Frozen pizza: the Made in Italy excellence between tradition and technology

The leadership of Italian frozen pizza in global markets 2025

The  Italian production of frozen pizzas counts 292 specialized companies and represents 22.6% of the ready-to-eat food segment, establishing itself as the leading category in frozen foods (IIAS, 2025). The main players include  Italpizza (417 million euros in revenue in 2024),  Roncadin – which is expected to see significant growth compared to 200 million euros in 2024, thanks to an important industrial investment in the USA (Simest, 2025) – and  Margherita S.r.l. (97 million euros), companies that export a significant share of production (up to 60% for Italpizza) to over 60 countries.

I Frozen pizza consumption in Italy They recorded the most significant increase in the frozen segment, +6% in volume and 4.1% in value in 2024 compared to the previous year, reaching 65,688 tons and exceeding 160 million euros (Il Sole 24 Ore, 2025). This growth is attributed to the increasing assortment of the offer and also to economic convenience, given that – according to a recent survey conducted by AstraRicerche for IIAS – frozen pizza costs on average less than half compared to that delivered via 'food delivery' (IIAS, 2025). The 65% of Italians consume pizza at least once a week, confirming the central role of this food in the national diet (Businesscoot, 2025).

The  European market of frozen pizzas has in turn reached a value of 4.909 billion euros in 2024, and is expected to reach 7.320 billion euros by 2033, with a growth rate (CAGR) of 4,31% in the period 2025-2033. (IMARC Group, 2025). The growth of frozen pizza in Europe is driven by the demand for ready-to-eat foods, favored by the increase of the active population and increasingly dynamic lifestyles. Consumers favor practical solutions without giving up quality and variety. A further boost comes from the development of ‘premium’ segments that include plant-based, gluten-free frozen pizzas, with organic ingredients, optimized nutritional profiles (IMARC, 2025).

The  global market of frozen pizza was estimated at 22.74 billion USD in 2024 and steady growth is expected, with a compound annual growth rate (CAGR) of 3.5% between 2025 and 2030, reaching approximately 27.95 billion USD by 2030 (Grand View Research, 2025). This development is driven by changes in consumer lifestyles, new food preferences of Millennials and the working population, and the growing popularity of frozen pizza among different demographic groups. In 2024, North America, led by the USA, confirmed itself as the most important market, with 36.9%of the global market share. The online channel it is expected to grow more rapidly in the period 2025-2030, thanks to digitization and the spread of e-commerce in the food sector (Grand View Research, 2025).

The legacy of the pioneers: from artisanal tradition to Industry 5.0

The birth of frozen pizza in Italy dates back to the  the ’80s, when rapid freezing technologies and modern logistics allowed to bring the pizza ‘as made in pizzeria’ also outside the premises. The two great pioneers were  Bruno Tordelli, who founded Italpizza in Modena in 1983, and Edoardo Roncadin who in 1991 transformed the Pizzeria Vesuvio into an industrial plant in Menduno, in the province of Pordenone, sensing the potential of a product combining artisanal tradition and modern practicality.

In the  the ’90s, the segment experienced rapid expansion thanks to the evolution of freezing technologies and the growing spread of domestic freezers. While maintaining a strong bond with Italian culinary tradition, the sector has been able to innovate, enhancing  long leavening times (up to 72 hours in some premium productions) and quality ingredients to differentiate from the cheaper industrial versions present on foreign markets.

In the new millennium, attention has shifted towards the ‘clean label’, authenticity and the expansion of the offer with products premium: market leaders have eliminated technological additives, focusing on doughs with selected flours, sourdough, DOP and IGP ingredients, ancient grains. Leading Italian industries are also committed on the front ESG (Environmental, Social, Governance), following Roncadin who already in 2010 started the ‘Green Energy 100%’ path and in 2024 obtained B-Corp certification.

