2020
9
UK Pizza and Pies Market Report 2020
2021-01-28T03:01:22+00:00
OX988916
2195
133230
[{"name":"Pizza","url":"https:\/\/store.mintel.com\/industries\/food\/convenience-foods\/pizza"}]
Report
en_GB
“More meals and snacks being eaten at home during the COVID-19 pandemic boosted retail sales of both pizza and savoury pastries during 2020. The income squeeze in 2021 and the…

UK Pizza and Pies Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Pizzas and Pies market, including the behaviours, preferences and habits of the consumer.

The sales and consumption of both pizzas and pies over the COVID-19 pandemic saw a 12% increase in retail sales, thanks to the closure of many non-essential businesses. While takeaway services remained open, consumer hesitance to foodservice boosted retail sales for the majority of the year.

Generous offerings from pizza and pastries are very important to consumers, with 50% of buyers looking for lots of fillings in pies and pastries, and 42% of pizza buyers prepared to pay more for lots of pizza toppings. These attributes are likely to justify premium prices for brands, encouraging consumers to spend more.

With 43% of supermarket pizza eaters still prefer takeaway pizza to retail, this highlights the importance for supermarkets to replicate the taste and quality of home delivery. Innovation into takeaway-style ranges and pizza meal deals will help to preserve pandemic gains. While healthiness of pizza is only a priority for 26% of consumers, better-for-you toppings will help to tap into an increased interest in health eating.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on sales of pizzas and savoury pastries, and consumer behaviours.
  • Frequency of eating different types of pizza, and types of savoury pastries eaten.
  • Attributes worth paying more for when buying pizza and those most looked for when buying savoury pies/pasties.
  • New launch activity in pizzas and savoury pastries, and perceptions and usage of the brands in these categories.
  • Behaviours related to eating and buying pizzas and pies.

Included in this report

Pizza Brands: Dr Oetker (Dr Oetker, Chicago Town), Nomad Foods (Goodfellas, San Marco), Pizza Express, The Pizza Company, Schar, Iceland Foods, Tesco, Asda, Morrisons, Aldi, Sainsbury’s, Green Isle Foods, Co-Op (GRO, Marks and Spencer, Waitrose, One Planet Pizza, Chicago Town, Gino D’Acmpo, The White Rabbit, own-label.

Pie and Pastry Brands: Pukka Pies, Gingers, Higgidy, Wall’s, Charlie Bighams, Peters, Bells, The Welsh Pantry, Vale of Mowbray, Nomad Foods (Birds Eye), Hollands, Young’s, Linda McCarney, Greggs, Quorn, Wall’s, Pieminister, Genius, Wyke Farms, The Vegilantes, Iceland, Sainsbury’s, Asda, M&S, Aldi, own-label.

Expert analysis from a specialist in the field

Written by Richard Caines, leading analyst in Food & Drink, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

More meals and snacks being eaten at home during the COVID-19 pandemic boosted retail sales of both pizza and savoury pastries during 2020. The income squeeze in 2021 and the enduring rise in home working longer term will continue to benefit the category, although consumer interest in healthy eating will limit growth. A focus on offering lots of filling in pies/pasties or lots of toppings in pizza will add the most value to products for consumers, while more plant-based products, world cuisines and healthier toppings/fillings offer further opportunities for growth.

Richard Caines
Senior Food & Drink Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • COVID-19: Market context
          • Impact of the January lockdowns and the vaccination rollout
            • Economic and other assumptions
              • Products covered in this Report
              • Executive Summary

