美國比薩市場

Abstract

About this report

Topics discussed include:

• What, in the array of choices found behind today' s frozen pizza door, are proving to be best sellers, and why
• How to target a new breed of pizza customers whose interest is potentially piqued
• What will entice restaurant patrons into staying home to get their pizza "fix"
• How to move beyond the core consumers to truly provide something for everyone
• What surprise players are "doing the right thing" and how to benefit from that success
• How to best address the "elephant in the living room" issue of better-for-you pizza
• What the economic downturn means for the category and how to best appeal to financially strained shoppers

Table of Contents

• Scope and ThemesWhat you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Healthy growth driven by innovation
• Strongest competition from pizza restaurants
• Frozen pizza the dominant segment
• Supermarket sales challenged by mass merchandisers
• Factors impacting pizza sales
• Kraft, smaller brands and private label lead the charge
• Private label emerging as "brand" leader
• Innovation driven by restaurant-quality offerings and specialty offerings
• Advertising efforts focus on multiple-purchase offers and television campaigns
• Types eaten and incidence of eating pizza
• Attitudes towards frozen pizza
• Reasons for not buying frozen pizza
• Market Size and Forecast
• Key points
• Full steam ahead across the category
• Sales and forecast
  • Figure 4: Total U.S. retail sales of pizza, at current prices, 2003-13
  • Figure 5: Total U.S. retail sales of pizza, at inflation-adjusted prices, 2003-13
• Wal-Mart sales
• Competitive Context
• Pizza restaurants
  • Figure 6: Types of pizza eaten in the past three months, November 2006 and 2008
  • Figure 7: Reasons for not buying refrigerated or frozen pizza, November 2008
• Competition from categories within the retail environment
  • Figure 8: Growth of prepared meals, new product launches, by storage type, 2003-08
• Segment Performance
• Key points
• Frozen pizza dominates the category
• Sales of pizza, by segment
  • Figure 9: Sales of pizza, by type, 2006 and 2008
• Segment Performance--Frozen Pizza
• Key points
• Always something new around the bend
• The gaping BFY hole
• Sales and forecast of frozen pizza
  • Figure 10: Sales of frozen pizza, at current prices, 2003-13
  • Figure 11: Sales of frozen pizza, at inflation-adjusted prices, 2003-13
• Segment Performance--Other Pizza Products
• Key points
• Pizza products should encourage uptake through "package" deals
• Sales and forecast of other pizza products
  • Figure 12: Total U.S. sales of other pizza products, at current prices, 2003-13
  • Figure 13: Total U.S. sales of other pizza products, at inflation-adjusted prices, 2003-13
• Retail Channels
• Key points
• Key demographics help to drive sales growth through "other" channels
• Private-label innovation spearheaded by other retailers
• Sales of pizza, by channel
  • Figure 14: U.S. retail sales of pizza, by channel, 2006 and 2008
• Sources of frozen pizza
  • Figure 15: Source of frozen pizza bought in last month, by number of people in household, November 2008
• Retail Channels--Food Stores
• Key point
• Food stores benefit from space and category promotion
• Food store sales of pizza
  • Figure 16: U.S. food store sales of pizza, at current prices, 2003-08
  • Figure 17: U.S. food store sales of pizza, at inflation-adjusted prices, 2003-08
• Retail Channels--Drug Stores
• Key point
• Drug stores focus on prime brands to ensure success
• Drug store sales of pizza
  • Figure 18: U.S. drug store sales of pizza, at current prices, 2003-08
  • Figure 19: U.S. drug store sales of pizza, at inflation-adjusted prices, 2003-08
• Retail Channels--Other Channels
• Key points
• "Other" channel sales boosted by economic woes and private-label innovation
• Other channel sales of market
  • Figure 20: U.S. other* channel sales of pizza, at current prices, 2003-08
  • Figure 21: U.S. other* channel sales of pizza, at inflation-adjusted prices, 2003-08
• Market Drivers
• Children remain a driving force
  • Figure 22: U.S. population, by age, 2003-13
