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Pizza - US - January 2009

The pizza category is "humming on all cylinders" with impressive sales gains bolstered by innovations across the board. This report not only gives insight into what developments have been most successful and why, but also how the industry can take it a step further and continue to capitalize on consumer and economic trends.

Topics discussed include:

  • What, in the array of choices found behind today's frozen pizza door, are proving to be best sellers, and why

  • How to target a new breed of pizza customers whose interest is potentially piqued

  • What will entice restaurant patrons into staying home to get their pizza "fix"

  • How to move beyond the core consumers to truly provide something for everyone

  • What surprise players are "doing the right thing" and how to benefit from that success

  • How to best address the "elephant in the living room" issue of better-for-you pizza

  • What the economic downturn means for the category and how to best appeal to financially strained shoppers

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Table of contents

  1. Scope and Themes

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

                    • Healthy growth driven by innovation
                      • Strongest competition from pizza restaurants
                        • Frozen pizza the dominant segment
                          • Supermarket sales challenged by mass merchandisers
                            • Factors impacting pizza sales
                              • Kraft, smaller brands and private label lead the charge
                                • Private label emerging as “brand” leader
                                  • Innovation driven by restaurant-quality offerings and specialty offerings
                                    • Advertising efforts focus on multiple-purchase offers and television campaigns
                                      • Types eaten and incidence of eating pizza
                                        • Attitudes towards frozen pizza
                                          • Reasons for not buying frozen pizza
                                          • Insights and Opportunities

                                            • Room for healthier options
                                              • Insight: Shoppers are looking to find healthier options in the grocery aisles
                                                • Figure 1: Percentage of population who are overweight or obese, 2000-07
                                                • Figure 2: Eating patterns, by age, March 2008
                                                • Figure 3: Health-related claims for new pizza product introductions, 2004-08
                                              • Simplify and source-verify
                                                • Insight: Consumers are seeking out brands and products that are authentic, local, sustainable, responsible, and rooted
                                                  • Opportunity: Manufacturers can simplify ingredients and clarify labels to help customers know what they are buying
                                                  • Fast Forward Trends

                                                    • Inspire Trend: The Fresh Factor
                                                      • What’s it about?
                                                        • What’s going on in restaurants?
                                                          • What it means to pizza manufacturers
                                                            • Inspire Trend: Simplicity and Convenience
                                                              • What’s it about?
                                                                • What’s going on in other categories/countries?
                                                                  • What it means to pizza manufacturers
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Full steam ahead across the category
                                                                        • Sales and forecast
                                                                          • Figure 4: Total U.S. retail sales of pizza, at current prices, 2003-13
                                                                          • Figure 5: Total U.S. retail sales of pizza, at inflation-adjusted prices, 2003-13
                                                                        • Wal-Mart sales
                                                                        • Competitive Context

                                                                          • Pizza restaurants
                                                                            • Figure 6: Types of pizza eaten in the past three months, November 2006 and 2008
                                                                            • Figure 7: Reasons for not buying refrigerated or frozen pizza, November 2008
                                                                          • Competition from categories within the retail environment
                                                                            • Figure 8: Growth of prepared meals, new product launches, by storage type, 2003-08
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Frozen pizza dominates the category
                                                                              • Sales of pizza, by segment
                                                                                • Figure 9: Sales of pizza, by type, 2006 and 2008
                                                                            • Segment Performance—Frozen Pizza

                                                                              • Key points
                                                                                • Always something new around the bend
                                                                                  • The gaping BFY hole
                                                                                    • Sales and forecast of frozen pizza
                                                                                      • Figure 10: Sales of frozen pizza, at current prices, 2003-13
                                                                                      • Figure 11: Sales of frozen pizza, at inflation-adjusted prices, 2003-13
                                                                                  • Segment Performance—Other Pizza Products

                                                                                    • Key points
                                                                                      • Pizza products should encourage uptake through “package” deals
                                                                                        • Sales and forecast of other pizza products
                                                                                          • Figure 12: Total U.S. sales of other pizza products, at current prices, 2003-13
                                                                                          • Figure 13: Total U.S. sales of other pizza products, at inflation-adjusted prices, 2003-13
                                                                                      • Retail Channels

