2022
9
UK Pizza and Italian Restaurants Market Report 2022
2022-09-30T04:20:10+01:00
OX1101821
2195
156102
[{"name":"Restaurants, Pubs and Bars","url":"https:\/\/store.mintel.com\/industries\/foodservice\/restaurants-pubs-bars"}]
Report
en_GB
“The takeaway/home delivery momentum generated throughout the pandemic has yet to subside even after all COVID-19 restrictions have lifted, with younger consumers continuing to drive demand for a greater range…

UK Pizza and Italian Restaurants Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Pizza and Italian Restaurant Market Report identifies consumers’ attitudes towards pizza and Italian restaurants and takeaways, leading brands and the impact of rising inflation on the UK pizza market. This report covers the UK pizza market size, market forecast, market segmentation and future pizza trends.

 

Current Landscape of the UK Pizza Market

The biggest immediate threat to Italian restaurants and the UK pizza market is inflation, as some consumers rein in expenditure on eating out. However, some of the negative impact of inflation on market value will be offset by the rise in average order value. This is where brands in the UK pizza market will need to demonstrate added value and help justify price increases as older and well-off consumers are most likely to splurge on an occasional high-quality pizza/Italian dining experience.

 

UK Pizza Market Share and Key Industry Trends

Mintel’s pizza market research outlines how consumer behaviour within the pizza and Italian foodservice market continues to be polarised. For instance, 16-34 year-olds are most willing to pay more for authentic pizza/Italian dishes and are also most likely to agree that branded pizza/Italian foods sold in supermarkets are just as tasty as those offered by restaurants. The rising cost of living threatens to push more consumers toward the grocery sector as they seek cheaper alternatives.

  • UK pizza market share: Dominos are one the leading brands in the UK pizza market, with 98% of consumers aware of the brand.
  • 34% of UK consumers have ordered pizza takeaway in the last 12 months.
  • 53% of those who ordered pizza did so via a third-party app.
  • 63% of those who have eaten in or ordered pizza agree that it’s worth paying more for pizza/Italian dishes that are made traditionally.

 

Future UK Pizza Trends

The legacy of the pandemic will see customers continue to have a great range of takeaway options and capabilities than they did before.

Mintel’s pizza market research identifies that consumers will continue to be tempted out by a diverse and inclusive choice, as operators in the UK pizza market and Italian foodservice market broaden appeal among consumers driven by diet-specific preferences (e.g. vegan, halal), and sustainability (e.g. zero waste, greener packaging).

To discover more about the UK Pizza and Italian Restaurant Market Report 2022, read our Fast Food Restaurant Market Report 2021, or take a look at our extensive Foodservice Market Research.

 

Quickly Understand

  • The impact of the rising cost of living on the UK pizza market, Italian restaurants and takeaway/home delivery sectors.
  • Annual changes in consumer usage in the UK pizza market, Italian restaurants and takeaway/home delivery services.
  • Most popular types of dishes ordered from pizza/Italian restaurants and takeaways.
  • Key pizza trends and factors when choosing pizza/Italian restaurants and takeaway/home delivery services.
  • Consumer attitudes towards pizza, Italian foodservice market and takeaway/home delivery services.
  • Consumers’ perceptions of key pizza and Italian restaurant brands.

 

Covered in this Report

Products: Takeaway/delivery and dine-in restaurants.

Brands: Dominos, Pizza Express, Zizzi, Pizza Hut, Papa John’s, Whole Creations, Sparrow Italia, Sodo Pizza, Gregg’s, Starbucks, Well Oiled, Sainsbury’s, Just Eat, Deliveroo, Uber Eats.

 

Expert Analysis from a Specialist in the Foodservice Industry

This report, written by Trish Caddy, a leading analyst in the foodservice industry, delivers in-depth commentary and analysis to highlight current trends in the UK pizza market and add expert context to the numbers.

The takeaway/home delivery momentum generated throughout the pandemic has yet to subside even after all COVID-19 restrictions have lifted, with younger consumers continuing to drive demand for a greater range of takeaway options including click-and-collect services. Meanwhile, older consumers are playing a bigger part in the dine-in market where premium experiences attract a higher price tag.”