• Beyond kids: Products that appeal to a "grown-up" palate
  • Figure 23: Households, by presence of children under age 18, 1997-2007
  • Figure 24: Types of specialty foods purchased, by age, July 2008
• Cash-strapped consumers head home for pizza
  • Figure 25: Changes in spending at restaurants, January 2008
  • Figure 26: Food price changes, by food category, July 2007-July 2008
• Leading Companies
• Key points
• Frozen pizza manufacturers lead in sales, but not sales gains
• Private label and smaller manufacturers, forces to be contended with
  • Figure 27: Manufacturer FDMx sales of pizza in the U.S., 2007 and 2008
• Brand Share--Frozen Pizza
• Key points
• Leading brands do full court press on restaurant pizza
• Store brands "keep up with the Joneses"; and take it a step further
• Manufacturer and brand sales of frozen pizza
  • Figure 28: Selected brand sales and market share of frozen pizza, 2007 and 2008
• Mean consumption of frozen pizza by brand
  • Figure 29: Mean number of pizzas eaten in past month, by brand, November 2008
• Incidence of eating frozen pizza by brand
  • Figure 30: Incidence of eating pizza in past month, by brand, by presence of children and number of people in the household, November 2008
• Brand Share--Refrigerated Pizza
• Key points
• Leading brands all benefit as consumers take to the kitchen
• Potential for private label
• Manufacturer and brand sales of refrigerated pizza
  • Figure 31: Selected brand sales and market share of refrigerated pizza in the U.S., 2007 and 2008
• Incidence of eating pizza crusts by brand
  • Figure 32: Pizza crust brands (packaged/ready-made) used by households, by race/Hispanic origin, April 2007-June 2008
• Brand Share--Pizza Products
• Key points
• Reaching out to customers looking for gourmet at home
• Manufacturer and brand sales of pizza products
  • Figure 33: Selected brand sales and market share of pizza products* in the U.S., 2007 and 2008
• Incidence of eating pizza sauce by brand
  • Figure 34: Household usage of pizza sauce brands, by race/Hispanic origin, April 2007-June 2008
• Brand Qualities
• Prolific private label
• Private-label brands lead for product introductions
  • Figure 35: Leading companies in pizza introductions, December 2007-December 2008
  • Figure 36: Leading brands in pizza introductions, December 2007-December 2008
  • Figure 37: New private-label pizza introductions, by brand, December 2007-December 2008
• Select product claims stand out for private label
  • Figure 38: Product claims in new pizza launches, by private label vs brands, December 2003-08
• Innovation and Innovators
• At-home pizza competes with restaurant quality and convenience
  • Figure 39: Number of new pizza introductions with the word "restaurant" in the description, 2004-08
• Meals for one
  • Figure 40: Pizza introductions highlighting single serve, December 2007-December 2008
• Pizza going "upper crust"
• Special dietary concerns
  • Figure 41: Vegetarian, kosher and gluten-free product pizza claims in new product launches, 2004-08
• Advertising and Promotion
• Overview
• Target: The pizza restaurant patron
  • Figure 42: Kraft DiGiorno DiGiornonomics--delivery pizza minus delivery, August 2008
  • Figure 43: Kraft DiGiorno DiGiornonomics--total sale, August 2008
  • Figure 44: Kraft DiGiorno--Rising Crust, August 2008
  • Figure 45: DiGiorno Ultimate, February 2008
  • Figure 46: Schwan/Freschetta PizzAmoré television ad, February 2008Target: The sports fan
  • Figure 47: Home Run Inn television ad, October 2008
  • Figure 48: Schwan/Red Baron television ad, September 2006
• Types and Incidence of Eating Pizza
• Key point
• Types of pizza eaten
  • Figure 49: Types of pizza eaten in the past three months, by age, November 2008
  • Figure 50: Types of pizza eaten in the past three months, by presence of children and number of people in household, November 2008
• Attitudes towards Frozen Pizza
• Key points
• Brand switching
  • Figure 51: Attitudes towards choice of brands of frozen pizza, November 2008
• Factors influencing frozen pizza buying
  • Figure 52: Factors influencing decision to buy frozen pizza, by age, November 2008
