Summary of our market study

Since 2020, the pizza market has continued to evolve, adapting to changing consumer preferences and technological advancements. Although specific figures post-2020 are not provided in the text, trends indicate continued growth, particularly in the home consumption segment. This is propelled by the rise of online catering and delivery apps such as Uber Eats, Deliveroo, and Takeaway, which have been gaining traction as reflected by increasing Google searches. Traditional pizzerias, however, are facing challenges, with a marked decrease in the number of transactions, pointing to a shift towards fast-food chains and at-home dining experiences. The demand for healthier options and customized pizzas has also risen, as players like Domino's and Pizza Hut offer a variety of toppings suitable for different dietary preferences. In addition, the introduction of new pizza-making technologies, like "Let's Pizza" vending machines, hints at a market leaning towards convenience and innovation. Despite the absence of exact figures for post-2020, the preceding data suggests a competitive and dynamic pizza market landscape in Belgium and beyond.

Belgian Pizza Market Trends and Consumer Preferences : The Belgian pizza market exhibits stability with signs of evolving consumer behaviors as individuals increasingly opt to eat at home.

This move towards home consumption is supported by the growth of online food service platforms such as Uber Eats, Deliveroo, and Takeaway, which have seen a significant rise in popularity. In Belgium, approximately 30% of the population have engaged in online food purchases, marking a notable increase from previous years. There's also a diversifying trend in the food delivery market, which stands to experience enormous growth potential. While traditional pizzerias are experiencing a decline, with a negative compound annual growth rate of about 0.5% predicted in the coming years, fast-food chains and delivery services are expected to capture a larger market share.

Traditional outlets are registering fewer pizza sales, which are expected to decrease steadily, contributing to the rise of chain restaurants and delivery platforms. Currently, fast-food chains such as Domino's and Pizza Hut lead in customer satisfaction and share a large portion of the market. The demand for refrigerated pizzas is strong, particularly through supermarket channels, and the market is segmented into three main product types: refrigerated, frozen, and fresh pizzas. In supermarkets, both frozen and refrigerated pizzas are available, with price points that tend to favor affordability in larger package sizes. In terms of consumer demographics, the older population demographic in Belgium appears to have the greatest purchasing power, and it's suggested that marketing efforts should be aimed at this group for sales maximization. Meanwhile, Belgians still largely consume pizza in restaurants (45%), with a lesser amount (35%) opting for takeaway. Health concerns are influencing consumer choices, with an increase in demand for vegetarian, organic, and allergy-friendly pizza options.

There's a noticeable transition toward diets that reduce red meat and fish intake, precipitating changes in pizza toppings and the diversification of product ranges. Pizzerias must adapt by constantly updating their offerings to retain competitiveness and market share against other fast-food alternatives. Belgium's most popular takeaways indicate a preference for local flavors and dishes; however, pizza maintains its popularity, with specific consumer demands for customization accounting for over half of pizza sales in the country. It is evident that innovation and technology are influencing the supply side, with potential growth in automated pizza preparation and vending solutions. Key players in the Belgian market include Domino's, with a revenue of over €3 billion, and Pizza Hut, with around €2 billion in revenue. These are followed by Dr. Oetker and Delhaize.

Key Pizza Market Players in Belgium In the dynamic landscape of Belgium's pizza market, a few major players stand out for their significant impact on the consumer base and their distinctive approaches to serving pizza enthusiasts. These entities range from well-established international chains to key supermarket brands that offer frozen pizzas catering to the at-home dining trend.

  • Domino's Pizza – As a global behemoth in the pizza delivery industry, Domino's has firmly established its presence in Belgium. Renowned for its wide array of pizza offerings and its ability to personalize the customer experience, Domino's has embraced technological advancements such as online ordering and innovative delivery methods to cement its status as a leader in the convenience-driven segment of the pizza market.
  • Pizza Hut – Pizza Hut is another international giant that has made its mark, offering a range of pizzas from the classic to the inventive. With a strong network of outlets and strategic marketing initiatives, Pizza Hut captures a sizeable share of customer preferences. Pizza Hut's dine-in, carryout, and delivery options resonate well with Belgians who hold a preference for American-style pizza experiences.
  • Dr. Oetker – In the realm of frozen pizzas, Dr. Oetker stands out as a vital player. Its recognition goes beyond borders and brings a taste of Italian-inspired pizza to Belgian households. Dr. Oetker's frozen pizzas offer convenience and variety, catering to the growing demand for quick home-prepared meals without sacrificing quality or taste.
  • Delhaize – As part of the Ahold Delhaize group, Delhaize is one of the leading supermarket brands in Belgium, and it offers its own range of branded frozen and chilled pizzas. Providing customers with various options in flavors and price points, Delhaize's selection serves as a one-stop destination for shoppers seeking both value and gourmet experiences in the frozen food aisles. These players, each with their distinct strategies and target markets, shape the Belgian pizza industry by catering to a diverse range of preferences, from high-quality dining experiences to the need for convenience and innovation in home-based meal solutions.
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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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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. :

Domino’s Belgium
Pizza Hut USA
Dr Oetker
Pizza Hut Belgique

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the pizza market | Belgium

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