Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Pizza - Canada - March 2015

“Sales challenges for in-store pizza highlight a need to develop and execute more targeted strategies that address specific population segments the category underperforms against and grow its frequency among those more likely to eat pizza. As the sales pie has shrunk, the battle for share of stomach versus other in-store brands and foodservice has become all the more critical.”
– Joel Gregoire, Senior Food & Drink Analyst

This report discusses the following key topics:

  • Addressing the health perception of in-store pizza among women
  • Closing the gap with foodservice 
  • Is pizza innovating to younger consumers’ demands?
  • Adapting pizza for the ageing population

Highly popular among Canadians, over 80% of consumers ate takeout or delivery pizza in the six months to December 2014. However, with frozen pizza sales declining over the past five years and forecast to decline through to 2019, the category is challenged as discounting and demographic pressures have an impact.

Despite this challenging sales environment, opportunities to be capitalized on still exist. The majority of pizza consumers agree that the variety and taste of store-bought options have improved throughout the past couple of years. Consumers also point to a demand for more varieties, which also means they are open to innovation. Additionally, as Millennials mature into their “family” years, an opportunity exists to leverage frozen pizza as a convenient but satisfying meal solution that can be made on demand and on budget for larger households.

This report explores the profile and habits of Canadian frozen and refrigerated pizza consumers, including the frequency they eat pizza, what influences their purchase decisions, interest in different options and factors that lead consumers to choose one pizza over another. This report also examines attitudes towards the category across various demographic groups and identifies opportunities for innovation.

 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of Canada retail volume sales of pizza, 2009-19
                • Figure 2: Forecast of Canada retail value sales of pizza, 2009-19
              • Market factors
                • Increasing number of overweight or obese Canadians may prove a challenge for frozen pizza
                  • Figure 3: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2009-13
                • Canada’s ageing population may impact pizza preferences in the coming years
                  • Figure 4: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                • Key economic indicators suggest slight increases in food costs in the future, holding true for food sold from both stores and restaurants
                  • The consumer
                    • Frozen pizza holds broad appeal among Canadians
                      • Figure 5: Types of pizza eaten in the last six months, December 2014
                    • Opportunities for customization
                      • Figure 6: Importance of different factors when purchasing pizza (any rank), December 2014
                    • Consumers are interested in a range of pizza types
                      • Figure 7: Interest in pizza types (any rank), December 2014
                    • Preferred toppings is the most important factor when choosing frozen/refrigerated pizza
                      • Figure 8: Importance of different factors when purchasing frozen/refrigerated pizza (any rank), December 2014
                    • Summary of attitudes towards frozen/refrigerated pizza
                      • Figure 9: Attitudes towards frozen/refrigerated pizza, December 2014
                    • What we think
                    • Issues and Insights

                        • Addressing the health perception of in-store pizza among women
                          • The facts
                            • The implications
                              • Closing the gap with foodservice
                                • The facts
                                  • The implications
                                    • Is pizza innovating to younger consumers’ demands?
                                      • The facts
                                        • The implications
                                          • Adapting pizza for the ageing population
                                            • The facts
                                              • The implications
                                              • Market Drivers

                                                • Key points
                                                  • Demographic overview
                                                    • Canadian population expected to grow
                                                      • Figure 10: Share of population of Canada, by territory/province, 2014
                                                    • Canada’s population is ageing and will continue to do so in the coming years
                                                      • Figure 11: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                                      • Figure 12: Projected trends in the age structure of the Canadian population, 2014-19
                                                    • Over half of Canadians are overweight or obese
                                                      • Figure 13: Body mass index, self-reported rate of being overweight or obese among Canadian adults, by gender, 2009-13
                                                    • Economic overview
                                                      • Consumers’ economy to pick up, but risks remain
                                                        • Figure 14: Household disposable income and savings rate in Canada, Q1 2008-Q1 2014
                                                      • Consumer confidence may waver with falling oil prices
                                                        • Key economic indicators suggest slight increases in food costs in the future, holding true for food sold from both stores and restaurants
                                                          • Figure 15: Monthly movements in selected major components of the Canadian Consumer Price Index, seasonally adjusted, January 2010-July 2014
                                                        • Canada’s employment rates remain steady
                                                          • Figure 16: Canada’s unemployment rate, by gender, January 2008-January 2014
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Trend Application