                  • Boost to pizzas and pies from more eating at home during COVID-19
                    • Figure 1: Short-, medium- and long-term impact of COVID-19 on pizzas and savoury pastries, 12 January 2021
                  • The market
                    • Big increase in 2020 sales of pizza during COVID-19
                      • Figure 2: Forecast of UK retail value sales of chilled and frozen pizza, 2015-25 (prepared 14 December 2020)
                    • At-home meals during COVID-19 boost savoury pastries
                      • Figure 3: Forecast of UK retail value sales of chilled and frozen savoury pies and other savoury pastry products, 2015-25 (prepared 14 December 2020)
                    • COVID-19 increases spotlight on health
                      • Supermarket pizza competes with takeaway/home delivery pizza
                        • Decline projected in some core younger eaters of pizza
                          • Companies and brands
                            • Chilled pizza dominated by own-label
                              • Own-label sees the strongest boost in frozen pizza
                                • Figure 4: Leading brands’ sales in the frozen pizza market, by value, 2019/20*
                              • Ginsters number one in chilled savoury pastries
                                • Figure 5: Leading brands’ sales in the chilled savoury pies and pastries market, by value, 2019/20*
                              • Own-label enjoys most of growth in frozen savoury pastries
                                • Growth in vegan claims in pizza
                                  • Retail pizzas continue their efforts to replicate the takeaway experience
                                    • Vegan claims rise in savoury pastries over 2018-20
                                      • Growth in premium launches in pies/pastries
                                        • Dr Oetker remains the top advertiser in pizza, supporting Chicago Town
                                          • Ginsters returns to TV, pushing Cornish heritage
                                            • The consumer
                                              • More than eight in 10 people eat pizza
                                                • Figure 6: Frequency of eating pizza in the last 3 months, September 2020
                                              • Lots of toppings adds most value to supermarket pizza
                                                • Figure 7: Attributes buyers would pay more for when buying pizza from a supermarket, September 2020
                                              • Taste and price most important purchase drivers
                                                • Figure 8: Factors influencing choice of pizza, September 2020
                                              • More choice of toppings would increase demand
                                                • Figure 9: Behaviours relating to eating and buying pizza, September 2020
                                              • Eight in 10 people eat savoury pies or other pastries
                                                • Figure 10: Usage of different types of pies and savoury pastry products, September 2020
                                              • Lots of filling most sought attribute of a pie/pasty
                                                • Figure 11: Attributes looked for when buying pies and pasties, September 2020
                                              • Pies/pastries influenced by world cuisines an opportunity
                                                • Figure 12: Behaviours related to eating and buying pies, September 2020
                                            • Issues and Insights

                                              • Competing with takeaway/home delivery crucial to continued growth
                                                • Replicating takeaway/home delivery important
                                                  • Lots of toppings adds most value to supermarket pizza
                                                    • Pizzas for sharing preferred to individual pizzas
                                                      • Half interested in fresh supermarket pizza delivered
                                                        • Demand for both traditional recipes and world cuisines needs to be explored in pies/pasties
                                                          • Traditional recipes have more appeal than new ones
                                                            • But pies/pastries influenced by world cuisines still an opportunity
                                                              • Offering healthier choices important to future sales of pizzas and pies
                                                                • A quarter prioritise health when choosing pizza
                                                                  • Better-for-you pizza toppings spark widespread interest
                                                                    • Healthier pies/pasties would encourage more eating
                                                                      • Vegetarian and vegan products offer more opportunities
                                                                        • Plant-based pizzas have strong appeal
                                                                          • Vegetarian/vegan of significant importance in pies/pasties
                                                                          • The Market – Key Takeaways

                                                                            • Big increase in 2020 sales of pizza during COVID-19
                                                                              • Only some of the sales gains in pizza will be lost in 2021
                                                                                • At-home meals during COVID-19 boost for savoury pastries
                                                                                  • Income squeeze will benefit savoury pastry sales
                                                                                    • COVID-19 increases spotlight on health
                                                                                      • Supermarket pizza competes with takeaway/home delivery pizza
                                                                                        • Decline projected in some core younger eaters of pizza
                                                                                        • Market Size and Forecast

                                                                                          • Boost to pizzas and pies from more eating at home during COVID-19
                                                                                            • Figure 13: Short-, medium- and long-term impact of COVID-19 on pizzas and savoury pastries, 12 January 2021
                                                                                          • Big increase in 2020 sales of pizza
                                                                                            • Figure 14: Total UK retail value and volume sales of chilled and frozen pizza, 2015-25 (prepared 14 December 2020)
                                                                                            • Figure 15: Forecast of UK retail value sales of chilled and frozen pizza, 2015-25 (prepared 14 December 2020)
                                                                                          • At-home meals boost for savoury pastries
                                                                                            • Figure 16: Total UK retail value and volume sales of chilled and frozen savoury pies and other savoury pastry products, 2015-25 (prepared 14 December 2020)
                                                                                            • Figure 17: Forecast of UK retail value sales of chilled and frozen savoury pies and other savoury pastry products, 2015-25 (prepared 14 December 2020)
                                                                                          • Market drivers and assumptions
                                                                                            • Figure 18: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared 25 November 2020)
                                                                                          • Learnings from the last recession
                                                                                            • Figure 19: Growth in value and volume retail sales of pizza, 2009-13
                                                                                          • Forecast methodology
                                                                                          • Market Segmentation