                                                                                        • Key points
                                                                                          • Key demographics help to drive sales growth through “other” channels
                                                                                            • Private-label innovation spearheaded by other retailers
                                                                                              • Sales of pizza, by channel
                                                                                                • Figure 14: U.S. retail sales of pizza, by channel, 2006 and 2008
                                                                                              • Sources of frozen pizza
                                                                                                • Figure 15: Source of frozen pizza bought in last month, by number of people in household, November 2008
                                                                                            • Retail Channels—Food Stores

                                                                                              • Key point
                                                                                                • Food stores benefit from space and category promotion
                                                                                                  • Food store sales of pizza
                                                                                                    • Figure 16: U.S. food store sales of pizza, at current prices, 2003-08
                                                                                                    • Figure 17: U.S. food store sales of pizza, at inflation-adjusted prices, 2003-08
                                                                                                • Retail Channels—Drug Stores

                                                                                                  • Key point
                                                                                                    • Drug stores focus on prime brands to ensure success
                                                                                                      • Drug store sales of pizza
                                                                                                        • Figure 18: U.S. drug store sales of pizza, at current prices, 2003-08
                                                                                                        • Figure 19: U.S. drug store sales of pizza, at inflation-adjusted prices, 2003-08
                                                                                                    • Retail Channels—Other Channels

                                                                                                      • Key points
                                                                                                        • “Other” channel sales boosted by economic woes and private-label innovation
                                                                                                          • Other channel sales of market
                                                                                                            • Figure 20: U.S. other* channel sales of pizza, at current prices, 2003-08
                                                                                                            • Figure 21: U.S. other* channel sales of pizza, at inflation-adjusted prices, 2003-08
                                                                                                        • Market Drivers

                                                                                                          • Children remain a driving force
                                                                                                            • Figure 22: U.S. population, by age, 2003-13
                                                                                                          • Beyond kids: Products that appeal to a “grown-up” palate
                                                                                                            • Figure 23: Households, by presence of children under age 18, 1997-2007
                                                                                                            • Figure 24: Types of specialty foods purchased, by age, July 2008
                                                                                                          • Cash-strapped consumers head home for pizza
                                                                                                            • Figure 25: Changes in spending at restaurants, January 2008
                                                                                                            • Figure 26: Food price changes, by food category, July 2007-July 2008
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Frozen pizza manufacturers lead in sales, but not sales gains
                                                                                                              • Private label and smaller manufacturers, forces to be contended with
                                                                                                                • Figure 27: Manufacturer FDMx sales of pizza in the U.S., 2007 and 2008
                                                                                                            • Brand Share—Frozen Pizza

                                                                                                              • Key points
                                                                                                                • Leading brands do full court press on restaurant pizza
                                                                                                                  • Store brands “keep up with the Joneses”; and take it a step further
                                                                                                                    • Manufacturer and brand sales of frozen pizza
                                                                                                                      • Figure 28: Selected brand sales and market share of frozen pizza, 2007 and 2008
                                                                                                                    • Mean consumption of frozen pizza by brand
                                                                                                                      • Figure 29: Mean number of pizzas eaten in past month, by brand, November 2008
                                                                                                                    • Incidence of eating frozen pizza by brand
                                                                                                                      • Figure 30: Incidence of eating pizza in past month, by brand, by presence of children and number of people in the household, November 2008
                                                                                                                  • Brand Share—Refrigerated Pizza

                                                                                                                    • Key points
                                                                                                                      • Leading brands all benefit as consumers take to the kitchen
                                                                                                                        • Potential for private label
                                                                                                                          • Manufacturer and brand sales of refrigerated pizza
                                                                                                                            • Figure 31: Selected brand sales and market share of refrigerated pizza in the U.S., 2007 and 2008
                                                                                                                          • Incidence of eating pizza crusts by brand
                                                                                                                            • Figure 32: Pizza crust brands (packaged/ready-made) used by households, by race/Hispanic origin, April 2007-June 2008
                                                                                                                        • Brand Share—Pizza Products

                                                                                                                          • Key points
                                                                                                                            • Reaching out to customers looking for gourmet at home
                                                                                                                              • Manufacturer and brand sales of pizza products
                                                                                                                                • Figure 33: Selected brand sales and market share of pizza products* in the U.S., 2007 and 2008
                                                                                                                              • Incidence of eating pizza sauce by brand
                                                                                                                                • Figure 34: Household usage of pizza sauce brands, by race/Hispanic origin, April 2007-June 2008
                                                                                                                            • Brand Qualities

