The pizza market - Italy (2025)

1.2 World pizza market

the global pizza market is one of the most dynamic in the food sector, characterized by a wide geographical spread and a constant evolution of tastes and consumption. Pizza, from a symbol of Italian culinary tradition, has turned into an international phenomenon capable of adapting to cultural contexts and local preferences in every part of the world.

This versatility has fostered the growth of the sector in all its declinations: from traditional catering to large international chains, and to booming segments such as frozen pizza and food delivery. New consumer trends, which value health, sustainability and creativity in ingredients, are also driving innovation in products and formats.

The balance between tradition and modernity, combined with an accessible and cross-cultural positioning, makes pizza one of the most resilient and beloved products globally.

From **** to ****, the value of the global pizza market grows steadily from $***.* billion to $***.* billion, with regular increases each year: ***.* in ****, ***.* in ****, ***.* in ****, ***.* in ****, ***.* in ****, and ***.* in ****, with no sudden changes or downturns, indicating a stable expansion of the industry.

Pizza market World, ****-****, in billions of dollars IMARCGroup

The world frozen pizza market grows steadily from **** to ****, increasing from $**.* billion to $**.* billion, with progressive increases each year: **.* in ****, **.* in ...

1.3 The European market

The European pizza market represents a key part of the entire global landscape, distinguished by the balance between strong cultural roots and openness to innovation. While Europe, particularly Italy, is the cradle of pizza-making tradition, European consumers are driving important changes in preferences, moving increasingly toward artisanal, healthy and sustainable offerings.

Compared to the global market, the European market is distinguished by a greater emphasis on the quality of ingredients and production techniques, but registers slightly lower growth in terms of volume. Unlike other areas such as North America or Asia, where large chains and out-of-home consumption dominate, in Europe the link with independent catering and local production remains strong.

However, even in the European context, segments such as delivery, high-end frozen pizza and gourmet variants are growing rapidly, making the continent an ideal laboratory for intercepting new global trends and reinterpreting them according to a sensibility more linked to well-being and gastronomic tradition.

From **** to ****, the value of the European pizza market progressively increases from ** billion to **.* billion euros, with gradual increases each year: **.* in ****, **.* in ****, **.* in ****, **.* in ****, **.* in ****, **.* in ****, **.* in ****, and **.* in ****, with no major fluctuations or declines over the period under consideration.

European Pizza Market Value Europe,****-****,Billions ...

1.4 The Italian Market

the Italian pizza market occupies a unique and symbolic position within the European and global landscape: not only is it the homeland of origin of this iconic food, but it also represents a point of reference for quality, craftsmanship and gastronomic culture. In Italy, pizza is deeply rooted in daily life, with a widespread presence of traditional pizzerias, takeaways, and a growing number of gourmet establishments.

Compared to the European market, the Italian market is less influenced by large chains and more dominated by independent and artisanal realities. This gives the sector a strong local identity, based on the enhancement of typical ingredients, traditional techniques and regional styles (***). Unlike other European countries where mainly industrial consumption or food delivery is growing, in Italy the convivial experience of the pizzeria remains central.

Compared to the global market, the Italian market stands out for a more moderate growth in terms of volume but with a much more relevant cultural and qualitative role. While the rest of the world is driven by commercial expansion and product standardization, Italy continues to represent the authentic model the industry looks to, inspiring innovation and trends that then spread internationally.

The value of the Italian pizza market grows ...

1.6

2.1 Demand in Italy

From **** to ****, the average monthly household expenditure in Italy on pizza and quiches shows a slight overall growth from **.** euros to **.** euros, with a noticeable decline in **** to *.** euros followed by a steady recovery: **.** in ****, **.** in ****, **.** in ****, and **.** in ****, while the previous high was **.** in ****.

Annual household spending on the purchase of pizza and quiches Italy, ****-****, in billions of euros Istat

From **** to ****, Italian households' annual expenditure on food services rises from €***.** to €***.*, with a marked decline in **** to €**.* followed by a continuous recovery: ***.** in ****, ***.** in ****, ***.* in ****, and ***.* in ****, surpassing pre-**** levels and showing a stable recovery after the contraction.

Annual household spending on food services Italy, ****-****, in billions of euros Istat

Pizza represents one of the most beloved dishes of the Italian population, so much so that ** percent of the population place pizza as the culinary symbol of the national table, even surpassing pasta, which stands at ** percent.(***) In ****, **% of the Italian population claims to have consumed pizza at least once a week. * in * Italians say they have consumed pizza at least twice a week while *% three times a week. *% of the population has consumed pizza four times a week while *% even every day. Those who have not ...

2.2 Demand in terms of production

For both graphical representations regarding the production sold of "other prepared meals" in Italy-both in economic value (***)-data for the year **** were obtained by estimation, as they were not yet officially available at the time of the analysis.

To make this estimate, we used Excel's PREVISION.LINEAR function, which allows us to project the expected value for a future year based on the linear trend of data available in previous years. This approach is based on the assumption that the trend observed between **** and **** can also be considered representative for the period immediately thereafter.

