UK pizza consumers craving healthier, specialty offerings

March 5, 2014

Sixty-four percent of consumers in the United Kingdom order pizza at least once a month, according to new data from Technomic. However, data suggests that opportunities still exist within the pizza market to drive incremental sales and traffic.

According to a news release, those opportunities exist because of consumer demand for healthier options, innovative toppings and specialty options.

"The 'better' trend that is poised to impact the burger and sandwich segments will expand into the pizza category and make way for made-to-order pizza concepts," said Darren Tristano, SVP at Technomic. "Pizza is popular in both pizzerias and non-pizza restaurants, making it vital for suppliers and operators to stay on top of evolving consumer preferences. Operators looking to differentiate and appeal to consumers' health and wellness concerns can do so by offering made-to-order pizza with more high quality, gourmet ingredients."

Technomic, in partnership with the Pizza, Pasta and Italian Food Association, released the "Status & Outlook of the UK Pizza Category and Its Customers" study to provide manufacturers and operators with in-depth industry, menu and consumer-based research. The study found:

  • Healthier ingredients may boost sales: Nearly half of consumers (46 percent) would like more restaurants to offer healthier pizza ingredients;
  • Younger consumers drive 'away-from-home' pizza purchases: 65 percent of consumers ages 18 to 34 order pizza at restaurants when eating-in at least once a month;
  • Pizza's appeal extends to non-pizza restaurants: 33 percent of consumers order pizza at independent limited-service restaurants at least once a month and 24 percent do so at full-service restaurants that do not specialize in pizza or Italian cuisine;
  • Consumers prefer thin crust pizza: Consumers find thin crust to be the most appealing type of crust.

Topics: Health & Nutrition, Trends / Statistics

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