The pizza market: Kantar Worldpanel, 52 w/e 05 Nov 17 | ||||||||||||
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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 | ||||
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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 |