Summary of our market study

Total sales generated by pizza consumption in France are estimated at between 4.5 and 5 billion euros in 2023

The global pizza market experienced a significant decline in 2020, falling 14.5% to a value of $132.3 billion, largely due to the impact of the COVID-19 pandemic. Forecasts for 2021 anticipated an 11% increase in revenues over 2020.

The market is dominated by Western Europe and North America, which accounted for 74% of global sales. Significant growth is expected in Latin America, Eastern Europe, Asia-Pacific and Africa.

The French market is experiencing an annual increase in volume of around 7-8%, and an increase in value of around 5%. Trends towards high-end products, innovation and digitization have stimulated growth. The use of high-quality ingredients and emerging segments such as fresh pizza are contributing to market growth. There are reportedly over 20,000 pizza outlets in France.

Total sales generated by pizza consumption in France are estimated at between 4.5 and 5 billion euros in 2023

The French market, the world's second-largest pizza consumer, favors restaurant meals and fresh, local and organic foods.

The rise of home delivery and vending machines represents an opportunity for growth.

changing consumer habits in the French pizza market

France is a pizza-consuming country, with an average individual consumption of around 10 kilograms per year, placing it just behind the United States in the global consumption rankings.

Demand for pizzas is boosted by the proliferation of online sales and home delivery services. With the health crisis catalyzing changes in eating habits, a significant proportion of French customers - some 60-70% - have modified their eating habits, showing a marked preference for eating out rather than at home.

In line with the move towards premium and quality offerings, there is a burgeoning appetite for pizzas that incorporate ingredientsingredients such as truffles or lobster, and that cater to specific dietary preferences such as organic, gluten-free or vegetarian options.

The fresh pizza segment is experiencing considerable dynamic growth, with actual final consumption of fresh pizzas generating between 330 and 340 million euros, representing a strong increase of almost 20% since 2014.

The industrial pizza segment is dominated by major brands and traditional distributors, with Buitonia a market share of over 35%, and Sodebo holding 50% market share in the fresh pizza category.

The increase in home delivery services is a notable trend, with pizza the most ordered dish on delivery platforms. Sales of delivery services have grown by almost 50% in just a few years, and it is estimated that they could triple over the next four years.

A significant proportion of orders are placed by telephone and cell phone, and consumers place their trust in fast delivery companies.

Price differences reflect different market segments. Frozen industrial pizzas can be purchased from around 4 euros, while artisanal pizzas in restaurants reach average prices of between 10 and 13 euros.

Some market players

  • Del Arte is an iconic Italian restaurant chain, renowned for its artisanal expertise.
  • Domino's Pizza and Pizza Hutoffer a fast-food experience.
  • Buitoni and Dr. Oetker are important manufacturers
  • Supermarkets offer customers both frozen and refrigerated pizzas
  • Sodebo dominates the fresh pizza segment
  • Ekim innovates the way with "pizza robots" that prepare pizzas to order in record time.
  • Adial's Pizzadoor another player.
  • UberEats and Deliveroo are platforms that facilitate connections between local restaurants and customers. For both companies, pizza tops the list of the most ordered products.
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Summary and extracts

1 Market overview

1.1 Market definition and presentation

Pizza is an Italian recipe that originated in Naples, originally based on bread dough topped with various ingredients (tomato sauce, cheese, olives, olive oil, for example) and then baked in the oven.

Pizza can be produced by hand, semi-industrially or industrially, and is distributed through a variety of channels. The main distribution channels are Italian restaurants and pizzerias, non-Italian restaurants, supermarkets, takeaways, trucks and vending machines.

Italian restaurants and pizzerias are divided into independent establishments and franchises. Although franchises are in the minority, they are enjoying strong growth and account for a large share of sales. Leading brands include Del Arte, Domino's Pizza and Pizza Hut.

With the global pizza market set to exceed a hundred billion dollars by 2021, the market is expected to grow at an annual rate of 10%. 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.

The success of pizza in France is therefore indisputable, and the French market has seen continuous growth in recent years, with this growth accelerating in 2020 and 2021: fresh pizza consumption in France has risen by 9% between 2020 and 2021 .

Key growth drivers include the digitization of the market and the rise of online sales, vending machines, innovation and differentiation, as well as the upmarket positioning of products, with an increasing number of new products being launched.product range, 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.

