Having enjoyed solid annual growth over previous years, value sales of chilled pizza in France fell by 1% between 2013 and 2014, marking the worst annual performance for the sector since before 2010.
By Alex Beckett Global Food and Drink analyst, Mintel
As French supermarkets upgrade their private label frozen pizzas, Sodebo focuses NPD efforts on premium innovation. Moreover, one in four French consumers claim to be actively reducing their consumption of, or avoiding, dairy.
Frozen pizza sector outpaces chilled
Chilled pizza is more widely eaten than frozen formats in France, but sales are struggling. Chilled pizza has traditionally been the most popular format in the French retail market, unlike much of mainland Europe. And, whereas usage of frozen pizza declines as consumers in France get older, chilled pizza appears to have a more universal appreciation, with usage fairly balanced across the age groups, at around two-thirds of consumers. Frozen pizzas are generally lower in price than chilled pizzas, which may boost their appeal to young consumers. Certainly, affordability is a key purchase driver for young French consumers, as 38% of pizza users aged 16-24 consider low price to be an important factor when choosing pizza, which is high compared with the 20% average.
Yet the French chilled pizza market has suddenly found itself in trouble.
In 2014, the value of France’s frozen pizza sector exceeded that of the chilled pizza sector for the first time, accord...