Excellence standards: the technological rigor of the Italian supply chain

The  Italian frozen pizza typically relies on simple and genuine ingredients:

• flour soft wheat with different degrees of milling (type ’00’ and ‘0’, semi-wholemeal, type ‘1’ and ‘2’; wholemeal), as well as multi-grain and gluten-free variants;

• Water;

• yeast, often natural or sourdough, for long fermentations with greater digestibility);

• salt;

• ‘topping’. From the most classic Margherita – tomato puree, mozzarella, extra virgin olive oil and basil – to the great variety of Italian recipes.

The  production process includes:

1. Controlled dough and leavening, often more than 24 hours (up to 48-72 hours in premium productions) to develop alveolar structure, digestibility and complex flavor. Dough hydration ranges from 60% to 75%, depending on the type of pizza;

2. Shaping manual or semi-manual shaping of the base, with a stretching that respects the gluten structure to ensure crispness. Bases usually have diameters between 26 and 32 cm and variable thickness (from 2-3 mm for thin pizzas to 5-7 mm for traditional ones);

3. Topping with selected ingredients: tomato (peeled, puree or datterini), mozzarella added before or after pre-cooking depending on the technology used, and other specific ingredients for variants (e.g. vegetables, cheeses, ham and cold cuts).

4. Cooking in traditional or wood-fired ovens at temperatures between 280-350°C, to obtain the right crust texture and develop the aromatic compounds of the Maillard reaction, with attention to controlling acrylamide levels;

5. Rapid industrial freezing at temperatures of -40°C which brings the product to -18°C in less than 2 hours, thanks to technologies like blast freezing, mechanical freezing tunnels and their combinations, to preserve freshness, cellular structure of ingredients and nutritional quality;

6. Hermetic packaging in protective atmosphere to protect the product from oxidation, cold burns and contamination during storage and transport.

This combination of traditional processes and  freezing technologies allows offering global consumers a product comparable to fresh one, with the advantages of practicality and convenience.

Competitive advantage: superior quality and convenience

The  authentic frozen and quality offers numerous advantages:

• organoleptic profile: thanks to the quality of the ingredients and rapid freezing techniques, the pizza maintains a sensory profile very close to the artisanal one, with a crispy base and well-defined flavors;

• economic convenience: frozen pizza is often much cheaper than fresh pizza for takeout or delivery, making it a valuable option for families and consumers attentive to the quality/price ratio;

• reduction of food waste: the shelf-life of 18-24 months at -18°C and the possibility of single-portion consumption drastically reduce waste compared to perishable fresh products;

• ‘clean label‘ and transparency: many current references focus on essential ingredient lists, with certified ‘gluten-free’ guarantees and above all transparent labels, indicating the amount of characteristic ingredients and nutritional declaration, often missing on fresh and delivery pizza;

• ease of preparation: product innovation has led to recipes and formats specific for cooking in ‘air fryer’ (Roncadin’s idea awarded at Marca 2026 in Bologna. Media Key, 2026), traditional oven or combined microwave, optimizing times and yield, offering flexibility of use even in modern domestic contexts;

• microbiological safety: the freezing process, besides preserving micronutrients and bioactive compounds, blocks enzymatic and microbial activity, guaranteeing  food safety superior compared to many fresh refrigerated products.

Nutritional profile and transparency: the ID card of true Italian pizza

The specific nutritional values of frozen pizzas vary considerably depending on the recipe, the thickness of the base, and the producer's choices. The availability of nutritional declaration on label allows everyone to choose the frozen pizza that meets their nutritional as well as sensory goals.

In general terms, a whole pizza of 300-400 grams can provide an energy value ranging between 600 and 1000 kcal, thus representing a complete meal that can cover 30-40% of an adult’s daily caloric requirement, with a balanced supply of carbohydrates, proteins, and fats.

From a nutritional point of view, the  frozen pizza can fit into a balanced diet if consumed in moderation (1-2 times a week) and complemented with fresh ingredients such as raw or cooked vegetables, mixed salads or grilled vegetables, in line with Italian guidelines for healthy eating.

