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Summary of our market study
Total sales generated by pizza consumption in France are estimated at between 4.5 and 5 billion euros in 2023
The global pizza market is worth over 130 billion dollars. The market is dominated by Western Europe and North America, which accounted for 74% of global sales.
The French market is experiencing an annual increase in volume of around 7-8% and an increase in value of around 5%.
The number of pizza outlets in France exceeds 20,000.
consumption trends in the French pizza market
France is a pizza-consuming country, with an average individual consumption of around 10 kilograms per year, placing it just behind the USA in the world consumption rankings.
Demand for pizzas is boosted by the proliferation of online sales and home delivery services. A significant proportion of French customers (60-70%) prefer to eat out rather than at home.
The fresh pizza segment is experiencing considerable dynamic growth, with actual final consumption of fresh pizzas generating between 330 and 340 million euros, representing an increase of almost 20% since 2014.
The industrial pizza segment is dominated by major brands and traditional distributors. Buitoni has a market share of over 35%, and Sodebo holds a 50% market share in the fresh pizza category.
Sales of delivery services have grown by almost 50% in just a few years, and it is estimated that they could triple over the next four years.
Frozen industrial pizzas can be purchased from around 4 euros, while artisanal pizzas in restaurants reach average prices of between 10 and 13 euros.
Some market players
- Del Arte is an iconic Italian restaurant chain, renowned for its artisanal expertise.
- Domino's Pizza and Pizza Hutoffer a fast-food experience.
- Buitoni and Dr. Oetker are important manufacturers
- Supermarkets offer customers both frozen and refrigerated pizzas
- Sodebo dominates the fresh pizza segment
- Ekim innovates the way with "pizza robots" that prepare pizzas to order in record time.
- Adial's Pizzadoor another player.
- UberEats and Deliveroo are platforms that facilitate connections between local restaurants and customers. For both companies, pizza tops the list of the most ordered products.
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Summary and extracts
1 Market overview
1.1 Market definition and presentation
Pizza is an Italian recipe that originated in the 16thᵉ century in the Italian city of Naples. Its history even goes back to antiquity, when Mediterranean peoples cooked flatbreads topped with olive oil, herbs and sometimes cheese. It wasn' t until Europe discovered tomatoes in the 18ᵉ century that they were incorporated into the recipe, resulting in the pizza we eat today.
France occupies an important place in the market, as it is one of the world's leading pizza consumers. On average, a French person consumes almost 10kg of pizza a year.
As mentioned above, pizza is originally made from bread dough topped with various ingredients (tomato sauce, cheeses, olives, olive oil, for example) and baked in the oven. Production can be artisanal, semi-industrial or industrial, and is distributed through a variety of channels.
The main distribution channels are
- italian restaurants and pizzerias
- non-Italian restaurants
- supermarkets
- takeaway sales
- trucks and vending machines
According to CasaPizza, there are an estimated 21,000 outlets selling pizzas in France.
Changing consumer habits have played a decisive role in the dynamism of the market and its distribution channels. Digitalization, with the development of delivery platforms such as Uber Eats, Deliveroo or Just Eat, has profoundly changed the way the French consume pizza. As a result, more and more restaurants and pizzeria chains have developed these practices and set up tools to facilitate online ordering and delivery. Pizza isthe most popular savoury snack, with 44% of French people ordering it. What's more, the appearance of pizza vending machines in traditional distribution channels is a way of responding to growing consumer demand for fast, convenient solutions.
Thegrowth of franchises is another indicator of the evolution of the French pizza market. Brands such as Domino's Pizza, Pizza Hut and Del Arte have increasingly taken their place alongside independent pizzerias in the pizza market. They offer very attractive prices and have a massive presence throughout France.