                                                              • Trend: Transumers
                                                                • Trend: Make It Mine
                                                                  • Trend: The Real Thing
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Private label increasing share of new product launches
                                                                        • Figure 17: Percentage of new product pizza launches in Canada, by brand type, 2010-14
                                                                      • Scoring points with the consumer through sports partnerships
                                                                        • Making ordinary parts of the pizza extraordinary
                                                                          • Clearing the ingredient decks
                                                                            • Appealing to the “upper crust” pizza consumer
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Pizza volume increases as sales decline
                                                                                  • Figure 18: Canada retail value and volume sales of pizza, at current and constant prices, 2009-19
                                                                                  • Figure 19: Forecast of Canada retail volume sales of pizza, 2009-19
                                                                                  • Figure 20: Forecast of Canada retail value sales of pizza, 2009-19
                                                                                • Forecast methodology
                                                                                • Companies and Products

                                                                                    • Frozen pizza companies – Overview and innovations
                                                                                      • Dr. Oetker Ltd.
                                                                                        • Overview and product range
                                                                                          • Recent activity and innovation
                                                                                            • McCain Foods Ltd.
                                                                                              • Overview and product range
                                                                                                • Recent promotions
                                                                                                  • Nestlé
                                                                                                    • Overview and product range
                                                                                                      • Recent activity and innovation
                                                                                                        • President’s Choice
                                                                                                          • Overview and product range
                                                                                                            • Recent activity and innovation
                                                                                                              • Foodservice – Overview and innovations
                                                                                                                • Pizza Pizza
                                                                                                                  • Overview and product range
                                                                                                                    • Recent activity and innovation
                                                                                                                      • Boston Pizza
                                                                                                                        • Overview and product range
                                                                                                                          • Recent activity and innovation
                                                                                                                            • Pizza Hut
                                                                                                                              • Overview and product range
                                                                                                                                • Recent activity and innovation
                                                                                                                                • Social Media – Pizza

                                                                                                                                  • Key findings
                                                                                                                                    • Market overview
                                                                                                                                      • Key social media metrics
                                                                                                                                        • Figure 21: Key social media metrics, March 2015
                                                                                                                                      • Brand usage and awareness
                                                                                                                                        • Figure 22: Brand usage and awareness for selected pizza brands, December 2014
                                                                                                                                      • Interactions with pizza brands
                                                                                                                                        • Figure 23: Interactions with selected pizza brands, December 2014
                                                                                                                                      • Social media activity and campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 24: Online conversations for selected pizza brands, by day, March 4, 2014-March 4, 2015
                                                                                                                                          • Where are people talking about pizza?
                                                                                                                                            • Figure 25: Online conversations for selected pizza brands, by page type, March 4, 2014-March 4, 2015
                                                                                                                                          • What are people talking about?
                                                                                                                                              • Figure 26: Topics of conversation around selected pizza brands, March 4, 2014-March 4, 2015
                                                                                                                                          • The Consumer – The Consumption of Pizza

                                                                                                                                            • Key points
                                                                                                                                              • Three quarters of Canadian adults eat frozen pizza
                                                                                                                                                • Figure 27: Types of pizza eaten in the last six months, December 2014
                                                                                                                                                • Figure 28: Types of pizza eaten in the last six months, by gender, December 2014
                                                                                                                                              • Opportunity to grow frequency of frozen vs takeout/delivery pizza
                                                                                                                                                  • Figure 29: Frequency of pizza eaten in the last six months, by type, December 2014
                                                                                                                                                  • Figure 30: Types of pizza eaten (select) at least twice per month, by age, December 2014
                                                                                                                                                • Urban consumers more likely to look for a restaurant experience
                                                                                                                                                  • Figure 31: Types of pizza eaten (select) in the last six months, by area, December 2014
                                                                                                                                                • Who is not eating frozen pizza?
                                                                                                                                                  • Figure 32: Consumers who did not eat frozen pizza in the last six months, by demographics, December 2014
                                                                                                                                              • The Consumer – Pizza Purchase Behaviour

                                                                                                                                                • Key points
                                                                                                                                                  • Price trumps brand for a third of pizza consumers
                                                                                                                                                    • Figure 33: Importance of different factors when purchasing pizza (any rank), December 2014
                                                                                                                                                  • The impact of “new” toppings for the consumer
                                                                                                                                                    • Opportunities for customization
                                                                                                                                                      • Address different needs by offering multiple tiers
                                                                                                                                                        • High- versus low-frequency pizza eaters
                                                                                                                                                        • The Consumer – Interest in Pizza Types

