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.
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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