                                                                                                                              • Prolific private label
                                                                                                                                • Private-label brands lead for product introductions
                                                                                                                                  • Figure 35: Leading companies in pizza introductions, December 2007-December 2008
                                                                                                                                  • Figure 36: Leading brands in pizza introductions, December 2007-December 2008
                                                                                                                                  • Figure 37: New private-label pizza introductions, by brand, December 2007-December 2008
                                                                                                                                • Select product claims stand out for private label
                                                                                                                                  • Figure 38: Product claims in new pizza launches, by private label vs brands, December 2003-08
                                                                                                                              • Innovation and Innovators

                                                                                                                                • At-home pizza competes with restaurant quality and convenience
                                                                                                                                  • Figure 39: Number of new pizza introductions with the word “restaurant” in the description, 2004-08
                                                                                                                                • Meals for one
                                                                                                                                  • Figure 40: Pizza introductions highlighting single serve, December 2007-December 2008
                                                                                                                                • Pizza going “upper crust”
                                                                                                                                  • Special dietary concerns
                                                                                                                                    • Figure 41: Vegetarian, kosher and gluten-free product pizza claims in new product launches, 2004-08
                                                                                                                                • Advertising and Promotion

                                                                                                                                  • Overview
                                                                                                                                    • Target: The pizza restaurant patron
                                                                                                                                      • Figure 42: Kraft DiGiorno DiGiornonomics—delivery pizza minus delivery, August 2008
                                                                                                                                      • Figure 43: Kraft DiGiorno DiGiornonomics—total sale, August 2008
                                                                                                                                      • Figure 44: Kraft DiGiorno—Rising Crust, August 2008
                                                                                                                                      • Figure 45: DiGiorno Ultimate, February 2008
                                                                                                                                      • Figure 46: Schwan/Freschetta PizzAmoré television ad, February 2008
                                                                                                                                    • Target: The sports fan
                                                                                                                                      • Figure 47: Home Run Inn television ad, October 2008
                                                                                                                                      • Figure 48: Schwan/Red Baron television ad, September 2006
                                                                                                                                  • Types and Incidence of Eating Pizza

                                                                                                                                    • Key point
                                                                                                                                      • Types of pizza eaten
                                                                                                                                        • Figure 49: Types of pizza eaten in the past three months, by age, November 2008
                                                                                                                                        • Figure 50: Types of pizza eaten in the past three months, by presence of children and number of people in household, November 2008
                                                                                                                                    • Attitudes towards Frozen Pizza

                                                                                                                                      • Key points
                                                                                                                                        • Brand switching
                                                                                                                                          • Figure 51: Attitudes towards choice of brands of frozen pizza, November 2008
                                                                                                                                        • Factors influencing frozen pizza buying
                                                                                                                                          • Figure 52: Factors influencing decision to buy frozen pizza, by age, November 2008
                                                                                                                                        • Exploring pizza options
                                                                                                                                          • Figure 53: Level of interest in frozen pizza options (Part 1), November 2008
                                                                                                                                          • Figure 54: Level of interest in frozen pizza options (Part 2), November 2008
                                                                                                                                        • Attitudes towards frozen pizza: health, cost, taste and convenience
                                                                                                                                          • Figure 55: Attitudes towards frozen pizza, by gender, November 2008
                                                                                                                                          • Figure 56: Attitudes towards frozen pizza, by age, November 2008
                                                                                                                                          • Figure 57: Attitudes towards frozen pizza, by presence of children and number of people in household, November 2008
                                                                                                                                        • Exploring pizza toppings
                                                                                                                                          • Figure 58: Level of interest in frozen pizza toppings (part 1), November 2008
                                                                                                                                          • Figure 59: Level of interest in frozen pizza toppings (part 2), November 2008
                                                                                                                                      • Reasons for not Buying Frozen Pizza

