Belgian market
The pizza market in Belgium
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.
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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).
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