8 Out of 10 Prefer Regular Pizza Over Frozen Pizza
Frozen Pizza Favored for Cost-Effectiveness Rather Than Taste
Compared to regular pizzas sold at pizza specialty stores or restaurants, the frequency of consuming frozen pizzas remains low. However, frozen pizzas have been found to receive high satisfaction in terms of convenience and cost-effectiveness, suggesting that if satisfaction relative to price is maintained, the demand for frozen pizza products is expected to expand further in the era of high inflation.
According to a U&A survey related to pizza, 77.5% of all respondents said they prefer regular pizza over frozen pizza. Preference also overwhelmingly favored regular pizza at 77.3%, compared to frozen pizza at 3.9%. Getty Images
According to a pizza-related U&A survey conducted by market research firm Embrain on 1,000 men and women aged 19 to 69 on the 5th, 77.5% of all respondents said they prefer regular pizza over frozen pizza. Preference for regular pizza also overwhelmingly surpassed frozen pizza (3.9%) at 77.3%. The main reasons for preferring regular pizza were 'the taste of freshly made pizza (71.4%, multiple responses allowed)' and 'freshness and quality of ingredients (48.8%)', indicating a high appreciation for the fact that it is served fresh right after preparation.
Generally, the most common response was that people eat regular pizza sold at specialty stores or restaurants about once a month (32.9%), and among younger people in their 20s, the rate of eating pizza two to three times or more per month was noticeably higher compared to other age groups (20s 39.5%, 30s 28.5%, 40s 31.5%, 50s 23.0%, 60s 23.5%). Even without special occasions or circumstances, there was a strong tendency to seek regular pizza simply 'when they just want to eat it (48.7%, multiple responses allowed)', and it was also confirmed that people enjoy it as an outing menu 'when dining with family (42.9%)'.
With the popularization of delivery services, it has become easy to order at the desired time and place, and it is suitable for sharing with family or acquaintances, which is interpreted as securing a diverse consumer base.
Frozen pizza was overwhelmingly more likely to be eaten alone or as a late-night snack than with family or friends. Getty Images
On the other hand, frozen pizza is highly rated for being quick and easy to eat, allowing people to save time and have a practical meal. The majority of respondents agreed that frozen pizza is good because it allows for a convenient meal (88.7% agreement rate) and that it is a product that saves time for modern people (81.5%). Additionally, 68.1% responded that frozen pizza offers better cost-effectiveness compared to pizza sold at regular restaurants.
In fact, frozen pizza is more often eaten when people want to quickly resolve a meal (56.9%, multiple responses allowed) or when they feel too lazy to cook (49.4%). Furthermore, respondents who recently eat frozen pizza more often than regular pizza cited reasons such as easy preparation (55.0%), good cost-effectiveness (54.1%), and being able to enjoy pizza at a lower price (53.2%). Frozen pizza appears to be evolving from a quick meal solution to a reasonable choice that allows for economical and waste-free dining.
Meanwhile, by distribution channel, the most common place to purchase frozen pizza was large supermarket stores (53.7%, multiple responses allowed), followed by large supermarket online malls (31.8%) and warehouse discount stores (27.4%). However, younger age groups showed higher purchase rates through convenience stores and dawn delivery services. Convenience stores allow frozen pizza to be purchased 24 hours a day, and dawn delivery services enable receiving products fresh by the next morning, making these channels suitable for the younger generation who value so-called 'time efficiency (effectiveness relative to time)'.
However, as many agreed that the price of frozen pizza seems to have risen significantly due to ongoing inflation (66.2% agreement rate), setting prices at an appropriate level acceptable to the general consumer will be a crucial factor for the future growth of the frozen pizza market. Furthermore, there is high anticipation for the release of frozen pizza products with various toppings and options (82.1% agreement rate), and a notable response expressed a desire for more frozen pizza products from famous chefs or pizza specialty stores (66.0%), indicating strong expectations for higher quality and differentiated frozen pizzas.
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