Versions with  wholemeal or semi-wholemeal flours offer a higher intake of fiber (3-5 g per 100 g) and micronutrients, while those with vegetables increase the content of vitamins, minerals, and bioactive compounds with antioxidant action.

Strategic guide: how to select authentic value for export

For gourmets and  professional buyers, here are some useful tips:

1. Check the label for ingredients, quality of raw materials (preferably Italian or European), long natural leavening, and absence of unnecessary additives;

2. Favor variants with certified organic ingredients, PDO or PGI (e.g. mozzarella di bufala campana PDO, San Marzano tomato PDO, prosciutto di Parma o San Daniele PDO);

3. Consider formats and cooking technologies, including products optimized for Air fryer or professional ovens, to offer more versatile solutions to end consumers and adapt to emerging trends.

4. Evaluate certifications (BRC, IFS, ISO 22000) that guarantee internationally recognized food safety and quality standards.

5. Collaborate with reliable suppliers that ensure supply continuity, complete supply chain traceability, and international quality standards, with logistical capacity for refrigerated export.

6. Rely on expertise of the GIFT team (Great Italian Food Trade) for support in researching and selecting reliable Italian suppliers, with personalized assistance on certifications, logistics, and regulatory compliance for target markets.

Conclusions

The excellence of Italian frozen pizza lies in its ability to evolve without betraying its roots. Thanks to a constant commitment to 'Clean Label', certified sustainability (B-Corp), and product innovation (such as lines for air fryer), the sector confirms its leadership in Italian food Made in Italy. For international partners, choosing Italian frozen pizza means importing not only an iconic food but a concentration of food science, production ethics, and uncompromising gastronomic value.

Dario Dongo

On the cover: Roncadin pizza for air fryer, awarded at the Marca 2025 fair in Bologna as Best Innovation Product 

Bibliography

• Businesscoot. (2025).  The pizza market – Italy. https://www.businesscoot.com/en/study/the-pizza-market-italy

• Grand View Research, Inc. (2025). Frozen pizza market size, share & trends analysis report, 2025–2030. Grand View Research. https://www.grandviewresearch.com/industry-analysis/frozen-pizza-market

• IIAS – Italian Institute of Frozen Foods. (2025). Frozen foods: in 2024, over 652 thousand tons consumed within households. Growth resumes in the retail channel: +1.3% compared to 2023. https://www.istitutosurgelati.it/surgelati-nel-2024-oltre-652-mila-tonnellate-consumate-tra-le-mura-domestiche-riprende-la-crescita-nel-canale-retail-13-rispetto-al-2023/

• IMARC Group. (2025, February 24). Europe frozen pizza market report by crust type (thin crust, thick crust, stuffed crust, and others), size (small, medium, large), product type (regular frozen pizza, premium frozen pizza, gourmet frozen pizza), topping (cheese, meat, fruits and vegetables, and others), distribution (food chain services, modern trade, departmental stores, online stores, and others), and country 2025-2033. IMARC Group. https://www.imarcgroup.com/europe-frozen-pizza-market

• Media Key. (15 January 2026). Roncadin, double victory at the MARCA Awards 2026: best innovation with air fryer pizza and Best Copacker Profile. MediaKey.it. https://mediakey.it/news/roncadin-doppia-vittoria-ai-marca-awards-2026-migliore-innovazione-con-la-pizza-per-air-fryer-e-best-copacker-profile/

• SIMEST. (2025). Roncadin strengthens in the USA and doubles pizza production. SIMEST. https://www.simest.it/storie-simest/roncadin-si-rafforza-in-usa-e-raddoppia-la-produzione-di-pizze/

• Soressi, M. (2025, 10 April). Pizza consumption growing but frozen beats all. Il Sole 24 Ore. https://en.ilsole24ore.com/art/pizza-consumption-growing-but-frozen-beats-all-AGKvMIsD?refresh_ce&nof