                                                                                            • Frozen pizza sees the strongest value growth
                                                                                              • Figure 20: UK retail value and volume sales of chilled and frozen pizza, by segment, 2015-20
                                                                                            • Frozen pastries’ growth outstrips that of chilled
                                                                                              • Figure 21: Total UK retail value and volume sales of savoury pies and pastries, by chilled and frozen, 2015-20
                                                                                            • Pies the biggest segment of savoury pastries
                                                                                              • Figure 22: Total UK retail value and volume sales of savoury pies and pastries, by sub-segment, 2018-20
                                                                                          • Market Drivers

                                                                                            • 2021 lockdowns will support more eating at home
                                                                                              • Strong interest in healthy eating
                                                                                                • COVID-19 increases spotlight on health
                                                                                                  • Government emphasis on health intensifies under COVID-19
                                                                                                    • Supermarket pizza competes with takeaway/home delivery pizza
                                                                                                      • Figure 23: Any ordering of takeaway/home delivery from a pizza/Italian venue since the start of the COVID-19/coronavirus outbreak, by age, July 2020
                                                                                                    • Making pizza and pies from scratch the other side of competition
                                                                                                      • Plant-based trend influencing pizzas and pies
                                                                                                        • Decline projected in some core younger eaters of pizza
                                                                                                          • Figure 24: Trends in the age structure of the UK population, 2015-25
                                                                                                        • Income squeeze will hit discretionary spend
                                                                                                          • Brexit trade deal will mean minimal impact on price of pizzas and pies
                                                                                                          • Companies and Brands – Key Takeaways

                                                                                                            • Chilled pizza dominated by own-label
                                                                                                              • Ginsters number one in chilled savoury pastries
                                                                                                                • Private label dominates pizza launch activity in 2020
                                                                                                                  • Growth in vegan claims in pizza
                                                                                                                    • Retail pizzas continue their efforts to replicate the takeaway experience
                                                                                                                      • International flavours can help to keep consumers engaged
                                                                                                                        • Vegan claims rise in savoury pastries over 2018-20
                                                                                                                          • Growth in premium launches in pies/pastries
                                                                                                                            • Dr Oetker remains the top advertiser in pizza, supporting Chicago Town
                                                                                                                            • Market Share

                                                                                                                              • Chilled pizza dominated by own-label
                                                                                                                                • Figure 25: Leading brands’ sales in the chilled pizza market, by value and volume, 2018/19 and 2019/20
                                                                                                                              • Own-label sees the strongest boost in frozen pizza
                                                                                                                                • Figure 26: Leading brands’ sales in the frozen pizza market, by value and volume, 2018/19 and 2019/20
                                                                                                                              • Ginsters number one in chilled savoury pastries
                                                                                                                                • Figure 27: Leading brands’ sales in the chilled savoury pies and pastries market, by value and volume, 2018/19 and 2019/20
                                                                                                                              • Own-label enjoys most of growth in frozen savoury pastries
                                                                                                                                • Figure 28: Leading brands’ sales in the frozen savoury pies and pastries market, by value and volume, 2018/19 and 2019/20
                                                                                                                            • Launch Activity and Innovation

