As consumer demand for high-quality, convenient meal solutions continues to rise, Nisa said its retailers are experiencing significant growth through Co-op’s Irresistible pizza range.
The premium own-brand offering is driving bigger basket sizes, increased spending, and more frequent visits.
According to Lumina CTP data, customers opting for Co-op’s premium pizzas frequently pair them with complementary products such as sides and wine, leading to an average basket value of £10-£12. The symbol group said this presents a substantial opportunity for independent retailers to enhance their sales and cater to evolving shopper habits.
Neil Patel, owner of Nisa Menston, has successfully leveraged the Co-op pizza range to boost his store’s performance.
“We’ve seen a noticeable shift towards our customers opting for premium ready meals and high-quality pizzas as convenient and cost-effective alternatives to restaurant dining,” Patel commented. “The addition of Co-op premium pizzas has positively impacted our overall sales.”
Neil Patel, of Nisa Menston
To help retailers capitalise on this trend, Patel recommends optimising merchandising by positioning Co-op’s premium pizzas alongside complementary products such as salads, sides, and wines.
“Customers who choose premium options often pair them with complementary items like premium sides, salads, beverages, and wine, leading to a higher average basket value,” he said. “By prominently displaying the range and strategically pricing key lines, we’ve been able to drive sales and increase average basket values.”
Additionally, running in-store promotions like ‘Two pizzas for £10’ (RRP £6.60 each) can attract price-conscious shoppers while driving volume sales. Patel also advises on strategic pricing, suggesting that maintaining slightly lower margins on key lines can lead to increased overall revenue by encouraging repeat purchases and larger baskets.
Emily Furlong, wholesale category controller at Nisa, also highlights the significance of Co-op’s pizza range in driving sales.
“We are seeing strong demand for premium own-brand pizzas, and Co-op’s Irresistible range is perfectly positioned to meet this need. By offering great quality at an accessible price, it provides a compelling proposition for retailers looking to enhance their chilled category performance,” Furlong said.
Co-op’s Irresistible pizza range is driving bigger basket sizes at Nisa stores
Nisa has identified several top-performing products in the Co-op pizza range. The Pepperoni & Hot Honey pizza has been a strong performer with a 29 per cent POR, while the Carbonara and Salami Calabrese pizzas boast an impressive 36 per cent POR.
Co-op will be introducing new flavours expected to further boost category performance, including the Irresistible Mushroom & Truffle and Irresistible Mozzarella & Tomato Vodka Sauce, both offering a 20.5 per cent POR. In addition, the Irresistible Stuffed Crust Cheese Feast is set to deliver a 29 per cent POR, making it another profitable addition to the range.
Patel believes the new flavours will further enhance the category’s appeal.
“I believe the innovative flavours will appeal to our customers. Introducing them can also position our stores as a destination for culinary innovation,” he said. “There's a clear preference among our customers for premium pizza. The demand for high-quality ingredients and artisanal preparation methods has led to increased sales in this category.”
