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
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Graph 1: types of pizza eaten, by frequency, 2023
- Graph 2: frozen pizza launches, by salt, sugar and fat, g per 100g, 2018-23
- Graph 3: usage of prepared pizzas, by age demographics, 2023
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 4: company retail value and volume shares of pizza, 2023
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MARKET DRIVERS
- The German economy
- Graph 5: key economic data, in real terms, 2019-25
- Graph 6: financial confidence index, 2022-23
- Finances
- Graph 7: wholesale price index of flour and cereal products, 2021-23
- Health & lifestyles
- Graph 8: frozen pizza launches by salt, sugar and fat, g per 100g, 2018-23
- Graph 9: usage of prepared pizzas, by age demographics, 2023
- Graph 10: % of consumers who have reduced the amount of pizza they eat in the last three months due to calorie concerns, by age, 2023
- Sustainability
- Graph 11: consumer priorities when buying food and drink products, 2022
- Digital trends
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WHAT CONSUMERS WANT AND WHY
- Usage of retail and homemade pizzas
- Graph 12: types of pizza eaten by frequency, 2023
- Graph 13: usage of various pizza types, by age group, 2023
- Graph 14: usage of supermarket pizza types, by frequency, 2023
- Graph 15: use of any homemade pizza, by age group, 2023
- When is pizza most commonly eaten
- Graph 16: usage occasions of pizza, 2023
- Occasions for usage
- Graph 17: occasions for pizza usage, 2023
- Graph 18: usage occasions of pizza, by age group, 2023
- Behaviors related to pizza
- Graph 19: behaviors related to pizza, 2023
- Graph 20: users having cut back on pizza in the last three months due to financial concerns, by age, 2023
- Interest in pizza innovations
- Graph 21: interest in pizza innovations, 2023
- Attitudes related to pizzas
- Graph 22: attitudes related to pizzas, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Graph 23: new product/formulation/variety launches, by ultimate company, 2022-23
- Graph 24: private label and branded launches, by launch type, 2022-23
- Graph 25: pizza launches, by storage type, 2021-23
- Graph 26: pizza launches, by top claims, 2021-23
- Graph 27: use of the Nutri-Score, by pizza, prepared meals and all food, 2020-23
- Graph 28: pizza launches, by positioning claims, 2021-23
- Graph 29: pizza launches by flavour component, 2022-23
- Advertising and marketing activity
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MARKET SHARE
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MARKET SIZE, SEgmentation AND FORECAST
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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