LONDON — As competition intensifies, retail pizza marketers and pizza restaurants are ratcheting up the quality bar. Retail pizza marketers seek to keep consumers from migrating to restaurant fare and to offer them more options aligning with health and wellness trends. Pizza restaurants seek to address competition from the broader restaurant market, as fast casualization alters the fast food landscape.
During 2010-2014, the percentage of households eating frozen pizza has dropped among demographics that have been this category's historical base. However, players are working hard to improve pizza nutritional profiles to create a healthy halo for their products and are innovating via restaurant positioning to raise the quality bar. And overall, the incidence of pizza on restaurant menus has declined slightly since 2010. But restaurants are countering with flatbread innovation, reimaging and, in some cases, a torrent of limited-time offers to motivate usage and trial.
Pizza Market in the U.S.: Foodservice and Retail, 2nd Edition gives industry participants a wealth of insights and information to help them navigate this industry. The report does the following:
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