Why do the French eat the most chilled pizza in Europe?

Pizza is quintessentially Italian staple but it is the French who consume the most chilled pizza in Europe, accounting for 36.5% of the market.

Convenience is a key driver for all consumers but it is the way French people associate chilled foods with freshness that results in the surprising statistic about chilled pizza consumption.

Data and analytics company GlobalData’s Q4 2017 global consumer survey showed that 32% of French consumers associate freshness as the main benefit of chilled food — five percentage points higher than the average European consumer (27%).

So it is the actual positioning in the chilled aisles — and hence the perception of freshness — that adds a healthier outlook to pizza for French consumers and results in chilled pizza sales.

“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,” said Marilena Loparco, Consumer Analyst at GlobalData.

“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.”