the pizza market | France

1.1 Market definition and presentation

Pizza is a recipe of Italian cuisine, born in Naples, originally based on bread dough topped with various ingredients (tomato sauce, cheese, olives, olive oil for example) and then baked

Pizza can be produced in an artisanal, semi-industrial or industrial way and is distributed through various channels. The main distribution channels are Italian restaurants and pizzerias, non-Italian restaurants, supermarkets, take-away sales, trucks and vending machines.

Italian restaurants and pizzerias, which accounted for 48% of sales volume in 2017, are split between independent and franchised establishments. While franchises are in the minority, they are experiencing strong growth and capture a large share of sales. The main brands are Del Arte, Domino's Pizza and Pizza Hut.

In a global pizza market of 132.3 billion dollars in 2020, down 14.5% compared to 2019 due to the health crisis, but the market should be on the rise again since according to forecasts based on the beginning of the year 2021, the turnover of 2021 should be 11% higher than that of 2020. France is an active participant in this global market, as in 2016 it was the country with the highest pizza consumption, behind the United States and ahead of Italy.

While the success of pizza in France is therefore undeniable, the French market has seen a few years of decline, however, in 2018, the French market saw an annual increase of 7.4% in volume and 5.2% in value.

The main growth drivers include the digitalization of the market and the rise of online sales, vending machines, innovation and differentiation, as well as the move upmarket, with a "premiumization" of the offer, in particular with the growing use of high-end products (truffles, for example) or the development of organic, gluten-free or vegetarian pizzas.