Baking & Snack - June 2017 - 49

TRENDS
Pizza

From preferences for crispy crust to diverse toppings, consumers increasingly seek a...

by Nico Roesler

Pizza continues to prove it is the total package. The
food's versatility, whether it's a traditional hand-tossed
crust or a gluten-free thin variety, lends itself to almost
every market. Infinite toppings offer endless ways to
dress up and put a bow on the gift that keeps on giving
- for both consumers and manufacturers.
However, as the Italian icon evolves and the organic,
gluten-free, non-GMO and better-for-you trends influence the market, producers are having to adjust. This is
particularly true for frozen pizza companies competing
with quick-service, fast-casual and full-service chains.
"There is a growing demand for higher-quality and
innovation that makes consumers feel like they are having an away-from-home experience right in the comfort
of their own kitchen," said Julie Adams, senior manager,
consumer insights and analytics for the subsidiaries of
the Schwan's Co., Marshall, MN. "Using a variety of prep
methods to transform the crust in a way that is more
premium or craft is something to watch this year."
According to a 2016 Mintel report, 37% of households
consumed frozen pizza bought from a grocery store
two or three times a month or more. Takeout or delivery pizza from a restaurant was even more popular and
represents the most direct competition for frozen pizza
and other types sold at retail. Overall, sales in the category picked up a modest 2% in 2015 and 2016, fueled
by growing interest in premium pizzas. Increased variety
has made up for flat consumption and volume sales. The

Mintel report predicted the category will grow 11% between 2016 and 2021 to $5.7 billion in sales.
Frozen pizza manufacturers are responding to heightened consumer expectations for quality crusts and toppings influenced by different regions of the world. By
combining ingredients, producers must add value while
maintaining the appeal of convenience and price.

Pizza sales continue to
grow and are anchored
by classics like cheese
and pepperoni, but even
the classics are continuing to evolve.
AdobeStock

Favoring fresh
Total pizza consumption has rebounded from a dip in
the past several years, according to a Technomic 2016
pizza consumer report. Fast-casual chains and retailers
have become more significant players. Menu innovation
catering to demands for quality, uniqueness and convenience will be key in today's crowded pizza market.
While frozen pizza is still a popular convenience
choice, it trails takeout and delivery in today's market.
The Mintel study showed that 46% of people eat take-out
or delivery pizza from a restaurant two to three times or
more a month.
Rich Products, Buffalo, NY, produces a variety of
pizza products ranging from frozen dough to parbaked
crusts to fully topped pizzas for foodservice operators
and in-store retailers. Tina Battistoni, customer marketing manager, prepared foods, said retail operators demonstrate freshness by allowing consumers to see a pizza
being topped or by giving the perception that a pizza's
toppings may have come from fresh departments within

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Baking & Snack - June 2017

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