                                                                                                                              • Pizzas
                                                                                                                                • Private label dominates launch activity in 2020
                                                                                                                                  • Figure 29: New product launches in the UK retail pizza market, by private label and brands, 2015-20
                                                                                                                                  • Figure 30: Share of new product launches in the UK retail pizza market, by top ten companies, 2015-20
                                                                                                                                • Health claims are rare in the pizza category
                                                                                                                                  • Figure 31: Share of new product launches in the UK retail pizza market, by health claims, 2015-20 (sorted by 2019)
                                                                                                                                  • Figure 32: One Planet Pizza Three Cheezly Margherita, 2020
                                                                                                                                  • Figure 33: Examples of single-serve, calorie-controlled pizza launches, 2019-20
                                                                                                                                • Growth in vegan claims in 2019
                                                                                                                                  • Figure 34: Share of new product launches in the UK retail pizza market with vegetarian/vegan claims, 2015-20
                                                                                                                                  • Figure 35: Examples of vegan pizza launches, 2020
                                                                                                                                • Growth in premium claims over 2015-19
                                                                                                                                  • Figure 36: Share of new product launches in the UK retail pizza market with premium claims, 2015-20
                                                                                                                                  • Figure 37: Examples of own-label premium sourdough pizza launches, 2020
                                                                                                                                  • Figure 38: Examples of pizzas in the Gino D’Acampo range, 2019
                                                                                                                                • Retail pizzas continue their efforts to replicate the takeaway experience
                                                                                                                                  • Figure 39: Goodfellas combines two popular fast foods with its Cheeseburger Pizza, 2020
                                                                                                                                  • Figure 40: Tesco Takeaway Stuffed Crust Cheese Pizza – before and After
                                                                                                                                  • Figure 41: Examples of stuffed-crust pizza launches by Iceland, 2020
                                                                                                                                • International flavours can help to keep consumers engaged
                                                                                                                                  • Figure 42: Examples of pizza launches featuring international flavours, 2020
                                                                                                                                • Pies and savoury pastry products
                                                                                                                                  • Private label extends its lead on launches in 2020
                                                                                                                                    • Figure 43: New product launches in the UK pies and savoury pastry products market, by private label and brands, 2015-20
                                                                                                                                    • Figure 44: Share of new product launches in the UK pies and savoury pastry products market, by top ten companies, 2015-20
                                                                                                                                  • Healthier variants are underexplored in pies
                                                                                                                                    • Figure 45: Share of new product launches in the UK pies and savoury pastry products market, by health claims, 2015-20 (sorted by 2019)
                                                                                                                                    • Figure 46: Wyke Farms Deep Fill Mature Cheddar Cheese & Onion Pies, 2020
                                                                                                                                  • Vegan claims rise over 2018-20
                                                                                                                                    • Figure 47: Share of new product launches in the UK pies and savoury pastry products market with vegetarian/vegan claims, 2015-20
                                                                                                                                    • Figure 48: Examples of vegan pie/savoury pastry product launches, 2020
                                                                                                                                    • Figure 49: Examples of vegan sausage roll launches, 2020
                                                                                                                                  • Growth in premium launches in 2019
                                                                                                                                    • Figure 50: Share of new product launches in the UK retail pies and savoury pastry products market with premium claims, 2015-20
                                                                                                                                    • Figure 51: Examples of premium own-label savoury pastry products launches, 2020
                                                                                                                                  • Pie makers link up with beer brands
                                                                                                                                    • A few brands explore international flavours
                                                                                                                                      • Figure 52: Savoury pastry products launches with international flavours, 2020
                                                                                                                                    • Sustainable packaging is underexplored in both pizzas and pies
                                                                                                                                        • Figure 53: Examples of pizza and pie launches with environmentally-friendly packaging, 2019-20
                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                      • Advertising spend on pizzas declines in 2020
                                                                                                                                        • Figure 54: Total above-the line, online display and direct mail advertising expenditure on pizza, 2016/20
                                                                                                                                      • Dr Oetker remains the top spender, supporting masterbrand Chicago Town…
                                                                                                                                        • …and spends on Ristorante
                                                                                                                                          • Figure 55: Total above-the line, online display and direct mail advertising expenditure on pizza, by top advertisers, 2019-20
                                                                                                                                        • Nomad’s Goodfella’s spotlights gangster associations
                                                                                                                                          • PizzaExpress launches The Hunt to win £55,000
                                                                                                                                            • Pies also see decline in spend
                                                                                                                                              • Figure 56: Total above-the line, online display and direct mail advertising expenditure on pies, 2016/20
                                                                                                                                            • Ginsters returns to TV, pushing Cornish heritage
                                                                                                                                              • Figure 57: Total above-the line, online display and direct mail advertising expenditure on pies, by top advertisers, 2019-20
                                                                                                                                            • Pukka Pies positions itself as the People’s Pie
                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                              • Brand Research

