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The Pizza Market (Austria)

1.1 Definition


The pizza stems from the Italian cuisine, and the modern pizza was invented in Naples. Pizza is made from bread dough and is topped with a range of ingredients (for example tomato sauce, cheese, olives, olive oil) whereby it is baked in an oven. Today, pizza is made and consumed all over the world.


Pizza’s main distribution channels include:

  • Commercial catering (restaurants, fast-food restaurant chains, sometimes as franchise).
  • Hypermarkets and Supermarkets
  • Collective catering


The pizza market in Belgium appears to be relatively stable. Traditionally, the nation’s pizza consumption occurs outside the home in restaurants. A few global brands dominate the market for fast food restaurant chains, nevertheless the market is more fragmented in full-service restaurants.


However, there is a growing trend towards consumption at home. This is facilitated by the catering and online delivery industry, but also through a wider product offering in products such as frozen pizzas. Consumption to take away or take in is further fueled by the arrival of FoodTech players, which has contributed to additional boosts in growth for the pizza market and its’ distributors.


Finally, this study aims to analyze the entire scope of pizza and the means by which it can be consumed (fresh, chilled, and frozen).

The Pizza Market (Austria)

*.* The Global Market
Global pizza consumption amounts to *** pizzas every second, or ***,*** tons of pizza eaten per year. The biggest consumers of pizzas in aggregate numbers are the Americans, followed by the French and Italians. [***]
Source: ****
In ****, the total value of pizza sales amounted to close to $*** billion. Western Europe accounts ...

The Pizza Market (Austria)

*.* The pizza market in Austria
Pizza’s distribution channels and product offerings come in many forms ; for example, it can be consumed in restaurants, through takeaway, and also fresh or frozen. For this reason, we aggregate all these values from different sub-products of pizza which we obtain from Euromonitor in order ...


The Pizza Market (Austria)

*.* Product breakdown
In this section, we look at demand for pizza in four different channels: frozen pizza, chilled pizza, full-service restaurants, and limited-service restaurants. Together, these four comprises the aggregate pizza market.
Frozen Pizza

Source: ****
In ****, the frozen pizza sales value was €***.* million, and is expected to increase to €***.* million by ...

The Pizza Market (Austria)

*.* The Austrian Consumer: Demand Analysis
How do Austrians consume pizza?

Source: ****
In ****, **% (***) of respondents preferred to eat a fresh pizza, either through home delivery or in a restaurant. The frozen pizza segment made up a mere *% of answers. Nevertheless, as we saw in previous section, the frozen pizza market is growing ...

The Pizza Market (Austria)

*.* Demand Trends
Interest for Online Food Services is Stable
Source: ****
The graph above represents the proportion of searches for a given term in a given region during a specified amount of time, compared to when it was the most searched (***). Thus, a value of ** means that the keyword has been used ...


The Pizza Market (Austria)

*.* Production
Market Overview
The "fast food" sector includes a large number of actors, and there are many franchises offering pizzas, amongst them Domino's, Pizza Hut, Mamma Roma, Pizza Italia, and the Pizza Box.
In line with previous reasoning, pizza can be purchased at four points of sale: chilled and frozen pizza ...

The Pizza Market (Austria)

*.* Distribution
Number of stores

Source: ****
Although pizza consumption is on the rise, and previous sections have demonstrated that sales are increasing, the number of full-service restaurants is decreasing, and is expected to continue doing so until ****. In ****, it is expected that in total there will be *,*** full-service restaurants in Austria compared ...


4.1 Produits et/ou services

Produits sur le marché
Les produits présents sur le marché sont classés en fonction de leur vente, de leur contenu et de leur objectif final. Par conséquent, il existe trois grands segments :
Pizza réfrigérée Les pizzas réfrigérées sont le plus souvent distribuées ...

4.2 Prix

Source: ****
Dans cette analyse, nous utilisons le code A.**.*.*.* Pizza et quiche pour obtenir l'évolution du prix de la pizza en Autriche. Nous pouvons constater que les prix des pizzas et des quiches ont augmenté de *,* % depuis ****, alors que l'IPC (***) a augmenté de *,** %. En d'autres termes, les augmentations de prix ...

4.3 Tendance de l'offre

Une gamme de produits plus large
Pour répondre à tous les besoins des consommateurs, les pizzerias doivent constamment mettre à jour leur offre de produits et introduire de nouveaux produits, tels que des alternatives végétariennes, bio et antiallergiques. Cela est essentiel non seulement pour que les producteurs de pizza puissent ...

4.4 Impact COVID-19 sur le marché

La pandémie mondiale COVID-** affectera différemment l'industrie de la pizza selon le positionnement de l'acteur.
Les restaurants de pizzas qui dépendent entièrement des points de vente physiques souffriront énormément de la fermeture des services de restauration, car les flux de trésorerie s'approchent de zéro. ...


5.1 Règlement actuel

L'Autriche est soumise au droit européen, la pizza est donc réglementée par Règlement (***).
La pizza, définie dans ce document comme un produit A.**.*.*.* Pizza et quiche est touché à la fois par la réglementation européenne et par la réglementation nationale autrichienne en matière ...


The Pizza Market (Austria)

The Objective of this section is to give provide information of the key companies that are currently present on the pizza market

  • Lieferando (takeaway)
  • Pizza Hut
  • Vapiano
  • L’Osteria
  • Dr Oetker
  • Mjam

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Pierre Doussau

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