Get a slice of the action with Co-op’s Irresistible pizza range, available through Nisa

Like the heritage of the pizza itself, every slice tells a tale of changing market dynamics and consumer trends. And the trajectory of the pizza segment continues upwards – with eight out of ten people choosing pizza over other takeaway foods.

In fact, annual sales of at-home chilled and frozen pizza in the UK had grown by 13.3% to nearly £1.4bn (Kantar) in the 12 months to 17th July 2023, expanding in both value and volume, against a decline in sales of takeaway pizza.

Premium pizza aficionados, most frequently characterised as ‘foodies’ in Kantar’s demographic segmentation, comprise 25% of premium pizza buyers – yet only 17% of the population. So, quality pizza attracts more discerning, affluent shoppers with the potential to buy premium products.

Chilled pizza category hotting up

The rise of the take-home pizza market has been fuelled by a variety of factors, including changing lifestyles and the squeeze on household budgets. Today, 63% of consumers say they’re choosing a ready meal at home as an alternative to a takeaway (Kantar Profiles/Mintel). This trend is further fuelled by convenience: with busy schedules, consumers are looking for meals that require minimal preparation, and 28% say they choose options that require less cooking time to save energy. Because of the COVID-19 lockdowns and the cost-of-living crisis, customers are increasingly seeking an inexpensive, quality alternative to a meal out. Premium pizza sits at the top of their list of favourites, which is leading to a surge in demand for restaurant-quality own-label products.

Firing up business success

Co-op is famous for its pizzas, and the Irresistible pizza range is number one in the own-brand pizza category for convenience. Co-op Irresistible pizza sales deliver £28 million annually, with Co-op pizza accounting for a 33% share of convenience sales (Kantar).

Co-op’s pizza range has won the Pizza and Pasta Awards (PAPA) Convenience Retailer of the Year for the 10th year running, so your shoppers can be assured of award-winning quality and great-tasting pizza.

And with an average profit on return of 34.3%, Co-op’s own-label Irresistible pizzas are the oven-ready option for Nisa retailers looking to tap into this opportunity to boost sales margins and grow basket value.

Neapolitan-style pizza is on the rise: popularised by high-end pizzerias, it offers classic Italian pizza flavours borne on a light, airy crust. Co-op pizzas are made using the finest 00-grade flour and 24-hour-fermented sponge dough. These premium pizzas are spun with first to market technology for a ‘hand spun’ taste and to give the bases a crisp, airy crust with a perfect chewy softness, so every slice is restaurant quality.’ Before being baked in a wood-fired oven to give a hint of ‘leoparding’ (tasty spots of char on the crust).

The new Co-op branded Irresistible range of gourmet pizzas provides an affordable, convenient yet indulgent dining experience– perfect for those special nights in. It offers a range of seven classic toppings, including single serve formats in the most popular flavours such as Margherita & Salami, as well as vegetarian options.

To keep things fresh and tempting, Co-op regularly introduces new, interesting variations to the range. For example, limited edition lines like Hot Honey & Pepperoni & Butter Kashmiri and a Hog Roast variant created for Christmas.

Co-op branded pizza has become synonymous with quality – regularly over-trading in premium subsegments by over 50%. As demand grows for an authentic-flavoured, ‘bake at home’ alternative to the traditional takeaway pizza, Co-op Irresistible pizzas perfectly meet the needs of shoppers – offering people the tempting taste of traditional handmade, wood-fired flavours. And an opportunity for Nisa retail customers to tap into a lucrative and growing segment.

Stock up now and get a slice of the action. Order today.