The retail pizza category is worth more than £580m for the year ending September 2001, growing in value by 3%. This represents a slow down in growth from the previous year and from the double-digit growth of the few years before that. The retail pizza category is split between chilled and frozen, with chilled taking about 40% of the value of the category. The chilled sector is at a price premium to frozen, and this gap is slowly growing. The sector is also the driving force in the category, up 13% from last year, whereas, traditionally, frozen pizzas have been the driver of retail pizzas. They have dropped 3%, which is practically the first decline in frozen since the inception of the category. chilled Chilled pizzas are dominated by own label, which have taken more than 92% of sales this year. With this dominance, and the control of the supply chain needed for chilled products resting with the retailers, it is a difficult environment for a brand to survive in. Few do. The most recent innovation in a branded solution in the chilled category is the launch of restaurant chain Pizza Express branded pizzas in Sainsbury stores. However, it is one chain restaurant in agreement with one retailer, resulting in retained retailer control on the category. frozen Frozen pizzas are more brand dominated, with own label levels of around 40%. The largest brand is Chicago Town, followed by Goodfellas. These manufacturers make more traditional, main meal pizzas in a sector that is heavily promoted. Indeed, frozen pizza is one of the most promoted categories in store. The most recent innovation, from McCain, in launching micro-snack pizza formats in late 1999, did show significant growth at the time, but that has since slowed. To profit in this sector a manufacturer needs a lost cost base, because of the high dealing and price competition. Brand loyalty is weak. retailers Tesco is the strongest store in the category, in line with its overall share of trade. Sainsbury retains second place, but is losing sales and share. Asda is third, with a fair share in frozen, but strength in chilled, with the deli' type pizzas available from its stores. In the frozen sector, Iceland is the no 2 retailer. {{FOCUS SPECIALS }}