Thursday, 11 July 2013

Industrial Report: Pizza Market Analysis In 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.



Executive Summary
The market
Figure 1: Total UK retail value sales of pizza, 2008-18
Figure 2: Total UK retail volume sales of pizza, 2008-18
Segment performance
Figure 3: UK retail value sales of pizza, by sector, 2012
Market factors
Ageing population represents a challenge
Companies, brands and innovation
NPD in the frozen sector rallies in 2012
Chicago Town takes on delivery sector with on-pack claim
Goodfella’s diversifies with extra thin and deep pan launches
Pizzas bearing an ‘economy’ claim triple over 2011-12…
… as launches with no additives or preservatives reach a four-year high
Chicago Town leads Dr. Oetker’s sales success
The consumer
Pizza boasts universal usage among families
Frozen pizza is more widely eaten than chilled, despite negative perceptions
Frozen pizza scores on convenience and value for money
Figure 4: Consumer perceptions of frozen and chilled pizza, April 2013
Three in four pizza users want bases to be as natural as possible
Figure 5: Consumer attitudes towards pizza, April 2013
Untapped opportunities for children’s pizza
Figure 6: Further consumer attitudes towards pizza, April 2013

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