Trish Caddy - Research Analyst

Trish Caddy
Senior Foodservice Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for pizza/Italian restaurants and takeaways
      • Figure 1: Category outlook pizza/Italian restaurants and takeaways, 2022-27
    • The market
    • Total pizza/Italian foodservice market set to recover in 2022
      • Figure 2: UK forecast for the value of the pizza/Italian restaurants dine-in and takeaway/home delivery market, at current prices, 2017-27
    • Dine-in market to be challenged by lower-cost alternatives
      • Figure 3: UK forecast for the value of the pizza/Italian restaurants dine-in market, at current prices, 2017-27
    • Takeaway market to continue its momentum
      • Figure 4: UK forecast for the value of the pizza/Italian restaurants dine-in and takeaway/home delivery market, at current prices, 2017-27
    • Companies and brands
    • Domino’s offers the most excellent experience
      • Figure 5: Key metrics for selected brands, 2022
    • Pizza/Italian brands were food focused in their 2021 adspend
      • Figure 6: Advertising expenditure by selected pizza/Italian restaurants or takeaway/home delivery brands, 2018-22
    • The consumer
    • One in four Britons dining in pizza/Italian restaurants
      • Figure 7: Annual changes in usage of pizza/Italian restaurants, 2021-22
    • Direct ordering fell slightly between 2021 and 2022
      • Figure 8: Annual changes in pizza/Italian takeaway ordering methods, 2021-22
    • Tempting over-45s with thin pizzas, pastas and risottos
      • Figure 9: Types of pizza/Italian items ordered, by age groups, 2022
    • Consumers are divided on cheese
      • Figure 10: Key factors when choosing pizza/Italian, 2022
    • 16-34s drive demand for sustainability and technology
      • Figure 11: Attitudes towards pizza/Italian restaurants and takeaways, 2022
  3. Issues and Insights

    • Impact of cost-of-living crisis on pizza/Italian foodservices
    • Bundle deal pricing strategy
    • App-exclusive deal strategy
    • Collection deal strategy
    • Tiered-pricing strategy
    • Decoding the polarisation of spend
    • Low-cost vs premiumisation
    • Supermarket ranges vs on-premise experiences
    • Demand for sustainable convenience
    • Reusable food containers
    • Using local ingredients
    • Using all edible parts
    • Pizza by the slice
  4. Market Size and Performance

    • Total pizza/Italian foodservice market set to recover in 2022
      • Figure 12: Total value of pizza/Italian restaurants dine-in and takeaway/home delivery market, 2017-22
    • Dine-in segment 13% shy of its 2019 value
      • Figure 13: Market size for value of pizza/Italian restaurants dine-in market, 2017-22
    • Takeaway segment grew 8.5% from £2.7 billion in 2021
      • Figure 14: Market size for value of pizza/Italian restaurants takeaway/home delivery market, 2017-22
  5. Market Forecast

    • The five-year outlook for pizza/Italian restaurants’ dine-in and takeaway/home delivery market
      • Figure 15: Category outlook pizza/Italian restaurants and takeaways, 2022-27
    • Total market to continue its recovery despite economic headwinds
      • Figure 16: UK forecast for the value of the pizza/Italian restaurants dine-in and takeaway/home delivery market, at current prices, 2017-27
    • Dine-in market to be challenged by lower-cost alternatives
      • Figure 17: UK forecast for the value of the pizza/Italian restaurants dine-in market, at current prices, 2017-27
    • Takeaway market to continue its momentum
      • Figure 18: UK forecast for the value of the pizza/Italian restaurants dine-in and takeaway/home delivery market, at current prices, 2017-27
    • Learnings from the last income squeeze
    • Forecast methodology
  6. Market Drivers

    • Demand for takeaways is driving growth of the foodservice market
      • Figure 19: Leisure activities, 2019-22
    • Consumer behaviour is polarised
      • Figure 20: Preferred pub/restaurant responses to rising costs, 2022
    • Inflation is the key concern for consumers and brands…
    • … and will weigh down the post-COVID recovery
    • Consumer spending power will be curbed
    • The conflict in Ukraine is hurting the UK economy in a number of ways
    • Employment has held up better than expected
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 21: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
  7. Launch Activity and Innovation

    • Out-of-home pizza/Italian food more accessible than ever
    • Neighbourhood food halls
    • Multi-branded delivery-only concepts
    • Blurring category lines
    • Playing into the leisure sector
    • Crossing over to retail
      • Figure 22: Examples of pizza/Italian restaurant-branded supermarket ready-meals, 2022
  8. Advertising and Marketing Activity