                                                                                                                                                          • Key points
                                                                                                                                                            • Consumers are interested in a range of pizza types
                                                                                                                                                              • Figure 34: Interest in pizza types (any rank), December 2014
                                                                                                                                                            • Interest in whole meal style pizza options wanes with consumer age
                                                                                                                                                              • Figure 35: Interest in trying frozen/refrigerated pizzas that include side dishes, by age, December 2014
                                                                                                                                                            • What women want (to try, when it comes to pizza)
                                                                                                                                                              • Figure 36: Pizza eaters who buy pizzas with toppings they have not tried before, by gender, December 2014
                                                                                                                                                            • Adding pizza to the grill
                                                                                                                                                              • Interest in pizza based on other types of cuisines
                                                                                                                                                              • The Consumer – Choice Factors

                                                                                                                                                                • Key points
                                                                                                                                                                  • Preferred toppings is the most important factor when choosing frozen/refrigerated pizza
                                                                                                                                                                      • Figure 37: Importance of different factors when purchasing frozen/refrigerated pizza (any rank), December 2014
                                                                                                                                                                    • Consumers care more about what’s on a pizza versus what’s in it
                                                                                                                                                                      • Figure 38: Leading motivating factors when buying frozen/refrigerated pizza (#1 ranked), December 2014
                                                                                                                                                                      • Figure 39: Motivating health factors when buying pizza (any rank), by gender, December 2014
                                                                                                                                                                    • Pizza choice preferences by region
                                                                                                                                                                      • Figure 40: Motivating factors when buying pizza (any rank), by region, December 2014
                                                                                                                                                                    • The importance of brand
                                                                                                                                                                      • Does size really matter?
                                                                                                                                                                      • The Consumer – Attitudes towards Frozen Pizza

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Summary of attitudes towards frozen/refrigerated pizza
                                                                                                                                                                            • Figure 41: Attitudes towards frozen/refrigerated pizza, December 2014
                                                                                                                                                                          • Perceptions of frozen pizza are improving
                                                                                                                                                                            • Figure 42: Attitudes towards frozen/refrigerated pizza (improvement), December 2014
                                                                                                                                                                          • Frozen pizza’s perceived quality gap to foodservice
                                                                                                                                                                            • Figure 43: Attitudes towards frozen/refrigerated pizza (quality versus foodservice), December 2014
                                                                                                                                                                          • Brand’s importance when purchasing pizza
                                                                                                                                                                            • Figure 44: Attitudes towards frozen/refrigerated pizza (brand), December 2014
                                                                                                                                                                          • Store-bought pizza’s perceived health gap
                                                                                                                                                                            • Figure 45: Attitudes towards frozen/refrigerated pizza (portability and health), December 2014
                                                                                                                                                                        • The Consumer – Frozen/Refrigerated Pizza and Chinese Canadians

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Chinese Canadians are more likely to eat pizza
                                                                                                                                                                              • Figure 46: Importance of different factors when purchasing frozen/refrigerated pizza (any rank), Chinese Canadians versus overall population, December 2014
                                                                                                                                                                            • Interest in healthy and natural options among Chinese Canadians
                                                                                                                                                                              • Figure 47: Importance of different factors when purchasing frozen/refrigerated pizza (any rank), Chinese Canadians versus overall population, December 2014
                                                                                                                                                                            • Customized options for the family for Chinese Canadians
                                                                                                                                                                            • The Consumer – Target Groups

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Four target groups
                                                                                                                                                                                  • Figure 48: Target groups frozen/refrigerated pizza, December 2014
                                                                                                                                                                                • Quick and Simple (20%)
                                                                                                                                                                                  • Frozen Fans (25%)
                                                                                                                                                                                    • Pizza Enthusiasts (31%)
                                                                                                                                                                                      • Disengaged (24%)
                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                          • Figure 49: Best- and worst-case forecasts for the Canada pizza market, by value, 2014-19
                                                                                                                                                                                          • Figure 50: Best- and worst-case forecasts for the Canada pizza market, by volume, 2014-19

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                      Pizza - Canada - March 2015

                                                                                                                                                                                      £3,199.84 (Excl.Tax)