Pizza Makers Compete for Shares of Pie
Consumer Trend Report finds competition for pizza sales is intensifying, driving operators into specialized areas
Technomic’s recently released 2018 Pizza Occasion Consumer Trend Report reveals increased competition in the pizza segment as consumers eat pizza more regularly and more options emerge. In fact, sales among the limited-service pizza industry grew by 3.7% in 2017, while units grew by 0.9%. With different variations such as fast casual build-your-own concepts, retail options, and proliferation of regional pizzas, operators and suppliers must find unique ways to stand out while remaining authentic to their brand and pizza recipes.
“Increased demand for quality and authenticity is influencing consumers to become increasingly discerning about each component on their pizzas,” explains Anne Mills, senior manager of consumer insights at Technomic. “As consumers’ expectations rise and competition increases, pizza operators will be driven into niche, specialized areas such as Roman-style, Detroit-style, and even convenience-focused offerings.”
Key takeaways from the report include:
• 44% of consumers—up from 40% in 2016—say that they choose pizza operators based on who offers the best crust
• 28% of consumers—43% of those ages 18-34—are more interested in pizza with unique toppings or ingredients now than they were two years ago
• 49% of consumers want more restaurants and pizza establishments to offer more authentic pizzas
Compiling findings from more than 1,600 consumer responses, as well as menu and industry data from the Ignite database, the comprehensive 2018 Pizza Consumer Trend Report serves as a guide for foodservice operators and suppliers to help them better understand how consumer usage, attitudes and preferences toward pizza are evolving and to identify key areas of opportunity.
Technomic publishes a complete library of Consumer Trend Reports.
To learn more, please visit Technomic.com.