                                                                                                                                                  • Brand map
                                                                                                                                                    • Figure 58: Attitudes towards and usage of selected brands, November 2020
                                                                                                                                                  • Key brand metrics
                                                                                                                                                    • Figure 59: Key metrics for selected brands, November 2020
                                                                                                                                                  • Brand attitudes: Higgidy seen as most innovative brand
                                                                                                                                                    • Figure 60: Attitudes, by brand, November 2020
                                                                                                                                                  • Brand personality: Chicago Town more fun than other brands
                                                                                                                                                    • Figure 61: Brand personality – macro image, November 2020
                                                                                                                                                  • Ginsters stands out as being seen as the most traditional brand
                                                                                                                                                    • Figure 62: Brand personality – micro image, November 2020
                                                                                                                                                  • Brand analysis
                                                                                                                                                    • Chicago Town seen as most delicious brand
                                                                                                                                                      • Figure 63: User profile of Chicago Town, November 2020
                                                                                                                                                    • Higgidy stands out as the most innovative brand
                                                                                                                                                      • Figure 64: User profile of Higgidy, November 2020
                                                                                                                                                    • Goodfella’s strongly associated with being a family brand
                                                                                                                                                      • Figure 65: User profile of Goodfella’s, November 2020
                                                                                                                                                    • Pukka Pies seen as the most comforting brand
                                                                                                                                                      • Figure 66: User profile of Pukka Pies, November 2020
                                                                                                                                                    • Dr. Oetker Ristorante less seen as a family brand
                                                                                                                                                      • Figure 67: User profile of Dr. Oetker Ristorante, November 2020
                                                                                                                                                    • Ginsters beats other brands on being seen as traditional
                                                                                                                                                      • Figure 68: User profile of Ginsters, November 2020
                                                                                                                                                  • The Consumer – Key Takeaways

                                                                                                                                                    • More than eight in 10 people eat pizza
                                                                                                                                                      • Lots of toppings adds most value to supermarket pizza
                                                                                                                                                        • A third of buyers prepared to pay more for premium ingredients
                                                                                                                                                          • A quarter prioritise health when choosing pizza
                                                                                                                                                            • More choice of toppings would increase demand
                                                                                                                                                              • Eight in 10 people eat savoury pies or other pastries
                                                                                                                                                                • Lots of filling most sought attribute of a pie/pasty
                                                                                                                                                                  • Pies/pastries influenced by world cuisines an opportunity
                                                                                                                                                                  • Impact of COVID-19 on Consumer Behaviour

                                                                                                                                                                    • People eat at home more during COVID-19
                                                                                                                                                                      • More remote working and eating at home expected long term
                                                                                                                                                                          • Figure 69: Concerns about going to restaurants/bars indoors, 25 June-19 November 2020
                                                                                                                                                                        • A quarter expect to spend less on takeaway/home delivery in November 2020
                                                                                                                                                                            • Figure 70: Expected changes to spending on takeaways/home delivery and dining out over the next month, November 2020
                                                                                                                                                                          • More meals shared with friends/family during COVID-19
                                                                                                                                                                              • Figure 71: Incidence of eating with family/other members of your household, by age, 23 April-7 May 2020
                                                                                                                                                                            • More cooking from scratch but room for convenient options
                                                                                                                                                                                • Figure 72: Changes to cooking from scratch (ie using/preparing meals with raw ingredients) since the start of the COVID-19 outbreak, by age, 23 April-7 May 2020
                                                                                                                                                                              • Pandemic increases focus on health
                                                                                                                                                                                • A quarter prioritise health in pizza but more want healthier options
                                                                                                                                                                                    • Figure 73: Changes in eating healthily as a priority since the COVID-19 outbreak, by gender and age, 2-11 November 2020
                                                                                                                                                                                  • COVID-19 expected to further boost flexitarian and plant-based trends
                                                                                                                                                                                      • Figure 74: ‘The COVID-19/coronavirus outbreak has made a vegan diet more appealing’, by age, 23 April-7 May 2020
                                                                                                                                                                                  • Usage of Pizza

