More than two in five pizza users from Spain and France agree that organic pizza is better for you than non-organic pizza, but while French manufacturers are capitalizing on this perception, Spanish companies have yet to fully exploit it.
By Alex Beckett, Mintel
France and Spain represent strong opportunities for organic pizza manufacturers. More than two in five pizza users from these countries agree that organic pizza is better for you than non-organic pizza, with interest peaking among 16-24 year-olds. This finding demonstrates a level of awareness among French and Spanish consumers of the stringent regulations governing the treatment and production of organic ingredients, e.g. being pesticide free and high animal welfare values. As well as connoting a commitment to natural values, organic certification also conveys a healthy image to these consumers, providing a rather advantageous health halo for the pizza category.
Consumers Seek Health Benefits
France has a relatively active organic pizza market, and accounted for 20% of all organic pizza launches in Europe in the year to March 2016. Consumers in France and Spain share a mutual belief in the healthiness of organic pizza, yet they are two very different markets in terms of what is available for pizza fans. France has a relatively developed organic pizza sector, and accounted for one in five of all organic pizza launches in Europe, in the year to March 2016, and double this share in years previous. Along with Germany, it...