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Pizza - UK - June 2009

Worth £721 million in 2008, the pizza market is set to continue to grow by over 5% in 2009, with frozen pizza being slightly more important than chilled. Many consumers are trading around in pizza due to the recession, going from restaurants to takeaways or from takeaways to chilled or frozen pizzas, presenting opportunities to manufacturers.

This report will look at the different challenges ahead for the pizza market, competition from takeaway pizzas and how the attitudes of consumers and their changing habits will affect the different sectors of pizza.

Key themes

  • What effect is the recession having on frozen and chilled pizza, and how will this affect the prospects of each sector?

  • Is pizza under threat from healthier lifestyles?

  • How can companies take advantage of the revival in cooking from scratch and provide consumers with competitive meal solutions?

  • What are consumers’ attitudes towards the different types of pizza, and how have their habits towards each one changed in the past year?

  • What are the specific reasons for buying pizza, and how can this influence who should be targeted by pizza manufacturers?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • DIY pizza
            • Trend from Inspire: Customization
              • Insight
                • Pizza everyday!
                  • Trend from Inspire: That’s (home) entertainment!
                    • Insight
                    • Market in Brief

                      • Tug of war between chilled and frozen
                        • Families love pizza
                          • Frozen is a branded market, while chilled is mostly own-label
                            • The future for the pizza market
                            • Internal Market Environment

                              • Key points
                                • Will healthier diets threaten pizzas?
                                  • Figure 1: Trends in healthy eating habits, 2004-08
                                  • Figure 2: Trends in having treats, 2004-08
                                • Are consumers interested in making pizza from scratch?
                                  • Figure 3: Trends in cooking and preparing food, 2004-08
                                • Less additives, more frozen foods
                                  • Figure 4: Attitudes towards additive-free and frozen foods, 2004-08
                              • Broader Market Environment

                                • Key points
                                  • The obesity crisis
                                    • Figure 5: Projection of overweight and obesity prevalence among adults in England, 2003-50
                                  • Smaller households growing
                                    • Figure 6: Structure of the UK population, by household size, 2004, 2009 and 2014
                                  • Making pizza from scratch for ABC1s
                                    • Figure 7: UK adult population trends, by socio-economic group, 2004, 2009 and 2014
                                • Strengths and Weaknesses in the Market

                                  • Strengths
                                    • Weaknesses
                                    • Competitive Context

                                      • Key points
                                        • Pizza or pasta tonight?
                                          • Figure 8: Consumption of pizza, ready meals and pasta/noodles, 2004-08
                                          • Figure 9: Consumption of pizza, ready meals and pasta/noodles, based on selected demographics, 2008
                                        • Ready meals dwarf pizza
                                          • Figure 10: UK retail sales for ready meals, pizza and pasta/pasta-based meals, 2004-08
                                        • Competition from restaurants and takeaways
                                          • Figure 11: Trends in eating pizza takeaways and going to pizza restaurants, 2004-08
                                          • Figure 12: UK value of retail pizza compared to takeaway/delivered pizza and eat in pizza/pasta restaurants (and % growth 2006-08), 2004-08
                                      • Who’s Innovating?

                                        • Key points
                                          • Pizza kits still unexplored opportunity
                                            • NPD moving towards natural sourcing
                                              • Figure 13: NPD in pizza, by top ten positionings, 2006-09
                                            • Healthier pizzas
                                              • Figure 14: NPD in pizza, percentage with low transfat, sodium or fat positionings, 2006-09
                                            • Brands are fighting back
                                              • Figure 15: NPD activity in pizza, percentage own-label vs branded, 2006-09
                                              • Figure 16: NPD activity in chilled and frozen pizza, by percentage of total new launches, 2006-09
                                            • Women and children first
                                              • International developments
                                              • Market Size and Forecast

                                                • Key points
                                                  • Just keeping up with inflation
                                                    • Figure 17: UK retail value sales of pizza, 2004-14
                                                  • Frozen pizza marginally on top in value sales
                                                    • Figure 18: UK retail value sales of pizza, percentage by sector, 2006-09
                                                  • What’s next?
                                                    • Factors used in the forecast
                                                    • Segment Performance

                                                      • Key points
                                                        • Frozen pizza
                                                          • Figure 19: UK retail value sales of frozen pizza, 2004-14
                                                          • Figure 20: UK retail value sales of frozen pizza, by size, 2006-08
                                                          • Figure 21: UK retail value sales of frozen pizza, by base type, 2006-08
                                                        • Chilled pizza
                                                          • Figure 22: UK retail value sales of chilled pizza, 2004-14
                                                        • Pizza bases and sauces
                                                          • Figure 23: UK retail value sales of pizza bases and sauces, 2004-14
                                                      • Market Share

