Still recovering from the declining performance over 2010-2015, the European pizza market is slowly returning to growth.
The positive forecast calls out manufacturers to invest in the category and, as such, the understanding of consumer demand becomes crucial to successfully compete in the mature Western market. Consumer demand has become more sophisticated and, despite being predominant, convenience is no longer the main factor driving purchases in the pizza sector. Consumer preferences go towards more balanced options with “healthy” and “nutritious” emerging as relevant attributes to capitalize on with new innovation in the category.
Counting for more than 21% of the prepared meals market value in 2017, the pizza category will experience steady growth in the coming years. The overall pizza market is forecast to keep on growing at an average rate of 1.33% and 1.28% in value and volume respectively from 2016 to 2021 in Europe.
Chilled pizza will drive the positive performance with market value forecasts to grow at an average rate of 1.5% from 2016 to 2021; while frozen pizza lags behind at a slower rate of 1.2%. The difference in performance can be explained by strong consumer demand for freshness, and from this perspective, frozen options are becoming less favored. Indeed, according to GlobalData’s Q4 2017 global consumer survey, European consumers are more likely to associate “freshness” as a benefit of chilled food (27%) than frozen food (14%). From a country perspective, France is the largest market for chilled pizza counting for 36.8% of the total market value, followed by the United Kingdom and Spain. On the other side, the frozen segment is seeing Germany leading the segment’s market value, preceding United Kingdom and France.
An overall and closer look into the main trends animating the European food market will support and drive manufacturers and producers of both chilled and frozen pizza to successfully position their offering and increase their competitive advantage in the European scene.
To read the complete article, please refer to the May-June 2019 print issue of Frozen Food Magazine Europe.