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Pizza at Retail - US - June 2011

For the purposes of this report, the retail pizza market is defined as including the following:

  • Frozen pizza
  • Refrigerated/frozen kits, crusts, and dough
  • Shelf-stable kits, pizza sauces, and crusts

Prepared, ready-to-eat pizza sold in retail outlets is excluded from the scope of this report, as is pizza sold in foodservice outlets.

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Table of contents

  1. Scope and Themes

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

                      • Trade up to pizza takeout/delivery in 2010 drives retail market down
                        • A sudden hiccup for all segments in 2010
                          • Leading brands change ownership, private labels suffer
                            • New product launches drop in 2009, regain momentum in 2010
                              • The pizza consumer
                              • Insights and Opportunities

                                • Calling attention to the high(er) price of delivery pizza
                                  • Healthful customization: cross-promote with better-for-you (BFY) toppings and sides
                                    • Taste will help private label frozen pizza regain momentum
                                      • Committing to truly, totally natural pizza
                                        • Creating a niche for pizza among popular Asian-fusion innovations
                                          • Expand social media efforts
                                          • Inspire Insights

                                              • Trend: Make it Mine
                                              • Market Size and Forecast

                                                • Key points
                                                  • Economic recovery bodes ill, at least temporarily, for retail pizza market
                                                    • Sales and forecast of pizza at retail
                                                      • Figure 1: Total U.S. retail sales of pizza at retail, at current prices, 2005-15
                                                      • Figure 2: Total U.S. retail sales of pizza at retail, at inflation-adjusted prices, 2005-15
                                                    • Fan-chart forecast
                                                        • Figure 3: Fan-chart forecast of pizza at retail, at current prices, 2005-15
                                                      • Walmart sales
                                                      • Market Drivers

                                                        • Asian population growth should positively impact the retail pizza market
                                                          • Figure 4: Population, by race and Hispanic origin, 2006-16
                                                        • Aging population presents challenge for the retail pizza market
                                                          • Figure 5: Population, by age, 2006-16
                                                          • Figure 6: Population, by generation, 2011
                                                        • More smaller families does not bode well for this market
                                                          • Figure 7: Households, by presence of children, 1999-2009
                                                        • Disposable income and consumer confidence questionable
                                                          • Figure 8: Real disposable income, 2007-11*
                                                          • Figure 9: Consumer sentiment index, August 2007–March 2011
                                                      • Competitive Context

                                                        • Key points
                                                          • Flatbreads: single-serve pizza-like options at the sandwich shop
                                                            • Takeout/delivery threatens frozen pizza sales
                                                              • Leading brand changes hands
                                                              • Segment Performance

                                                                • Key points
                                                                  • Modest growth in 2008-10 hurt by recent consumer behavior shifts
                                                                    • Total U.S. sales of pizza at retail by segment
                                                                      • Figure 10: Total U.S. sales of pizza at retail, by segment, 2008-10
                                                                  • Segment Performance—Frozen Pizza

                                                                    • Key points
                                                                      • Innovation fails to keep sales growing
                                                                        • Sales and forecast of frozen pizza
                                                                          • Figure 11: Total U.S. sales of frozen pizza, 2005-15
                                                                      • Segment Performance—Refrigerated/Frozen Kits, Crusts, and Dough

                                                                        • Key points
                                                                          • Pizza assembly with premium ingredients temporarily loses its charm
                                                                            • Sales and forecast of refrigerated/frozen kits, crusts, and dough
                                                                              • Figure 12: Total U.S. sales and forecast of refrigerated/frozen kits, crusts, and dough, at current prices, 2005-15
                                                                          • Segment Performance—Shelf-stable Kits, Pizza Sauces, and Crusts

                                                                            • Key points
                                                                              • Sales decreases in 2010 break four-year trend
                                                                                • Sales and forecast of shelf-stable kits, pizza sauces, and crusts
                                                                                  • Figure 13: Total U.S. sales and forecast of shelf-stable kits, pizza sauces, and crusts, at current prices, 2005-15
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Supermarkets continue to lead, lose some share to warehouses
                                                                                    • Sales of pizza at retail, by channel
                                                                                      • Figure 14: Total U.S. sales of pizza at retail, by channel, 2008 and 2010
                                                                                      • Figure 15: Supermarket/food stores’ sales of pizza at retail, at current prices, 2005-10
                                                                                      • Figure 16: Supercenters, warehouse clubs’ sales of pizza at retail, at current prices, 2005-10
                                                                                      • Figure 17: Drugstores’ sales of pizza at retail, at current prices, 2005-10
                                                                                      • Figure 18: Other retailers’ sales of pizza at retail, at current prices, 2005-10
                                                                                  • Retail Channels—Natural Supermarkets

