Healthy Market for Pizza in Europe

pizza

Premiumization and health continue to influence the frozen pizza market in Western Europe, reports Jonathan Thomas

Brand activity remains important across the European frozen foods industry, especially given the increased competition from the own-label sector which exists within the market. Much of this has been driven by improved quality levels, coupled with the fact that consumers are becoming more price-conscious.

As such, manufacturers have attempted to capitalize on a range of current trends to attract consumers, a development which has been highly evident in the pizza and ready meals sectors. Typical tactics have included the launch of products with a more premium look and taste, as well as items geared towards alternative occasions (e.g. snacking). Meanwhile, both sectors have also responded to the growing popularity of so-called ‘free from’ foods.