Pizza delivery riders would do well to upgrade their wheels. For they’re facing growing competition from the supermarkets as brands and own-label suppliers copy the pizza chains’ products and language.
It’s paying off for the supers. Brits have forked out an extra £19.2m, or 2.1%, on pizza at the supermarkets and volumes have climbed 1.4% [Kantar Worldpanel 52 w/e 6 November 2016]. Posh pizzas are driving this growth: chilled thin & crispy and stonebaked are up by nearly £30m combined, for example.
Hence chilled pizza’s 2.1% rise in average price. But it’s a different story when it comes to cheaper frozen pizzas …
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