The dairy-free plant-based trend has found promising ground to grow in the pizza market. Pizza remains one of the most popular meals in the world because it’s easy, tasty and convenient. Thanks to emphasis on healthy, natural and quality ingredients, the frozen pizza segment has recently returned to grow as manufacturers improve preparation to bring back selective consumers. Europe’s pizza market, whose compound annual growth rate dropped 0.9% in 2010-2015, is expected to grow a CAGR of 1.6% by 2020, according to Global Data. Frozen pizza, in particular, has a greater market share in Italy and Germany, according to NPD.
Full meals ready
Quality and convenience are also driving sales of frozen meals that are ready to eat, organic and rich in nutrients. From rice with potatoes, artichokes and cauliflower, to spinach leaf on leaf and veggie meatball mix, consumers have now plenty of choices. Innovation in the frozen aisle starts with the morning breakfast. Italy is reinventing croissants by adding strawberry and pomegranate jam, among others.