From **** to ****, the production sold in Italy of other prepared meals, including frozen pizza but excluding fresh pizza, increases from ***,*** to ***,*** thousand euros, with a peak in **** at ***,*** followed by a decline in **** to ***,*** and in **** to ***,***, before a recovery in ****, after an initially upward trend between **** and ****, a slight decline in ****, and a sharp jump in ****.

Production sold of Other Prepared Meals (***) Italy,****-****,miglaia of euros Istat

From **** to ****, the production sold in quantity of Other Prepared Meals in Italy shows an uneven trend: it starts at ***,*** thousand tons in ****, falls to ***,*** in ****, then rises sharply to a peak of ***,*** in ****, followed by a decline ...

2.3 Demand drivers

Analyzing the factors that influence Italians' choice when it comes to pizza, in **** **% of the population says they pay special attention to the quality of ingredients while **% focus on the origin of ingredients. Leavening and sustainability unite **% and **% of the population while the useof flours obtained from ancient grains and the fame of the pizza maker guide the choice of **% and **% of the population.

Elements that influence consumers in their choice of pizza Italy, **** % Doxa

Then analyzing Italians' preferences for dinners and lunches with friends in their free time, **.*% of the population prefers eating out. Instead, **% prefer a meal prepared within the home while *.*% opt for food delivery. Preferences for leisure lunches and dinners with friends Italy, ****, % Censis

2.4 Geographical distribution of online interest in pizza

Between April **** and April ****, online interest in pizza in Italy shows strong fluctuations with a high of *** on August **, **** and a low of ** on December *, ****, with other highs of ** on January *, ****, ** on August **, ****, and ** on April **, ****, while between October and December ****, interest remains at lower, stable levels between ** and **, before gradually rising again in early ****.

Trend of online interest in Pizza Italy,April ****-April-****,Google trends index Google trends

The map shows the geographic distribution of online interest in pizza in Italy between April **** and April ****, according to the Google Trends index. Values are expressed on a scale of ** to ***, where *** represents the highest peak of relative interest.

Veneto has the highest index (***).

Values Veneto *** Campania ** Lombardy ** Sicily ** Trentino-Alto Adige ** Latium ** Piedmont ** Emilia-Romagna ** Sardinia ** Friuli-Venezia Giulia ** Marche ** Calabria ** Liguria ** Apulia ** Aosta Valley ** Tuscany ** Basilicata ** Umbria ** Molise ** Abruzzo **

2.5

3.1 Main characteristics of the market

From **** to ****, the number of active pizza enterprises in Italy increases steadily, from **,*** in **** to **,***,*** in ****, with progressive increases of **,*** in ****, **,*** in **** and **,*** in ****, showing a clear acceleration in the last year. Number of active enterprises in the pizza industry Italia,****-****,Migliaia Universfood, Italian restaurant magazine, Italiaatavola, Tg**

On the other hand, as for the companies producing frozen pizzas, the number is *** companies. In Italy, about ** varieties of frozen pizzas produced by these *** companies are currently offered to the public[***]. this number was calculated by taking into consideration the data available in the market, from which it can be seen that **.* percent of Italian companies producing meals and ready meals, specialize in pizza. The number of companies producing ready meals, including pizza, is ****, for which there are *** companies that also produce frozen pizza. In recent years we can see a slow increase in the number of companies in this sector.On the market we can find classic pizzas, such as Margherita or Capricciosa, up to pizzas with "premium" ingredients, such as researched flour or cheeses and cured meats of PDO origin.

Number of companies producing frozen pizza Italy, ****-****, units Source: ****

Geographic distribution of pizzerias in Italy

The geographic distribution ...

3.2 The main actors

Chains and franchises

Alice Pizza: founded in Rome in **** by Domenico Giovannini and has rapidly expanded its presence, now counting more than *** stores in Italy and abroad. This network testifies to the evolution of a brand that has set the stage for a new standard in the pizza-by-the-slice sector, thanks to its focus on quality ingredients and the freshness of its offerings. Alice Pizza's commitment to excellent raw materials and environmental sustainability reflects a corporate philosophy focused on customer well-being and respect for Italian culinary tradition. These principles have helped make Alice Pizza a benchmark in the gastronomic scene, appreciated for its ability to innovate while holding firm to the values of tradition.

Rossopomodoro (***): founded in Naples in ****, it revolutionized the concept of pizzerias, expanding rapidly beyond Italian borders. Today, with more than *** restaurants around the world, it represents a point of reference for those who want to enjoy authentic Neapolitan pizza and traditional Italian cuisine. The use of genuine ingredients, directly from Campania, and fidelity to traditional preparation techniques have contributed to its international success, making Rossopomodoro an ambassador of Made in Italy in the world.

Pizzium: founded in ****, has revolutionized the concept of pizzerias in Italy by emphasizing different ...

