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Pizza - UK - July 2013

“Although the pizza market has been fairly reliant on commodity inflation and the thriving chilled sector for underlying growth, this report identifies tangible NPD opportunities to potentially encourage stronger volume growth and expand the user base. These include a clear demand among parents for pizza designed for children, strong interest in gluten-free and microwaveable pizzas and – in the wake of the horsemeat scandal – an appetite for British –sourced meat in toppings, peaking among the lower usage yet fast-growing over-65s demographic.”

Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can manufacturers improve consumers’ health perceptions of frozen pizza?
  • Which ideas can the in-home pizza market replicate from the takeaway/delivery sector?
  • How can consumer interest in food provenance be leveraged by pizza manufacturers?
  • Which NPD areas can pizza manufacturers explore to reinforce usage among families?

The UK pizza market recorded an increase in value sales between 2008 and 2013, primarily fuelled by commodity inflation and also the thriving chilled sector, with its higher shelf prices. Overall volume growth climbed over the period, partly reflecting the popularity of the market and, also, demand for chilled pizza, which remains the driving force in both value and volume terms. Chilled pizza boasts a healthier and better quality image among consumers, whereas frozen has yet to remedy its association with being processed.

There are tangible NPD opportunities, however, with around a fifth of users showing interest in British-sourced meat while 23% of parents believe there is a lack of pizzas for children. And half of pizza users would like to see better quality microwaveable pizza.

Definition

This report examines the UK retail market for pizza. Mintel’s definition includes frozen and chilled products sold through the grocery retail channel for consumption in the home, focusing specifically on:

  • main meal and individually-sized pizzas, including delicatessen pizzas and multipacks
  • pizza slices
  • French bread pizza
  • mini pizzas and novelty products.

It excludes pizza purchased and eaten in restaurants, and takeaway/home-delivery pizzas, however references and comparisons to these sectors will be made where relevant.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail value sales of pizza, 2008-18
              • Figure 2: Total UK retail volume sales of pizza, 2008-18
            • Segment performance
              • Figure 3: UK retail value sales of pizza, by sector, 2012
            • Market factors
              • Ageing population represents a challenge
                • Companies, brands and innovation
                  • NPD in the frozen sector rallies in 2012
                    • Chicago Town takes on delivery sector with on-pack claim
                      • Goodfella’s diversifies with extra thin and deep pan launches
                        • Pizzas bearing an ‘economy’ claim triple over 2011-12…
                          • … as launches with no additives or preservatives reach a four-year high
                            • Chicago Town leads Dr. Oetker’s sales success
                              • The consumer
                                • Pizza boasts universal usage among families
                                  • Frozen pizza is more widely eaten than chilled, despite negative perceptions
                                    • Frozen pizza scores on convenience and value for money
                                      • Figure 4: Consumer perceptions of frozen and chilled pizza, April 2013
                                    • Three in four pizza users want bases to be as natural as possible
                                      • Figure 5: Consumer attitudes towards pizza, April 2013
                                    • Untapped opportunities for children’s pizza
                                      • Figure 6: Further consumer attitudes towards pizza, April 2013
                                    • What we think
                                    • Issues in the Market

                                        • How can manufacturers improve consumers’ health perceptions of frozen pizza?
                                          • Which ideas can the in-home pizza market replicate from the takeaway/delivery sector?
                                            • How can consumer interest in food provenance be leveraged by pizza manufacturers?
                                              • Which NPD areas can pizza manufacturers explore to reinforce usage among families?
                                              • Trend Application

                                                  • Trend: Extend my Brand
                                                    • Trend: Patriot Games
                                                      • Mintel Futures Trend: East Meets West
                                                      • Market Drivers

