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Pizza category snapshot 2018
The pizza market: Kantar Worldpanel, 52 w/e 05 Nov 17           
                         
TAKE HOME SHARE                        
                         
TOTAL  VALUE VOLUME AVERAGE PRICE
  Value last year (£m)  Value this year (£m)  Share %  % y-o-y Volume last year kg (m) Volume this year kg (m)  Share %  % y-o-y £/kg last year  £/kg this year  £ y-o-y  % y-o-y
Chilled Pizza   514.3 532.2 54.7 3.5% 86.3 85.4 42.7 -1.1% 5.96 6.23 0.27 4.5%
 Chilled Thin & Crispy   258.9 255.3 26.2 -1.4% 41.6 39.3 19.6 -5.7% 6.22 6.5 0.28 4.5%
 Chilled Stonebake   164.8 184.9 19 12.2% 26.7 29.1 14.5 8.7% 6.16 6.36 0.2 3.2%
 Chilled Deep Pan   36.9 41.4 4.3 12.2% 8.4 8.4 4.2 0.8% 4.42 4.91 0.49 11.1%
 Chilled Bases   6.6 6.3 0.7 -4.3% 1.7 1.6 0.8 -7.1% 3.8 3.91 0.11 2.9%
 Chilled Other   47.1 44.3 4.6 -5.9% 7.9 7.0 3.5 -10.8% 5.99 6.32 0.33 5.5%
Frozen Pizza   417.6 440.7 45.3 5.5% 110.9 114.6 57.3 3.3% 3.76 3.84 0.08 2.1%
 Frozen Thin & Crispy   279.2 305.7 31.4 9.5% 69.9 75.5 37.7 8.0% 4 4.05 0.05 1.3%
 Frozen Deep Pan   113.5 112.4 11.6 -0.9% 35.0 34.1 17.1 -2.5% 3.24 3.3 0.06 1.9%
 Frozen French Bread   12.6 11.2 1.2 -10.9% 3.4 2.9 1.4 -16.3% 3.7 3.93 0.23 6.2%
 Frozen Other   12.2 11.3 1.2 -7.7% 2.7 2.2 1.1 -17.8% 4.58 5.14 0.56 12.2%
Total Pizza   931.9 972.9 100 4.4% 197.3 200.0 100 1.4% 4.72 4.86 0.14 3.0%

Frozen pizza is now outgrowing fresh, responsible for £23.1m of the overall sector’s £41m growth. This is down to own label range extensions﷯ and NPD from brands.


Contrary to chilled pizza’s performance (up 3.5% on volumes down 1.1%), frozen is in volume growth. The sector is up 5.5% on volumes up 3.3%.

 
Brands have spearheaded frozen growth. They are, however, losing share to own label overall. Brands are up 0.5% on volumes down combined, while own label is up by 6.2% in value and 3.6% in volumes.


Premium lines have been a key driver of own label. Own label still dominates chilled pizza, accounting for 77.7% of sector value, versus 47.9% of frozen.

Top 10 Pizza Brands IRI 2018
Top 10 pizza brands: IRI    
  Value sales   Volume sales  
Brand 52 w/e   9 Dec, 17 % CHANGE 52 w/e   9 Dec, 17 % CHANGE
Own Label £552.1m 2.8 163,502,752 -0.7
Chicago Town £109.1m -0.4 102,543,655 -0.3
Pizza Express £90.8m 3.5 23,806,194 -3.9
Goodfellas £71.6m 4.1 9,544,131 -1.4
Dr. Oetker £49.3m 5.5 16,106,413 -1.2
San Marco £5.1m 17.5 8,931,003 3.1
Stateside £1.8m -1.6 1,305,817 17.6
Dr. Schar £1.2m 13.7 320,376 17.7
Crosta & Mollica £1.1m -29.7 118,363 13.9
Gino's £0.7m -15.4 137,082 -28.4