World Frozen/Chilled Pizza Growth
(compound annual growth rate)
Source: Euromonitor International
The growth chart below shows the rise in frozen/chilled pizzas
around the world from 2007 to 2012. Western Europe and the U.S.
currently hold top sales in the frozen/chilled pizza market, with
$7,336,000 and $5,819,000 in 2012 annual sales, respectively.
Middle East / Africa: 15.3%
North America: 13.9%
Asia Pacific: 13.8%
Latin America: 11.4%
Eastern Europe: 11.1%
Western Europe: 3%
18% of respondents receive
orders through the Internet,
and another 18% plan to add
the option during the next
Additional Insights In a December 2011 report titled “Pizza Restaurants—U.S.,” Mintel, a leading market research company, revealed the following insights about the industry and its consumers: • • • • • • • •
Pizza Hut is the most-visited brand among
survey respondents, while independent,
local pizzerias are the second most-visited.
Issues surrounding diet, health and weight
could affect the industry, with nearly 1/3 of
women indicating that they expect nutrition labeling to change what they order.
Nearly half (47%) of survey respondents
consider an online ordering option important. Among them are those aged 25
to 34 (57%) and those with three or more
Cheese pizza remains the leading pizza
type in menu mentions, followed by vegetable pizza.
The core pizza consumer is aged 18 to 44,
with 75% to 77% of this age group being a
pizza restaurant customer.
Those with an annual income of $75,000 to
$99,900 are the biggest pizza users, as are
households with children.
Most survey respondents (84%) agree that
pizza from a pizzeria is higher-quality than
When deciding to order from a pizzeria,
71% of women consider having a coupon
important vs. 59% of men.
its Artisan Pizza line; celebrated selling $1 billion online in
the span of one year; and introduced a handmade pan pizza.
Watching the Trends
Fads come and go in the pizza industry, but lasting trends
can have a big effect on your bottom line if you know how to
capitalize on them. PMQ recently sat down with Scott Wie-
ner, owner of Scott’s Pizza Tours in New York, to compare
notes on what’s hot in the industry. “The industry is popping
right now,” Wiener says. “The economy is bouncing back,
and people see pizza as an affordable meal for any budget
and any cuisine—from gourmet to street food.”
Speaking of street food, since we announced the emergence
of pizza trucks and mobile pizzeria units in last year’s report,
their growth has only sped up. “We’re just seeing the begin-
ning of pizza trucks,” Wiener predicts. “Where we used to
get a reheated pie, we’re now receiving full-bake pizzas from
trucks and mobile units. Some are even offering delivery!”
Customizable pizza concepts (think MOD Pizza, Uncle
Maddio’s and Top That!) continue to open at a steady clip
as consumers embrace the build-your-own concept and the
freedom to add as many toppings as they like for one set
price. Wiener says it gives pizza the fast-food convenience
that was attempted in the past with drive-through windows
but didn’t really take off. “This concept is spreading, and I
don’t see it slowing down,” he says. “People will always love
convenience and speed and the ability to walk in, grab their
pizza and walk out.”
We continue to see growth in gluten-free pizza offerings
as well. According to Mintel, a leading market research
company, gluten-free menu items increased 280% from Q3
2008 to Q3 2011, and the gluten-free industry is exploding,
growing 27% since 2009 and exceeding $6 billion in 2011.
The latest PMQ Reader Census reveals that 25% of opera-
tors now offer gluten-free crusts to customers (up from 16%