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MARKET SUMMARY

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.

 

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

 

1.2 Pizza in the World

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: ****

Western Europe and North America dominates the pizza industry ; together they account for **% of consumption. Latin America consumed ...

1.3 Pizza's Continuous Growth in Belgium

The pizza market in Belgium was valued at around €*** million in ****, with ** *** sold on average every hour. [***] This represents roughly *.*% of the global market in ****, or *.*% of the European market.

Source: ****

Moreover, Pizza consumption has been rising in Belgium; from **** to **** consumption of Pizza and Quiche rose by *.*%, and from **** to ...

1.4 Belgium in Top for Per Capita Spending

Source: ****

In per capita pizza consumption Belgium placed *th in world in ****, consuming on average $** per person. Pizza consumption is closely linked to GDP. Moreover, when measured through aggregate consumption, Belgium again places at the *th spot in the world, with an annual consumption of *.*kg per person per year. [***]

DEMAND ANALYSIS

2.1 Demand Overview

Frozen vs Chilled Pizza

Source: ****

Frozen pizza dominates chilled pizza when it comes to retail sales. With regards to this, it is important to keep in mind that the third pizza segment, fresh pizza (***), is not include in this valuation comparison.

The Full-Service Pizza Market Belgium

Full-service restaurants are dine-in facilities ...

2.2 Profile Analysis: The Belgian Consumer

Demographics and Pizza Correlated

Source: ****

From the graph above, it is clear that the older age groups in Belgium should be targeted to maximize sales. This follows from their stronger spending power. Moreover, spending decreased across all age groups between **** and ****. 

Venue of Consumption

Although the full-service segment has decreased, and ...

2.3 Demand Trends

Healthy & Pizza

Lameuse states that a larger proportion of the population is moving towards a flexitarian diet, consequently changing the toppings on pizza. For example, meat is often replaced by cheese as a topping. Moroever, Belgians increasingly require a larger product range: Dr Oetker and GfK state that **% of pizzas sold ...

MARKET STRUCTURE

3.1 Market Overview

The "fast food" sector includes a very 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. Three main segments stand out and are strongly established in Belgium; the "French-style" fast food restaurants that mainly include sandwiches ...

3.2 Pizza Companies Relative Market Share

Source: ****

Pizza is included as a product offering at Vanherpe, Yum Brands (***), Louis Delhaize, and finally Domino’s Pizza.

Source: ****

In a survey, respondents were asked “In which fast food restaurants (***).

Distribution of Fast Food Stores

Source: ****

Pizza market outlets place in the top when it comes to the market share ...

3.3 Distribution Moving Online

Source: ****

In general, the trend towards pizza delivery is increasig. Moreover, pizza distributed directly by the supplier, such as Domino’s and Pizza Hut, have the largest customer satisfaction rates. For example, Domino’s satisfaction rate was **/***, whilst the equivalent for Deliveroo was only **/***. 

ANALYSIS OF THE OFFER

4.1 Product Overview

Three Products on the Market

Pizza products on the market can be categorized into three larger segments:

Chilled Pizza Chilled pizza is most often distributed by Supermarkets and are distinguished by the fact that they are ready to consume.

Frozen Pizza Frozen pizza is sold in Supermarkets and Convenience Stores and ...

4.2 Pricing Breakdown

Prices – Chilled Pizza

Source: ****

Prices – Frozen Pizza

Source: ****

4.3 Supply Trends

A Wider Product Range

To accustom all consumer’s needs, pizza restaurants need to constantly update their product offering, together with introducing new products such as vegetarian, bio, and allergy-friendly alternatives. This is crucial not only for pizza producers to compete amongst themselves, but also to avoid losing market share to ...

RULES AND REGULATIONS

5.1 Current Regulation

Belgium is subject to EU law, hence pizza is regulated under Regulation (***) No ***/**** from ****. In this framework, the European Parliament and the Council adopted laying down the general principles and requirements of food law in the General Food Law Regulation.

On a national level, pizza goes under The **** Law to protect ...

POSITIONING OF THE ACTORS

6.1 Segmentation des acteurs

6.2 Key Players

  • Domino’s Belgium
  • Pizza Hut
  • Dr Oetker

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Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Arnaud W.
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Ross Alumni Club France

Arnaud W.

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Amaury de Balincourt
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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.