                                                                                                                                                                                    • More than eight in 10 people eat pizza
                                                                                                                                                                                      • Figure 75: Any eating of pizza in the last 3 months, by type, September 2020
                                                                                                                                                                                    • Younger and family bias to eating of all types of pizza
                                                                                                                                                                                      • Figure 76: Frequency of eating pizza in the last 3 months, September 2020
                                                                                                                                                                                  • Attributes Worth Paying More For

                                                                                                                                                                                    • Lots of toppings adds most value to supermarket pizza
                                                                                                                                                                                      • Figure 77: Attributes buyers would pay more for when buying pizza from a supermarket, September 2020
                                                                                                                                                                                    • A third will pay more for stuffed crust
                                                                                                                                                                                      • A third of buyers prepared to pay more for premium ingredients
                                                                                                                                                                                      • Factors Influencing Choice of Pizza

                                                                                                                                                                                        • Taste and price most important purchase drivers
                                                                                                                                                                                          • Figure 78: Factors influencing choice of pizza, September 2020
                                                                                                                                                                                        • A quarter prioritise health when choosing pizza
                                                                                                                                                                                          • Better-for-you toppings spark widespread interest
                                                                                                                                                                                          • Behaviours Related to Eating and Buying Pizza

                                                                                                                                                                                            • More choice of toppings would increase demand
                                                                                                                                                                                              • Figure 79: Behaviours relating to eating and buying pizza, September 2020
                                                                                                                                                                                            • Vegetarian and vegan pizzas offer more opportunities
                                                                                                                                                                                              • Pizzas for sharing preferred to individual pizzas
                                                                                                                                                                                              • Usage of Pies

                                                                                                                                                                                                • Eight in ten people eat savoury pies or other pastries
                                                                                                                                                                                                  • Figure 80: Number of different types of savoury pastry products eaten, September 2020
                                                                                                                                                                                                • Sausage/other rolls most eaten savoury pastry product
                                                                                                                                                                                                  • Figure 81: Usage of different types of pies and savoury pastry products, September 2020
                                                                                                                                                                                                • Eating of pasties and pork pies shows male bias
                                                                                                                                                                                                  • 16-24 year olds less interested in savoury pies and quiche
                                                                                                                                                                                                  • What People Look For When Buying Pies or Pasties

                                                                                                                                                                                                    • Lots of filling most sought attribute of a pie/pasty
                                                                                                                                                                                                      • Figure 82: Attributes looked for when buying pies and pasties, September 2020
                                                                                                                                                                                                    • Traditional recipes have more appeal than new ones
                                                                                                                                                                                                      • Vegetarian/vegan of smaller but significant importance
                                                                                                                                                                                                      • Behaviours Related to Eating and Buying Pies

                                                                                                                                                                                                        • Pies/pastries influenced by world cuisines an opportunity
                                                                                                                                                                                                          • Figure 83: Behaviours related to eating and buying pies, September 2020
                                                                                                                                                                                                        • Better-for-you pies/pasties would encourage more eating
                                                                                                                                                                                                          • Locally-produced home delivered products have appeal
                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                • Appendix – Market Share

                                                                                                                                                                                                                    • Figure 84: Leading manufacturers’ sales in the chilled pizza market, by value and volume, 2018/19 and 2019/20
                                                                                                                                                                                                                    • Figure 85: Leading manufacturers’ sales in the frozen pizza market, by value and volume, 2018/19 and 2019/20
                                                                                                                                                                                                                    • Figure 86: Leading manufacturers’ sales in the chilled savoury pies and pastries market, by value and volume, 2018/19 and 2019/20
                                                                                                                                                                                                                    • Figure 87: Leading manufacturers’ sales in the frozen savoury pies and pastries market, by value and volume, 2018/19 and 2019/20
                                                                                                                                                                                                                • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                    • Figure 88: Share of new product launches in the UK retail pizza market, by storage, 2015-20
                                                                                                                                                                                                                    • Figure 89: Share of new product launches in the UK retail savoury pastries market, by storage, 2015-20
                                                                                                                                                                                                                • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                    • Figure 90: Total above-the line, online display and direct mail advertising expenditure on pizza, by top brands, 2019-20
                                                                                                                                                                                                                    • Figure 91: Total above-the line, online display and direct mail advertising expenditure on pies, by top brands, 2019-20

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