Mintel: Gluten-free Pizza Is on Trend. What’s Next?

The new research from Mintel finds that following consumer demand, the number of pizzas launched globally with a gluten-free claim soared 58per cent between 2012 and 2015, while in the USA just one in 10 (10per cent) new pizzas were launched in the US in 2015, down from one in five (19 per cent) in 2011.

What’s more, the number of pizza launches containing rice flour as an alternative ingredient to wheat increased from 78 per cent to 90 per cent between 2014 and 2015.

The rise in gluten-free pizza launches comes as a result of the growing demand for wheat alternatives, as one third (32 per cent) of French, 28 per cent of Polish and 22 per cent of German consumers say they would like to see a wider variety of gluten-free pizza. In Italy this number increases to a staggering 44 per cent, while over half (51 per cent) of Spanish consumers say they want more gluten-free pizza options.

Yet while interest in gluten-free pizza varieties appears to have increased, just 2 per cent of French, 3 per cent of German, 3 per cent of Polish, 5 per cent of Spanish and 8 per cent of Italian consumers actually bought gluten-free pizza in 2015.

Alex Beckett, Global Food and Drink Analyst at Mintel, says: “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.”

Mintel research indicates that innovation in lactose-free claims could be the next step for pizza launches. Almost half (47 per cent) of consumers in Spain say they’d like to see a wider variety of dairy-free pizzas, followed by 39 per cent of consumers in Italy, 31 per cent in Poland, 30 per cent in France and 20 per cent in Germany.

 

France overtakes the US as the busiest market for launch activity

 

While there is certainly a lot of activity going on in the global pizza market right now, what’s surprising is that even though the US has held the crown as the most innovative pizza market for years, France now leads the way in retail pizza launch activity. Indeed, Mintel research reveals that France is responsible for the largest slice of pizza product innovation in 2015, accounting for 11 per cent of all new pizza launches, up from 9 per cent in 2011. Meanwhile, the global share of newly introduced pizza products in the US has almost halved over the same period; the US accounted for one in ten (10 per cent) new pizza launches globally in 2015, compared to one in five (19 per cent) in 2011.

What’s more, whilst over one in four (28 per cent) pizzas launched in 2011 came from North America, the drop in product innovation in this region means that overall North America accounted for just one in six (15 per cent) pizza launches in 2015. Indeed, Europe dominated the sector in 2015 accounting for nearly two thirds (65 per cent) of launch activity, up from 58per cent in 2011.

Whilst France held the highest proportion of launches (11 per cent), this was followed by the US (10 per cent), UK (10 per cent), Spain (8 per cent) and Germany (6 per cent).

“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.” Alex Beckettt adds.

Whilst the US has been battling with consumers upgrading their slices for more foodservice options, there seems to be a growing opportunity in the premium tier of the retail market. Mintel research shows that nearly three in five (58 per cent) US pizza eaters claim that they would buy more frozen pizza if it had more premium or gourmet ingredients, rising to 72 per cent of 25-34 year olds. What’s more, over half (55 per cent) of US consumers agree that they’d buy more frozen pizza if it wasn’t so processed.

 

Asia-Pacific: fastest growing market for pizza launches

 

Europe might hold the largest number of pizza launches, but it is the Asia-Pacific region which is the fastest growing market for pizza innovation. The Asia-Pacific region accounted for 11per cent of innovation in 2015, almost doubling since 2011 when this number stood at 6 per cent. Furthermore, Mintel research reveals that the increased number of launches in the Asia-Pacific region in 2015 directly corresponds with a leap in microwaveable pizza launches. In 2013, three in ten (30 per cent) new pizza launches in Asia-Pacific featured a microwaveable claim, before soaring to 58 per cent in 2015.

“Increasing urbanization in developing markets is driving ownership of microwaves 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 flavor twist as part of their ranges, as demonstrated by a number of tom yum-flavored sauces in Singaporean pizza launches in 2015, and roti bases emerging in Thailand,” Alex Beckett concludes.