                                                                                    • Key points
                                                                                      • Innovative products with the implication of better taste and healthfulness
                                                                                        • Sales of pizza and pizza products in the natural channel
                                                                                          • Figure 19: Natural supermarket sales of pizza and pizza products, at current prices, 2008-10*
                                                                                          • Figure 20: Natural supermarket sales of pizza and pizza products, at inflation-adjusted prices, 2008-10*
                                                                                        • Natural channel sales, by segment
                                                                                          • Figure 21: Natural supermarket sales of pizza and pizza products, by segment, 2008 and 2010*
                                                                                        • Natural channel sales, by organic content
                                                                                          • Figure 22: Natural supermarket sales of pizza and pizza products, by organic content, 2008 and 2010*
                                                                                        • Natural channel sales of pizza, crusts and focaccia, by gluten-free content
                                                                                          • Figure 23: Natural supermarket sales of pizza, pizza crusts and focaccia, by gluten-free content, 2008 and 2010*
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • Sales drop for all companies in the most recent year
                                                                                            • Private label’s ups and downs
                                                                                              • Figure 24: Private label FDMx sales of pizza at retail in the U.S., 2008-10
                                                                                            • FDMx sales of pizza at retail by manufacturer
                                                                                              • Figure 25: Manufacturer FDMx sales of pizza at retail in the U.S., 2010 and 2011
                                                                                          • Brand Share—Frozen Pizza

                                                                                            • Key points
                                                                                              • DiGiorno moves to Nestlé in 2010 and introduces “Pizza & (side dishes)”
                                                                                                • Manufacturer and brand sales of frozen pizza
                                                                                                  • Figure 26: Selected FDMx brand sales of frozen pizza, 2010 and 2011
                                                                                              • Brand Share—Refrigerated/Frozen Kits, Crusts, and Dough

                                                                                                • Key points
                                                                                                  • Uno joins top brands, niche players abound
                                                                                                    • Manufacturer and brand sales of refrigerated/frozen kits, crusts, and dough
                                                                                                      • Figure 27: Selected FDMx brand sales of refrigerated/frozen kits, crusts, and dough, 2010 and 2011
                                                                                                  • Brand Share—Shelf-stable Kits, Pizza Sauces, and Crusts

                                                                                                    • Key points
                                                                                                      • Shelf-stable pizza sales decrease
                                                                                                        • Manufacturer and brand sales of shelf-stable kits, pizza sauces, and crusts
                                                                                                          • Figure 28: Selected FDMx brand sales of shelf-stable kits, pizza sauces, and crusts, 2010 and 2011
                                                                                                      • Innovations and Innovators

                                                                                                        • Key points
                                                                                                          • Retail pizza product launches 2006-11
                                                                                                            • Figure 29: Retail pizza product launches, by top claims, 2006-11
                                                                                                            • Figure 30: Retail pizza product launches, by storage type, 2006-11
                                                                                                            • Figure 31: Private label share among new retail pizza product launches, 2006-11
                                                                                                            • Figure 32: Top five companies/top three brands, by new retail pizza product launches, 2006-11
                                                                                                          • Microwaveable/time/speed
                                                                                                            • Premium/exotic
                                                                                                              • All natural/no preservatives
                                                                                                                • Delivering an occasion
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview
                                                                                                                    • Ad spending in 2008-09
                                                                                                                      • Figure 33: Advertising spending, select retail pizza brands 2008-09
                                                                                                                    • Television ads
                                                                                                                      • Figure 34: DiGiorno Rising Crust Pizza, “Man Tries to Scam Friend For The Cost of Delivery”, TV ad, 2010
                                                                                                                      • Figure 35: DiGiorno Pizza,” Men hit friend’s head when giving high five”, TV ad, 2011
                                                                                                                      • Figure 36: DiGiorno Rising Crust Pizza, “delivery guy loses his pants in a car door”, TV ad, 2010
                                                                                                                      • Figure 37: Red Baron Pan Pizza, “Various pizza delivery men stop by at guy’s house for pizza”, TV ad, 2010
                                                                                                                      • Figure 38: Freschetta Simply...Inspired Pizza, “Woman falls through store floor”, TV ad, 2011
                                                                                                                      • Figure 39: Totino’s Party Pizza, “Boys feel they won even though they lost today”, TV ad, 2010
                                                                                                                    • Online/Social Media
                                                                                                                      • DiGiorno
                                                                                                                        • Red Baron
                                                                                                                          • Freschetta Simply...Inspired
                                                                                                                            • Totino’s
                                                                                                                            • Types of Pizza Eaten In and Out of the Home

