Market Analysis
According to Euromonitor Portal, fast food global sales steadily losing share for others categories and in 2015 the value growth decrease 9% over 2014. However, fast food in Canada is responsible for increase 2% current value growth and 3% transaction volume growth from 2014 to reach sales of CAD 24.8 billion in 2015.
Fast Food 2010 2011 2012 2013 2014 2015
World - US$ mn $485,121 $515,625 $548,277 $579,233 $612,454 $647,683
Growth rate (World) - 6% 6% 6% 6% 6%
Pizza (Fast Food) 2010 2011 2012 2013 2014 2015
Canada - US$ mn $15,931 $16,758 $17,352 $17,980 $18,705 $19,424
Growth rate (Canada) - 5% 4% 4% 4% 4%
Inside of this market, focusing in the global industry of pizza’s (fast food) consumption, North America
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Of course it all depends on the economy and the political that the place are located, competitors and customer’s behavior, but this can be a base to understend the future of pizza market. Some opportunities based on trends are linked by:
Healthy lifestyle
Healthy is in everywhere. Looks like a fashion word. Therefore, nowadays, people are trying to enjoy a health life, so they are shopping for more natural and whole food, exercising more, eating well. Also, the consumers’ behaviour (Exhibit 3.5.) are proving that this trend came strongly. From that, Pizza brands already noticed this trend and they are adopting pizza with healthy (Exhibit 3.3.).
Technology advances
Certainly, online ording is making brands stronger. In an era where tecnology is invading our life and changing the way that we purchase, pizza brands are providing an easy online and mobile ordering experience. The convenience, comfort, and product’s customization are making ordering online a strong trend for the next few years. According to PMQ Pizza Magazine “People love custom, build-your-own pizzas with interesting and unique tastes, textures and ingredients.” Also It’s estimated that 50% of Domino’s sales come from this type of