                                                        • Key points
                                                          • Frozen pizza
                                                            • Figure 24: Brands’ value shares in UK retail value sales of frozen pizza, 2006-08
                                                          • Chilled pizza
                                                            • Figure 25: Brands’ value sales in UK retail value sales of chilled pizza, 2006-08
                                                        • Companies and Products

                                                          • Manufacturers and brands
                                                            • Figure 26: Leading companies in the pizza market and their brands, 2009*
                                                          • Dr Oetker
                                                            • Heinz
                                                              • McCain Foods
                                                                • Napolina
                                                                  • Northern Foods
                                                                    • PizzaExpress
                                                                      • Stateside Foods
                                                                      • Brand Communication and Promotion

                                                                        • Key points
                                                                          • Advertising spend diminishing
                                                                            • Figure 27: Main monitored advertising expenditure on frozen and chilled pizza, 2004-09
                                                                            • Figure 28: Main monitored advertisting expenditure on fresh and frozen pizza, by media type, 2006-09
                                                                          • Goodfella’s and Chicago Town make a stand
                                                                            • Figure 29: Main monitored media advertising spend on fresh and frozen pizza, by brand, 2006-09
                                                                          • Strong advertising spend for pizza restaurants and takeaways
                                                                            • Figure 30: Main monitored media advertising expenditure on leading pizza restaurants and takeaways, 2006-09
                                                                        • Channels to Market

                                                                          • Key points
                                                                            • Pizza is mainly bought in supermarkets
                                                                              • Figure 31: UK retail value sales of frozen pizza, by outlet type, 2006-08
                                                                              • Figure 32: Consumption of different types of pizza, based on grocery stores visited, March 2009
                                                                          • The Consumer – Usage

                                                                            • Key points
                                                                              • How to increase frequency of eating pizza
                                                                                • Figure 33: Trends in frequency of eating pizza (excluding takeaway), 2004-08
                                                                              • A family meal
                                                                                  • Figure 34: Most valuable consumers for volume sales of pizza (excluding takeaway), based on volume importance index*, by selected demographics, 2008
                                                                                • Fresh or frozen?
                                                                                  • Figure 35: Usage of pizza (excluding takeaway), by type, 2004-08
                                                                                  • Figure 36: Consumption of frozen pizza, by selected demographics, 2008
                                                                                  • Figure 37: Consumption of fresh/chilled pizza, by selected demographics, 2008
                                                                              • The Consumer – Attitudes and Motivations

                                                                                • Key points
                                                                                  • Ready-made pizzas are the most popular
                                                                                      • Figure 38: Types of pizza eaten over the past 12 months, March 2009
                                                                                      • Figure 39: Usage of frozen, chilled and takeaway pizzas, by selected demographics, March 2009
                                                                                    • ABs enjoy making pizzas from scratch
                                                                                      • Figure 40: Difference between average response and selected demographics, based on type of pizza eaten, March 2009
                                                                                    • Takeaway pizza: Under threat?
                                                                                        • Figure 41: Changes in amount of pizza eaten, by type of pizza eaten, March 2009
                                                                                      • Pizza made from scratch doing better than others
                                                                                        • Reasons to buy pizza
                                                                                            • Figure 42: Reasons to buy pizza, March 2009
                                                                                            • Figure 43: Consumers who buy pizza because it is quick to cook, by selected demographics, March 2009
                                                                                            • Figure 44: Consumers who buy pizza because it is not too expensive, by selected demographics, March 2009
                                                                                          • Takeaway pizza is a treat...
                                                                                            • Figure 45: Reasons to buy pizza, by types of pizza eaten over the past 12 months, March 2009
                                                                                            • Figure 46: Agreement with selected statements relating to pizza, based on pizza types eaten, March 2009
                                                                                          • …. while pizza made from scratch is healthier and cheaper
                                                                                              • Figure 47: Agreement with selected statements relating to pizza, based on pizza types eaten, March 2009
                                                                                          • The Consumer – Targeting Opportunities

