In recent years, the pinsa market has underwent a strong evolution. If once upon a time pinsa was only offered by some particularly innovative pizzerias, Today, consumer options have expanded dramatically. There are pizzerias and restaurants that offer it, there are specialized pinserias, there are bars that offer it for lunch or as an aperitif, and there are pre-cooked bases with which to make a quality dish even at home without having to start from the flours and know the whole procedure. In this article we focus on right on the packaged product, trying to understand the reasons for the success achieved so far and why it still represents an opportunity for large-scale distribution.
PINSA AT THE SUPERMARKET: THE EVOLUTION OF THE OFFER
The constant growth in demand, fueled above all by from the need to find an alternative to pizzathat it was lighter but equally good, pushed the stores of the big brands to introduce the pinsa in their assortments. In the Di Marco offer, the product is handcrafted by expert pinsaioli which faithfully follow the original recipe by Corrado Di Marco. The convenience of the packaged product, combined with a goodness similar to that of the pinsa made at the moment, have accelerated the development of the market, leading to the differentiation of the offer.
Today, in fact, talking about pinsa at the supermarket no longer means identify a single product present in the refrigerated section. On the contrary, the offer has diversified to satisfy all consumer preferences in terms of tastes and food choices, but also different consumption methodsThe first category includes gluten-free variants and that one multigrain, in the second we talk about the pinsa which is preserved in room temperature and of that frozen. This last option, in particular, is designed for those who hate waste and want to always have available (for any eventuality) a quality product, which can be preserved for months and months and can be prepared in less than ten minutes.
FOR THE LARGE-SCALE RETAIL TRADE, PINSA IS AND WILL BE A GREAT OPPORTUNITY
The pinsa was successful because it was able to intercept the need for a good, light and digestible diet which increasingly unites Italian and European consumers. For this reason its success has been phenomenal, despite the presence of a giant like pizza.
But what about the present and the future? The product remains an opportunity for the GDO because is far from having exhausted its innovative potential. Without any claim to completeness, we have found five (good) reasons to support our statement.
HEALTH AWARENESS AND CONCERN ARE INCREASING
The healthy eating trend will not fail in the near future. Today, consumers are increasingly aware and attentive to their health and pinsa, although not strictly speaking a dietary food, offers a light dough, a long leavening and the use of selected flours. Together, all these elements respond to the needs of the consumer with a perfect balance of taste, lightness and digestibility.
The different calorie count and limited fat content they made it preferable in many cases to traditional pizza. If you ask someone who has tried it to explain the difference with pizza, most likely It will talk about lightness, and this cannot be a passing trend. Large-scale distribution can exploit this trend to promote pinsa as a healthy and tasty option, building loyalty among consumers who are more attentive to their health and, obviously, boosting sales.
ALMOST IMPOSSIBLE TO FIND A MORE VERSATILE FOOD
Pinsa offers the large-scale retail trade the opportunity to diversify your baked goods offering with an incredibly versatile food.
The pinsa can be savoury, sweet, simple or seasoned with gourmet ingredients, prepared for an evening with friends or for a classy aperitif. It is an excellent finger food, a snack to be consumed between one commitment and another, but also an alternative to bread or the protagonist of a dinner with the whole family. Versatility has contributed to its success and will continue to do so., because the benefit of having a product at home that can be used in many ways is solid and concrete. It's not a fad.
INNOVATION ATTRACTS, AND WILL DO SO TOMORROW TOO
Pinsa is the innovation in the world of pizza, and innovation attracts. Also for this reason, pinsa is very interesting for the large-scale retail trade, because stimulates natively the curiosity and interest of customers, pushing them to try and purchase a different product.
Let's not forget, from this point of view, that pinsa evolves continuously: the recipe changes and improves, but above all it aims to better satisfy the current food trends, perhaps with new variants for specific targets and unprecedented culinary experiences. Today the Pinsa Di Marco range consists of 6 products, but tomorrow?
COMPLEMENTARITY WITH MANY OTHER PRODUCTS
Pinsa is perfect for being sold together with many other products present in the store, such as cured meats, cheeses, vegetables and even drinks of all kinds. This, which once again depends on its versatility, can generate cross-sell sales and increase the average value of the cart.