• Exploring pizza options
  • Figure 53: Level of interest in frozen pizza options (Part 1), November 2008
  • Figure 54: Level of interest in frozen pizza options (Part 2), November 2008
• Attitudes towards frozen pizza: health, cost, taste and convenience
  • Figure 55: Attitudes towards frozen pizza, by gender, November 2008
  • Figure 56: Attitudes towards frozen pizza, by age, November 2008
  • Figure 57: Attitudes towards frozen pizza, by presence of children and number of people in household, November 2008
• Exploring pizza toppings
  • Figure 58: Level of interest in frozen pizza toppings (part 1), November 2008
  • Figure 59: Level of interest in frozen pizza toppings (part 2), November 2008
• Reasons for not Buying Frozen Pizza
• Key points
  • Figure 60: Reasons for not buying refrigerated or frozen pizza, by gender, November 2008
  • Figure 61: Reasons for not buying refrigerated or frozen pizza, by age, November 2008
  • Figure 62: Reasons for not buying refrigerated or frozen pizza, by presence of children/number of people in household, November 2008
• Impact of Race/Hispanic Origin
• Key points
• Types and incidence of eating pizza
  • Figure 63: Types of pizza eaten in the past three months, by race/Hispanic origin, November 2008
• Attitudes towards frozen pizza
  • Figure 64: Attitudes towards choice of brands of frozen pizza, by race/Hispanic origin, November 2008
• Attitudes towards frozen pizza: health, cost, taste and convenience
  • Figure 65: Attitudes towards frozen pizza, by race/Hispanic origin, November 2008
• Reasons for not buying frozen pizza
  • Figure 66: Reasons for not buying frozen pizza, by race/Hispanic origin, November 2008
• Teens and Pizza
• Overall and brand usage
  • Figure 87: Incidence of eating frozen pizza by teens, April 2007-June 2008
  • Figure 88: Brands of frozen pizza eaten by teens, April 2007-June 2008
  • Figure 89: How often teens get to decide on the pizza brands bought, April 2007-June 2008
• Amount eaten
  • Figure 90: Number of pizzas eaten by teens in past 30 days, April 2007-June 2008
  • Figure 91: Heavy, moderate and light pizza eaters among teens, April 2007-June 2008
• Kids and Pizza
• Overall usage and brand preference
  • Figure 92: Incidence of eating frozen pizza by kids, April 2007-June 2008
  • Figure 93: Brands of frozen pizza liked best by kids, April 2007-June 2008
• Amount eaten
  • Figure 94: Frequency of kids eating frozen pizza in last month, April 2007-June 2008
  • Figure 95: Heavy, moderate and light pizza eaters among kids, April 2007-June 2008
• When favorite pizza is in the house
  • Figure 96: How often kids have their favorite pizzas in the house, April 2007-June 2008
• Household Usage
• Pizza sauce--household incidence
  • Figure 97: Household usage of pizza sauce, by age, April 2007-June 2008
• Frozen pizza--household incidence
  • Figure 98: Household consumption of frozen pizza, by age, April 2007-June 2008
  • Figure 99: Household consumption of frozen pizza, by race/Hispanic origin, April 2007-June 2008
  • Figure 100: Heavy, moderate and light pizza consuming households, by race/Hispanic origin, April 2007-June 2008
• Household Consumption of Pizza by Key Cohorts
  • Figure 101: Household consumption of frozen pizza, by low-usage cohorts, April 2007-June 2008
  • Figure 102: Household consumption of frozen pizza, by high-usage cohorts, April 2007-June 2008
• Appendix: Other Useful Consumer Tables
• Figure 107: Incidence of eating pizza in past month, by brand, by age, November 2008
  • Figure 108: Attitudes towards frozen pizza, by region, November 2008
  • Figure 109: Source of frozen pizza bought in last month, by race/Hispanic origin, November 2008
  • Figure 110: Source of frozen pizza bought in last month, by age, November 2008
  • Figure 111: Incidence of eating pizza in past month, by brand, by race/Hispanic origin, November 2008
  • Figure 112: Incidence of eating pizza in past month, by brand, by household income, November 2008
  • Figure 113: Incidence of eating pizza in past month, by brand, by region, November 2008
• Appendix: Trade Associations