January 17th, is recognized as World Pizza Day, and has a unique origin. Following the recognition of Neapolitan pizza-making as a UNESCO Intangible Cultural Heritage, the associations that campaigned for this honor chose the feast day of Sant'Antonio Abate, the patron saint of bakers, as the date for their celebration. In recent years, this date has naturally evolved into a worldwide homage to pizza, driven by the global love for this iconic dish.This celebration also serves as an opportunity to assess the dynamic evolution of pizza-making. There has been a marked increase in attention to dough, leavening, and flour, transforming the landscape of pizza recipes into something more sophisticated.
Identifying the main consumption trends in a market that reached a staggering 14,000 kilograms of daily pizza consumption in Italy in 2024 (according to Just Eat data) is no simple task. This amounts to a total of 5.12 million kilograms sold over the year—if we lined up all those pizzas, they would stretch approximately 6,400 kilometers! Despite this vast consumption, some traditional favorites remain clear. Data collected by the Deliveroo platform indicates that the most ordered pizzas continue to be three classics: the Margherita, the Diavola, and the Capricciosa. Meanwhile, other symbolic recipes from the 90s and 2000s have seen a decline in popularity. Interestingly, the analysis also shows that sweet pizzas have gained traction, featuring variations ranging from classic hazelnut cream to more inventive combinations.
Since the post-pandemic period, the emphasis on the seasonality of ingredients has significantly increased, influencing over 50% of consumer choices, as per Ipsos data from July 2024. It is therefore no surprise that this focus extends to the ever-evolving menus of pizza chefs. “Innovation relies heavily on seasonality,” says Fabio Di Giovanni of Don Antonio 1970 in Salerno. “Every new menu I create features a signature pizza. For example, this winter’s highlight is 'Purp Fiction' with octopus ragù.” Today, dining at a pizzeria is increasingly perceived as an experience rather than merely a means of nourishment. This sentiment is echoed by his colleague Valentino Tafuri of the 3Voglie pizzeria in Battipaglia: “In the past, customers would request broccoli and sausage, regardless of the season. Now, diners show a greater willingness to embrace what the land offers throughout the year.”
No matter the pizza chef, the type of pizza served, or the customer's preferences, the Margherita consistently stands out as a favorite. As highlighted in various surveys, it never disappoints. Fabio Di Giovanni confirms, “It’s the most ordered pizza on our menu, so much so that I have an entire section dedicated to its variations. The most popular is the ‘Bufalina,’ made with San Marzano tomatoes, buffalo mozzarella from Battipaglia, extra virgin olive oil from the Cilento hills, and fresh basil.”
While classic, the pizza also comes with modern twists. Federico Guardascione from Il Colmo del Pizzaiolo in Naples adds, “The best seller is the pizza in the ‘ruoto’ (a traditional Campanian pizza, similar to the ‘padellino’). This one features Piennolo cherry tomatoes, buffalo mozzarella from Campania DOP, flakes of Parmigiano Reggiano, extra virgin olive oil, and basil, or it can be served in a ‘Boccaccio’ (a glass jar used for preserves). In recent years, there has been a significant decline in the popularity of the Capricciosa, which was once a favorite but has only been ordered 7-8 times in 2024.”
Guardascione notes, “Revisiting classic pizzas like the Margherita, as well as traditional culinary recipes, has worked very well in recent years. I believe this is because we focus on refined yet simple and understandable ingredients.” This concept of recognizability and simplicity in pizza may seem at odds with today's pizza landscape, which is often filled with Instagram-worthy photos and extravagant combinations. However, our interviews reveal that this approach resonates with customers. Valentino Tafuri emphasizes, “People prefer to eat pizzas they know; only 10% are willing to try something completely new.” When customers do venture into new flavors, they often seek tastes that are familiar to them. Simone De Gregorio from La Bolla pizzeria in Caserta explains, “Cooking traditional dishes on pizza captures people's interest. For example, we offer ragù or Genoese-style dishes, and even a porchetta sandwich in my ‘Anno 2000,’ which includes porchetta, broccoli cream, almonds, and smoked buffalo scamorza topped with crunchy broccoli chips. People love rediscovering these beloved flavors, like ragù served in a baking cup, which allows them to enjoy the dish with pizza. Sometimes, customers choose this option to avoid cooking complex dishes at home, such as the Genoese, which can fill the kitchen with a strong aroma. I believe this trend will not fade anytime soon.”
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