More pizza diners seek best crust: report

Chicago – The number of diners who choose a pizzeria based on who has the best crust is up sharply from 2016, says a new report from Technomic.

The 2018 Pizza Consumer Trend Report also suggests increased competition in the pizza segment as consumers eat pizza more regularly and more options emerge.

In fact, sales among the limited-service pizza industry grew by 3.7 per cent in 2017, while units grew by 0.9 per cent. With different variations such as fast casual build-your-own concepts, retail options, and the growth of regional pizzas, operators and suppliers must find unique ways to stand out while remaining authentic to their brand and pizza recipes, Technomic said in a news release.

“Increased demand for quality and authenticity is influencing consumers to become increasingly discerning about each component on their pizzas,” said Anne Mills, senior manager of consumer insights at Technomic. “As consumers’ expectations rise and competition increases, pizza operators will be driven into niche, specialized areas such as Roman-style, Detroit-style, and even convenience-focused offerings.”

Key takeaways from the report:
·      44 per cent of consumers (up from 40 per cent in 2016) say that they choose pizza operators based on who offers the best crust
·      28 per cent of consumers (43 per cent of those ages 18-34) are more interested in pizza with unique toppings or ingredients now than they were two years ago
·      49 per cent of consumers want more restaurants and pizza establishments to offer more authentic pizzas

The full report is available here.