                                                                                                                              • Key points
                                                                                                                                • Pizza consumption by age
                                                                                                                                  • Figure 40: Pizza consumption in and out of the home, by age, February 2011
                                                                                                                                • Pizza consumption by household income
                                                                                                                                  • Figure 41: Pizza consumption in and out of the home, by household income, February 2011
                                                                                                                                • Pizza consumption by household size
                                                                                                                                  • Figure 42: Pizza consumption in and out of the home, by presence of children, February 2011
                                                                                                                              • Frozen Pizza, Crust, and Sauce Usage at Home

                                                                                                                                • Key points
                                                                                                                                  • DiGiorno leads frozen pizza consumption
                                                                                                                                    • Figure 43: Household pizza consumption frequency and usage, by brand, February 2011
                                                                                                                                  • Brand frequency of consumption
                                                                                                                                    • Figure 44: Household pizza consumption frequency and usage, by brand users, February 2011
                                                                                                                                  • Household consumption trends
                                                                                                                                    • Figure 45: Household pizza consumption, by age and household income, February 2011
                                                                                                                                  • Pizza crust and sauce usage by age
                                                                                                                                    • Figure 46: Pizza crust and sauce usage, by age, October 2009-December 2010
                                                                                                                                  • Pizza crust and sauce usage by income
                                                                                                                                    • Figure 47: Pizza crust and sauce usage, by household income, October 2009-December 2010
                                                                                                                                  • Pizza crust and sauce usage with children
                                                                                                                                    • Figure 48: Pizza crust and sauce usage, by presence of children, October 2009-December 2010
                                                                                                                                • Eating Occasions

                                                                                                                                  • Key points
                                                                                                                                    • Pizza eating occasions
                                                                                                                                      • Figure 49: Pizza eating occasions, February 2011
                                                                                                                                    • Pizza eating occasions by gender and age
                                                                                                                                      • Figure 50: Pizza eating occasions—frozen and fresh pizza, by gender and age, February 2011
                                                                                                                                    • Pizza eating occasions by household income and presence of children
                                                                                                                                      • Figure 51: Pizza eating occasions—frozen and fresh pizza, by household income and presence of children, February 2011
                                                                                                                                  • Pizza Innovations/Attributes of Interest

                                                                                                                                    • Key points
                                                                                                                                      • Pizza innovations of interest by gender
                                                                                                                                          • Figure 52: Pizza innovations of interest, by gender, February 2011
                                                                                                                                        • Pizza innovations of interest by age
                                                                                                                                          • Figure 53: Pizza innovations of interest, by age, February 2011
                                                                                                                                        • Pizza innovations of interest by income level
                                                                                                                                          • Figure 54: Pizza innovations of interest, by household income, February 2011
                                                                                                                                        • Interest in new pizza concepts by presence of children
                                                                                                                                          • Figure 55: Pizza innovations of interest, by presence of children, February 2011
                                                                                                                                        • Health and positioning attributes of importance by gender
                                                                                                                                          • Figure 56: Attributes of importance with pizza sold in retail, by gender, February 2011
                                                                                                                                        • Health and positioning attributes by age
                                                                                                                                          • Figure 57: Attributes of importance with pizza sold in retail, by age, February 2011
                                                                                                                                        • Health and positioning attributes by presence of children
                                                                                                                                          • Figure 58: Attributes of importance with pizza sold in retail, by presence of children, February 2011
                                                                                                                                      • Usage Shifts and Light/Non-User Attitudes