                                                                                                                                        • Key points
                                                                                                                                          • Figure 60: Reasons for not buying refrigerated or frozen pizza, by gender, November 2008
                                                                                                                                          • Figure 61: Reasons for not buying refrigerated or frozen pizza, by age, November 2008
                                                                                                                                          • Figure 62: Reasons for not buying refrigerated or frozen pizza, by presence of children/number of people in household, November 2008
                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Types and incidence of eating pizza
                                                                                                                                            • Figure 63: Types of pizza eaten in the past three months, by race/Hispanic origin, November 2008
                                                                                                                                          • Attitudes towards frozen pizza
                                                                                                                                            • Figure 64: Attitudes towards choice of brands of frozen pizza, by race/Hispanic origin, November 2008
                                                                                                                                          • Attitudes towards frozen pizza: health, cost, taste and convenience
                                                                                                                                            • Figure 65: Attitudes towards frozen pizza, by race/Hispanic origin, November 2008
                                                                                                                                          • Reasons for not buying frozen pizza
                                                                                                                                            • Figure 66: Reasons for not buying frozen pizza, by race/Hispanic origin, November 2008
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • Adventurous experimenters
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunities
                                                                                                                                                  • Open-minded, budgeters
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunities
                                                                                                                                                        • Stubborn and disinterested
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunities
                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                • Figure 67: Frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                                • Figure 68: Types of pizza eaten in the past three months, by frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                                • Figure 69: Source of frozen pizza bought in the past month, by frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                                • Figure 70: Attitudes towards choice of brands of frozen pizza, by frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                                • Figure 71: Factors influencing decision to buy frozen pizza, by frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                                • Figure 72: Level of interest in frozen pizza options, by frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                                • Figure 73: Please tell us whether you agree or disagree with the following statements about frozen pizza, by frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                                • Figure 74: Level of interest in frozen pizza toppings, by frozen pizza eater and buyer clusters, November 2008
                                                                                                                                                              • Cluster demographics
                                                                                                                                                                • Figure 75: Frozen pizza eater and buyer clusters, by gender, November 2008
                                                                                                                                                                • Figure 76: Frozen pizza eater and buyer clusters, by age, November 2008
                                                                                                                                                                • Figure 77: Frozen pizza eater and buyer clusters, by household income group, November 2008
                                                                                                                                                                • Figure 78: Frozen pizza eater and buyer clusters, by race, November 2008
                                                                                                                                                                • Figure 79: Frozen pizza eater and buyer clusters, by Hispanic origin, November 2008
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                • Types of pizza eaten
                                                                                                                                                                  • Figure 80: Types of pizza eaten in the past three months, by gender and presence of children, November 2008
                                                                                                                                                                  • Figure 81: Types of pizza eaten in the past three months, by marital status and presence of children, November 2008
                                                                                                                                                                • Attitudes towards frozen pizza
                                                                                                                                                                    • Figure 82: Attitudes towards frozen pizza, by gender and presence of children, November 2008
                                                                                                                                                                    • Figure 83: Attitudes towards frozen pizza, by marital status and presence of children, November 2008
                                                                                                                                                                    • Figure 84: Attitudes towards frozen pizza, by gender and age, November 2008
                                                                                                                                                                    • Figure 85: Attitudes towards frozen pizza, by race/Hispanic origin and age, November 2008
                                                                                                                                                                  • Reasons for not eating frozen pizza
                                                                                                                                                                      • Figure 86: Reasons for not buying frozen pizza, by restaurants visited in past month, November 2008
                                                                                                                                                                  • Teens and Pizza

                                                                                                                                                                    • Overall and brand usage
                                                                                                                                                                      • Figure 87: Incidence of eating frozen pizza by teens, April 2007-June 2008
                                                                                                                                                                      • Figure 88: Brands of frozen pizza eaten by teens, April 2007-June 2008
                                                                                                                                                                      • Figure 89: How often teens get to decide on the pizza brands bought, April 2007-June 2008
                                                                                                                                                                    • Amount eaten
                                                                                                                                                                      • Figure 90: Number of pizzas eaten by teens in past 30 days, April 2007-June 2008
                                                                                                                                                                      • Figure 91: Heavy, moderate and light pizza eaters among teens, April 2007-June 2008
                                                                                                                                                                  • Kids and Pizza

                                                                                                                                                                    • Overall usage and brand preference
                                                                                                                                                                      • Figure 92: Incidence of eating frozen pizza by kids, April 2007-June 2008
                                                                                                                                                                      • Figure 93: Brands of frozen pizza liked best by kids, April 2007-June 2008
                                                                                                                                                                    • Amount eaten
                                                                                                                                                                      • Figure 94: Frequency of kids eating frozen pizza in last month, April 2007-June 2008
                                                                                                                                                                      • Figure 95: Heavy, moderate and light pizza eaters among kids, April 2007-June 2008
                                                                                                                                                                    • When favorite pizza is in the house
                                                                                                                                                                      • Figure 96: How often kids have their favorite pizzas in the house, April 2007-June 2008
                                                                                                                                                                  • Household Usage

