Does Pizza Need a Bigger Slice of Shelf? Manufacturers Say Product Innovation, Higher Quality Are Keeping Pizza Hot. They'd (Ahem) Like Some More Space, Please
While some frozen pizzas are getting thinner, category sales are getting fatter. The growing popularity of thin crust, rising crust and brick-oven varieties helped push frozen pizza sales up 3.3% to $2.598 billion in supermarkets/drug stores/mass merchandisers (excluding Wal-Mart) in the 52 weeks ending Sept. 5, according to Information Resources, Inc., Chicago. During the same period, unit sales climbed 4.6% to 999.4 million. Retailers, have to make sure that they are allocating enough space to frozen pizza, given its growth rate, the continuing pace of category innovation and pizza's place as a destination for consumers.