Friday, 12 July 2013

Study Report: Pizza at Retail Market Growth In US - July 2013

The biggest competition for frozen pizza brands is consumers’ return to restaurant pizza as spending power revives alongside the recovering economy. Frozen brands must work harder to improve the quality of their products so that they can better compete with restaurant pizza. Doing so will require improving recipes, variety, and healthfulness, as well as the addition of side dishes that fit the same criteria.


Scope and Themes
What you need to know
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms

Executive Summary
A declining market as spending power returns
Figure 1: Total market sales and fan chart forecast of pizza at retail, at current prices, 2008-18
Economic rebound dents sales, but demographic factors help
Figure 2: U.S. child population changes, 2013-18
Supermarkets account for 60% of the market
Figure 3: Sales of pizza at retail, by channel, 2011 and 2013
Four major players
The consumer
Seven in 10 report eating frozen/refrigerated pizza in last six months
Figure 4: Types of pizza eaten last 6 months, by age, April 2013
Roughly seven in 10 agree frozen pizza helps deal with immediate hunger
Figure 5: Attitudes toward store-bought pizza, April 2013

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