                                                                                            • Key points
                                                                                              • Target groups
                                                                                                • Figure 48: Target groups for pizza, March 2009
                                                                                                • Figure 49: Reasons to buy pizza, by target groups, March 2009
                                                                                              • Pizza is Only a Treat (14%)
                                                                                                • Who are they?
                                                                                                  • Marketing message
                                                                                                    • Pizza Lovers (15%)
                                                                                                      • Who are they?
                                                                                                        • Marketing message
                                                                                                          • Frozen Pizza Hoarders (16%)
                                                                                                            • Who are they?
                                                                                                              • Marketing message
                                                                                                                • Doing It for the Kids (20%)
                                                                                                                  • Who are they?
                                                                                                                    • Marketing message
                                                                                                                      • Pizza Leaves Me Cold (35%)
                                                                                                                        • Who are they?
                                                                                                                          • Marketing message
                                                                                                                          • Appendix

                                                                                                                            • Abbreviations
                                                                                                                              • Advertising data
                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                  • Figure 50: Trends in healthy lifestyles and eating habits, by detailed demographics, 2008
                                                                                                                                  • Figure 51: Trends in cooking and preparing food, 2004-08
                                                                                                                              • Appendix – Competitive Context

                                                                                                                                  • Figure 52: Consumption of pizza, ready meals and pasta/noodles, by detailed demographics, 2008
                                                                                                                                  • Figure 53: Eating takeaways and going to pizza restaurants, by detailed demographics, 2008
                                                                                                                              • Appendix – Segment Performance

                                                                                                                                  • Figure 54: Average spend per user for frozen and chilled pizza, 2009
                                                                                                                              • Appendix – The Consumer - Usage

                                                                                                                                  • Figure 55: Frequency and usage of pizza, by detailed demographics, 2008
                                                                                                                                  • Figure 56: Usage of pizza, by type, by detailed demographics, 2008
                                                                                                                              • Appendix – The Consumer – Attitudes and Motivations

                                                                                                                                  • Figure 57: Types of pizza eaten over the past 12 months, by detailed demographics, March 2009
                                                                                                                                  • Figure 58: Reasons to buy pizza, by detailed demographics, March 2009
                                                                                                                                  • Figure 59: Reasons to buy pizza, by detailed demographics, March 2009 (continued)
                                                                                                                                  • Figure 60: Types of pizza eaten over the past 12 months, by reasons to buy pizza, March 2009
                                                                                                                                  • Figure 61: Types of pizza eaten over the past 12 months, by reasons to buy pizza, March 2009 (continued)
                                                                                                                              • Appendix – The Consumer – Targeting Opportunities

                                                                                                                                  • Figure 62: Target groups, by demographics, March 2009
                                                                                                                                  • Figure 63: Types of pizza eaten over the past 12 months, by target groups, March 2009
                                                                                                                                  • Figure 64: Frozen ready-made pizza, by target groups, March 2009
                                                                                                                                  • Figure 65: Chilled ready-made pizza, by target groups, March 2009
                                                                                                                                  • Figure 66: Pizza from takeaway/home delivery, by target groups, March 2009
                                                                                                                                  • Figure 67: Pizza made to order at deli counter, by target groups, March 2009
                                                                                                                                  • Figure 68: Pizza made entirely from scratch, by target groups, March 2009
                                                                                                                                  • Figure 69: Pizza made base from and my own toppings, by target groups, March 2009
                                                                                                                                  • Figure 70: Other pizza type, by target groups, March 2009
                                                                                                                                  • Figure 71: Change in grocery shopping habits over the past 12 months, by target groups, March 2009
                                                                                                                                  • Figure 72: Health and healthy lifestyles, by target groups, March 2009
                                                                                                                                  • Figure 73: Eating habits, by target groups, March 2009

                                                                                                                              Companies Covered

                                                                                                                              • Asda Group Ltd
                                                                                                                              • Birds Eye Foods
                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                              • Co-operative Group
                                                                                                                              • Domino's Pizza UK & IRL, plc
                                                                                                                              • Dr Oetker
                                                                                                                              • Findus Ltd [UK]
                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                              • Highgrove Foods Ltd
                                                                                                                              • J. Sainsbury
                                                                                                                              • Kraft Foods UK
                                                                                                                              • Lidl (UK)
                                                                                                                              • McCain Foods Limited
                                                                                                                              • Northern Foods Plc
                                                                                                                              • Office for National Statistics
                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                              • Perfect Pizza
                                                                                                                              • Pizza Hut
                                                                                                                              • PizzaExpress Limited
                                                                                                                              • Somerfield
                                                                                                                              • Tesco Plc
                                                                                                                              • Virgin Media Ltd
                                                                                                                              • Waitrose
                                                                                                                              • Weight Watchers Ltd. (UK)
                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                              Pizza - UK - June 2009

                                                                                                                              £1,995.00 (Excl.Tax)