                                                        • Key points
                                                          • Domino’s continues to record strong growth
                                                            • Breadmaking wheat prices remain volatile
                                                              • Figure 7: Monthly UK prices of breadmaking wheat, Jan 2009-Apr 2013
                                                            • Ageing population represents a challenge
                                                              • Figure 8: Projected trends in population growth, by age, 2012-17
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • NPD in the frozen sector rallies in 2012
                                                                    • Figure 9: Share of new product launches within the UK pizza market, by format, 2009-12
                                                                    • Figure 10: Share of new product launches within the UK pizza market, by private label vs branded, 2009-12
                                                                  • Morrisons, Tesco and Asda ramp up NPD activity
                                                                    • Figure 11: Share of new product launches within the UK pizza market, by company, 2009-12
                                                                  • Morrisons
                                                                    • Tesco
                                                                      • Chicago Town takes on delivery sector with on-pack claim
                                                                        • Dr. Oetker launches a new deep pan range
                                                                          • Goodfella’s diversifies with extra thin and deep pan launches
                                                                            • Pizzas bearing an ‘economy’ claim triple over 2011-12…
                                                                              • … as launches with no additives or preservatives reach a four year high
                                                                                • NPD in gluten-free, children’s and wholegrain pizza remains limited
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Commodity price inflation and chilled segment fuels value growth
                                                                                      • Figure 12: Total UK retail value and volume sales of pizza, 2008-18
                                                                                    • The future of the pizza market…
                                                                                      • Market forecasts
                                                                                        • Figure 13: Total UK retail value sales of pizza, 2008-18
                                                                                        • Figure 14: Total UK retail volume sales of pizza, 2008-18
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Chilled pizza’s value share overtakes frozen
                                                                                            • Figure 15: UK retail value and volume sales of pizza, by sector, 2010-12
                                                                                          • Frozen struggles to keep up with chilled growth
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Chicago Town leads Dr. Oetker’s sales success
                                                                                                • Figure 16: Leading brands’ value shares in the UK frozen pizza market, 2012/13*
                                                                                                • Figure 17: Leading brands’ sales and shares in the UK frozen pizza market, by value and volume, 2011/12* and 2012/13**
                                                                                              • Goodfella’s revival continues apace
                                                                                                • Own-label struggles
                                                                                                  • Figure 18: Leading manufacturers’ sales and shares in the UK frozen pizza market, by value and volume, 2012* and 2013**
                                                                                                • Own-brand dominates chilled pizza
                                                                                                • Companies and Products

                                                                                                  • Dr. Oetker
                                                                                                    • Chicago Town (Dr. Oetker)
                                                                                                      • Goodfella’s (2 Sisters Food Group)
                                                                                                        • San Marco (2 Sisters Food Group)
                                                                                                          • PizzaExpress
                                                                                                          • Brand Communication

                                                                                                            • Key points
                                                                                                              • Total adspend reaches five-year high
                                                                                                                • Figure 19: Total advertising expenditure in the UK retail pizza market, 2008-12
                                                                                                              • Dr. Oetker commits a record annual adspend in 2012 as 2 Sisters slashes investment
                                                                                                                • Figure 20: Advertising expenditure in the UK pizza market, by company, 2009-12
                                                                                                              • Dr. Oetker
                                                                                                                • 2 Sisters
                                                                                                                  • Aldi showcases its pizza with price comparison advert
                                                                                                                    • Pizza association challenges government on negative ad campaign
                                                                                                                    • Consumer Usage of Pizza

                                                                                                                      • Key points
                                                                                                                        • Pizza boasts universal usage among families
                                                                                                                            • Figure 21: Types of pizza eaten, April 2013
                                                                                                                          • Frozen pizza is more widely eaten than chilled, despite negative perceptions
                                                                                                                            • Nearly two fifths of frozen pizza users eat it at least once a week
                                                                                                                              • Figure 22: Frequency of usage of frozen pizza, April 2013
                                                                                                                              • Figure 23: Frequency of usage of chilled pizza, April 2013
                                                                                                                          • Consumer Perceptions of Pizza Formats

                                                                                                                            • Key points
                                                                                                                              • Frozen pizza scores on convenience and value for money
                                                                                                                                  • Figure 24: Consumer perceptions of frozen and chilled pizza, April 2013
                                                                                                                                • … but suffers from a poor health image
                                                                                                                                  • Two fifths view chilled pizza as high quality
                                                                                                                                    • Deep pan suffers poor healthy image but worth paying more for
                                                                                                                                        • Figure 25: Consumer perceptions of deep pan and thin crust pizza, April 2013
                                                                                                                                    • Consumer Attitudes Towards Pizza

