Summary
Since 2020, the global pizza market has seen fluctuations due to the COVID-19 pandemic and the war in Ukraine, impacting both demand and production. Amid health crises and lockdowns, the market experienced a significant decline, with a 7.8 percent drop from 2020 to 2021, falling below pre-pandemic figures by 8.7 percent. However, the market is showing resilience and is expected to resume substantial growth in the coming years. Urbanization, rising disposable incomes, and the convenience of home delivery are key drivers, balancing the negative effects of supply chain disruptions due to geopolitical tensions. North America holds a dominant position with a $56 billion valuation in 2021, followed by Western Europe at $49 billion.
Evolving Consumer Preferences and the Rise of Food Delivery in Italy's Pizza Market
Italy's pizza market, a symbol of national pride and culinary heritage, remains resilient and dynamic despite global challenges. In the forefront of this market dynamic are the evolving consumer preferences, particularly among younger demographics, and a significant shift towards food delivery services. Italian consumers, with an annual consumption of between 7 and 9 kilograms of pizza per person, are increasingly placing importance on the quality of ingredients used in their favorite dish. There is a willingness to pay more for pizzas that feature sustainably sourced and premium ingredients, reflecting a growing trend in the broader food industry towards ethical consumption. Certifications such as Slow Food have become valuable endorsements for consumers who prioritize not only the taste but also the origin and production methods of their food. Millennials, a key demographic born between the early 1980s and the mid-1990s, are particularly influential in the new trends seen in the pizza market. This age group, representing a substantial segment of the population, buys frozen foods frequently, with pizza ranking fourth in their frozen food preferences. Research indicates that nearly all Millennials, or about 99 percent, purchase frozen foods during their supermarket visits. Additionally, the rise of the vegan diet, with a 9 percent increase in adherence compared to previous years, is shaping product offerings in the pizza sector to include more plant-based and dairy-free options. The popularity of food delivery services has grown exponentially, and pizza, with its easy transportability and wide appeal, has been particularly well-suited to this trend. Consequently, a significant portion of the pizza market has adapted to this model. Innovations such as heated delivery containers and the proliferation of apps like Glovo confirm that convenience and accessibility are paramount for today's consumers. In fact, Italy ranks third in the number of pizza orders through Glovo's delivery service, emphasizing the product's domination in the food delivery space. The market's response to these demands is evident as well, with gourmet pizzas gaining traction. These pizzas are made with high-quality ingredients like sourdough and cater to a niche audience seeking an elevated version of this universally loved food. Likewise, attention to the dough's 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 Italy's pizza market are also demonstrated by the variances in spending. The average monthly expenditure by Italians on pizza has seen ebbs and flows, with current figures standing at about 11 €.
Key Players Shaping the Italian Pizza Market Landscape
As we delve into the vibrant and ever-evolving Italian pizza market, a handful of trailblazing companies stand out for their significant contributions and unique positioning within the industry.
Italpizza: Known for their impressive output of daily pizza production, Italpizza is a titan in the realm of frozen pizza manufacturing. Their commitment to marrying convenience with quality has allowed them to become a household name, supplying a vast array of pizzas that cater to the palates of both traditionalists and adventurous eaters.
Roncadin: Hot on the heels of Italpizza, Roncadin solidifies its presence in the market with a staggering production rate and a knack for innovation. This company prides itself on offering an array of frozen pizzas that are both accessible and authentic, ensuring that they maintain a competitive edge in the market.
Margherita S.r.l: As another key player in the frozen pizza segment, Margherita S.r.l stands out for its attention to the balance between efficiency in production and excellence in flavor. They provide a product line that resonates not only with classic tastes but also with those seeking a gourmet experience from a frozen pizza.
Gino Sorbillo Antica Pizzeria: Gino Sorbillo's artisanal chain represents the quintessential Neapolitan pizza-making tradition. With several locations around the world, this pizzeria manages to replicate the authentic taste of its acclaimed pizzas, demonstrating how traditional techniques can find success on a global scale.
Antica Pizzeria Da Michele in The World: Another celebrated name in the realm of artisanal Neapolitan pizzas, Antica Pizzeria Da Michele, has cultivated an international presence, demonstrating that authentic Neapolitan pizza transcends borders. The pizzeria's dedication to upholding time-honored methods is a testament to its unwavering commitment to quality.
Alice Pizza al Taglio: Specializing in Roman-style pizza, Alice Pizza promotes the slice culture, distinguishing itself through its focus on superior ingredients and craftsmanship. The franchise prioritizes training and quality, ensuring that each slice served under its name meets their high standards.
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- Number of pages : 30 pages
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- Last update : 19/11/2021
Summary and extracts
1 Market Overview
1.1 Definition and presentation
In Italy, pizza represents more than just a dish: it is a symbol of the country's culinary culture and tradition, an element of national pride that has spread throughout the world, adapting to different tastes and styles. However, despite its many international variations, Italy remains the cradle of authentic pizza, with unparalleled diversity and quality. The Italian pizza-making tradition is expressed through a rich variety of doughs, sizes, formats and baking techniques, each with its own specificities and roots in different regions of the country. The segment of frozen pizzas and ready-to-use doughs is booming. The productors of frozen pizzas have invested significantly in research and development to offer products that come as close as possible to the quality of a pizza made in a pizzeria. This includes using high-quality ingredients, adopting slow rising techniques for the dough, and using wood-fired or stone ovens for baking prior to freezing to maintain the authentic taste and desired texture.
In 2023 the global pizza market reached a total value of 148.6 billion dollars. In the medium to long term, the industry is expected to grow. For the 2023-2032 the market is expected to expand at a compound annual growth rate (CAGR) of 4.45 percent by virtue of which it could reach a total value at the end of the period of 219.9 billion dollars.As for the frozen pizza segment, the world market is estimated at $17.6 billion in 2023. Again, the segment is expected to grow. For the period 2023-2032, a compound annual growth rate (CAGR) higher than that of the general market and equal to 5.3 percent is projected. By the end of the period, the global frozen pizza market could reach a total value of $28 billion.
This study focuses on the specific pizza market in Italy, analyzing consumption trends, competitive dynamics and growth prospects for the sector. For information on related markets, see the specific studies available in the Businesscoot catalog.
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
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