                                                                                                                                                                    • Pizza sauce—household incidence
                                                                                                                                                                      • Figure 97: Household usage of pizza sauce, by age, April 2007-June 2008
                                                                                                                                                                    • Frozen pizza—household incidence
                                                                                                                                                                      • Figure 98: Household consumption of frozen pizza, by age, April 2007-June 2008
                                                                                                                                                                      • Figure 99: Household consumption of frozen pizza, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                                      • Figure 100: Heavy, moderate and light pizza consuming households, by race/Hispanic origin, April 2007-June 2008
                                                                                                                                                                  • Household Consumption of Pizza by Key Cohorts

                                                                                                                                                                      • Figure 101: Household consumption of frozen pizza, by low-usage cohorts, April 2007-June 2008
                                                                                                                                                                      • Figure 102: Household consumption of frozen pizza, by high-usage cohorts, April 2007-June 2008
                                                                                                                                                                  • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                    • Overview of pizza products
                                                                                                                                                                      • Pizza sauce
                                                                                                                                                                        • Consumer insights on key purchase measures—pizza sauce
                                                                                                                                                                          • Brand map
                                                                                                                                                                            • Figure 103: Brand map, selected brands of pizza sauce, household penetration, by buying rate, 2008*
                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                              • Figure 104: Key purchase measures for the top brands of pizza sauce, by household penetration, 2008*
                                                                                                                                                                            • Frozen pizza
                                                                                                                                                                              • Consumer insights on key purchase measures—frozen pizza
                                                                                                                                                                                • Brand map
                                                                                                                                                                                    • Figure 105: Brand map, selected brands of frozen pizza, household penetration, by buying rate, 2008*
                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                      • Figure 106: Key purchase measures for the top brands of frozen pizza, by household penetration, 2008*
                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                      • Figure 107: Incidence of eating pizza in past month, by brand, by age, November 2008
                                                                                                                                                                                      • Figure 108: Attitudes towards frozen pizza, by region, November 2008
                                                                                                                                                                                      • Figure 109: Source of frozen pizza bought in last month, by race/Hispanic origin, November 2008
                                                                                                                                                                                      • Figure 110: Source of frozen pizza bought in last month, by age, November 2008
                                                                                                                                                                                      • Figure 111: Incidence of eating pizza in past month, by brand, by race/Hispanic origin, November 2008
                                                                                                                                                                                      • Figure 112: Incidence of eating pizza in past month, by brand, by household income, November 2008
                                                                                                                                                                                      • Figure 113: Incidence of eating pizza in past month, by brand, by region, November 2008
                                                                                                                                                                                  • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                      • IRI Consumer Network Metrics
                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • American Frozen Food Institute
                                                                                                                                                                                        • American Institute of Food Distribution
                                                                                                                                                                                        • California Pizza Kitchen Inc.
                                                                                                                                                                                        • ConAgra Foods, Inc
                                                                                                                                                                                        • Del Monte Foods
                                                                                                                                                                                        • Food Allergy & Anaphylaxis Network (FAAN)
                                                                                                                                                                                        • Food Marketing Institute
                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                        • George Weston Bakeries Inc.
                                                                                                                                                                                        • Greenfield Online
                                                                                                                                                                                        • Grocery Manufacturers of America
                                                                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                        • Home Run Inn Pizza Corporation
                                                                                                                                                                                        • Kashi Co. Inc.
                                                                                                                                                                                        • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                        • National Frozen and Refrigerated Food Association
                                                                                                                                                                                        • National Restaurant Association (NRA)
                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                        • Pillsbury
                                                                                                                                                                                        • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                        • Roundy's, Inc
                                                                                                                                                                                        • Spartan Foods of America, Inc.
                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                        • The Schwan Food Company
                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                        • Ukrop's Super Markets Inc.
                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                        • Weight Watchers International Inc.
                                                                                                                                                                                        • Whole Foods Market Inc
                                                                                                                                                                                        • Winn-Dixie Stores

                                                                                                                                                                                        Pizza - US - January 2009

                                                                                                                                                                                        US $3,995.00 (Excl.Tax)