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  • Last update : 02/05/2024
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

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.

The main distribution channels for pizza are as follows:

  • Foodservice (restaurants, fast-food chains, sometimes franchises).
  • Hypermarkets and supermarkets
  • Contract catering

The Spanish pizza market appears to be 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, while consumers are also turning to home consumption.

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).

1.2 The global pizza market

The global pizza market was estimated in **** at $***.* billion worldwide. With an estimated CAGR of *.**% over the period ****-****, the pizza market is expected to reach a value of $***.* billion worldwide in ****.

The global pizza market World, ****-****, $ billion Source: ****

1.3 The Spanish market

While it is difficult to estimate sales figures for the pizza market in Spain, given that most sales are made via the HORECA channel, and that no detailed statistics are available, we can nevertheless determine with certainty the sales figures achieved by manufacturers in the pizza as a ready meal sub-segment.however, ...

2 Demand analysis

2.1 The HORECA canal

Pizza is one of the star products sold in restaurants. Its ease of preparation, price and taste make it an indispensable part of the hotel/restaurant offer. The graph below shows the evolution of HORECA sales in Spain. Between **** and ****, an upward trend is observed, with average annual increases of between ...

2.2 Demand for pizza as a prepared product

By ****, in Spain, the pizza segment will be a major player in the prepared meals market, with a **% market share by value. This substantial share testifies to the enduring popularity of pizza among Spanish consumers, confirming its status as a popular and widely consumed dish. Canned and frozen products follow close ...

2.3 Pizza, a product that meets Spanish demand

Pizza is a universal product appreciated by all, and its composition can be multiple. The table opposite shows the * favorite pizzas of Spaniards in ****, according to a study carried out by Telepizza:

Source: ****

So, by its very nature, pizza is a product that appeals to everyone, carnivores and vegetarians alike.

A ...

3 Market structure

3.1 Market overview

The pizza market can thus be characterized according to its players:

It appears to be a highly concentrated market for the preparation of ready-made meals It also appears to be highly concentrated in terms of the number of franchisees offering restaurants throughout the country. Finally, it appears to be highly fragmented, ...

3.2 Home delivery

Pizza has always been consumed by delivery, long before the arrival of delivery platforms like Just Eat or Uber Eats. Large and small chains alike almost all have home delivery systems, and Spaniards use them frequently, even if the development of food-delivery is shaking up this sector. The chart below shows ...

3.3 The franchise

Fast food outlets in general, and pizzerias in particular, are relying heavily on the franchising model to develop their national coverage. With the success of these brands in recent years, the number of outlets has risen considerably. The graph below shows the evolution of the number of franchised brands in Spain ...

3.4 Distribution of pizzas as prepared products

In Spain, the distribution of pizzas as a prepared dish reveals a marked preference for supermarkets, which capture a significant **.*% share. Hypermarkets follow closely behind, with a **.*% share, also offering consumers a popular option. The hard discount channel is also notable, accounting for **.*% of distribution, reflecting a trend towards more economical ...

4 Offer analysis

4.1 Product overview

Three products on the market

The types of pizza on the market can be grouped into three main segments:

Refrigerated pizza:

Refrigerated pizzas are most often distributed by supermarkets and are distinguished by the fact that they are ready to eat.

Frozen pizza:

Frozen pizza is sold in supermarkets and convenience ...

4.2 Price overview

Large chains and traditional pizzerias

To compare the different brands, we decided to look at the price of a basic pizza (***) of average size

Source: ****

Frozen/refrigerated pizzas :

As there is no standard size for frozen and refrigerated pizzas, we will use the price per kilo to compare the main ...

4.3 Production prices

Analysis of the Consumer Price Index (***) for pizzas and quiches in Spain reveals three different trends. Between **** and ****, prices maintained relative stability, with slight variations around ** to ** based on a base of *** in ****. From **** onwards, however, an upward trend was observed, notably with a significant increase in **** and ****, reaching a value ...

4.4 Supply trends

A wider range of products

To meet all consumer needs, pizzerias must constantly update their product offering, while introducing new products such as vegetarian, organic and allergy-friendly alternatives. This is crucial not only for pizza producers to keep up with the competition, but also to avoid losing market share to other ...

5 Regulations

5.1 Regulatory framework

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 safety. In particular, these ...

6 Positioning the players

6.1 Player segmentation

  • Telepizza
  • Pomodoro
  • Pizza Móvil
  • Casa Tarradellas
  • Buitoni (Italpizza Group)
  • CampoFrio Food
  • Palacios
  • Dr Oetker

List of charts presented in this market study

  • The global pizza market
  • Spanish market for pizza as a prepared dish
  • Sales trends in the hotel/restaurant sector in Spain
  • Breakdown of HORECA sales by channel
  • Per capita expenditure on outside catering in Spain
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Latest news

Buitoni: the scandal factory soon to be taken over by the Italian frozen pizza giant - 14/11/2023
  • Nestlé's Buitoni plant in Caudry has been closed since March following a health scandal.
  • The plant has been taken over by Italpizza, Italy's leading frozen pizza group, which employs around 1,750 people.
  • Italpizza has sales of 380 million euros and is present in 60 countries.
  • The group intends to take over 40 of the plant's employees by the end of the year, rising to 70 by 2025.
  • The opening of a second production line in 2027 should eventually bring the workforce to 140.
  • To restart the plant, Italpizza plans to invest around ten million euros, and should be operational in 2024.
  • Nestlé has withdrawn from the site. Over the last twenty years, Nestlé has halved the number of factories in France, retaining just 15.
Buitoni's Caudry plant taken over by an Italian pizza manufacturer - 14/11/2023
  • Nestlé is in exclusive negotiations with Italpizza for the takeover of the Nord plant.
  • Italpizza plans to inject 10 million euros into the plant.
  • The plant is expected to employ 140 people by 2026/2027.
  • Italpizza has six factories in Europe and a commercial presence in 56 countries.
  • Italpizza does 30% of its business under its own brand, and the rest with distributors for their own brands.
  • Italpizza plans to invest 10 million euros at Caudry to modernize its production line.
Buitoni: Nestlé withdraws from frozen pizza business in Europe - 24/04/2023
  • Total Nestlé sales: 94.4 billion Swiss francs.
  • Sales of Nestlé frozen pizzas in Europe: 400 million Swiss francs.
  • Brands of frozen pizzas sold by Nestlé in Europe: Buitoni, Wagner and Garden Gourmet.
  • Countries where Nestlé sells frozen pizzas: Germany, Italy, France, Spain, Switzerland, Portugal, Austria, Belgium and the Netherlands.
  • Creation of a joint venture between Nestlé and PAI to take over Nestlé's sour pizza business in Europe
  • Joint venture headquarters: Germany
  • Plants managed by the joint venture: Nonnweiler (Germany) and Benevento (Italy)
  • Expected completion: second half of 2023.
Buitoni: another Nestlé factory closes in France - 31/03/2023
  • 16 Nestlé factories closed or sold in France in 20 years
  • Permanent shutdown of Buitoni pizza production in France at the Caudry plant (Nord)
  • 113 employees affected by the closure of the Caudry plant
  • Pizza sales down 20% year-on-year according to IRI
  • Nestlé still has 16 plants in France

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. :

Telepizza
Pomodoro
Pizza Móvil
Casa Tarradellas
Buitoni (Italpizza Group)
CampoFrio Food
Palacios
Dr Oetker

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