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.
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  • Number of pages : 30 pages
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  • Last update : 19/11/2021
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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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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.
Pizzium and Crocca, revenues of €43.5 mln (+45%). 12 openings in 2024 - 11/03/2024
  1. Pizzium and Crocca showed significant growth in 2023, with total revenues of 43.5 million, marking a 45 percent increase over the previous year.
  2. Pizzium recorded revenues of 39.5 million euros in 2023, representing a 38 percent increase over 2022.
  3. Crocca generated revenues of 4 million euros.
  4. The group's EBITDA margin was 20%.
  5. In 2023, 15 new restaurants were opened, bringing the total number of consumption points in Italy for the two brands to 52.
  6. By 2024, 12 more restaurants are scheduled to open: about 2/3 will be Pizzium-branded and 1/3 Crocca-branded.
  7. Pizzium's new openings will include locations in Trieste, Alessandria, Rimini, and Ferrara. Crocca will open two new locations in Milan.
  8. Stefano Saturnino and Giovanni Arbellini own 60 percent of the company's capital, with the remaining 40 percent acquired in 2021 by the Equinox fund.
  9. No IPO (Initial Public Offering) is planned for the group in the short term, due to the absence of liquidity problems.
  10. For the time being, Pizzium and Crocca's international expansion has been put on hold, with possible reconsideration after 2025 when the Equinox fund exits the group's capital.
  • **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
Italpizza acquires from Nestlé the plant in Caudry, France, where the Buitoni-branded Fraich'up frozen pizza was produced - 06/02/2024
  • **Founded**: 1991
  • **Location**: Modena, Italy
  • **Ownership**: Controlled by Cristian Pederzini through the holding company Dream Foods srl.
  • **Recent Acquisitions**:
    • Pizza Artesana Malgrat (Oct. 17, 2022)
    • Mantua Surgelati (2022)
    • Antico Forno a Legna (November 2020)
    • Caudry Plant, France (from Nestlé Group, date not specified)
  • **Investments**:
    • Issuance of a €20 million minibond in March 2021, underwritten by Unicredit and 70% guaranteed by Sace
    • Investment of more than €12 million for the modernization of the Caudry plant (2024-2028)
    • Investment of about €5 million in the Antico Forno a Legna plant
  • **Turnover**: - Nearly 400 million euros, with 60% coming from foreign markets
  • Details 2022:
    • nearly 200 million euros, with 60% from foreign markets in 54 countries
    • **EBITDA** (2022): 8.3 million euros
    • **Net financial debt** (2022): 16.7 million euros
    • **Operating data**: - More than 1,700 employees - Annual production capacity of 435 million pizzas
  • Industrial presence in Europe with 6 plants supplying customers in 60 countries
  • Target of hiring about 140 employees by 2028 for the Caudry plant
  • **Strategies and objectives**: - Internationalization and strengthening of industrial presence in Europe, especially in Northern Europe and the United Kingdom - Reduction of logistics costs and rationalization of production to increase production capacity
Roncadin, an award-winning family and business story - 24/11/2023
  • **Awarded Company**: Roncadin of Meduno (PN), awarded in the fourth edition of the 2023 Economy and Development Award by the Pordenone-Udine Chamber of Commerce.
  • **Turnover 2022**: 155 million euros.
  • **Yearly Production**: 100 million pieces.
  • **Personnel**: 750 employees.
  • **Founding Year**: 1992.
  • **Sector**: Production of Italian pizza for domestic and international mass distribution.
  • **Sustainability**: - Sustainability investment 2022: 1.6 million euros (34% of capex). - 100% of electricity from certified renewable sources. - 99.8% of waste sent for recovery.
  • **Future Goal**: B Corp. certification.
  • **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.

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)
L' Antica Pizzeria Da Michele in The World
Roncadin s.p.a
Margherita S.r.l
La Pizza+1 s.p.a

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