CHICAGO — Although 2020 presented challenges to the deli pizza market, innovation in the pizza category is showing some promise as far as a comeback.
Many areas of business suffered this last year due to the pandemic, and the deli pizza market was no exception.
According to the IRI Market Advantage – Integrated Fresh report, the deli pizza category saw an 11.3% decrease in sales. Similar losses were evident in deli whole pizza, $507 million with a 9.1% loss, and deli pizza slice, $52 million, with a 42.4% loss as a result of decreased foot traffic for on-the-go convenience snacks and quick meals.
But as consumers are coming out of isolation, getting vaccinated and re-entering the world of retail, deli pizza providers can rise to the occasion by introducing new products and trends that are taking off.
Some trends predicted by Technomic’s 2020 Pizza Consumer Trend Report include pizza with organic and more natural ingredients, healthier options and low carb alternatives.
Some trends predicted by Technomic’s 2020 Pizza Consumer Trend Report include pizza with organic and more natural ingredients, healthier options and low carb alternatives. Regional pizzas such as Detroit style are also taking off in popularity, providing many opportunities for deli pizza to make a comeback.
In addition to capitalizing on regional adaptations, the pizza category is ripe for innovation, said Sally Lyons Wyatt, VP and practice leader, client insights for IRI. She predicted consumers who are ready to venture back into the retail space will be in search of new items, with pizza playing the perfect backdrop.
Items like take-and-bake pizzas in whole and by-the-slice options can offer consumers a personalized, fast-scratch approach to restaurant-like, at-home dining – something that people are craving. Retailers with the available in-store deli space can further compete by offering products with personalization, Lyons Wyatt suggested.
She also predicted the combination of economic uncertainty and the ongoing popularity of restaurant-at-home dining offers the potential to fuel fresh pizza purchases, merging premium with convenience.
Additionally, mobility will serve as the trigger for this convergence, particularly as time once again becomes a premium for consumers who are getting back to the daily grind.
Although 2020 presented challenges to the deli pizza market, innovation in the pizza category is showing some promise as far as a potential resurgence.