Frozen Food in France: Chilled Pizza Sales Take an Uncharacteristic Tumble in France

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...

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