3.3 Distribution

the retail sale of ready-made, frozen pizzas and pizza doughs takes place mainly within the large-scale retail trade, where players not only distribute sugar from major manufacturers but also trade sugar under their own brand names. Between **** and ****, however, the total number of businesses active in the large-scale retail sector is found to be declining in Italy, with the total number of businesses falling from ***** in **** to ***** in **** (***).

Active enterprises in the large-scale retail trade Italy, ****-****, in number Istat

some of the main players active in this sector are:

Conad: founded in **** as a consortium of consumer cooperatives, with the aim of offering its members high-quality products at competitive prices. Over the years, Conad has continued to expand, opening new stores throughout Italy and collaborating with other food and non-food companies to offer its customers a wide range of products and servicesCoop: founded in Milan in ****, is a system of Italian cooperatives that operates a network of supermarkets, superstores and hypermarkets. In ****, the branded product revolution is unveiled, five thousand new products on the shelf in five years, an experiment never tried in the entire European retail sector. Carrefour: present in Italy since ****, the company is a franchise leader in ...

4.1 Type of the offer

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.

Doughs

Neapolitan: Neapolitan pizza dough is soft and moist, resulting in a pizza with puffy, soft edges, known as "cornicione," and a thin center. The ingredients are simple but of high quality: flour, water, salt, and yeast. Roman: Roman pizza dough is more hydrated than Neapolitan, which allows for a thinner, crispier base once baked. It is often rolled out with a rolling pin to achieve its characteristic thinness. Whole grain, multigrain, gluten-free: Alternative doughs, such as whole grain or multigrain, are also available and offer a different flavor and texture. In addition, with the rise of gluten sensitivity and celiac disease, more and more gluten-free options are being found.

Sizes and formats

Pala, teglia, or ...

4.2 The prices

From January **** to February ****, the consumer price index for pizzeria meals in Italy increases steadily from ***.* to ***.*, with continuous and gradual growth month after month, with no downturns, going through intermediate values such as ***.* in April ****, ***.* in November ****, ***.* in June ****, and ***.* in December ****, showing a steady increase in prices over the observed period.

Consumer price index for pizzeria meals Italy, ****-****, base *****=*** Istat

From **** to ****, the consumer price index for pizza restaurant meals in Italy grows steadily from *** to ***.*, with gradual increases in the first years of ***.* in ****, ***.* in ****, and ***.* in ****, followed by more pronounced growth to ***.* in ****, ***.* in ****, and finally ***.* in ****, with no breaks or declines along the period under consideration.

Consumer price index for pizza and quiches Italy, ****-****, base *****=*** Istat Below is the average price for a meal at a pizzeria in the different Italian capitals in **** (***) PROVINCE PRICE PROVINCE PRICE Alexandria €**.** Milan €**.** More €**.** Modena €**.** Aosta €**.** Naples €*.** Arezzo €**.** Novara €**.** Ascoli Piceno €*.** Padua €**.** Avellino €**.** Parma €**.** Bari €*.** Perugia €**.** Belluno €*.** Pescara €*.** Bergamo €**.** Piacenza €**.** Biella €**.** Pordenone €**.** Bologna €**.** Ravenna €**.** Bolzano €**.** Reggio Calabria €*.** Brescia €**.** Reggio Emilia €**.** Cagliari €*.** Rimini €**.** Catanzaro €*.** Rome €**.** Cosenza €**.** Rovigo €*.** Cremona €**.** Sassari €**.** Cuneo €**.** Siena €**.** Ferrara €**.** Syracuse €**.** Florence €**.** Terni €**.** Forlì €**.** Turin €**.** Genoa €**.** Trento €**.** Grosseto €**.** Treviso €**.** Lecco €**.** Trieste €**.** Livorno €*.** Udine €**.** Lodi €**.** Varese €**.** Lucca €*.** ...

5.1 The legislation

Catering and similar establishments

Legislative Decree No. ** of March **, ****: implementing Directive ****/***/EC on services in the internal market, regulating the access to and exercise of service activities, including restaurants. Ministerial Decree Dec. **, **** No. ***.: which establishes supervisability requirements for premises used for public establishments, including restaurants. Specifically, for the opening of a restaurant, the following requirements must be met: Subjective requirements: moral and professional requirements must be met as stipulated in Article ** of Legislative Decree No. ** of March **, **** and Regional Law No. * of February **, ****. Objective requirements: the premises must comply with the urban destinations and the technical and sanitation requirements provided by law. In addition, they must meet the supervisability requirements established by Ministerial Decree No. *** of December **, ****. Submitting the application: to start, modify or transfer a food and beverage business, it is necessary to send a Certified Signaling of Start of Business (***) of the Municipality of Milan through the national platform "Impresainungiorno.gov.it".

Ministerial Decree Dec. **, **** No. ***: Regulations concerning the criteria of supervisability of premises used as public establishments for the administration of food and beverages.

Frozen pizzas

The market for ready-made, frozen pizzas and pizza doughs, as with many other food products, is regulated by various laws and regulations ...

6.1 Segmentation

• 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