Pizza-Day: A €160 Billion Empire With Growing Global Turnover

La Pizza, a symbol of Italian gastronomic tradition, is emerging as a significant economic driver for the Campania region.

Recent data provided by Coldiretti reveal that the turnover generated by pizza has exceeded 15 billion euros, actively contributing to the agri-food export made in Italy. Every year, to produce the 2,7 billion pizzas consumed, 200 million kilos of flour, 225 million kilos of mozzarella, 30 million kilos of olive oil and 260 million kilos of tomato sauce are used.

Anicav, the National Association of Vegetable Canned Food Industrialists, takes stock of domestic consumption and also how much tomato is used in Italian pizzerias and restaurants on this flagship dish. According to estimates by the research office, in Italy about seven out of ten pizzas are tomato-based, for a total of over 200 million kg of red preserves used in 40 thousand pizzerias in our country.

More generally, red gold is much loved by all Italians who consume, at home, over 700 million kg of it in a year. As regards preferences, a clear prevalence of tomato puree is noted, representing approximately 57,8% of the derivatives sold in Italy. Followed by pulp (19,2%), peeled tomatoes (10,2%), ready-made sauces (7,9%) and cherry tomatoes (3,4%).

UNESCO recognition and the appeal of pizza

Thanks to its cultural and gastronomic richness, Napoli has been recognized by Taste Atlas as the city where you eat best in the world, thanks to its iconic pizza and pasta. Alfonso Pecoraro Scanio, president of Univerde, underlines the importance of the recognition of UNESCO intangible heritage for the Art of Neapolitan Pizza Makers, obtained thanks to a signature collection campaign launched during Expo 2015. This status has had a decisive impact on the affirmation of Neapolitan pizza abroad, until then not always identified with its origin.

The president of Univerde states: «More employment says Pecoraro Scanio and not only for the increase in pizza chefs, but also for training activities, more tourism because pizza has become a real attraction, and more exports, because today even outside Italy people are looking for Italian flour and tomatoes». In Campania, 10% of the over 40 thousand pizzerias in Italy are concentrated, thus contributing to the overall value of the “pizza economy”, which today is close to 160 billion euros globally.

A growing phenomenon and future challenges

Many young people are entering the sector, attracted by the numerous training academies activated in Campania, and potential students come from all over the world. Pecoraro Scanio highlights that "just as you learn English in London, you come to Naples to learn the art of pizza". According to data from Coldiretti, the United States holds the record for pizza consumers, followed by Italians, while the pizza phenomenon continues to create economic and tourist opportunities.

Furthermore, significant increases have been recorded in Italian agri-food exports, with extra virgin olive oil and processed tomatoes standing out for their growth. However, the sector faces a major challenge represented by the phenomenon of Italian sounding, with counterfeit products that threaten the integrity of Made in Italy.

Even in the national market, Coldiretti reported the discovery of 40 containers of Chinese tomato concentrate, attesting to the importance of protecting the quality of the ingredients used for pizza. Pizza Napoletana Stg is protected and its name can only be used by pizzerias that comply with the rigorous specifications. However, there remains the risk of encountering non-compliant variants and dubious ingredients, which jeopardize the reputation and value of a product that is also so loved abroad.