pizza brands, by day, May 29-June 28, 2013
                                                                                                                                                                                                                                                      • Figure 120: Online conversations on selected tea brands, by page type, May 18-June 17, 2013
                                                                                                                                                                                                                                                      • Figure 121: Online conversations on selected pizza brands, May 29-June 28, 2013
                                                                                                                                                                                                                                                      • Figure 122: Types of conversations around selected pizza brands, May 29-June 28, 2013
                                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                    • Pizza consumption compared to a year ago
                                                                                                                                                                                                                                                      • Figure 123: Pizza consumption compared to a year ago—eating more or the same, by gender, April 2013
                                                                                                                                                                                                                                                    • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                      • Figure 124: Pizza consumption compared to a year ago—eating more or the same, by race/Hispanic origin, April 2013
                                                                                                                                                                                                                                                      • Figure 125: Importance of health-related product attributes, by race/Hispanic origin, April 2013
                                                                                                                                                                                                                                                  • Appendix: Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                                      • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                        • California Pizza Kitchen Inc.
                                                                                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                                                                                        • Pinnacle Foods Group Inc.
                                                                                                                                                                                                                                                        • The Schwan Food Company

                                                                                                                                                                                                                                                        Pizza at Retail - US - July 2013

                                                                                                                                                                                                                                                        £3,277.28 (Excl.Tax)