Pulmuone, 23.5% Market Share in Frozen Pizza Last Year, Ranked 2nd

Online Channel Share Maintains 1st Place at 37.6%
'Cheese Pokpo Chicago Pizza' Receives Positive Response... Supply Expansion

[Asia Economy Reporter Lim Hye-seon] Pulmuone Foods announced on the 4th that its annual market share of frozen pizza last year was 23.5%, maintaining second place.

According to the latest data on the domestic frozen pizza market from research firm KANTAR, which aggregates both online and offline markets (as of August 2021), the annual size of the domestic frozen pizza market was 121.8 billion KRW, an 11.4% increase compared to the previous year (109.3 billion KRW).

Pulmuone, which entered the market at the end of 2019, showed a growth rate of 89.3% compared to the previous year. Its market share also jumped from 13.8% in 2020 to 23.5% last year. This is the highest growth rate among major frozen pizza manufacturers.

It is also leading the trend in online frozen pizza purchases. Pulmuone achieved first place in online pizza market share for the first time in 2020 and maintained the top position with 37.6% as of last year. The proportion of online purchases in the overall market was 25.6%, showing a very high growth rate (28.2%) compared to the previous year, rapidly emerging as a powerful sales channel.

Pulmuone's frozen pizza sales (internal standard) also rose from 32 billion KRW in 2020 to nearly 40 billion KRW last year. In particular, the premium pizza ‘Cheese Pokpo Chicago Pizza’ has seen a surge in demand since its release in August, resulting in a shortage of supply and an inability to sell more.

Meanwhile, Pulmuone first entered the frozen pizza market in December 2019 by launching No-Edge and Crust pizzas. It improved the problems frozen pizzas had, such as tough and hard dough and insufficient toppings, gaining the choice of many consumers. Additionally, Pulmuone is promoting the ‘Edge Revolution,’ which differentiates the pizza’s edge?the end part of the pizza?to provide consumers with the joy of eating deliciously to the last bite, and is introducing new products.

This content was produced with the assistance of AI translation services.