Frozen Pizza Case Study

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Introduction

The industry manufacturing Frozen Pizza has had indifferent growth over past few years. During recession there was a decline in personal disposable income which led to an increase in the sales of frozen pizza because it was not very expensive compare to other products. However, when the economy began to improve, frozen pizza industry started to experience a decline in the sales because people started eating more out instead of buying pizzas for home. Since then industry companies started innovative and healthier products to improve their frozen pizzas and draw in more consumers.

The frozen pizza industry right now has a problem on its hands: In the face of “real food” trends and health, because of the processed food stereotype
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4-6 months is the approximate shelf life of frozen pizza crust, if it is stored in freezer. Frozen Pizza Crust would taste just like freshly baked pizza when they are heated.

The simplistic nature of frozen pizza has provided convenience to consumers for decades. Also, the development of self-rising crusts has allowed frozen pizza products to better compete with pizzeria offerings. In all, frozen pizza crust, which has been available in one form or another for decades, remains one of the most desired and fastest growing food items in the U.S. today. From the below table you can see that there is about 2% change in the retail sales of frozen food in U.S.

Projected U.S. Retail Sales of Frozen Foods, 2012-2017 (In millions of
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The foods and products made from these grains should also be avoided. In other words, a person with celiac disease should not eat most grain, pasta, cereal, and many processed foods. CD affects more than two million people in the United States, or about one in 133 people. According to the National Digestive Diseases Information Clearinghouse, the only treatment for celiac disease is a gluten-free diet. As our product is gluten free it would be purchased by the consumers who are gluten sensitive and also there would be more demand for it because many people are becoming health conscious and are following the strict diet. In the below table you can see the projected Gluten free foods retail sales.

Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, 2014-2019

YEAR $ SALES (In Millions) % YEAR-to-YEAR CHANGE
2019 $2,473 19%
2018 2,078 19
2017 1,746 19
2016 1,467 19
2015 1,233 20
2014 1,028 —
Source: Packaged Facts

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