French market
The pizza market in France
Pizza is an Italian recipe that originated in the 16thᵉ century in the Italian city of Naples. Its history even goes back to antiquity, when Mediterranean peoples cooked flatbreads topped with olive oil, herbs and sometimes cheese. It wasn' t until Europe discovered tomatoes in the 18ᵉ century that they were incorporated into the recipe, resulting in the pizza we eat today.
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Pizza is an Italian recipe that originated in the 16thᵉ century in the Italian city of Naples. Its history even goes back to antiquity, when Mediterranean peoples cooked flatbreads topped with olive oil, herbs and sometimes cheese. It wasn' t until Europe discovered tomatoes in the 18ᵉ century that they were incorporated into the recipe, resulting in the pizza we eat today.
France occupies an important place in the market, as it is one of the world's leading pizza consumers. On average, a French person consumes almost 10kg of pizza a year.
As mentioned above, pizza is originally made from bread dough topped with various ingredients (tomato sauce, cheeses, olives, olive oil, for example) and baked in the oven. Production can be artisanal, semi-industrial or industrial, and is distributed through a variety of channels.
The main distribution channels are
italian restaurants and pizzerias
non-Italian restaurants
supermarkets
takeaway sales
trucks and vending machines
According to CasaPizza, there are an estimated 21,000 outlets selling pizzas in France.
Changing consumer habits have played a decisive role in the dynamism of the market and its distribution channels. Digitalization, with the development of delivery platforms such as Uber Eats, Deliveroo or Just Eat, has profoundly changed the way the French consume pizza. As a result, more and more restaurants and pizzeria chains have developed these practices and set up tools to facilitate online ordering and delivery. Pizza isthe most popular savoury snack, with 44% of French people ordering it. What's more, the appearance of pizza vending machines in traditional distribution channels is a way of responding to growing consumer demand for fast, convenient solutions.
Thegrowth of franchises is another indicator of the evolution of the French pizza market. Brands such as Domino's Pizza, Pizza Hut and Del Arte have increasingly taken their place alongside independent pizzerias in the pizza market. They offer very attractive prices and have a massive presence throughout France.
The French pizza market is therefore dynamic, and continues to grow as it strives to adapt to new consumer expectations. It relies on several growth drivers: these include the digitization of the market and therise of online sales, vending machines, innovation and differentiation, as well as the move upmarket in products, with a"premiumization" of the offer, in particular with the growing use of top-of-the-range products (truffles, for example) or the development of organic, gluten-free or vegetarian pizzas.
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