                                                                                                                                      • Key points
                                                                                                                                        • Three in four pizza users want bases to be as natural as possible
                                                                                                                                            • Figure 26: Consumer attitudes towards pizza, April 2013
                                                                                                                                          • Interest in gluten-free pizza
                                                                                                                                              • Figure 27: Agreement with the statement, ‘I’d like to see a wider variety of gluten-free pizza,’ by presence of own children, April 2013
                                                                                                                                            • NPD opportunities in microwaveable and ethnic-inspired pizza
                                                                                                                                              • Figure 28: Agreement with the statements, ‘I’d like to see better quality microwaveable pizza,’ and ‘Pizza recipes influenced by other types of cuisine (eg Tex Mex, Turkish) interest me,’ by age, April 2013
                                                                                                                                            • Ethnic toppings
                                                                                                                                              • Half of users want to see the origin of pizza recipes on-pack
                                                                                                                                                • Figure 29: Agreement with the statement, ‘Having information about the origins of the recipe on packaging increases the pizza’s appeal,’ by age and selected socio-economic groups, April 2013
                                                                                                                                              • Freezer space is an issue for one in three
                                                                                                                                                • Figure 30: Agreement with the statements, ‘Pizzas are often too large to fit in the freezer,’ and ‘Buy-one-get-one free deals take up too much room in the freezer,’ by gender, April 2013
                                                                                                                                            • Consumer – Further Attitudes Towards Pizza

                                                                                                                                              • Key points
                                                                                                                                                • Untapped opportunities for children’s pizza
                                                                                                                                                    • Figure 31: Further consumer attitudes towards pizza, April 2013
                                                                                                                                                  • Delivery pizza has fresh appeal
                                                                                                                                                    • NPD opportunities for British meat and added seasoning and dips
                                                                                                                                                      • Figure 32: Agreement with the statements ‘I’d pay more for pizza if it came with seasoning (eg chili oil, herbs) or dips,’ and ‘I prefer British-sourced meat ingredients on pizza,’ by age, April 2013
                                                                                                                                                  • Consumer Target Groups

                                                                                                                                                    • Key points
                                                                                                                                                      • Three target groups
                                                                                                                                                        • Figure 33: Target groups, April 2013
                                                                                                                                                      • Conservatives (30%)
                                                                                                                                                        • Indulgers (36%)
                                                                                                                                                          • Devotees (34%)
                                                                                                                                                          • Appendix – Market Drivers

                                                                                                                                                              • Figure 34: Trends in the age structure of the UK population, 2007-17
                                                                                                                                                              • Figure 35: Forecast adult population trends, by lifestage, 2007-18
                                                                                                                                                              • Figure 36: Forecast adult population trends, by socio-economic group, 2007-18
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                              • Figure 37: Best- and worst-case forecasts for UK value sales of total pizza, 2013-18
                                                                                                                                                              • Figure 38: Best- and worst-case forecasts for UK volume sales of total pizza, 2013-18
                                                                                                                                                              • Figure 39: UK retail value sales of frozen pizza, 2008-18
                                                                                                                                                              • Figure 40: Best- and worst-case forecasts for UK value sales of frozen pizza, 2013-18
                                                                                                                                                              • Figure 41: UK retail volume sales of frozen pizza, 2008-18
                                                                                                                                                              • Figure 42: Best- and worst-case forecasts for UK volume sales of frozen pizza, 2013-18
                                                                                                                                                              • Figure 43: UK retail value sales of chilled pizza, 2008-18
                                                                                                                                                              • Figure 44: Best- and worst-case forecasts for UK value sales of chilled pizza, 2013-18
                                                                                                                                                              • Figure 45: UK retail volume sales of chilled pizza, 2008-18
                                                                                                                                                              • Figure 46: Best- and worst-case forecasts for UK volume sales of chilled pizza, 2013-18
                                                                                                                                                          • Appendix – Consumer Usage of Pizza

                                                                                                                                                              • Figure 47: Most popular types of pizza eaten, by demographics, April 2013
                                                                                                                                                              • Figure 48: Next most popular types of pizza eaten, by demographics, April 2013
                                                                                                                                                              • Figure 49: Other types of pizza eaten, by demographics, April 2013
                                                                                                                                                              • Figure 50: Attitudes towards health and healthy lifestyles, by demographics, May 2013
                                                                                                                                                              • Figure 51: Usage of frozen pizza, by demographics, April 2013
                                                                                                                                                              • Figure 52: Usage of chilled pizza, by demographics, April 2013
                                                                                                                                                          • Appendix – Consumer Perceptions of Pizza Formats

