A Greater Variety of Pizzas

As the frozen pizza sector has developed, the range of products on offer has widened, reports Jonathan Thomas, Principle Analyst, Strategic Insight, Leatherhead Food Research.

Across much of Western Europe, the retail pizza market is starting to challenge the takeaway sector to a greater degree. With the emergence of higher-quality products such as stonebaked and delicatessen-style pizzas, as well as pizzas with improved crusts and/or toppings, offerings from the retail sector is now offer deliver a closer look and taste to their restaurant and takeaway equivalents.

Another trend worthy of mention is the development of alternative formats, which has been apparent in markets such as the UK, France and Germany. These have included pizzas on a base made of French bread, as well as products which have combined pizza with burgers.

That said, competition from the foodservice industry remains considerable. According to data from the UK-based Pizza and Pasta Association (PAPA), sales of pizza within the country’s full-service restaurants are worth over GBP1.2bn per year, whilst the takeaway sector was worth GBP1.12bn in 2014.

The Domino’s business (which competes in the UK, Ireland, Germany and Switzerland) sold more than 76 million pizzas during the last year, and has successfully tapped into the booming market for pizza orders made either online or through mobile devices. It is estimated that these channels now account for over half of sales within the UK market for takeaway pizza.

More information available in the print version of Frozen Food Europe, May-June issue, coming soon.

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