Pizza product development

By Lorraine Mullaney

- Last updated on GMT

Pizza firms focus on authentic styles

Related tags: Marketing, Economics

New product development activity in the pizza market is focusing on authentic and traditional-style pizzas, gourmet ingredients and toppings and healthier alternatives, according to Lu Ann Williams, director of innovation at Innova Market Insights.

“The retail pizza market has benefited more than most from the financial downturn,”​ Williams states, “offering an attractive option in times of increased financial pressure, with consumers able to buy in advance for social nights in, as a cheaper alternative to home-delivery, takeaways and eat-in restaurants.”

The US trend for complex, upmarket and spicy toppings was also evident in Europe.

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