2024-03-18 17:01:03
In French restaurants and supermarkets, the average price of a pizza was 12.09 euros on average in 2023.
Pizza remains unbeatable in the stomachs of the French. Nearly 1.2 billion pizzas were eaten by French consumers in 2023, a figure up 15% compared to 2021 and especially 8% compared to 2019, the last reference year before the health crisis, according to the data from the latest “pizza index” carried by the consulting firm Gira and obtained by BFM Business. Popular, with an accessible and friendly image, pizza ticks all the boxes. Alongside the 15,000 French pizzerias, it has also carved out a large place for itself in supermarkets.
“It’s a golden rule in France: put bread and proteins, and it’s a hit,” assures Bernard Boutboul, president of Gira.
Despite the inflationary context, pizza remains king. With an average ticket of 18-19 euros per person, “the pizzeria is still considered an economical outing” by the French, all the more appreciated because it can be shared, analyzes Bernard Boutboul – and it is also the one of the champions of delivery and takeaway. The offer is also easily comparable from one point of sale to another (margherita, regina and calzone account for 80% of sales) and has made little effort in moving upmarket, a niche in bad shape today.
In 2023, the average price of a pizza was 12.09 euros on average in France, all circuits combined, up 12.8% compared to 2021.
+24% in mass distribution
This high inflation has not left the market unscathed. Volumes fell by 14% in commercial catering in 2023 compared to 2019, while at the same time they increased by 24% in mass distribution. More concretely, consumption has declined in distribution channels where pizzas are the most expensive. “The price level is unbeatable” in supermarkets and frozen food brands, where the offering continues to diversify, explains Bernard Boutboul. Prices there start around 2 euros and rarely exceed 7 or 8 euros.
Jérémy Bruno Journalist BFMTV
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