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07 October 2021 "Pizza is the essence of happiness", an anonymous writes on social media and in fact it is for many Italians, especially if a Doxa survey on "Pizza consumption habits" confirms that pizza continues to be one of the dishes that Italians can hardly give up: almost 9 out of 10 compatriots (86%) eat it at least once a week and consumption can reach up to 2 times for 40% of the public, in particular, of the 'age between 18 and 24 years.
The preference in the choice of leavened is for the classic round pizza (76% Italian and Neapolitan), prepared with quality ingredients (84%), Italian ingredients (76%) digestible (72%) and with local raw materials (46 %), all factors for which consumers are also willing to pay more. Other characteristics sought are:
- sustainable ingredients (56%)
- ancient grain flours (52%)
The fame of the pizza maker has little interest, which affects a more niche segment (24%) which rises to 35% among young people 14-34 years old. The survey also shows that pizza is no longer perceived as a food that makes you fat or heavy (only 5% and 3% think so), but rather as a "comfort food" to be shared in company during a evening with friends and family, when you want to eat something tasty.
Interesting is also the data concerning that part of Italians who claim to be inclined to experiment with different tastes and new proposals when out for dinner, especially in the age group that oscillates between 18 and 44 years.
The analysis shows in particular that Italians seem to decide which pizza to order on the spot, based on the wishes of the evening (46%) and the proposals that most intrigue on the menu (43%), while only 11% always choose the " usual pizza ".