                                                                                                                                        • Key points
                                                                                                                                          • Usage shifts in the last year by age
                                                                                                                                            • Figure 59: Usage shifts with pizza in the last year, by age, February 2011
                                                                                                                                          • Usage shifts in the last year by income
                                                                                                                                            • Figure 60: Usage shifts with pizza in the last year, by household income, February 2011
                                                                                                                                          • Usage shifts in the last year by presence of children in the household
                                                                                                                                            • Figure 61: Usage shifts with pizza in the last year, by presence of children, February 2011
                                                                                                                                          • Reasons that light/non-users aren’t eating frozen/refrigerated pizza by age and household income
                                                                                                                                            • Figure 62: Reasons for light/non-use, by age and household income, February 2011
                                                                                                                                          • Reasons that light/non-users aren’t eating frozen/refrigerated pizza by presence of children
                                                                                                                                            • Figure 63: Reasons for light/non-use, by presence of children, February 2011
                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Pizza consumption by race/Hispanic origin
                                                                                                                                              • Figure 64: Pizza consumption in and out of the home, by race/Hispanic origin, February 2011
                                                                                                                                            • Pizza innovations of interest by race/Hispanic origin
                                                                                                                                              • Figure 65: Pizza innovations of interest, by race/Hispanic origin, February 2011
                                                                                                                                            • Retail pizza attributes of importance by race/Hispanic origin
                                                                                                                                              • Figure 66: Attributes of importance with pizza sold in retail, by race/Hispanic origin, February 2011
                                                                                                                                            • Usage shifts by race/Hispanic origin
                                                                                                                                              • Figure 67: Usage shifts with pizza in the last year, by race/Hispanic origin, February 2011
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • Traditionalists
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Ready-Mades
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Customizers
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Characteristic tables
                                                                                                                                                                        • Figure 68: Pizza at retail clusters, June 2011
                                                                                                                                                                        • Figure 69: Pizza consumption in and out of the home, by pizza at retail clusters, June 2011
                                                                                                                                                                        • Figure 70: Household pizza consumption, by brand, by pizza at retail clusters, June 2011
                                                                                                                                                                        • Figure 71: Household pizza consumption, by pizza at retail clusters, June 2011
                                                                                                                                                                        • Figure 72: Pizza innovations of interest, by pizza at retail clusters, June 2011
                                                                                                                                                                        • Figure 73: Attributes of importance with pizza sold in retail, by pizza at retail clusters, June 2011
                                                                                                                                                                        • Figure 74: Usage shifts with pizza in the last year, by pizza at retail clusters, June 2011
                                                                                                                                                                      • Demographic tables
                                                                                                                                                                        • Figure 75: Pizza at retail clusters, by gender, June 2011
                                                                                                                                                                        • Figure 76: Pizza at retail clusters, by age, June 2011
                                                                                                                                                                        • Figure 77: Pizza at retail clusters, by household income, June 2011
                                                                                                                                                                        • Figure 78: Pizza at retail clusters, by race, June 2011
                                                                                                                                                                        • Figure 79: Pizza at retail clusters by Hispanic origin, June 2011
                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                        • Usage and attitudes among heavy, medium, and light users
                                                                                                                                                                          • Key points
                                                                                                                                                                            • Pizza consumption among heavy, medium and light users
                                                                                                                                                                                • Figure 80: Pizza consumption in and out of the home, by custom groups, February 2011
                                                                                                                                                                              • Brand consumption among heavy, medium and light users
                                                                                                                                                                                  • Figure 81: Household pizza consumption by brand, by custom groups, February 2011
                                                                                                                                                                                • Frequency of brand among heavy, medium and light users
                                                                                                                                                                                  • Figure 82: Household pizza consumption frequency and usage, by brand, February 2011
                                                                                                                                                                                • Household pizza consumption among heavy, medium and light users
                                                                                                                                                                                  • Figure 83: Household pizza consumption, by custom groups, February 2011
                                                                                                                                                                                • Pizza attributes of importance among heavy, medium and light users
                                                                                                                                                                                    • Figure 84: Attributes of importance with pizza sold in retail, by custom groups, February 2011
                                                                                                                                                                                  • Usage shifts in the last year among heavy, medium and light users
                                                                                                                                                                                    • Figure 85: Usage shifts with pizza in the last year, by custom groups, February 2011
                                                                                                                                                                                • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                    • Frozen pizza
                                                                                                                                                                                      • Consumer insights on key purchase measures—frozen pizza
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 86: Brand map, selected brands of pizza buying rate, by household penetration, 2010*
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 87: Key purchase measures for the top brands of pizza, by household penetration, 2010*
                                                                                                                                                                                        • Appendix—Restaurant Trends—Pizza

                                                                                                                                                                                            • Restaurants aggressive with consumer promotions
                                                                                                                                                                                              • Pizza on foodservice menus, Q1 2008- Q1 2011
                                                                                                                                                                                                • Figure 88: Leading pizza types/varieties appearing on menus, Q1 2008-Q1 2011
                                                                                                                                                                                              • Leading pizza toppings on menus
                                                                                                                                                                                                • Figure 89: Leading pizza toppings appearing on menus, Q1 2008- Q1 2011
                                                                                                                                                                                              • Foodservice pizza prices drop
                                                                                                                                                                                                • Figure 90: Pizza prices at foodservice establishments, Q1 2008- Q1 2011
                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • California Pizza Kitchen Inc.
                                                                                                                                                                                              • Home Run Inn Pizza Corporation
                                                                                                                                                                                              • Kashi Co. Inc.
                                                                                                                                                                                              • Kraft Foods Inc.
                                                                                                                                                                                              • National Frozen and Refrigerated Food Association
                                                                                                                                                                                              • Nestlé USA
                                                                                                                                                                                              • Newman's Own Inc.
                                                                                                                                                                                              • Pillsbury
                                                                                                                                                                                              • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                              • Safeway Inc
                                                                                                                                                                                              • Trader Joe's Company Inc
                                                                                                                                                                                              • Unilever USA
                                                                                                                                                                                              • Weight Watchers International Inc.

                                                                                                                                                                                              Pizza at Retail - US - June 2011

                                                                                                                                                                                              £3,277.28 (Excl.Tax)