While Americans celebrate 9 February as World Pizza Day (its origins remain unclear), Italians stand by 17 January, marking the feast of St. Anthony Abbot, the patron saint of bakers and pizza makers. Regardless of the date, this dual celebration offers pizza lovers twice the reason to indulge in a dish whose influence stretches far beyond its humble Neapolitan beginnings.
The origins
The term ‘pizza’ was first documented in 997 AD in Gaeta, Italy. However, the modern pizza we recognise today began to take shape in 18th Century Naples. Initially, it was a simple flatbread topped with garlic, salt, lard, and cheese. The introduction of tomatoes from the Americas in the 16th Century eventually led to their incorporation as a staple topping, despite initial European scepticism about their edibility. This evolution culminated in the creation of the classic Margherita pizza – traditionally attributed to baker Raffaele Esposito in 1889, who crafted a pizza to represent the Italian flag’s colours in honour of Queen Margherita of Savoy.
In 2017, UNESCO recognised the Art of Neapolitan Pizzaiuolo – the traditional craft of pizza-making in Naples – as an Intangible Cultural Heritage of Humanity. This acknowledgment celebrates the rich cultural significance and artisanal skills involved in crafting authentic Neapolitan pizza.
Around the globe
Pizza’s global dominance is evident in both its consumption and economic impact. According to Coldiretti-Ixé, global pizza turnover in 2024 is projected to reach a record €160bn ($164bn), with Italy contributing €15bn ($15.35bn) to this figure.
Pizza is a major economic driver in Italy, generating 100,000 jobs nationwide – a number that doubles on weekends. Each year, Italy produces 2.7 billion pizzas, equating to about 46 pizzas per person annually across all age groups.
Surprisingly, according to 2025 data from World Population Review, Norway ranks second in per capita pizza consumption, with each person consuming an average of 11.4kg annually (approx. 33 pizzas), surpassing the United States’ 9.6kg per person per year (approx. 27 pizzas) and Canada’s 8.9kg per person per year (approx. 25 pizzas). Across Europe, Switzerland sees an average consumption of 7.5kg per person annually, followed by Sweden (7.2kg), France (6.8kg), Finland (6.7kg), Germany (6.2kg), and Spain (5.9kg).
This thriving industry is further highlighted by Foodora, which reported pizza as the top-ordered dish in 2024, with over 3.5 million orders across six EU countries. In response, the food delivery service has launched its first annual pizza index to track trends and pricing across different markets.
“This index offers more than just a glimpse into restaurant or pizza pricing,” said chief international officer Herbert Haas. “It provides a unique lens into the broader economic landscapes of different European countries, reflecting local costs of living, ingredient prices, and market dynamics.”
Much-loved toppings
Foodora’s ranking showcases a clear consumer preference for classic and traditional pizza styles, with Pizza Margherita topping the list. Interestingly, the presence of a kid-sized Margherita in the top five suggests a growing market for portion-controlled options while reinforcing its appeal across age groups.
The top 5:
- Margherita
- Salami
- Kebab
- Small Size Margherita
- Cardinale (ham)
Beyond these, different countries have developed their own unique takes:
- US: Home to Chicago deep-dish and New York-style thin crust.
- Japan: Innovations include toppings like mayonnaise, seafood, and squid ink.
- Brazil: Popular toppings include green peas, corn, and quail eggs.
- Scotland: The ‘pizza crunch’ involves deep-frying a battered pizza slice.
- Canada: Contrary to its name, Hawaiian pizza was created by Sam Panopoulos, a Greek immigrant in Ontario during the 1960s. His sweet and savoury combination of ham and pineapple remains a hotly debated topic among pizza lovers.
Highs and lows
According to research by Global Intergold, the world’s most expensive pizza is served in an exclusive Italian restaurant in Dubai. With a staggering $180,000 price tag, this indulgent creation is topped with white truffles, Beluga caviar marinated in champagne, and edible gold, making it a true symbol of luxury. Close behind is a $70,000 pizza from Canada, featuring an ounce of gold leaf, 10-year-aged cheese, and premium Japanese beef. Meanwhile, Chef Renato Viola’s Louis XIII pizza offers a more ‘affordable’ indulgence at $12,000. This meticulously prepared dish takes 72 hours and is assembled onsite by a three-person team, including a pizza chef and a sommelier. Topped with three types of caviar, Norwegian lobster, Mediterranean prawns, buffalo mozzarella, seven additional cheeses, Australian pink salt, and mantis shrimp, the experience is elevated with a bottle of Louis Roederer Cristal Champagne and aged Louis XIII Cognac.
On the more affordable end, Foodora’s ranking highlights Hungary having some of Europe’s most budget-friendly pizza options, with a median price of €7.46 ($7.65) for a Margherita. In contrast, Norway tops the charts with a median price of €16.15. Cities in Scandinavia, such as Turku in Finland (€15.75) and Göteborg in Sweden (€14.17), consistently rank among the most expensive. Meanwhile, Central European cities like České Budějovice in Czechia (€7.95) and Salzburg in Austria (€10.75) offer more wallet-friendly options. Slice-based ordering is emerging as a cost-effective trend, with half of the most budget-friendly restaurants in Hungary, Czechia, and Norway now offering pizza by the slice.
Pizza in all its forms
Pizza continues to be a universal favourite, bringing people together through a shared love of its endless variations and flavours, no matter where or how it’s enjoyed.
White Rabbit’s gluten-free offerings
The UK-based gluten-free brand is making waves with a £500,000 investment into a brand refresh and a next-generation gluten-free sourdough recipe. The bold move aims to close the taste gap between gluten-free products and premium mainstream counterparts, driving category growth and boosting consumer appeal.
