The Transformation of Pizza: Is a New World Rising?

Pizza has always been a versatile product coming in so many versions and that can always be created at home with “what’s in the fridge”. Even so, the traditional Italian dish, having crossed the boundaries of its country of origin a long time ago, sees a new life and transformation. Consumers’ appetite for pizza remains important. For example, the market value of the pizza industry in Western Europe was calculated at approximately USD59bn in 2019, while in the USA the estimate was at around USD53.8bn, according to statista.com.
With its countless possibilities, pizza has definitely transformed, as new versions appeared and niche products have become available.

Vegetarian/ Vegan Trends

Promoters use different labels for this category including vegetarian, vegan, meat-free, or plant-based. The decision comes as a consequence of the rising consumption of meat-free products. According to Mintel research, the proportion of consumers who have reduced or limited the amount of meat they consume has risen from 28% in 2017 to 39% in 2019. Women are more likely than men to have limited/reduced the amount of meat in their diets (42% compared to 36%); this rises to 45% among all under-45s. Another targeted category is that of flexitarians, who eat occasionally meat and fish. For example, in the UK almost a quarter (23%) of all new UK food product launches in 2019 were labeled as vegan, compared to 17% in 2018, Mintel says.

Pizza is clearly following suit as sales of meat-free foodsare anticipated to exceed GBP1.1bn by 2024. It caters to vegan consumers, as their numbers are growing and dedicated products are flooding the market: 23% of all new UK food products were labeled vegan in 2019. A wide variety of meat-free ingredients make pizza a very attractive offering for as many as 32% UK consumers who eat less meat to improve their health, for example.

The appetite for vegan and vegetarian products is on the rise at a global level. According to research firm GlobalData, veganism in the US grew by a whopping 600% from 2014 to 2017, with vegans now making up 6% of the population.

Pizza producers bring offers for all tastes. January is a good opportunity, as the first month of the year is also well-known as Veganuary, a period when many consumers decide to give up meat.

For example, pizza delivery chain Papa John’s has extended its meat-free offering by adding a new butternut squash base and a range of new vegan pizzas to its menu throughout the U.S. from January 2020. One of the most important additions was the Butternut Squash base, as the butternut is an ingredient permitted in ketogenic and low-carb diets. Moreover, at Papa John’s this comes together with another trendy label – gluten-free, as it is available with all medium pizzas with gluten-free toppings. Jackfruit Pepperoni, a twist on the classic pepperoni pizza, and the American Hot Jackfruit, topped with both jackfruit pepperoni slices and jalapeno peppers, are included in the offer.

On the other hand, the award-winning vegan frozen pizza company, One Planet Pizza, made an attempt to meet the newest consumers’ demands. Its latest vegan pizza creation is both vegetarian and gluten-free: “Gluten-Free Three Cheezly Margherita”. The base of this pizza is gluten-free, with a classic homemade sauce and buffalo tomatoes, topped with the famous OPP cheese which is known for having the stretchy and stringy qualities of conventional pizza cheese.

Keto and Low-carb Trends

The list of food cravings definitely includes pizza for many of the consumers. Why would this leave out ketogenic diet followers? By now, this category of consumers knew few products available in the stores, but it seems that things are improving, including on the pizza aisle. Following a ketogenic diet is difficult as the lists of ingredient is very restrictive and also because the calories and macronutrients need to be strictly counted. But nowadays, keto is one of the fastest-growing movements in food and lifestyle.

According to Innova Market Insights, there was a 76% global rise in “keto” product launches (from a small base), between 2016 and 2017. Furthermore, the global ketogenic diet food market is projected to grow at a CAGR of 5.3%, between 2020- 2025, according to Mordor Intelligence. The ketogenic diet has gained considerable prominence in recent years, with the rising demand for keto-friendly options at restaurants and eateries. Rightly so, this can be sustained long term with the help of ready-made food options such as pizza, which was difficult to achieve in the past.

According to a recent Dalhousie University study, 26% of Canadians have either adopted the keto diet, have tried it or considered trying it in the last 18 months.

To meet their customers’ demand, starting January, Pizza Pizza customers in Canada can order three new menu items – including customized options – featuring the Keto Uncrust by Unbun Foods. With only two grams of net carbs per slice, this latest innovation provides more options for Canadians looking for grain-free, low carb, and keto options.

One of the most interesting products in this respect was the appearance of cauliflower crust, which is proper for ketogenic diet followers, but also for low-carb diets. For example, Donatos Pizza, the company famous for premium Edge to Edge thin-crust pizzas, has announced that they are now delivering on these demands in a big way with the introduction of three new cauliflower crust signature pizzas featuring savory plant-based sausage, so it is low-carb and also low-carb.

The new cauliflower crust, which has 30% fewer carbs than the Donatos famous thin crust, features three new 10-inch signature pizza recipes: Cauliflower Bruschetta, which contains red sauce, smoked Provolone, freshly cut green peppers and onions, tomato bruschetta, spinach, and plant-based sausage; Cauliflower Garden, which contains red sauce, smoked Provolone, freshly cut green peppers and onions, mushrooms and plant-based sausage, and Cauliflower Heat, which contains red sauce, smoked Provolone and pepper jack cheese, jalapeños, crushed red pepper and plant-based sausage.

With these new launches, the pizza sector seems to be one of the most dynamic categories trying to cover and promote new trends as fast as possible. The possibilities are endless!