The Scoop on Trends

PIZZA

JANUARY 2024

The Scoop on Trends

PIZZA

JANUARY 2024

MARKET INTELLIGENCE

Purchase Factors IconPURCHASE FACTORS FOR PIZZA

Pizza’s accessibility to varying groups has helped sustain the category’s popularity. Even as inflation and cooking fatigue creep in, pizza is a reliable comfort to many consumers. From being a time saver in the kitchen, a low-cost meal, and a satisfying delight, growing motivators suggest that pizza should be more for consumers.

Consumers value pizza for its convenience, and while food service offers customization in their options, store-bought options still need that advantage. Brands will need to keep generational purchase motivators in mind. While older generations tend to seek ease in pizza, Gen Z is motivated by comfort and is not as intrigued by pizza’s quick preparation process. Pizza brands must continue to prove themselves more valuable to engage consumers.

Pizza, salad and ingredients

Consumer Outlook IconCONSUMER OUTLOOK

Consumers’ interest in pizza largely stems from its simple and quick prep process. While familiarity is key, parents and younger generations would like pizza experiences to be purposeful, specifically at home. Opportunities lie in store-bought pizza. Brands will need to reinvent pizza and cater to different households to remain top of mind.

Typically sliced into eight portions, pizza caters well to mid-sized groups but is less suitable for smaller cohorts. By providing varietal sizes, meal occasions can expand throughout the day. Larger sizing can also help people explore different flavors through mixed options. Brands can find success through flavors catered to mature palates, potentially leading to recurring selections. Extra additions such as sauces, specialty crusts, and toppings will elevate pizza’s appeal.

Innovation must also keep generational food preferences in mind. Younger consumers are less devoted to specific pizza types and traditional eating habits. Gen X is interested in premium options and would be more willing to pay for high-quality pizza. Brands will need to be versatile in their offerings and provide value through various offerings in flavors, formats, and cooking methods.

Whats Happening in Market IconWHAT’S HAPPENING IN THE MARKET

Whats Happening in Market Icon
WHAT’S HAPPENING IN THE MARKET

Nearly half of consumers consistently opt for easy meal choices. Since convenience is a foundational factor in pizza, the category has done well with some help from inflation. However, despite escalating costs, pizza remains within reach of those with differing financial statuses. Pizza’s different formats have been a game changer for other preparation methods.

In terms of market share, frozen pizza makes up 83.6%, per Mintel. While expanding pizza types, different ways to improve the experience are through add-ons and proposing inspiration. Pizza will have to continue providing convenience while satisfying taste and quality through innovative measures to prove relevancy in the future.

TRENDS IN FLAVOR AND CONSUMPTION

Consumer Interest IconCONSUMER INTEREST

0%
of consumers agree that pizza is a comfort food.

Pizza is famous among consumers due to its simplicity and craveability. It serves as a backup option on impromptu and planned occasions, demonstrating pizza’s mealtime flexibility. However, the category can expand its positioning to serve various purposes.

Pizza, salad and ingredients

INTEREST IN PIZZA CONCEPTS, 2023

Consumers would be interested in the following pizza concepts:

0%
Packaged w/seasonings on the side
0%
Packaged w/dips or sauces on the side
0%
Packaged w/ other toppings on the side

Elevate the pizza experience at home by adding customization through dips, sauces, and toppings.

US: INTEREST IN PIZZA TYPES, 2023

Specialty Crusts 41%
Premium Sauces 30%
Regional Varieties 27%
Unique Toppings 23%
Global-inspired Flavors 21%

Kantar Profiles/Mintel, August 2023

US: INTEREST IN PIZZA TYPES, 2023

Specialty Crusts 41%
Premium Sauces 30%
Regional Varieties 27%
Unique Toppings 23%
Global-inspired Flavors 21%

FLAVORED PIZZA DOUGH

Start at the base and impart a feeling of specialty that translates to quality and flavorful uniqueness.

Pizza dough surrounded by ingredients

POSSIBLE FLAVOR OPTIONS…

1) ITALIAN HERB OLIVE OIL

2) ROASTED GARLIC

3) AGED PARMESAN

4) BUTTERMILK

AND MORE!

FLAVORED PIZZA SAUCE

Take consumers on a journey of global and regiopnal tastes through sauces and deliver an extra kick of flavor.

Pizza Sauce on hand tossed dough

POSSIBLE FLAVOR OPTIONS…

1) BUFFALO WING

2) ROASTED TOMATO

3) PEPPERONI

4) MOZZARELLA

AND MORE!