Still recovering from the declining production over 2010-2015, the European pizza market is slowly returning to growth.
The positive prediction calls out producers to spend money on the category and, as such, the understanding of consumer demand turns into crucial to efficiently compete within the mature Western market. Consumer demand has to turn into extra subtle and, regardless of being predominant, convenience is now not the primary issue driving purchases within the pizza sector. Consumer preferences go in the direction of extra balanced options with “healthy” and “nutritious” rising as related attributes to capitalize on with innovation within the class.
Counting for greater than 21% of the ready meals market worth in 2017, the pizza class will expertise steady growth within the coming years. The general pizza market is forecast to maintain on rising at a median charge of 1.33% and 1.28% in worth and quantity respectively from 2016 to 2021 in Europe.
Chilled pizza will drive the positive performance with market worth forecasts to develop at a median charge of 1.5% from 2016 to 2021; whereas frozen pizza lags behind at a slower price of 1.2%. The distinction in efficiency might be defined by strong client demand for freshness, and from this angle, frozen choices have gotten much less favored. Indeed, based on GlobalData’s Q4 2017 global consumer survey, European shoppers usually tend to affiliate “freshness” as a good thing about chilled food (27%) than frozen food (14%). From a country perspective, France is the most crucial marketplace for chilled pizza, counting for 36.8% of the overall market worth, adopted by the UK and Spain. On the opposite facet, the frozen phase is seeing Germany foremost the section’s market worth, previous the United Kingdom, and France.
An overall and closer look into the primary trends animating the European food market will assist and drive producers and producers of each chilled and frozen pizza to efficiently place their offering and enhance their competitive advantage in the European scene.