The French pizza market is therefore dynamic, and continues to grow as it strives to adapt to new consumer expectations. It relies on several growth drivers: these include the digitization of the market and therise of online sales, vending machines, innovation and differentiation, as well as the move upmarket in products, with a"premiumization" of the offer, in particular with the growing use of top-of-the-range products (truffles, for example) or the development of organic, gluten-free or vegetarian pizzas.
1.2 A global market dominated by large franchises in Europe and North America
The global pizza market :
Global pizza market World, ****-****, in billions of US dollars Source: ****
The global pizza market, which includes fast food, full-service restaurants, ***% home-delivered pizzas and takeaway pizzas, was worth $*** billion in ****, and is forecast to grow to $*** billion in ****.
The health crisis and various confinements account for a ...
1.3. The national pizza market
In ****, nearly *.* billion pizzas were sold in France. What's more, the average price of a pizza is estimated at around **.** euros [***]Thus, we can determine the size of the pizza market in France to be: *.****.**= **.** billion euros.
The size of the pizza market in France is therefore worth around **.** billion euros ...
2 Demand analysis
2.1 French eating habits
Pizza occupies a very important place in the stomachs of the French.
In fact, as the graph below shows , pizza is France' s number one favorite snack food:
Savoury snack foods preferred by the French France, ****, in Source: ****
According to the graph below, pizza remains by far the French's number-one favorite ...
2.2 Sociological analysis of pizza consumers
We note that pizza consumers remain classified according to their generation and therefore their food consumption habits.
For **-** year-olds, pizza remains their favorite dish:
Ranking of dishes for **-** year-olds France, ****, in Source: ****
However, this tendency to love pizza tends to decline with age, as the graph below shows:
Pizza ...
2.3 Demand drivers: quality as the first choice criterion
Let's take a look at how pizzas are eaten.
Pizza: the best place to eat in all contexts
Pizzerias are the favorite savory snacking place for the French, as shown in the graph below:
French people's favorite savory snacking places France, ****, % of total Source: ****
When faced with a choice, consumers will ...
3 Market structure
3.1 Pizza market organization
The structure of the pizza market in France is shown below:
Source: ****
Production that differs according to the type of player
Pizza production differs according to the type of player.
Restaurants and pizzerias such as Del Arte or BigMamma often offer products prepared on site, using fresh ingredients. Baking is sometimes ...
3.2 The different distribution channels
The pizza market is divided as follows:
Breakdown of the pizza market in France France, ****, in Source: ****
Pizzas can therefore be sold through a variety of channels, divided into * main categories: specialist restaurants (***), institutional catering, trucks, pure-play delivery companies and vending machines.
The rise of vending machines
Although vending machines are ...
3.3 The industrial pizza segment
Leading brands and traditional distributors in the industrial pizza segment have their pizzas made in large production units in France. These sites are supplied with raw materials every day: cheese from Holland or Germany, potatoes, tomatoes and meat of French or European origin fill the production lines run by employees. According ...
3.4 The Italian restaurant and pizzeria segment
Let's take a look at the pizzeria and Italian restaurant segment. Below, we can see the average sales of pizzerias according to whether they are franchised or independent.
Average pizzeria sales by business model France, ****, in thousands of euros Source: ****
According to Toute la Franchise, the pizza market is dominated, in ...
4 Offer analysis
4.1 Product typology
While the common denominator in all pizza offerings is a dough covered with ingredients and baked in an oven, there are many different types of pizza, distinguished by a number of factors, the main ones being
production method: industrial (***), semi-industrial or artisanal pizzas cut : whole pizza, triangular slice, rectangular slice, square ...
4.2 Average prices on the rise but vary according to distribution channel and location
The prices of pizzas vary according to the different distribution channels: here's a table summarizing the different prices. obviously, prices tend to vary according to the toppings used on the pizzas. What's more, pizza products are moving upmarket, which means higher prices.
Average pizza price by distribution channel
Pizza sales volumes ...
