Rome – Neapolitan or Roman, classic or gourmet, thick or thin: pizza is not just a gastronomic icon, but a true pillar of the Italian agri-food economy.
The sector generates an annual turnover of 15 billion euros, has over 50 pizzerias and employs more than 300 people, with production exceeding 8 million pizzas baked every day.
This picture emerges on the occasion of World Pizza Day, scheduled for Saturday, January 17, through the results of the first year of activity of the Socio-Economic Observatory of Neapolitan Pizza, also based on FIPE data, and from Anicav's analyses of the use of tomato preserves in the pizza sector.
Seven out of ten pizzas consumed in Italy are tomato-based: this translates into over 200 million kilograms of tomato preserves used by pizzerias each year, with an economic value exceeding €250 million. This key segment of the supply chain confirms the structural link between pizza and the agri-industrial supply chain.
The Observatory also mapped the prices of Neapolitan Margherita pizzas, establishing the national average price at €7,04, with marked regional differences: €6,74 in Naples, €6,72 in the South, €7,46 in Central Italy, and €7,66 in the North. This data is used to calculate the Neapolitan Margherita Pizza Index (IPNM), which measures the percentage variance compared to the price in Naples: €99,68 in the South, €110,63 in Central Italy, and €113,70 in the North.
According to analysts, prices are impressively stable despite the record increase in the cost of raw materials, particularly mozzarella and oil. Over the past year, the price of Margherita pizza has seen only slight increases: 31,3% of retailers reported increases between 1 and 50 cents, while 14,6% reported no increases. This confirms pizza as a "bastion of democratic cuisine."
A specific focus is dedicated to the role of women in the sector: while the presence of women is significant in ownership (38,5%) and in management (50,5%), it remains marginal in the profession of pizza chef, which represents just 2% of the total.
Finally, the study paints a picture of a sector that remains highly traditional: 57,4% of businesses are "pure" pizzerias, 76% operate from a single location, and 66% are located in urban centers. They are predominantly family-run, with simple organizational models and limited propensity for expansion: only 54,7% of businesses set prices through a structured cost analysis.
On the food delivery front, Just Eat reports that nearly 5 million kilos of pizza were ordered on the platform in 2025. Margherita, Diavola, and Capricciosa remain the most popular, but interest in vegetarian, vegan, gluten-free versions, and those made with premium ingredients, is growing.
Among the most popular toppings are buffalo mozzarella, burrata, speck, prosciutto crudo, 'nduja, stracciatella, truffle, and pistachio, while demand for alternative doughs to multigrain, hemp, and burnt wheat is growing.
A sector that, combining tradition and innovation, continues to prove itself one of the most solid and distinctive drivers of Made in Italy.
Source EDITORIAL TEAM
Comments (2)
Yes, it's true that prices vary greatly between North and South, but I think quality also plays a role. Perhaps a more thorough comparison between different pizzerias is in order.
The article talks about pizza in Italy and its economic data, but I don't quite understand why prices vary so much depending on the location. Perhaps more explanation is needed on these aspects and on the costs of raw materials.