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Summary of our market study
Traditional pizzerias are in decline, and fast-food chains and delivery services are capturing a larger share of the market.
Demand for refrigerated pizzas is strong, particularly in supermarkets. The market is segmented into three main product types: chilled pizzas, frozen pizzas and fresh pizzas.
The majority of Belgians still eat pizza in restaurants (45%) and, to a lesser extent (35%), takeaway pizzas.
In Belgium, around 30% of the population buy food online.
Innovation and technology are influencing supply, with potential growth in automated pizza preparation and vending solutions.
The main players in the Belgian market are Domino's and Pizza Hut. They are followed by Dr. Oetker and Delhaize.
The main players in the Belgian pizza market
- Domino's Pizza
- Pizza Hut
- Oetker - specialist in frozen pizzas
- Delhaize - one of Belgium's leading supermarket chains, offering its own range of frozen and chilled pizzas.
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Summary and extracts
1 Market summary
1.1 Definition
Pizza originated in Italy, and the modern pizza was invented in Naples. Pizza is made from bread dough and topped with a variety of ingredients (e.g. tomato sauce, cheese, olives, olive oil), enabling it to be baked in the oven. Today, pizza is made and eaten all over the world.
The main distribution channels for pizza are as follows:
- Foodservice (restaurants, fast-food chains, sometimes franchises).
- Hypermarkets and supermarkets
- Contract catering
The pizza market in Belgium seems relatively stable. Traditionally, pizzas are eaten outside the home, in restaurants. A few global brands dominate the market in fast-food chains, but the market is more fragmented in full-service restaurants.
However, consumers are increasingly turning to eating at home. This trend is facilitated by the online catering and delivery sector, but also by a wider range of products such as frozen pizzas. The move towards takeaway or online ordering is also fuelled by the arrival of FoodTech players, which has helped to further stimulate growth in the pizza market and its distributors.
The aim of this study is to analyze the entire pizza range and the ways in which it is consumed (fresh, chilled and frozen).
1.2 Pizza in the world
Worldwide pizza consumption stands at *** pizzas per second, or ***,*** tonnes of pizza consumed per year. The biggest pizza consumers in cumulative numbers are the Americans, followed by the French and Italians. [***]
Pizza market value World, ****, in billions of $ Source: ****
Western Europe and North America dominate the pizza industry, together accounting for ...
1.3 Continued growth for pizza in Belgium
The pizza market in Belgium was valued at around *** million euros in ****, with an average of **,*** pizzas sold every hour. [***] This represents around *.*% of the global market in ****, or *.*% of the European market.
Pizza sales Belgium, **** - *****, in € million CAGR: +*.*% Source: ****
In addition, pizza consumption is on the rise in Belgium: ...
1.4 Belgium leads the way in per capita spending
Pizza consumption per capita World, ****, in $ Source: ****
In terms of per capita pizza consumption, Belgium ranked *th worldwide in ****, with an average consumption of $** per person. Pizza consumption is closely linked to GDP. Moreover, if we measure overall consumption, Belgium again ranks *th in the world, with an annual consumption of ...
2 Demand analysis
2.1 Overview of the request
Frozen or refrigerated pizza
Consumption by type of Pizza Belgium, ****-****, in millions of euros Source: ****
frozen pizza trumps chilled pizza in retail. It is important to bear in mind that the third pizza segment, fresh pizza (***), is not included in this valuation comparison.
Traditional pizza catering in Belgium
The traditional ...
2.2 Profile analysis: the Belgian consumer
Correlation between demographics and pizza consumption
Spending on food and non-alcoholic beverages by consumer age group Belgium, ****-****, in millions of $ Source: ****
From the chart above, it's clear that the older part of the population in Belgium should be targeted to maximize sales. Indeed, this is the age group with the ...
2.3 Demand trends
A growing concern for health
Lameuse reports that a growing proportion of the population is moving towards new diets, such as the "flexitarian" diet (***), and consequently modifying pizza toppings. For example, in the choice of toppings, meat is often replaced by cheese. In addition, Belgians are demanding an increasingly wide range ...
3 Market structure
3.1 Market overview
The "fast food" sector comprises a large number of players, and there are many franchises offering pizzas, including Domino's, Pizza Hut, Mamma Roma, Pizza Italia and Pizza Box. Three main segments stand out and are well established in Belgium: "French-style" fast-food outlets offering mainly sandwiches and salads, "American-style" outlets offering burgers ...
3.2 Relative market share of pizza companies
Distribution of companies in the market (***) Belgium, ****, in % of market Source: ****
Pizza is included in the product range of Vanherpe, Yum Brands (***), Louis Delhaize and finally Domino's Pizza.
Most popular fast foods Belgium, ****, in % of market Source: ****
As part of a survey, respondents were asked "Which fast food outlets (***).
Fast-food outlet ...
3.3 Distribution goes online
Source: ****
In general, the trend in pizza delivery is upward. What's more, pizzas distributed directly by the supplier, such as Domino's and Pizza Hut, have the highest customer satisfaction ratings. For example, Domino's satisfaction rate was **/***, while the equivalent for Deliveroo was only **/***.
4 Offer analysis
4.1 Product overview
Three products on the market
The types of pizza on the market can be grouped into three main segments:
Refrigerated pizza Refrigerated pizzas are most often distributed by supermarkets, and are distinguished by the fact that they are ready to eat.
Frozen pizza Frozen pizzas are sold in supermarkets and convenience ...
4.2 Price breakdown
Price - Refrigerated Pizza
Source: ****
Price - Frozen Pizza
Source: ****
4.3 Supply trends
A wider range of products
To meet all consumer needs, pizzerias must constantly update their product offering, while introducing new products such as vegetarian, organic and allergy-friendly alternatives. This is crucial not only for pizza producers to keep up with the competition, but also to avoid losing market share to other ...
5 Rules and regulations
5.1 Current regulations
As Belgium is subject to Community law, pizza has been governed by Regulation (***) no. ***/**** since ****. Within this framework, the European Parliament and the Council have adopted the definition of the general principles and requirements of food legislation in the General Regulation on Food Law.
At national level, the regulations governing pizza ...
6 Positioning the players
6.1 Player segmentation
6.2 key players
- Domino’s Belgium
- Pizza Hut USA
- Dr Oetker
- Pizza Hut Belgique
List of charts presented in this market study
- Pizza market value
- Pizza sales
- Per capita pizza consumption
- Consumption by type of pizza
- Traditional foodservice market
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the pizza market | Belgium
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