Three Billion Pizzas Sold Annually

Pizza. Americans can't get enough of it. It's estimated that three billion pizzas are sold annually in the U.S. That's 23 pounds per man, woman and child.

By Diane Toops, News and Trends Editor

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The chefs and R&D team gathered in Gubbio, Italy, where Potenza operates a cooking school. They decided to develop a new tomato sauce made of a lighter-tasting puree of fresh tomatoes, switched from skim-milk mozzarella to one made of whole milk, used upscale toppings such as Portobello mushrooms, and developed a crust fire-baked in a brick oven. The result was the Freschetta Brick Oven Pizzas line.

According to the Pizza Marketing Quarterly Pizza Power 2003 report, Ready-to-Eat (RTE) pizza still controls 88 percent of total U.S. pizza sales, while the frozen pizza segment makes up about 12 percent (Leading Edge Group). Although this number may seem small, it has grown immensely over the past decade. Kraft Foods Inc. holds a commanding share of the frozen segment with DiGiorno, Tombstone, Jack's and Boca brands. Kraft also has the agreement to sell the "California Pizza Kitchen" premium frozen pizza brand. Whether a price factor or convenience factor, this segment continues to capture a generous wedge of RTE sales.

Pizza surpassed its Italian roots a long time ago. This ultimately customizable and convenient hand-held meal will always rise above fickle food trends and remain a solid performer in the prepared foods pantheon.


Top Ten Frozen Pizza Brands

Brand

Dollar Sales

Share

     

DiGiorno

$492,026,700

18.9%

Tombstone

283,398,300

10.9

Red Baron

240,344,900

9.2

Freschetta

193,999,000

7.5

Private Label

176,525,200

6.8

Totino's Party

162,369,600

6.2

Tony's

154,306,400

5.9

Jack's Original

92,258,810

3.5

Stouffers

90,955,330

3.5

Celeste Pizza for One

66,130,350

2.5

Total

$2,599,410,000

 
Source: Information Resources Inc. (U.S. Supermarkets)

Top Pizza Chains

Chain

% Market Share (2003)

Little Caesars

15.0%

Pizza Hut

13.4

Domino's

8.4

Papa John's

4.6

Other*

68.3

*Other (Sbarro, Pizzeria Uno, California Pizza Kitchen, CiCi's Pizza, and independent pizzerias)
Source: Advertising Age, USA Today

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