Promotions are a vital element of the take-home pizza market 81% of frozen pizza alone was sold on deal last year [IRI 52w/e 27 November], up two points year-on-year.

The greatest increase in activity was by Goodfella's, for a relaunch that Northern Foods admits was "disappointing".

The number of featured space promotions rose 9.6% year-on-year [Assosia 52w/e November 2010], with the average saving up from £1.17 in 2009 to £1.51 last year.

The number of promotions on Chicago Town rose only slightly but it deepened its deals from an average of 93p in 2009 to £1.10 in 2010. In contrast, the average saving on own-label pizza, which outperformed brands overall, fell from £1.49 to £1.31.

The number of promotions offering a straight saving rose by six points and x-for-y by five points. All other mechanics were used less. Among the retailers, Tesco trialled buy-one-get-two-free for families saving money by eating at home rather than going out.

Focus On Pizza