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.
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