Summary of our market study

The global pizza market, with a strong presence of franchises like Domino's Pizza and Pizza Hut, has been adapting to consumer trends toward home consumption, facilitated by online catering and delivery sectors. In Austria, the pizza market's growth is notable, with frozen pizza sales expected to reach €146.9 million by 2024, exhibiting a compound annual growth rate (CAGR) of 5.5% from 2020 to 2024. Despite a projected slight decline in full-service restaurant sales, limited-service restaurant sales are set to grow due to the increasing popularity of food delivery services, which are expected to significantly contribute to the total Austrian food delivery market valued at approximately $15.23 billion by 2024.

The COVID-19 pandemic has shifted consumer behavior, with online food delivery platforms like Lieferservice and Mjam seeing a surge in orders, whereas physical restaurants, particularly full-service establishments without delivery options, have been facing financial challenges. Regulations in Austria follow European standards, ensuring food safety and consumer protection within the pizza market.

Austrian Pizza Market Analysis: A Detailed Investigation of Consumer Preferences and Demand Trends

The Austrian pizza market, part of the global pizza consumption that stands at an impressive rate of 951 pizzas per second, is a stable yet evolving sector. Despite not being a top player in terms of per capita consumption, Austria's love for highly caloric diets indicates significant underlying demand for pizza, a food item that conveniently fits the high-energy meal category. With a recorded €1.03 billion in pizza sales, the market in Austria contributes roughly between 1 and 2 percent of Western European consumption and is expected to see growth to €1.08 billion by 2024, maintaining a steady CAGR of approximately 2%.

Interestingly, Austrian consumers have a clear preference for fresh pizza, with around two-thirds opting for restaurant or home-delivered options. Frozen pizzas, although a smaller market segment, exhibit growth momentum with a forecast CAGR of more than 4% from 2019 to 2024. Despite this, frozen pizza remains among the most popular frozen products purchased by Austrians. When it comes to pizza consumption habits, Austrians prefer to share this meal in a social context – most often with a partner or friends – and have a higher inclination for pizzas with cheese, tomato sauce, oregano, garlic, and a thin, crispy crust. Alongside, the market for delivery services has been growing. Notably, platforms like Lieferservice and Mjam, both backed by powerhouse parent companies from Germany, dominate the online delivery sector, indicating a trend towards consolidation of delivery services.

The Austrian pizza market has seen a slight but steady increase in pizza prices, which have grown by less than 1%, compared to the national CPI growth, indicating a competitive market with low profit margins and barriers to entry. For producers, it costs near €3.5 to produce a simple Pizza Margherita considering ingredients, operations, and staff, with margins tightly squeezed in the face of competition. Notably, the rise in online food services, with a market projected to be worth well over €15 billion in 2024, suggests a robust future for pizza sales through these platforms. COVID-19 brought significant disruptions to this market, with full-service restaurants experiencing almost catastrophic declines in cash flow due to mandatory closures. Conversely, delivery services thrived due to increased demand for at-home dining options. This market dichotomy illustrates the critical importance of diversification and online presence for survival in the current economic climate.

Key Players Dominating the Austrian Pizza Market Landscape

The Austrian pizza market, like many others worldwide, has seen its landscape shaped and dominated by a mixture of global powerhouses, national franchises, and rising stars in the online food delivery segment. In the realm of pizza chains and franchises, several names stand out for their reach and influence.

Pizza Hut remains a global behemoth, harnessing the power of widely-recognized branding and a ubiquitous presence. While its exact financial figures in Austria were not provided, globally, it continues to assert substantial market influence with a wide array of pizza offerings and a focus on fast, convenient service.
Vapiano, despite declaring bankruptcy and facing significant challenges due to the pandemic, has been a go-to name for many Austrians looking for a more refined fast-food experience. Their offerings have traditionally focused on Italian cuisine with a contemporary and stylish twist, blending the convenience of fast service with a touch of gourmet flair.
L'Osteria is another noteworthy contender in the full-service restaurant category that has impressed with its expansive menu and a strong focus on the ambiance and dining experience. While their presence is not as widespread as Pizza Hut's, they have carved out a substantial niche within the market with their emphasis on quality and authenticity.
When it comes to the frozen pizza segment, Dr. Oetker stands as a giant, not just in Austria but globally, revered for its wide range of frozen food products. Their ability to innovate and offer convenience without compromising taste has made them a significant player in the frozen pizza space.
In the thriving sphere of online pizza services, companies like Lieferando (operating under Takeaway.com) and Mjam (owned by Delivery Hero) have significantly transformed how consumers enjoy pizza. These platforms cater to the digital-savvy and convenience-seeking customers, streamlining the process of ordering and delivering hot and fresh pizzas straight to one’s door.

These key players each bring unique strengths and offerings to the table, contributing to a diverse and competitive Austrian pizza market. From the traditional sit-down pizzerias to the modern convenience of app-based ordering, the players mentioned above underscore the multifaceted nature of pizza consumption in Austria. As the market continues to evolve amid technological advancements and changing consumer preferences, these companies are expected to adapt and innovate to maintain their leadership positions.

the pizza market - Austria

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Last update : 06/10/2020

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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Pizza originated in Italian cuisine, and the modern pizza was invented in Naples. Pizza is made from bread dough, topped with various ingredients (e.g. tomato sauce, cheese, olives) and baked in the oven.

The main distribution channels for pizza are

Commercial catering (restaurants, fast-food chains, sometimes franchises).
Hypermarkets and supermarkets
Contract catering

The pizza market in Austria appears to be relatively stable. Traditionally, pizzas are eaten in restaurants. A few global brands dominate the market in fast-food chains, but the market is more fragmented in traditional restaurants.

However, the trend is increasingly towards home consumption. This evolution is facilitated by the online catering and delivery sector, but also by a wider range of products such as frozen pizzas. Takeaway or eat-in consumption is also being developed by the arrival of FoodTech players. this has helped to further stimulate growth in the pizza market and its distributors.

Finally, this study analyzes the full range of pizzas on offer and how they can be consumed (fresh, chilled and frozen).

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Positioning the players

List of charts presented in this market study

Size of the global pizza market
Pizza consumption per capita
Total value of pizza sales
Value of frozen pizza sales
Ranking of most popular frozen products (based on recent sales)
Total fresh pizza sales
Total value of Pizza sales in full-service restaurants

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Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Pizza Hut Austria

Vapiano

L’Osteria

Lieferando (takeaway)

Mjam

Dr Oetker

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