Germany Pizza Market Report 2024

Stay ahead of the curve and future-proof your business with Mintel’s Germany Pizza Market Report 2024. Our full report is packed with consumer-led market intelligence, pizza trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the pizza market in Germany including the market share, the Germany pizza market size, and a growth forecast to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

• A detailed outlook of the pizza market in Germany, including market drivers and expert insights.
• Usage occasions and frequency of pizza in Germany.
• Consumer behaviours towards pizza and interest in innovation.
• Consumer attitudes towards pizza in Germany, e.g. focus on healthy options, plant-based alternatives, and sustainability.
• Recent launch activity and innovations in the pizza market in Germany.
• How your business can tap into opportunities to increase your pizza market share Germany.

An Overview of the Pizza Market in Germany

88% of German consumers eat any retail or home-baked pizza, with consumption peaking among 16 to 24-year-olds. While price rises have caused a third of Germans to cut down on retail pizza, love of Italian food, coupled with utility offered by supermarket choices, ensures that the Germany pizza market size remains steady.

Long-term, digital media, such as social media content and gaming, will be essential in retaining young users’ attention and to balance moderation in ageing consumers in Germany.

Germany Pizza Market Research: What Consumers Want and Why

• The Impact of Inflation on Pizza in Germany: Rising prices are causing 33% of retail pizza consumers to cut down usage. With foodservice menu costs also on the rise, and the VAT for foodservice in Germany set to increase, some diners could trade down to retail in 2024. Premiumisation through rare toppings will win pizza market share Germany with restaurant goers, while energy-efficient cooking methods can keep loyal but cash-strapped users onside.
• Sustainability in the Pizza Market in Germany: At 60% the majority of Germans expect brands to take the lead in addressing environmental issues. As a first step, brands are likely to shift to locally sourced components, as 42% of German consumers agree that eco-friendly ingredients are more important than being sourced in a particular region. In the long run, brands will be expected to make more fundamental changes to pizza’s composition, thus, plant-based cheese and meat substitutes will likely become inherent to pizzas as brands look to wrestle back their carbon output.

A Pizza Germany Market Forecast

• Health and environmental consciousness, accelerated by the BMEL’s 2024 Nutrition Strategy and 2030 Organic Farming Strategy, will necessitate a shift to a healthier, plant-based future. With pizza being vegetarian by nature, brands can position their products as a gateway to meat reduction.
• An increased use of home-baked pizza, driven by both health and hobby interest, threatens the retail sector of pizza Germany. Hard-to-recreate features, such as low-temperature ferments or fortified crusts will add value, tempting bakers back to retail choices.

To learn how to connect with your audience, purchase our Germany Pizza Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: For Real Food, Dr. Oetker, Pizza Hut, Sodo London, Basenbox, Nestlé, Gustavo Gusto, Just Eat, Lieferando, Domino’s, Milano Vice, Microsoft, Croustipate, Bofrost, Tillman, Viola, M&S, Freiberger, BIG, Heinz, Doritos, FREDA, Pizza Pizza, Pizza Pilgrim, Staub, Hello Fresh, Genio, Wagner, and many more.

Products: Frozen pizza (from grocery stores), homemade pizza (using a ready-made base/pizza-making kit), chilled pizza (from grocery stores), homemade pizza prepared from scratch, fresh pizza (from deli counters).

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Expert Insights on the Pizza Market in Germany

This report, written by Adam Millward, Research, delivers in-depth commentary and analysis to highlight pizza trends in Germany and add expert context to the numbers.

Amid increased foodservice and grocery prices, retail pizza appeals as a tasty, low-cost meal. In the long term, pizza’s ubiquity places it well to lead a plant-based future.

Adam Millward
Research – Mintel Reports