Canadian Pizza Magazine

Half of Canadians crave authentic pizza: report

Nearly half of Canadians say they want pizzeria operators to offer pizzas that are more authentic, and just as many eat pizza to satisfy a craving, according to a new report from Technomic.

Technomic’s 2018 Canadian Pizza Consumer Trend Report suggests 45 per cent of Canadians are looking for more authentic pizza.

What’s more, 22 per cent of consumers are more interested in trying pizza with unique toppings or ingredients now than they were two years ago.

Considering these findings, operators and their suppliers must stay innovative and keep exciting menu items in rotation while remaining authentic, the research firm said in a news release.


However, the meaning of “authenticity” varies by consumer: it could be anything from traditional pizza prep and ingredients to creating something entirely from scratch. Brands will have to be mindful of what their specific customers’ subjective view of authenticity means and adapt appropriately, the report suggests.

Other interesting findings for pizzeria operators:

  • 22% of consumers overall and 27% of consumers ages 18 and 34 would eat pizza more often if there were healthier options available
  • 31% of consumers would like more restaurants to offer seasonal toppings
  • 44% of consumers order pizza to satisfy a craving

The company has released an infographic outlining customers’ feelings about the importance of a pizza’s elements:

1.     Dough/crust quality
2.     Sauce quality
3.     Cheese quality
4.     Quality of toppings
5.     Quantity of toppings
6.     Variety of toppings

Technomic’s report compiles findings from more than 1,150 consumer responses, as well as menu and industry data from its Ignite database in order to help food-service operators and suppliers understand how consumer consumption, attitudes and preferences toward pizza are changing and to identify areas of opportunity.