• The vast majority of consumers (93 percent) eat pizza at least once a month, and the average consumer eats pizza nearly three times per month.
  • Consumers indicate they have been trading down when it comes to pizza by cutting back on restaurant purchases.
  • More consumers today are buying frozen pizza than were buying it in 2008 (81 percent compared to 74 percent).
  • The quality perception of frozen pizza has improved. Today, 30 percent of consumers think that frozen pizza is of equal or better quality than restaurant pizza, as compared to 15 percent two years ago.
  • Close to one-fifth of consumers (17 percent) say that new items influence where they buy pizza, highest among those aged 18-24 years (22 percent).
  • Two out of five consumers (41 percent) say they would like pizza establishments to offer healthier ingredients, examples being whole wheat crusts (42 percent), organic toppings and crusts (30 and 28 percent, respectively), and all natural and locally sourced ingredients (50 and 38 percent).
  • Limited-service pizza chains are differentiating themselves from local independents by featuring specialty and signature pizzas.
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