GlobalData: France Accounts For 36.5 Percent Of Total Chilled Pizza Market In Europe

Tuesday, June 5th, 2018 | 821 Views

Despite pizza originating in Italy, France accounts for 36.5 percent of the total chilled pizza market value in Europe, making it the market leader, according to GlobalData—a leading data and analytics company.

The reasons behind this remarkable French preference for pizza could be related to national consumers’ favourable perceptions towards chilled food generally. According to GlobalData’s Q4 2017 global consumer survey, besides convenience, 32 percent of French consumers associate freshness as the main benefit of chilled food; five percentage points higher than the average European consumer—at 27 percent.

With convenience being a key driver for French consumers, the positioning in the chilled aisles—and therefore the perception of freshness—adds a healthier outlook to pizza for busy French consumers unwilling to sacrifice healthy credentials when choosing easy meal solutions.

Marilena Loparco, consumer analyst at GlobalData comments, “The findings indicate to manufacturers operating in the prepared meals sector that there are opportunities to capitalise on, even within a country renowned for its sophisticated cuisine.

“Demand for chilled pizza, and indeed other convenience foods in France, could be further enhanced by the inclusion of ingredients with beneficial health credentials, such as incorporating ancient grains or vegetables into the pizza crust for health-oriented French consumers; and potentially increase France’s stronghold of the chilled pizza market in Europe,”  adds Ms Loparco.