At the heart of the transformation is White Rabbit’s Oxford-based bakery, now home to a state-of-the-art oven designed specifically for gluten-free sourdough. The upgrade enhances the brand’s Chilled Pizza, Focaccia, Flatbreads, Frozen Pizzettas, and Dough Balls, with the Signature 24-hour Proved Sourdough Pizza increasing in size from 9 to 10 inches, delivering better value for consumers.
With seven million UK gluten-free consumers, White Rabbit is capitalising on demand with a 53% category growth over two years, bringing in new shoppers, while 70% are repeat customers, helping the brand grow six times faster than the total gluten-free market.
“With one in five UK households now having a gluten free member, the opportunity to bring these people (and the rest of the family) to the table is huge,” said cofounder and CEO Nick Croft-Simon.
“Gluten free is driving growth in Free From, but the retail fixture largely focuses on the 4% of consumers who are both gluten free and plant-based; we’re seeing the opportunity emerge for purely gluten-free solutions (growing at +4.8% YoY vs the declines of plant-based segments at -2.6%).
“From the beginning, we’ve been on a journey to remove the gap in taste and quality between gluten free food and its best-in-class main fixture equivalents. We have put over 10 years of knowledge and experience as a dedicated gluten free brand into making this happen, and not only have we now reached the promised land with this latest investment into our technology, but we’ve done so at an incredibly exciting time for the category.”
White Rabbit’s pizzas are available from leading retailers across the US, including, Sainsbury’s, Ocado, Waitrose, Morrisons, Co-Op and Wholefoods.
Cheez-It’s pizza-inspired launches
Cheez-It has expanded its product lineup with two pizza-inspired varieties designed to capture the essence of an authentic pizzeria experience in a snackable form. The latest innovations – Cheez-It Snap’d Extra Crunchy Margherita Pizza and Cheez-It Duoz Pesto + Mozzarella – offer distinct flavour profiles that cater to both mainstream snackers and adventurous flavour seekers.
The Cheez-It Snap’d Extra Crunchy Margherita Pizza variety features an ultra-crispy texture, baked with real cheese and seasoned with tangy tomato, basil, and olive oil, mimicking the classic Margherita pizza experience. Meanwhile, Cheez-It Duoz Pesto + Mozzarella pairs a herbaceous, garlic-infused pesto cracker with a creamy, mild mozzarella cracker, delivering an Italian-inspired flavour fusion that appeals to both traditionalists and trend-driven consumers.
“Cheez-It is always looking for new ways to deliver bold, cheesy flavours that our fans love, and with these latest additions to our pizza-inspired lineup, we’re bringing the irresistible taste of pizza to every bite,” said senior brand director Cara Tragseiler.
“From the sweet, savoury burst of Cheez-It Snap’d Extra Crunchy Margherita Pizza to the vibrant, creamy blend of Cheez-It Duoz Pesto + Mozzarella, these two new snacks are a must-have for anyone who dreams of pizza perfection in snackable form.”
Both varieties will be rolling out across the US in March. Meanwhile, Cheez-It is offering a one-day-only 20% discount and free shipping on National Pizza Day with code PIZZA20.
Pizza for breakfast, anyone?
General Mills, too, is also capitalising on the universal love of pizza with the launch of a really ‘out-there’ pizza-flavoured cereal, blending the savoury taste of cheese, tomato, and herbs into a crunchy, nostalgic bite designed for adventurous snackers.
Cicis Pizza’s Spaghetti & Meatballs Pizza
Cicis Pizza is taking comfort food to the next level with its Spaghetti and Meatballs Pizza, a limited time offering that blends three Italian classics into one indulgent dish. Available until 16 March at its 272 locations across the US, the creation celebrates the brand’s tradition of value, innovation, and nostalgia.
Crafted inhouse by C.C. Pazzini – the mastermind behind the pizza chain’s Endless Buffet concept – the new offering features spaghetti noodles, meatballs, marinara sauce, and melted cheese on Cicis' signature crust, delivering a pasta-packed, flavour-filled experience.
“Spaghetti and pizza have always been at the heart of celebrations, making this the perfect way to honour 40 years of bringing people together,” said president Jeff Hetsel.
“Our new Spaghetti and Meatballs Pizza celebrates our legacy of comfort, value, and innovation while delivering a nostalgic dining experience that’s uniquely Cicis.”
Available on Cicis’ buffet or to-go for an RRP of between $8.99-£13.99, the launch is the first of many anniversary specials, with new menu items, promotions, and nostalgic brand activations planned throughout the year.
Baked Earth Bakery’s Love Bites
The UK brand is aiming to win favour with the launch of its heart-shaped mini garlic and coriander naans, available exclusively at Aldi UK. As part of Aldi’s limited time Valentine’s range, these Love Bites will be stocked in 1,000 stores nationwide from 30 January.
Produced from the same traditional recipe the Butt family has used for over 50 years, these vegan-friendly mini naans offer the perfect foil as a side, canapé, mini pizza base, or dipping snack, available in packs of 20.
“We’re thrilled that Aldi will be exclusively stocking our Love Bites,” said MD Dan Butt. “Their customers will love these delicious mini naans – the perfect way to their partner’s heart.”
The launch follows a record-breaking 2024, during which Baked Earth Bakery introduced 25 new products into retail and food service sectors and achieved BRC AA+ certification, the highest food safety rating. Producing over 100 million flatbreads and naans annually, the Nottingham-based bakery plans major investment in manufacturing in 2025 to drive further innovation and category growth.
