The premiumisation of frozen pizzas contributed to growth in Europe, Mintel said.
The number of pizza product launches with a gluten-free claim increased globally by 58% between 2012 and 2015, according to new analysis of trends within the pizza category from Mintel.
Interest in gluten-free pizza varieties rose – with as many as half of consumers in some markets saying they would like to see a wider selection of gluten-free pizzas – but consumption remained low. In France, where almost one third of consumers expressed an interest, only 2% of consumers had actually bought a pizza for its gluten-free claims in 2015.
In addition, the number of pizza launches containing rice flour as an alternative to wheat increased from 78% to 90% between 2014 and 2015, and Mintel claimed that lactose-free options could be the category’s next biggest trend. Almost 50% of Spanish consumers said they would like to see an increase in lactose-free pizza launches, followed by around 40% of consumers in Italy.
And in the last year, France overtook the US as the largest market for pizza innovations as a proportion of the global total. One in ten new pizzas were launched in the US in 2015 – down from almost one in five in 2011 – while France accounted for 11%.
Asia-Pacific was the fastest growing market for pizza innovations, almost doubling its share of global innovation over the past five years. Europe dominated pizza innovation in 2015, accounting for 65% of total launch activity, representing an increase on 2011 but reflecting a downward trend in the North American sector: 28% of pizza launches in 2011 came from North America, while that figure was just 15% in 2015.
Mintel global food and drink analyst Alex Beckett said: “With gluten-free having become something of a lifestyle choice in Western countries, especially among younger generations, it is no surprise that a growing base of consumers are buying into gluten-free pizza. However, as pizza is an inherently indulgent food, manufacturers need to magnify the quality appeal of their wheat-free pizzas and convince consumers that the taste and texture of wheat-free alternatives is akin to regular pizza.”
“It is unlikely that the US retail pizza sector will look back on 2015 with much fondness. With the economy looking brighter, consumers have been trading up and out of retail pizza to more expensive delivery and foodservice options. As a result of this, and the rapid growth of fast casual pizza chains, frozen pizza makers have been under huge pressure in the region. In Europe, however, retail pizza brands have been investing in premiumisation to help compete with the threat from the out-of-home channel, therefore boosting launch activity.
“Increasing urbanisation in developing markets is driving ownership of microwave ovens – and with it the consumption of microwavable pizza. It is noticeable that many of the retail pizzas which have launched in Asia-Pacific in 2015 have sought to appeal to the specific tastes and needs of the country’s consumers. As such, a number of Asian-based manufacturers offer toppings with a local flavour twist as part of their ranges, as demonstrated by a number of tom yum-flavoured sauces in Singaporean pizza launches in 2015, and roti bases emerging in Thailand.”
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