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.
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TABLE OF CONTENT
Introduction
Definition
Abbreviations
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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