The pizza market in France continues to grow, both in revenue and volume. In 2023, sales volumes are estimated to have increased by 14.7% compared to 2021. Due to the increase in sales volume, as well as the average price per unit, the sector’s revenue in France is experiencing sustained growth, estimated at more than 5 billion euros per year (across all distribution channels).
These performances are not surprising, given the eating habits of the French. Indeed, pizza ranks third among consumers' favorite dishes in France. A French consumer eats an average of 10 kg of pizza per year, making them the second-largest pizza consumer in the world (after the United States).
This article reviews some key figures and trends in this market in 2024.
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In 2023, 1.19 billion pizzas were sold in France, representing a 14.7% increase in sales volume compared to 2021. The average retail price of a pizza also rose in 2023, now standing at 12.09 EUR compared to 10.72 EUR in 2021. It should be noted, however, that prices vary by distribution channel. For example, pizza kiosks had an average price per unit of 11.2 EUR, compared to 13.26 EUR for pizzas sold in Italian restaurants.
On average, French consumers buy 10 kg of pizza per year, making them the second-largest consumers in the world (after the United States). Pizza is deeply ingrained in French eating habits, and 83% of those surveyed associate it with conviviality (survey conducted by Enov for Pizza Cosy). Consumers thus view this dish as an occasion to share. According to the same survey, 80% of consumers also prefer to enjoy their pizzas at home. A clear preference for eating pizza in the evening is also observed.
SSources: TURN ; FrancePizza ; Enov & Pizza Cosy
The specialized press in the sector allows pizza market players to stay informed about industry developments (market trends, regulatory changes, new products, etc.). The main media to follow in France are the following:
France Pizza, a magazine dedicated to news about pizza and Italian restaurants in France
Casa Pizza, a magazine and a blog specializing in the pizza industry
All Franchise, A specialized media outlet on the world of franchising
Franchise Magazine, A magazine specializing in the world of franchising
Pizza is a dish that is particularly popular with French consumers. Over the past 5 years, the volume of Google searches for pizza has remained relatively stable, with a significant increase in August 2020. We also observe peaks of interest in the subject during August, a period traditionally synonymous with holidays for the French. This stability in consumer interest is driving the pizza market in France, favoring the growth of its revenue.
On average, an independent pizzeria generates annual revenue of approximately 219,000 EUR. In contrast, franchise pizzerias generate an average of 1.7 million euros in revenue. Franchised pizzerias have an average gross margin ranging from 70% to 76%, with EBITDA ranging from 11% to 16%.
Investments for a restaurant offering table service range between EUR 600,000 and EUR 950,000. For an establishment specializing in takeout and delivery, the initial investment will average between EUR 250,000 and EUR 350,000. Finally, kiosks require an investment of around EUR 100,000, compared to EUR 45,000 to EUR 60,000 for pizza vending machines.
Source : All the Franchise ; Propulse by CA
The pizza sector experienced increased operating expenses and raw material costs in 2022 and 2023.. As a result, unit prices have risen significantly over these two years. In fact, the average price of a pizza in France has increased by more than 12% in just two years.
Beyond this price increase, the sector is seeing franchise chains expand rapidly in France. In fact, today the pizzeria market is still predominantly made up of independent establishments (90% of establishments). However, buoyed by their strong financial performance, franchise chains are gaining ground in the French pizza market.
Whether franchised or independent restaurants, several types of establishments specializing in pizza exist in France:
Classic pizzerias : Restaurants specializing in pizza, offering table service and/or delivery and takeout service.
Pizza trucks This type of establishment consists of selling pizzas from a customized vehicle (this activity is similar to that of food trucks). 5,000 pizza trucks operate in the pizza market in France.
Pizza Kiosks The concept of pizza kiosks is the marketing of pizzas for takeaway only, in a small commercial space.
Vending machines This relatively recent segment is experiencing significant growth, mainly due to the lower investment required for its establishment and very low operating costs (compared to other types of establishments).
Source : Propulse by CA ; TURN
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