The pizza market - Belgium

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.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 06/12/2021

Summary and extracts

List of charts

• Pizza market value
• Pizza sales
• Per capita pizza consumption
• Consumption by type of pizza
• Traditional foodservice market
• Pizza sales
• Food purchased online
• Spending on food and non-alcoholic beverages by consumer age group
• Pizza consumption outside the home
• Average expenditure in a fast-food outlet (by time of day)
• Average spending in restaurants and bistros (by time of day)
• Distribution of companies in the market (top 9)
• Most popular Fast Food
• Top 9 Fast Food companies