    • Pizza/Italian brands were food focused in their 2021 adspend
      • Figure 23: Advertising expenditure by selected pizza/Italian restaurants or takeaway/home delivery brands, 2018-22
    • Value propositions the main focus for 2022’s budget
      • Figure 24: PizzaExpress Club app offer, 2022
    • Nielsen Ad Intel coverage
  9. Brand Research

    • Brand map
      • Figure 25: Attitudes towards and usage of selected brands, 2022
    • Domino’s offers the most excellent experience
      • Figure 26: Key metrics for selected brands, 2022
    • Well-off groups drive usage
      • Figure 27: Usage of brands in the last 12 months, by socio-economic group and household income, 2022
    • Younger generations are core users
      • Figure 28: Usage of brands in the last 12 months, by generation, 2022
    • Brand attitudes: opportunities to enhance healthy perceptions
      • Figure 29: Attitudes, by brand, 2022
    • Brand personality: brands are considered accessible
      • Figure 30: Brand personality – Macro image, 2022
    • Brand personality: PizzaExpress is most authentic
      • Figure 31: Brand personality – Micro image, 2022
  10. Annual Changes in Usage

    • One in four Britons dining in pizza/Italian restaurants
      • Figure 32: Annual changes in pizza/Italian restaurant participation, 2021-22
    • Consumers continue to drive demand for takeaway options
      • Figure 33: Annual changes in usage of pizza/Italian restaurants, 2021-22
  11. Annual Changes in Takeaway Ordering Methods

    • Direct ordering fell slightly between 2021 and 2022
      • Figure 34: Annual changes in pizza/Italian takeaway ordering methods, 2021-22
  12. Types of Items Ordered

    • Tempting over-45s with thin pizzas, pastas and risottos
      • Figure 35: Types of pizza/Italian items ordered, by age groups, 2022
    • Restaurant diners are more adventurous
      • Figure 36: Types of pizza/Italian items ordered, by usage of pizza/Italian restaurants, 2022
    • Narrow repertoires as people stick to one type of menu item
      • Figure 37: Repertoire of types of pizza/Italian items ordered, by age groups, 2022
  13. Key Factors When Choosing Pizza/Italian Restaurant

    • Consumers are divided on cheese
      • Figure 38: Key factors when choosing pizza/Italian, 2022
    • Value menu options and customisation appeal to half of pizza/Italian foodservice consumers – TURF analysis
      • Figure 39: TURF Analysis – Pizza and Italian Restaurants, June 2022
      • Figure 40: Gluten Free Cauliflower Pizza Base, by Whole Creations
  14. Attitudes Towards Pizza/Italian Restaurants

    • Older diners occasionally enjoy indulging in pizza/Italian food
      • Figure 41: Attitudes towards pizza/Italian restaurants and takeaways, 2022
    • 16-34s drive demand for sustainability…
      • Figure 42: Attitudes towards pizza/Italian restaurants and takeaways, 2022
    • …and technology
      • Figure 43: Attitudes towards pizza/Italian restaurants and takeaways, 2022
    • Pizza by the slice is convenient for 16-44s
      • Figure 44: Attitudes towards pizza/Italian restaurants and takeaways, 2022
    • Supermarket ranges threaten pizza/Italian foodservices
      • Figure 45: Attitudes towards pizza/Italian restaurants and takeaways, 2022
  15. Pizza/Italian Restaurant Consumer Segmentation

      • Figure 46: Pizza/Italian restaurant consumer segmentation – Cluster analysis, 2022
    • Typical characteristics of each group
    • Value Seekers
    • Savvy Consumers
    • Conscious Consumers
      • Figure 47: Key factors when choosing pizza/Italian restaurants, by consumer segmentation, 2022
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • TURF Analysis methodology
      • Figure 48: Table – TURF Analysis – Pizza and Italian Restaurants, June 2022
    • Cluster analysis group definitions
    • Accessibility
    • Mindfulness
    • Value
  17. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 49: Market forecast for the value of the pizza/Italian dine-in and takeaway market, 2017-27
      • Figure 50: Market forecast for the value of the pizza/Italian dine-in market, 2017-27
      • Figure 51: Market forecast for the value of the pizza/Italian takeaway market, 2017-27
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch