Pinsa Romana as an opportunity for buyers: 4 good reasons

Pinsa romana is an opportunity to be seized by large-scale retailers, as well as an investment with a very attractive return. This is shown by the new food trends followed by Italians, the increasing focus on sustainability and the fight against waste, the growth of the market and an increase in sales that does not come at the expense of similar products, but instead adds to them. Let us now look at all these elements in detail.

According to the Nestlé Observatory's 2023 study, Italians' eating habits are marked by a growing interest in wellness. 

This trend, which has been consolidated in recent years and has been amplified by the pandemic, continues to direct Italians' food choices and influence their buying decisions. People, in other words, increasingly appreciate an offer oriented to healthy food and wellness. 

Other trends include: 

● Reducing in the consumption of spirits, cold cuts, sweets, fish, cheese and meat;

● Increasing one’s knowledge of food education. 71% of Italians consider it at least "sufficient." 

● 49% of Italians say they follow a healthy, balanced diet to control their weight, confirming people's growing focus on wellness. 

Back in 2001, we invented the pinsa romana betting that the needs for healthy, light and tasty food, which were barely taking shape at the time, would become a key factor, as the awareness increased. 

But every evolution takes time. For many years, in fact, pinsa romana was considered pizza’s little cousin and was available in a just handful of establishments in Italy. Eating at the restaurant, or rather at the pizzeria/pinseria, was the only way to taste one. 

Today, times have changed, and food culture has won consumer over, as they not only read the labels, but also understand the nutritional value and can steer towards a diet good for their health. Our idea of pinsa romana was just that: not a product that can or should be eaten for lunch and dinner every day, but a food that is tasty, nutritious and, compared to a "historical" competitor like pizza, lighter and easier to digest. 

Pinsa Romana is a real solution against waste, both for the professionals and the consumers. 

Pinsa Di Marco has an interesting quality: it has all the characteristics of an artisanal production, freshness, lightness, natural leavening and taste that people love, but it also has a decidedly interesting shelf life. Both the traditional version, displayed in the refrigerated counter, and the ambient version, have a shelf life of 60 days. 

This aspect has advantages for both parties, but particularly for professionals it leads to: 

● Less waste;

● Easier inventory management;

● Better management of promotion goods;

● Reduced operating costs.

For consumers, long shelf life means they are not forced to consume the product in a hurry or waste food. Instead, they can enjoy Di Marco pinsa whenever they want, without worrying about impending expiration dates. 

The news does not end there. Di Marco has also just introduced to the consumer the Frozen version, which is deep-frozen and has long been exclusively for the catering industry. In this way, we want to meet more consumer needs, in particular those of convenience and stockpiling, which, by definition, prevent food waste. 

In recent years, the pinsa market has experienced exponential growth due to its ability to satisfy new food trends, and is still expected to further expand. 

According to data provided by Circana, sales stood at 17.6 million € in 2020, but reached 37.4 million in 2021, and further increased to 56.4 million € in 2022. Our forecast is for a steadily accelerating trend: the pinsa market is estimated to reach 150 million by the end of 2025. This prospect represents an extremely interesting opportunity to satisfy a trend that is still growing. 

Selling pinsa at the point of sale is a strategic opportunity, especially considering the purchasing dynamics that have emerged in the post-pandemic phase. Over the past three years, and despite the recovery of the restaurant industry, people have gradually increased the number of meals eaten at home, using part of the budget for eating out to grocery shopping. 

This trend opens up new possibilities for large retailers. Spending on pinsa, given its innovative character, has not replaced spending on similar products such as pizza or piadina, but it has taken over part of the budget that in the pre-covid era was allocated to eating out. It therefore represents a great opportunity not only to satisfy a food trend, but to increase overall sales considerably. 

Last but not least, including Di Marco pinsa in one’s inventory attracts the attention of consumers looking for new dining experiences, and this can effectively boost sales.