Pizza sales rise as incomes fall, says Innova Database

The database reports that retail sales of chilled and frozen lines are showing good growth. Recent launch activity recorded by Innova Market Insights has shown a focus on brand extensions, promotional tie-ins, authentic- and traditional-style products and healthier alternatives.

Innova has recorded rising launch numbers for retail packaged frozen and chilled pizzas in recent years, with global introductions in the first eight months of 2010 already nearly 90% of the total for the whole of 2009.

Head of research for Innova Market Insights, Lu Ann Williams, said the retail pizza market has offered an attractive option in the financial downturn. "This has clearly been reflected in new product activity, with a focus on offering authentic, restaurant-quality products, suitable for sharing with family and friends that can be purchased on impulse, in advance or in anticipation and kept until required."

In Europe, Germany and the UK have the most developed retail pizza markets, although frozen pizza dominates more in Germany, while chilled and frozen sales are much more evenly matched in the UK. There has been a high level of branded activity in the chilled pizza market, which is traditionally dominated by retailer own-label products.