Supermarket Perimeter - December 2020 - 27

Drawing in
consumers
LAVALLIE suggested that
retailers cater their pizza
programs to shoppers who are
eating at home through offering
meal bundles and plenty of
customizable, online options.
" OFFERING salad, soda,
breadsticks and dessert together is
a great way to make grab-and-go
easy, " she said. " The smell of
fresh pizza is also a way to create
excitement, offering hot pizza to go
at peak meal occasions as a quick
and easy lunch or dinner. "
RETAILERS can also drive sales
to online shoppers by making it
simple for customers to customize
their pizza ingredients and add the
product to their online carts. Sean
Moran, VP of sales for BelGioioso
pointed out that " impactful images,
accurate descriptions, and boosted
searches or banner ads are all
critical to driving online sales. "
FOR instore shoppers
Demanowski suggested placing
display units in multiple locations
throughout the store, directing
customers to deli pizzas. He
also noted that retailers that
supplement other digital tactics
along with online ordering such
as 'recommended for you' and
offering curbside pickup and
delivery as purchase options
will have more success.

43%

of consumers eat
pizza at least
once per week
Technomic, Pizza Consumer Trends Report

Hormel can help
design a successful
pizza program by
offering several
topping varieties
and the convenient
pizza options.

Plant-based,
clean-label pizza
ingredients growing
Although traditional
pizzas like cheese and
pepperoni-according to
Technomic pepperoni
is the top pizza choice
with 33% of consumers
reporting its their favorite
pizza order-it's hard
to deny the growing
plant-based industry and
its impact on the pizza
category. According
to Nielsen, 39% of US
shoppers are trying to eat
more plants.
" The plant-based
trend can't be ignored, "
said Demanowski.
" From gluten-free and
vegan to vegetarian and
keto-friendly, Rich's has
debuted pizza products
that require less labor, less
prep time and less waste,
while giving consumers
the plant-based options
they're looking for with
the same delicious texture
and taste. Some of our
new crust options beyond
cauliflower include
zucchini, sweet potato
and broccoli and cheddar,
among others. "
As consumer demand
for plant-based continues
supermarketperimeter.com

to rise, Rich's cauliflower
crust remains in top
demand. Non-plantbased top sellers include
traditional take-andbake pizza ranging from
pepperoni to cheese to
supreme.
Rich's offers a full
range of pizza products
from dough balls to fully
topped pizzas that truly
allow retailers of any
shape or size to build
strong, on-trend programs
for their consumers,
Demanowski said. The
company's newest
products include:
* Fully-topped Margherita
Cauliflower Gluten
Free Pizza
* Plant-based, modified
atmosphere packaged
crusts, which extend
shelf life
* Pizza kits, which include
all the ingredients for
families to express
creativity and make their
own pizza creations
together at home
* Heart shaped pizza
crust (launched in
February)
* Football shaped pizza
crust (coming soon)
Hormel has also
experienced increased

demand for both
plant-based pizza toppings
and gluten-free options,
LaVallie noted.
Pepperoni, sausage,
chicken and bacon
continue to drive the
category, but plant-based
has seen enough demand
to drive the creation of
Hormel's Happy Little
Plants brand, which
includes plant-based
pepperoni-style, chorizo
and Italian-sausage style
toppings.
" Hormel Foods is the
pizza topping expert and
we can help design a
successful pizza program
by offering several
topping varieties and the
convenient pizza options
customers are looking for, "
LaVallie said.
DECEMBER 2020 - 27


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Supermarket Perimeter - December 2020

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