1.2 A global market dominated by large franchises in Europe and North America

The global pizza market :

Global pizza market World, ****-****, in billions of US dollars Source: ****

The global pizza market, which includes fast food, full-service restaurants, ***% home-delivered pizzas and takeaway pizzas, was worth $*** billion in ****, and is forecast to grow to $*** billion in ****.

The health crisis and various confinements account for a ...

1.3 Growth in the domestic market

French pizza market France, ****-****, in billions of euros Source: ****

In ****, the French pizza market reached *.* billion euros for *.* billion pizzas sold.

This market upturn is mainly due to the market's move upmarket, with the emergence of organic, vegan, vegetarian and gluten-free products, the use of new products (***) and the growing ...

1.4 Impact Covid

Pizzerias have suffered from the health crisis and the confinements forcing them to close their doors for varying lengths of time.

However, order no. ****-*** of June **, **** lists the * sectors of activity benefiting from the maintenance of the **% activity allowance rate, including: traditional catering, cafeterias and other self-service outlets, fast-food outlets, ...

2 Demand analysis

2.1 French eating habits

Following the health crisis, French eating habits have changed in ****. Here are some figures:

Food service

AlixPartner has carried out a study into French eating habits at the start of ****, and here are some of the results:

**% of French people say their dining habits have changed permanently, compared with **% worldwide; Eating ...

2.2 Pizza consumption habits

Pizza consumption habits

Quantity of pizza

Countries with the highest pizza consumption World, ****, in kg/year Source: ****

The success of pizza in France is indisputable, making it the world's second-largest pizza-consuming country after the United States. In fact, on average, the French each consumed ** kilograms of pizza a year in ****. by ...

2.3 Demand drivers: quality as the first choice criterion

Quality appears to be the main criterion French people look for when buying a pizza, followed by originality and price. what the French look for when buying a pizza France, ****, in Source : Adial These choice criteria are reflected in the details of what people look for when buying a pizza away ...

3 Market structure

3.1 Pizza production

Production that differs according to the type of player

Pizza production differs according to the type of player.

Restaurants and pizzerias like Del Arte or BigMamma often offer products prepared on site, using fresh ingredients. Baking is sometimes done in full view of the customer, using a wood-fired, gas or electric ...

3.2 The different distribution channels

Distribution breakdown

Pizzas can be sold through a number of different channels, divided into * main categories: specialist restaurants (***), foodservice, trucks, pure-play delivery outlets and vending machines.

Breakdown of pizza sales by distribution channel France, ****, in Source: ****

In ****, specialist restaurants captured a large share of sales, accounting for **% of market value. Supermarkets ...

3.3 The industrial pizza segment

Leading brands and traditional distributors in the industrial pizza segment have their pizzas made in large production units in France. These sites are supplied with raw materials every day: cheese from Holland or Germany, potatoes, tomatoes and meat of French or European origin fill the production lines run by employees. According ...

3.4 The Italian restaurant and pizzeria segment

Average pizzeria sales by business model France, ****, in thousands of euros Source: ****

On average, a franchised pizzeria generates sales of *.* million euros, including *.** million euros in sit-down dining and ***,*** euros in delivery. The average independent pizzeria generates just ***,*** euros, including ***,*** euros in sit-down food and ***,*** euros in delivery.

a number of ...

4 Offer analysis

4.1 Product typology

While the common denominator in all pizza offerings is a dough covered with ingredients and baked in an oven, there are many different types of pizza, distinguished by a number of factors:

production method: industrial (***), semi-industrial or artisanal pizzas cut : whole pizza, triangular slice, rectangular slice, square slice ingredients: tomato sauce, ...

4.2 Average prices on the rise but vary according to distribution channel and location

Here is a table showing average prices for different types of pizza:

Let's take a closer look at prices:

The move upmarket is accompanied by a general rise in prices, as can be seen in the graph below. While the products covered by the graph go beyond the scope of the ...

4.3 Supply trends and development avenues

The market's move upmarket

The popularity of pizza and the market's recovery in value can be explained in part by the move upmarket, which is a significant growth driver. Pizzas now include high-quality ingredients (***), as well as pizza customization[***]

Generally speaking, consumers are increasingly demanding fresh, healthy, quality products. This trend ...

5 Regulations

5.1 An industrial segment subject to strict food hygiene regulations

The manufacture of industrial pizzas is subject to all European and national regulations governing the food industry. In the wake of numerous national and European food crises,the European Commission has published a white paper setting out the measures required to achieve a high level of food particular, these ...

