• Several market studies carried out in recent years reflect the fact that pizza is at the top of Romanians' preferences, putting Romania at the top of the world rankings.
The consumption of pizza in Romania has experienced a significant increase in recent years, consolidating the country's position at the top of the international rankings. Romania ranks second in the world in terms of pizza orders, being surpassed only by the United States of America, a surprising position that surpasses cities recognized for their culinary culture, such as Rome or Barcelona. This trend is particularly visible in Bucharest, where orders are extremely high.
Market studies show that over 52% of Romanians have ordered pizza at least once in the last year, and the average consumption per capita is among the highest in Europe. The leading position in Southeast Europe in terms of pizza consumption reflects its popularity among Romanians and has been considerably influenced by the development of delivery platforms.
According to data from the Glovo application, pizza is one of the most ordered food products in Romania, both nationally and in the big cities. Around 60% of food orders made online or through fast delivery apps include pizza, making it a central element of delivery platforms' offerings.
Increase in pizza orders
The change was largely determined by the context of the pandemic and the rapid adaptation of the delivery industry to the new market requirements. At the same time, local and international pizzerias have quickly adapted, offering quality products and menu innovations to meet demand. Pizzerias also used the platform to expand their reach and attract new customers, a factor that contributed to a 15% increase in pizza orders in 2023.
After Bucharest, the huge popularity of pizza reflected in orders brings attention to big cities like Cluj-Napoca, Iasi, Constanța, Oradea and Brașov. Approximately 30% of Romanians order pizza at least once a month, the most active age segment being between 18 and 35 years old, and a percentage of 10% order pizza at least once a week. This popularity is due not only to the affordable price and speed of delivery, but also to the diversity of the offers, with a varied range of traditional and modern recipes.
As for Romanians' taste preferences, they remain faithful to the traditional assortments, with Diavola, Quattro Stagioni, Quatro Formaggi, Margherita and Capriciosa ranking among the most ordered types of pizza.
32% of the total orders are placed on Fridays and Saturdays, dinner remains the peak time for consumption, and the 19:00 - 21:00 hours gather more than a third of the total orders.
The price of pizza in Romania - upward trend
According to the same analysis, the golden minute was recorded on December 20, 2023 at 11.57:3, when, on average, a pizza was ordered every 8 seconds. And on an annual level, March 24.000 is the day when the most pizzas were delivered: over 2023. The biggest fan of pizza is from Iasi, only in 569, ordering 3.958 pizzas. And the most expensive pizza order registered on the application specialized in orders was worth XNUMX lei, placed in Constanța. Also, winter remains the season when most pizzas are ordered in Romania.
However, the price of pizza has increased significantly in Romania, our country being among the European countries with the highest price increases for this product. Despite these increases, consumption has not decreased, a sign that pizza remains a basic product in the preferences of Romanians.
According to data published by Eurostat on the occasion of International Pizza Day, data showing a significant slowdown in EU pizza prices after the 15,9% advance recorded between December 2021 and December 2022, a pizza bought in stores in the European Union cost 5,9 more, 2023% in December 2022, compared to December XNUMX.
Among the Member States, the biggest annual increases in pizza prices were recorded in Hungary (13,4%), Luxembourg (11,3%) and Latvia (10,6%). At the opposite pole is the Netherlands, where pizza prices fell by 0,9%, while modest price increases were recorded in Denmark (0,6%) and Belgium (1%).
In the case of Romania, pizza prices were 6,5% higher in December 2023, compared to December 2022, after a 15,9% advance recorded between December 2021 and December 2022.
The 50 Top Pizza Guide 2024
But not only the appetite of Romanians for pizza puts Romania in the top European countries. Pizzeria Zano from Iasi is the only pizzeria in Romania featured in the prestigious 50 Top Pizza 2024 guide, ranking 49th in Europe. Established just over a year ago, Zano is the result of a collaboration between a local entrepreneur and renowned Italian pizzaiolo Giovanni Santarpia.
According to 50 Top Pizza, pizza maker Giovanni Santarpia is one of the best pizza chefs in the city of Florence, and as a symbol of authentic Neapolitan recipes, his pizza uses a soft dough with a pronounced crust, the toppings focus on the classic ones, brought in a contemporary key.
The annual 50 Top Pizza ranking establishes a hierarchy considering criteria such as:
– pizza – which is important to be as tasty as it is healthy and to contain only ingredients of controlled Italian origin, such as San Marzano variety tomato sauce or fior di latte mozzarella;
– the services – the way the staff serves and presents the pizza;
– the atmosphere – the appearance of the location and the state it conveys to customers;
– the menu – the structure and the drinks, wines and beers that match the pizza.
In conclusion, the pizza market in Romania offers vast opportunities for investors and entrepreneurs, being in continuous development, supported by modern consumption trends and the increasingly accentuated preferences for home deliveries. The increase in demand, together with the international appreciation for the quality of the products offered by local pizzerias, makes this industry one of the most promising in the Romanian food sector.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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