Pizza - UK - June 2009

Table of Contents

• Issues in the Market
• Key themes
• Definition
• Market in Brief
• Tug of war between chilled and frozen
• Families love pizza
• Frozen is a branded market, while chilled is mostly own-label
• The future for the pizza market
• Internal Market Environment
• Key points
• Will healthier diets threaten pizzas?
  • Figure 1: Trends in healthy eating habits, 2004-08
  • Figure 2: Trends in having treats, 2004-08
• Are consumers interested in making pizza from scratch?
  • Figure 3: Trends in cooking and preparing food, 2004-08
• Less additives, more frozen foods
  • Figure 4: Attitudes towards additive-free and frozen foods, 2004-08
• Broader Market Environment
• Key points
• The obesity crisis
  • Figure 5: Projection of overweight and obesity prevalence among adults in England, 2003-50
• Smaller households growing
  • Figure 6: Structure of the UK population, by household size, 2004, 2009 and 2014
• Making pizza from scratch for ABC1s
  • Figure 7: UK adult population trends, by socio-economic group, 2004, 2009 and 2014
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Competitive Context
• Key points
• Pizza or pasta tonight?
  • Figure 8: Consumption of pizza, ready meals and pasta/noodles, 2004-08
  • Figure 9: Consumption of pizza, ready meals and pasta/noodles, based on selected demographics, 2008
• Ready meals dwarf pizza
  • Figure 10: UK retail sales for ready meals, pizza and pasta/pasta-based meals, 2004-08
• Competition from restaurants and takeaways
  • Figure 11: Trends in eating pizza takeaways and going to pizza restaurants, 2004-08
  • Figure 12: UK value of retail pizza compared to takeaway/delivered pizza and eat in pizza/pasta restaurants (and % growth 2006-08), 2004-08
• Market Size and Forecast
• Key points
• Just keeping up with inflation
  • Figure 17: UK retail value sales of pizza, 2004-14
• Frozen pizza marginally on top in value sales
  • Figure 18: UK retail value sales of pizza, percentage by sector, 2006-09
• What' s next?
• Factors used in the forecast
• Segment Performance
• Key points
• Frozen pizza
  • Figure 19: UK retail value sales of frozen pizza, 2004-14
  • Figure 20: UK retail value sales of frozen pizza, by size, 2006-08
  • Figure 21: UK retail value sales of frozen pizza, by base type, 2006-08
• Chilled pizza
  • Figure 22: UK retail value sales of chilled pizza, 2004-14
• Pizza bases and sauces
  • Figure 23: UK retail value sales of pizza bases and sauces, 2004-14
• Market Share
• Key points
• Frozen pizza
  • Figure 24: Brands' value shares in UK retail value sales of frozen pizza, 2006-08
• Chilled pizza
  • Figure 25: Brands' value sales in UK retail value sales of chilled pizza, 2006-08
• Companies and Products
• Manufacturers and brands
  • Figure 26: Leading companies in the pizza market and their brands, 2009*
• Dr Oetker
• Heinz
• McCain Foods
• Napolina
• Northern Foods
• PizzaExpress
• Stateside Foods
• Brand Communication and Promotion
• Key points
• Advertising spend diminishing
  • Figure 27: Main monitored advertising expenditure on frozen and chilled pizza, 2004-09
  • Figure 28: Main monitored advertisting expenditure on fresh and frozen pizza, by media type, 2006-09
• Goodfella' s and Chicago Town make a stand
  • Figure 29: Main monitored media advertising spend on fresh and frozen pizza, by brand, 2006-09
• Strong advertising spend for pizza restaurants and takeaways
  • Figure 30: Main monitored media advertising expenditure on leading pizza restaurants and takeaways, 2006-09
• Channels to Market
• Key points
• Pizza is mainly bought in supermarkets
  • Figure 31: UK retail value sales of frozen pizza, by outlet type, 2006-08
  • Figure 32: Consumption of different types of pizza, based on grocery stores visited, March 2009
• The Consumer -- Usage
• Key points
• How to increase frequency of eating pizza
  • Figure 33: Trends in frequency of eating pizza (excluding takeaway), 2004-08
• A family meal
  • Figure 34: Most valuable consumers for volume sales of pizza (excluding takeaway), based on volume importance index*, by selected demographics, 2008
• Fresh or frozen?
  • Figure 35: Usage of pizza (excluding takeaway), by type, 2004-08
  • Figure 36: Consumption of frozen pizza, by selected demographics, 2008
  • Figure 37: Consumption of fresh/chilled pizza, by selected demographics, 2008
• Appendix
• Abbreviations
• Advertising data
• Appendix -- Internal Market Environment
  • Figure 50: Trends in healthy lifestyles and eating habits, by detailed demographics, 2008
  • Figure 51: Trends in cooking and preparing food, 2004-08
• Appendix -- Competitive Context
  • Figure 52: Consumption of pizza, ready meals and pasta/noodles, by detailed demographics, 2008
  • Figure 53: Eating takeaways and going to pizza restaurants, by detailed demographics, 2008
• Appendix -- Segment Performance
  • Figure 54: Average spend per user for frozen and chilled pizza, 2009
• Appendix -- The Consumer - Usage
  • Figure 55: Frequency and usage of pizza, by detailed demographics, 2008
  • Figure 56: Usage of pizza, by type, by detailed demographics, 2008