Store brand frozen pizza gaining market share

While described by analysts as highly consolidated, the frozen pizza category is growing, especially in the private brand market, according to market research firm IRI.

IRI reported in the 52 weeks ended Sept. 9 that dollar sales in the frozen pizza category totaled nearly $4.9 million, up 4.5 percent from the same period a year ago, while unit sales increased nearly 3 percent to 1.35 billion. While three of the country’s four largest frozen pizza brands posted year-over-year dollar sales gains during the past year, the largest market mover during the 52-week period was private brands, IRI reported. Dollar sales of store brand frozen pizzas jumped 11.3 percent to nearly $649.5 million on a 15.7 percent increase in unit sales.

According to market researcher Mintel’s “Pizza US October 2018” report, retailers of store brand pizza have more opportunities to further accelerate growth by continuing to introduce creative new flavors and combinations and capturing new use occasions.

“Continued improvements in flavor variety, quality, and healthfulness will help marketers and retailers take advantage of frozen and refrigerated pizza’s unique combination of convenience and fun,” John Owen, senior food and drink analyst at Mintel, said in the report.

Mintel stated the premiumization of private brands, many of which feature no additives or preservatives and better-for-you ingredients, is what impresses supermarket shoppers as they head to the frozen pizza case. “A more positive take on ingredients could also drive growth, and pizzas with alternative crusts [some made with cauliflower] and ingredients are gaining traction,” the report said. “More sophisticated flavors are also set to gain as the heaviest users want greater flavor variety.”