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Latest Consumer Trend Report for pizza shows competition heating up

Competition for sales is intensifying, driving operators into specialized areas, Technomic reveals in new Consumer Trend Report

CHICAGO, April 2, 2018: Technomic’s recently released 2018 Pizza 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 or contact one of the individuals listed below.

Contacts:
Press inquiries and report details: Kelly Weikel, (312) 506-3830, kweikel@technomic.com
Purchasing details: Patrick Noone, (312) 506-3852, or pnoone@technomic.com

About Technomic
Technomic Inc., a Winsight company, delivers a 360-degree view of the food industry. It impacts growth and profitability for clients by providing consumer-grounded vision and channel-relevant strategic insights. Its services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Its clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit Technomic at technomic.com.

About Winsight, LLC
Winsight LLC is a recognized leader in business-to-business media and information services for the convenience-retailing, foodservice and grocery industries. Winsight has an extensive media portfolio, including five publications: CSP, Restaurant Business, FoodService Director, Convenience Store Products and Winsight Grocery Business. Winsight also offers a suite of digital products, including websites, e-newsletters, webinars, video products, mobile and tablet apps, and custom marketing solutions. In addition to more than 12 major EduNetworking conferences and advisory meetings, Winsight also produces seven exclusive, large-scale executive-level conferences: Restaurant Leadership Conference, Global Restaurant Leadership Conference, Outlook Leadership Conference, Convenience Retailing University, FSTEC, MenuDirections and Restaurant Directions. In 2015, Winsight acquired Technomic Inc., a provider of primary and secondary market information and advisory services for the food industry. For more information on Winsight and its brands, go to www.winsightmedia.com.

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