Roman pinsa is an opportunity to be seized by the large-scale retail trade, as well as an investment with a very interesting return. This is confirmed by the new food trends of Italians, the ever-increasing focus on sustainability and the fight against waste, the growth of the market and an increase in sales that it does not come at the expense of similar products, but it adds to them. Let's now look at all these elements in detail.
ROMAN PINSA INTERCEPTS THE NEED FOR HEALTHY EATING
According to the 2023 Nestlé Observatory study, the eating habits of Italians are characterised by a growing interest in well-being.
This trend, which has consolidated in recent years and has been amplified by the pandemic, continues to direct the food choices of Italians and condition the shopping cart. People, in other words, increasingly appreciate an offer oriented towards healthy eating and well-being.
Among other trends, we highlight:
- Our decrease in consumption of spirits, cured meats, sweets, fish, cheeses and meat;
- The increase of knowledge in the field of food education. The 71% of the Italians considers it at least “sufficient”;
- The Italians' 49% claims to follow a healthy and balanced diet to control their weight, confirming people's growing attention towards well-being.
Back in 2001, we invented the Roman pinsa, betting on the fact that needs for healthy, light and tasty food, at the time just outlined, would become central with the progressive increase in awareness.
But every evolution takes time. For many years, in fact, the Roman pinsa was considered the younger sister of the pizza and it was available in a handful of locations throughout Italy. The restaurant, or rather the pizzeria/pinseria, was the only way to taste one.
Today times have changed, and the food culture has made inroads into consumers, who not only read the labels, but know the nutritional characteristics and know how to orient themselves towards a diet that preserves their health. Our idea of Roman pinsa was precisely this: not a product that can or should be consumed for lunch and dinner every day, but a food tasty, nutritious and, compared to a “historical” competitor like pizza, lighter and more easily digestible.
60 DAYS OF SHELF LIFE AND THE NEW FROZEN VARIANT AGAINST WASTE
The Roman pinsa is a real cure against waste, both for the operator and for the final consumer.
The Di Marco pinsa has an interesting quality: it contains all the characteristics of craftsmanship, freshness, lightness, natural leavening and taste that people love, but it also has a commercial life definitely interesting. Both in the traditional version, offered in the refrigerated counter, and in the ambient version, the shelf life it is a good 60 days.
This aspect has advantages for both parties, but in particular for operators it leads to:
- Waste reduction;
- Simplification in the inventory management;
- Improve Promotions Management;
- Reduction of management costs.
For consumers, the long shelf life means they don't have to consume the product quickly or waste food. Instead, they can enjoy the Di Marco pinsa at their leisure, without worrying about impending expiration dates.
The news doesn't end here. Di Marco has just introduced the consumer version too. frozen, frozen, which for a long time has been an exclusive of the HoReCa segment. In this way, we tend to intercept further consumer needs, and in particular those of practicality and supply which, by definition, prevents food waste.
AN EXPANDING MARKET: 150.7 MILLION EUROS IN 2025
In recent years, the pinsa market has experienced exponential growth thanks to the ability to intercept new food consumption trends, and it is expected still have strong expansion capabilities.
According to data provided by Circana, in 2020 sales stood at 17.6 million euros, but already in 2021 they reached 37.4 million, and then rose further to 56.4 million in 2022. Our forecast is for a constantly accelerating trend: according to estimates, the pinsa market should reach the 150 million euros by the end of 2025.This perspective represents an extremely interesting opportunity to intercept a still expanding consumer trend.
AN EXPENSE THAT DOES NOT REPLACE THAT FOR SIMILAR PRODUCTS, BUT IS ADDED TO IT
Offering pinsa in stores is a strategic opportunity, especially considering the purchasing dynamics that have been created in the post-pandemic phase. Over the past three years, and despite the recovery of the restaurant business, people have gradually increased the number of meals consumed at home, shifting part of the budget destined for out-of-home spending towards home spending.
This trend opens up new possibilities for large-scale distribution. The expense for pinsa, given its innovative nature, it did not replace that for similar products such as pizza or piadina, but it has actually acquired part of the budget that in the pre-covid era was allocated to lunches or dinners outside the home. It therefore represents a great opportunity not only to satisfy a consumer trend, but to significantly increase overall turnover.
Last but not least, including the Di Marco gripper in your assortment attracts the attention of consumers looking for new gastronomic experiences, and this can effectively stimulate sales.
