The Most Loved Pizza By Italians? Frozen Pizza. Wait… What?!

Frozen pizza is the most loved pizza by Italians, at least according to what was written by Il Sole 24 Ore: prices 2% lower than in 2023 have pushed many people to prefer this supermarket comfort food, which costs little and is quick to cook, compared to the fresh product that continues to rise on the receipt. The frozen sector is experiencing a real boom with finished pizzas and with only the bases that have recorded a significant increase, both in terms of volume and in terms of value, even exceeding sales of fresh pizzas. The former have even seen a 60% increase in sales, reaching a turnover of almost 42 million euros. Let's see all the data.

Continuous Growth of The Pizza Market

Generally speaking, we must point out that the entire sector is very healthy, so much so that, despite a period of crisis, in 2024 the number of pizza places registered with the Chamber of Commerce increased and, in addition to the number of premises, prices also increased by 4% on average. "After a 2023 marked by inflationary dynamics and attention to savings, last year the world of pizza recovered and growth affected all market segments, albeit with different dynamics," explains Matilde Ciroldi of NielsenIQ to Il Sole 24 Ore.

What surprised everyone, however, is the turnover in the world of frozen foods, which in 2024 saw a truly significant increase, exceeding 160 million euros (+4.1% per year) and with volumes increasing by almost 6%. According to Dr. Ciroldi, this result was achieved thanks to the great variety that now exists on the market and to a price that is on average 20% lower than the fresh product. It is estimated that as many as 6 million new families have eaten at least one frozen pizza during the year, a statistic that is nothing short of surprising, especially in a gastronomically conservative country like Italy.