Shaping the future of pizza in global consumption

Pizza has evolved from a beloved Italian dish to a worldwide sensation, with consumption patterns reflecting both regional tastes and global food trends. In recent years, pizza consumption has been shaped by health concerns, sustainability, and the growing influence of technology on food preferences. Get the insights from the latest Mintel analysis on global consumers.

LOOKING FOR CLEAN LABEL

A significant factor influencing pizza consumption is the increasing awareness of health risks associated with ultra-processed foods (UPFs). Consumers are more conscious than ever about the ingredients used in the products they buy. As a result, pizza brands are being pushed to simplify their recipes, using fewer processed ingredients and offering greater transparency about their formulations. According to Mintel Report, 40% of UK adults associate a long ingredient list with overly processed food, and this perception is driving demand for pizzas with cleaner, more natural ingredients.

Private labels in premium pizza launches are focusing on quality ingredients and positive processing.

PIZZA AS ENERGY BOOSTER

Pizza is also adapting to the modern, fast-paced lifestyle. Consumers from various demographics, including overworked Gen X professionals and sleep-deprived Gen Z gamers, are increasingly seeking food that provides an energy boost (47% of Thai adults are interested in food energy booster). This trend is expanding the appeal of pizza in savory categories, where brands are beginning to explore the inclusion of ingredients that offer functional benefits, such as added protein or even caffeine, to help meet the higher energy demands of busy individuals.

BEYOND SUSTAINABILITY

Another key trend is the growing emphasis on sustainability. While consumers are paying more attention to the environmental impact of the foods they consume, they still expect pizzas to deliver great taste and nutritional benefits. Brands must go beyond just being eco-friendly by offering products that also stand out for their flavor or health credentials. This dual focus is likely to drive innovation in the pizza sector, as companies balance sustainable practices with satisfying consumer demands. In North America, for instance, brands are embracing non-microwave preparation methods and incorporating more natural, plant-based protein in their vegan offerings.

NEW FLAVORS POWERED BY AI

Technology, particularly artificial intelligence (AI), is increasingly influencing the development of new pizza flavors. For example, AI recipe generators create personalised solutions for consumers based on their preferences and needs. These tools will affect expectations, as for 38% of Brazilians expect AI to be used for product development. Food companies are using AI to analyze social media trends, predict emerging consumer preferences, and even suggest unconventional flavor combinations. AI-driven innovations allow for quicker adaptation to evolving tastes, offering consumers new and exciting pizza options that align with global trends.

In conclusion, as pizza continues to dominate the global food scene, its future will be shaped by a combination of health-conscious consumers, the need for energy-boosting ingredients, sustainability concerns, and the disruptive potential of AI in flavor creation. The versatility of pizza ensures that it remains a favorite, adapting seamlessly to meet the ever-changing needs of the global market.