5.2 Regulations applicable to pizzerias and food-trucks

While no specific qualifications or diplomas are required to open a pizzeria, it is essential to obtain a restaurant license, as well as a liquor license if alcoholic beverages are sold. The small restaurant license allows you to sell drinks with an alcohol content of less than **° (***), only on the premises ...

6 Positioning the players

6.1 Segmentation

  • Del Arte (Groupe Le Duff)
  • Pizza Paï (Agapes Restauration)
  • Sodebo
  • Big Mamma
  • Domino's Pizza
  • Pizza Hut France
  • Magna
  • Cerelia Groupe
  • Dr Oetker
  • Marie (LDC Groupe)
  • Caesars Pizza
  • Five pizza
  • Api Tech (Mentor Groupe)

List of charts presented in this market study

  • World pizza market by region
  • World pizza market
  • French pizza market
  • French fresh pizza market
  • More responsible eating: what the French say
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Latest news

Sodebo explores vending with FreeGo - 24/10/2023
  • Sodebo has been in business for 50 years and has 2,950 employees.
  • Sales total 547 million euros.
  • The FreeGo product range comprises 25 recipes.
  • 65 machines have been deployed, mainly in higher education establishments, student residences and companies in western France.
  • 2.000 people have opened a FreeGo account.
  • Sodebo sandwiches, wraps and salads account for 80% of the products available in connected fridges.
  • The company is currently breaking even with this project.
Sodebo strengthens its industrial base in Vendée despite inflation - 17/10/2023
  • Expected sales: 550 million euros
  • 2022 sales: 547 million euros
  • Expected drop in volumes: 5%
  • Number of employees: 2,850 Average annual investment: 25 to 50 million euros
  • Plant location: Saint-Georges-de-Montaigu
Restaurants : Big Mamma changes hands to accelerate international expansion - 19/09/2023
  • The French Big Mamma group opened its first restaurant in Paris in 2015 and now has 23 locations.
  • Since 2019, the company has focused on international expansion.
  • A major change in shareholding has taken place since the last financing round in 2018, with McWin Capital Partners becoming the majority shareholder.
  • The Big Mamma Group's valuation is estimated at 270 million euros.
  • The company currently employs 2,400 staff and operates in 5 countries.
  • The London market currently boasts 5 group entities.
  • The company plans to open an outlet in Milan at the end of the year.
  • The Group is also present in 5 cities in France.
  • 70% of the teams working in the various countries are of Italian origin.
Pizza vending machine manufacturer Api Tech sets out to conquer the United States - 11/08/2023
  • Api Tech was founded in 2004.
  • Api Tech's sales have increased twelvefold, reaching 70 million euros in 2021.
  • The company has increased its workforce from 40 to 450.
  • The first two assembly sites were built in the Nancy area.
  • Two plants are scheduled for construction in 2022 in Saint-Dizier (Haute-Marne) and Bollène (Vaucluse).
  • Api Tech invests 10 million euros to start production of dispensers in the United States
  • The Mentor Group became Api Tech's majority shareholder five years ago.
Third largest pizzeria chain in the world, Little Caesars Pizza arrives in France - 13/06/2023
  • Founded over 60 years ago in Michigan Franchise development
  • Objective: open at least 25 stores in five years
  • Competitors: Domino's and Pizza Hut Target expansion in France, Germany and the UK
Pizza vending machines at Domino's - 12/05/2023
  • Test pizza vending machines in Gennevilliers and Lyon, with a third in Lille in two weeks's time.
  • Domino's goal: to install 100 vending machines by the end of the year and 200 by June 2024.
  • In September, the number of Domino's outlets in France should pass the 500 mark.
  • Sales in France in 2022: €310 million, compared with €283.1 million in 2019.
  • Launch of a range of Italian-style ice creams and shakes in selected stores.
  • Medium pizzas priced at 7.99 euros on "Crazy Tuesdays" and "Crazy Thursdays". Some outlets charge this rate on an additional day.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Del Arte (Groupe Le Duff)
Pizza Paï (Agapes Restauration)
Big Mamma
Domino's Pizza
Pizza Hut France
Cerelia Groupe
Dr Oetker
Marie (LDC Groupe)
Caesars Pizza
Five pizza

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