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.

Get all the information you need
to understand this market

Detailed content

Inforamtion

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

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
Show more Hide

All our studies are available online in PDF format

Take a look at an example of our research on another market!

Do you have a question about this study?   +44 238 097 0676

Latest news

The m&a on food heats up. Alice Pizza also ready for reorganization - 28/03/2024
  1. ** Planned divestment:** Idea Taste of Italy is negotiating the sale of the Alice Pizza chain.
  2. **Interested in the purchase:** Among the suitors is private equity Clessidra, known for investments in the food&beverage sector.
  3. **Exit of Dea Capital:** Expected during 2024, considered by m&a experts as one of the expected deals.
  4. **Duration of investment:** Dea Capital has maintained its investment in Alice Pizza for about 5 years.
  5. **Ownership of Alice Pizza:** Idea Taste of Italy held 70 percent of Me&Alice Srl as of March 2019, which then evolved into Alice Pizza S.p.A.
  6. **Outlets:** Alice Pizza has just under 200 outlets, half of which are directly managed.
  7. **Direct management revenues:** Alice Pizza Stores, a direct management subsidiary, reported 34 million in revenues in 2022.
  8. **Affiliate agreements:** Includes a 50/50 joint venture with Only the Food and a framework agreement with Chef Express for development in the travel sector.
  9. **Estimated turnover:** Approximately 100 million euros attributed to Alice Pizza.
  10. **Other investments by Dea Capital:** Recent investment in the Legami chain.
ALICE PIZZA AIMS FOR 210 OUTLETS BY THE END OF THE YEAR - 12/06/2023
  • **Openings and projections**: Alice Pizza plans 20 new openings by the end of the year, aiming to reach about 210 outlets, divided equally between direct management and franchises, with 60 franchisees involved.
  • **Franchise strategy**: The company believes it is essential to have directly operated outlets to share experiences and solutions with franchisees.
  • **Expansion**: Since 2019, with the acquisition of control of the brand by DeA Capital, development has focused on Rome and Milan, as well as shopping centers. A development in Central-Northern Italy is planned and openings are planned in important railway stations such as Milano Garibaldi, Roma Termini and Malpensa Airport.
  • **International Perspectives**: Alice Pizza aims for international expansion, considering proposals from global partners. To think about opening about 50 outlets abroad, it stresses the importance of having 200-300 performing pdv in Italy.
  • **Personnel and rent management**: The company invests heavily in staff training and careers, also introducing incentives based on production. Regarding rents, Alice Pizza uses strategies to optimize costs, while also enhancing peripheral locations.
  • **Product innovation**: For summer 2023, Alice Pizza introduces a new recipe in collaboration with Parmigiano Reggiano and Parmareggio, with a focus on dough quality and digestibility.
ROSSOPOMODORO, NEW STORE AT ALBERTO SORDI GALLERY IN ROME - 29/02/2024
  • **Brand**: Rossopomodoro
  • **Specialization**: Pizza and typical Neapolitan cuisine
  • **New Opening**: Galleria Alberto Sordi in Rome
  • **Predicted Opening Period in Rome**: Between late April and early May 2024.
  • **Progress 2023**: - 9 new openings between direct and franchised locations
  • Significant openings in:
    • Vicolungo Outlet (in partnership with Autogrill)
    • Perugia Collestrada
    • Bergamo Orio Center
    • Cascina Merlata
    • Como Center
    • Abroad: two restaurants inside Eataly in New York (Soho) and Toronto, Canada, a new opening in Malta (the third on the island) and one in Prague -
  • **Expansion for 2024**: Strengthening of partnership with Areas Spain, with openings planned in Ibiza and Barajas International Airport in Madrid - Entry into the French market with the new fast casual brand 'Rossopomodoro La Bottega' in Freiburg Basel-Mulhouse Airport - Further launches planned in Parndorf and Salzburg in Austria, the Philippines and Copenhagen in the second half of 2024 - Continuation of expansion in partnership with Eataly

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Alice Pizza al Taglio
Rossopomodoro (Gruppo Sebeto s.p.a)
Pizzium
L' Antica Pizzeria Da Michele in The World
Italpizza
Roncadin s.p.a
Margherita S.r.l
La Pizza+1 s.p.a

Choosing this study means :

Access to more than 35 hours of work

Our studies are the result of over 35 hours of research and analysis. Using our studies allows you to devote more time and added value to your projects.

Benefit from 6 years' experience and over 1,500 industry reports already produced

Our expertise enables us to produce comprehensive studies in all sectors, including niche and emerging markets.

Our know-how and methodology enable us to produce reports that offer unique value for money.

Access to several thousand articles and paid-for data

Businesscoot has access to all the paid economic press as well as exclusive databases to carry out its market research (over 30,000 articles and private sources).

To enhance our research, our analysts also use web indicators (semrush, trends, etc.) to identify market trends and company strategies. (Consult our paying sources)

Guaranteed support after your purchase

A team dedicated to after-sales service, to guarantee you a high level of satisfaction. +44 238 097 0676

A digital format designed for our users

Not only do you have access to a PDF, but also to a digital version designed for our customers. This version gives you access to sources, data in Excel format and graphics. The content of the study can therefore be easily retrieved and adapted for your specific needs.

Our offers :

the pizza market | Italy

89 €
  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What is the positioning of companies in the value chain?
  • Data from several dozen databases

5 reports pack (-15%) IT Italy

75.6 € / study
378 € instead of 445 € -15%
  • 5 reports at €75.6 excluding VAT per study to choose from our Italian catalogue for 12 months
  • Save 15% on additional studies purchased
  • Choose to be refunded any unused credit at the end of the 12-month period (duration of the pack)

See the terms and conditions of the pack and the refund of unused credit.

Updates

Our customer references

They have consulted our studies Discover the opinions (+500)

Malcolm Vincent
Linkedin logo

Malcolm Vincent

Astoria Finance

Gregoire de Castelnau
Linkedin logo

Gregoire de Castelnau

Stags Participations

Timothé Huignard
Linkedin logo

Timothé Huignard

PWC

Paul-Alexis Kebabtchieff
Linkedin logo

Paul-Alexis Kebabtchieff

BCG

Aymeric Granet
Linkedin logo

Aymeric Granet

Publicis Consultant

interviews & case studies All interviews and case studies (45)

La pépite Interview

BFM Business

Paul-Alexis Kebabtchieff

Boston Consulting Group

Marie Guibart

Kea Partners

Elaine, Durand

Crédit Agricole, Information & Veille

Philippe Dilasser

Initiative & Finance

Anne Baudry

Metro

Amaury Wernert

Kroll (Duff & Phelps)

Smart Leaders Interview

B-Smart

Do you have a question ?
Our team is at your disposal at   +44 238 097 0676