                                                                                                                                                              • Figure 53: Most popular consumer perceptions of chilled, by demographics, April 2013
                                                                                                                                                              • Figure 54: Next most popular consumer perceptions of chilled, by demographics, April 2013
                                                                                                                                                              • Figure 55: Most popular consumer perceptions of frozen, by demographics, April 2013
                                                                                                                                                              • Figure 56: Next most popular consumer perceptions of frozen, by demographics, April 2013
                                                                                                                                                              • Figure 57: Most popular consumer perceptions of thin crust, by demographics, April 2013
                                                                                                                                                              • Figure 58: Next most popular consumer perceptions of thin crust, by demographics, April 2013
                                                                                                                                                              • Figure 59: Most popular consumer perceptions of deep pan, by demographics, April 2013
                                                                                                                                                              • Figure 60: Next most popular consumer perceptions of deep pan, by demographics, April 2013
                                                                                                                                                          • Appendix – Consumer Attitudes Towards Pizza

                                                                                                                                                              • Figure 61: Agreement with the statements ‘Pizzas are ideal food for sharing with family/friends’ and ‘Pizza bases should be as natural as possible’, by demographics, April 2013
                                                                                                                                                              • Figure 62: Agreement with the statements ‘Having information about the origins of the recipe on packaging increases the pizza’s appeal’ and ‘Pizza should contain fewer but better quality ingredients’, by demographics, April 2013
                                                                                                                                                              • Figure 63: Agreement with the statements ‘I’d like to see better quality microwaveable pizza’ and ‘Small, snack-sized pizzas are poor quality’, by demographics, April 2013
                                                                                                                                                              • Figure 64: Agreement with the statements ‘Pizza recipes influenced by other types of cuisine interest me’ and ‘The thinner the base, the healthier the pizza’, by demographics, April 2013
                                                                                                                                                              • Figure 65: Agreement with the statements ‘Pizzas are often too large to fit in the freezer’ and ‘Buy-one-get-one free deals take up too much room in the freezer’, by demographics, April 2013
                                                                                                                                                              • Figure 66: Agreement with the statements ‘I’d like to see a wider variety of gluten-free pizza’ and ‘Pizza can never be healthy’, by demographics, April 2013
                                                                                                                                                              • Figure 67: Agreement with the statement ‘Children’s pizza should have added healthy ingredients (ask parents only)’, by demographics, April 2013
                                                                                                                                                          • Appendix – Further Consumer Attitudes Towards Pizza

                                                                                                                                                              • Figure 68: Most popular consumer attitudes towards pizza, by demographics, April 2013
                                                                                                                                                              • Figure 69: Next most popular consumer attitudes towards pizza, by demographics, April 2013
                                                                                                                                                              • Figure 70: Consumer attitudes towards pizza, by demographics, April 2013
                                                                                                                                                          • Appendix – Consumer Target Groups

                                                                                                                                                              • Figure 71: Consumer attitudes towards pizza, by demographics, April 2013
                                                                                                                                                              • Figure 72: Agreement with statements regarding pizza, by target group, April 2013
                                                                                                                                                              • Figure 73: Types of pizza eaten, by target group, April 2013
                                                                                                                                                              • Figure 74: Usage of pizza, by type, by target group, April 2013
                                                                                                                                                              • Figure 75: Usage of pizza, by type, by target group, April 2013
                                                                                                                                                              • Figure 76: Consumer perceptions of pizza formats, by target group, April 2013
                                                                                                                                                              • Figure 77: Consumer attitudes towards pizza, by target group, April 2013

                                                                                                                                                          Companies Covered

                                                                                                                                                          • 2 Sisters Food Group
                                                                                                                                                          • Domino's Pizza UK & IRL, plc
                                                                                                                                                          • Dr Oetker
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Gondola Holdings PLC
                                                                                                                                                          • J. Sainsbury
                                                                                                                                                          • Northern Foods Plc
                                                                                                                                                          • Pizza Hut
                                                                                                                                                          • PizzaExpress Limited
                                                                                                                                                          • Tesco Plc
                                                                                                                                                          • The Schwan Food Company
                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                          • Zizzi

                                                                                                                                                          Pizza - UK - July 2013

                                                                                                                                                          £1,995.00 (Excl.Tax)