The pizza market - Italy

Since 2020, the global pizza market has experienced fluctuations due to the COVID-19 pandemic and the war in Ukraine, which have had an impact on both demand and production. Amid health crises and closures, the market has seen a significant decline, with a 7.8% drop between 2020 and 2021, falling below pre-pandemic figures of 8.7%. However, the market is proving resilient and should return to substantial growth in the years ahead. Urbanization, rising disposable incomes and the convenience of home delivery are key factors offsetting the negative effects of supply chain disruptions due to geopolitical tensions. North America occupies a dominant position with a valuation of $56 billion in 2021, followed by Western Europe with $49 billion.

changing consumer preferences and the rise of meal delivery in the Italian pizza market

The Italian pizza market, a symbol of national pride and culinary heritage, remains resilient and dynamic despite global challenges. Evolving consumer preferences, particularly among young people, and the significant move towards meal delivery services are at the forefront of this market dynamic. Italian consumers, who consume between 7 and 9 kg of pizza per person every year, are placing increasing importance on the quality of the ingredients used in their favorite dish. They are willing to pay more for pizzas containing quality ingredients from sustainable agriculture, reflecting a growing trend towards ethical consumption in the wider food industry.

Certifications such as Slow Food have become valuable guarantees for consumers who value not only taste, but also the origin and production methods of their food. Millennials, a key demographic group born between the early 1980s and mid-1990s, are particularly influential in the new trends observed in the pizza market. This age group, which represents a significant segment of the population, frequently buys frozen products, with pizza ranking fourth in their frozen food preferences. Research shows that almost all Millennials - around 99% - buy frozen foods when they visit the supermarket. In addition, the rise of the vegan diet, with a 9% increase in adherence over previous years, is shaping the product offering in the pizza sector to include more plant-based and dairy-free options. The popularity of meal delivery services has grown exponentially, and pizza, with its ease of transport and broad appeal, is particularly well suited to this trend. As a result, a significant proportion of the pizza market has adapted to this model. Innovations such as heated delivery containers and the proliferation of apps such as Glovo confirm that convenience and accessibility are paramount for today's consumers. In fact, Italy ranks third for the number of pizza orders placed via Glovo's delivery service, underlining the product's dominance in the food delivery space. The market's response to these demands is also evident, with gourmet pizzas gaining ground. These pizzas are made from high-quality ingredients, such as sourdough, and are aimed at a niche audience looking for an improved version of this universally loved dish. Similarly, attention to dough quality and provenance, with a preference for ancient grains or alternative gluten-free options, indicates a nuanced consumer awareness and evolving tastes. The flexibility and adaptability of the Italian pizza market is also demonstrated by variations in spending. Italians' average monthly expenditure on pizza has seen ups and downs, with current figures standing at around €11.

The key players shaping the landscape of the Italian pizza market

As we delve into the dynamic and ever-changing Italian pizza market, a handful of pioneering companies stand out for their significant contributions and unique positioning within the industry.

• Italpizza: Known for its impressive daily output of pizzas, Italpizza is a titan in the field of frozen pizza manufacturing. Its commitment to blending convenience and quality has made it a household name, providing a wide range of pizzas that cater to the palates of traditionalists and adventurous eaters alike.
• Roncadin: Following in the footsteps of Italpizza, Roncadin consolidates its presence in the market thanks to an astounding production rate and its sense of innovation. The company prides itself on offering a range of frozen pizzas that are both accessible and authentic, enabling it to maintain a competitive edge in the market.
• Margherita S.r.l.: Another key player in the frozen pizza segment, Margherita S.r.l. stands out for its attention to the balance between production efficiency and flavor excellence. It offers a range of products that not only satisfies classic tastes, but also those seeking a gastronomic experience from a frozen pizza.
• Gino Sorbillo Antica Pizzeria: Gino Sorbillo's artisanal chain represents the quintessential Neapolitan pizza-making tradition. With several establishments around the world, this pizzeria manages to reproduce the authentic taste of its renowned pizzas, demonstrating that traditional techniques can hold their own on a global scale.
• Antica Pizzeria Da Michele worldwide: Another famous name in artisan Neapolitan pizzas, Antica Pizzeria Da Michele, has cultivated an international presence, demonstrating that authentic Neapolitan pizza transcends borders. The pizzeria's dedication to traditional methods testifies to its unwavering commitment to quality.
• Alice Pizzaal Taglio: Specializing in Roman-style pizza, Alice Pizza promotes the culture of the slice, distinguishing itself by its emphasis on high-quality ingredients and craftsmanship. The franchise prioritizes training and quality, ensuring that every slice served under its name meets its high standards.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 19/11/2021

Summary and extracts

List of charts

• Pizza market
• Pizza market, breakdown by geographic area
• Frozen pizza market
• Value of production sold of other prepared meals (including frozen pizza but excluding fresh pizza)
• Annual household spending on the purchase of pizza and quiches
• Annual household expenditure on food services
• Consumer price index for pizza and quiches
• Consumer price index for food services
• Producer price index for ready meals and meals
• Enterprises active in large-scale retail trade
• Consumer price index for pizza and quiches
• Consumer price index for pizza restaurant meals
• Number of companies producing frozen pizza
• Evolution of the number of establishments selling pizza
• Consumption of frozen pizzas
• Frequency of pizza consumption
• People's favorite pizzas
• Preferences for lunches and dinners with friends in leisure time
• Elements that influence consumers in their choice of pizza