4.3 Supply trends and development avenues
The market's move upmarket
The popularity of pizza and the market's recovery in value can be explained in part by the move upmarket, which is a significant growth driver. Pizzas now include high-quality ingredients (***), as well as pizza customization[***]
Generally speaking, consumers are increasingly demanding fresh, healthy, quality products. This trend ...
5 Regulations
5.1 An industrial segment subject to strict food hygiene regulations
In France, food hygiene is governed by a number of national and European regulations .
They apply to all establishments handling foodstuffs, including pizzerias. These rules are designed to guarantee food safety, prevent the risk of contamination and protect consumer health.
The Hygiene Package - European regulations
The Hygiene Package is a ...
5.2 Regulations for setting up a pizzeria / food truck
While no specific qualifications or diplomas are required to open a pizzeria, it is essential to obtain a restaurant license, as well as a liquor license if alcoholic beverages are sold. The small restaurant license allows you to sell drinks with an alcohol content of less than **° (***), only on the premises ...
6 Positioning the players
6.1 Segmentation
- Del Arte (Groupe Le Duff)
- Pizza Paï (Agapes Restauration)
- Sodebo
- Big Mamma
- Domino's Pizza
- Pizza Hut France
- Magna
- Cerelia Groupe
- Dr Oetker
- Marie (LDC Groupe)
- Caesars Pizza
- Five pizza
- Api Tech (Mentor Groupe)
- Südzucker
- Pizza City
- Buitoni (Italpizza Group)
- Buitoni (Italpizza Group)
- Kioske à Pizza
- Speed Rabbit Pizza
- Tablapizza (Groupe Le Duff)
- Le Kiosque à Pizza
- La Boîte à Pizza
- Basilic & Co
List of charts presented in this market study
- World pizza market by region
- World pizza market
- Pizza market growth rates by region
- More responsible eating: what the French say
- France's favorite savory snack foods
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Latest news
Buitoni: the scandal factory soon to be taken over by the Italian frozen pizza giant - 14/11/2023
- Nestlé's Buitoni plant in Caudry has been closed since March following a health scandal.
- The plant has been taken over by Italpizza, Italy's leading frozen pizza group, which employs around 1,750 people.
- Italpizza has sales of 380 million euros and is present in 60 countries.
- The group intends to take over 40 of the plant's employees by the end of the year, rising to 70 by 2025.
- The opening of a second production line in 2027 should eventually bring the workforce to 140.
- To restart the plant, Italpizza plans to invest around ten million euros, and should be operational in 2024.
- Nestlé has withdrawn from the site. Over the last twenty years, Nestlé has halved the number of factories in France, retaining just 15.
Buitoni's Caudry plant taken over by an Italian pizza manufacturer - 14/11/2023
- Nestlé is in exclusive negotiations with Italpizza for the takeover of the Nord plant.
- Italpizza plans to inject 10 million euros into the plant.
- The plant is expected to employ 140 people by 2026/2027.
- Italpizza has six factories in Europe and a commercial presence in 56 countries.
- Italpizza generates 30% of its business under its own brand, with the remainder coming from distributors for their own brands.
- Italpizza plans to invest 10 million euros at Caudry to modernize its production line.
Sodebo explores vending with FreeGo - 24/10/2023
- Sodebo has been in business for 50 years and has 2,950 employees.
- Sales total 547 million euros.
- The FreeGo product range comprises 25 recipes.
- 65 machines have been deployed, mainly in higher education establishments, student residences and companies in western France.
- 2.000 people have opened a FreeGo account.
- Sodebo sandwiches, wraps and salads account for 80% of the products available in connected fridges.
- The company is currently breaking even with this project.
Sodebo strengthens its industrial base in Vendée despite inflation - 17/10/2023
- Expected sales: 550 million euros
- 2022 sales: 547 million euros
- Expected drop in volumes: 5%
- Number of employees: 2,850 Average annual investment: 25 to 50 million euros
- Plant location: Saint-Georges-de-Montaigu
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