Frozen Pizza Segment Positioned for Solid Growth

A new report on this growing segment cites continued retail expansion of private brand products as a key driver.
Greg Sleter
Associate Publisher/Executive Editor
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a pizza sitting on top of a wooden table

The worldwide frozen pizza market is expected to grow an average of 5.5% annually through 2027, with growth in private brand products seen as a key driver, according to a new report from Technavio.

The increasing prominence of private brand options at retailers in a variety of distribution channels is cited as a key factor in further expansion of the category. As an example, the report cited the assortment of frozen pizza Walmart sells under its Great Value private brand. This includes Great Value Frozen Rising Crust Pepperoni Pizza, Great Value Frozen Rising Crust Supreme Pizza, and Great Value Frozen Thin Crust Pepperoni Pizza.

“The private-label product market has experienced a significant expansion in scope and size over the last decade,” the report said. “Prices for private-label goods are lower than those for branded goods, resulting in consumers who are price-conscious to more likely buy private-label goods. Such trends fuel the market growth during the forecast period.”

Additionally, the anticipated growth of frozen pizza stems from products in the category becoming more readily available to consumers as more retailers offer products in the segment as part of their regular assortments. 

The biggest challenge facing the segment, according to the report, is the proper storing of frozen pizza. Typically the spoilage of frozen pizza is the result of poor storage conditions. Frozen pizza retailers and distributors must have the proper cold storage and warehouse facilities because frozen food products, including frozen pizza, are perishables with a short shelf life, the report said.