Danish Crown: Pizza is now the Danes' favorite dinner
Italian pie, cheese wheel or mafia layer cake. Pizza has many nicknames, and it varies widely whether you prefer calzone, deep pan or the classic, but Danes are eating the Italian specialty like never before.
According to a study conducted by the Danish Ministry of Agriculture & Food based on data collected by Voxmeter, pizza became the Danes' favorite dinner in 2024 after overtaking chicken and rye bread with cold cuts over the past year.
"I have to admit that it surprises me. On the other hand, a pizza can be both an easy meal on the go as a takeaway, and a meal that the whole family can gather to make at home. When we look at the sales figures, it is especially the latter that is growing right now. Because more pepperoni and chorizo are being sold in supermarkets than ever before", says Mette Færch, Innovation Director at Danish Crown.
There is undoubtedly a great appetite for making pizzas at home in the kitchens, because Danes are investing in pizza ovens, googling pizza recipes and shopping for pizza like never before.
Sales of pepperoni and chorizo have increased by 17 percent in 2024 in retail, and on Google the search for "pizza recipe" has increased by 15 percent in the past year. In Danish Crown's own recipe universe, the number of visits related to pizza recipes also grew by a whopping 75 percent in 2024.
At grill manufacturer Cozze, they see the big pizza trend as a new "grill revolution" that really took off during the Covid-19 years. They went from selling 1,000 pizza ovens in 2020 to selling over 20,000 in 2021, and since then it has been a matter of keeping up with demand.
"Pizza has gone from being fast food to also being a meal that we want to make together as a family with our children or guests, because pizza with a pizza oven can be made in a really good quality in just a few minutes. And more and more people are looking for that good quality. It's not just the ready-made dough, the cheap tomato sauce or the canned cocktail sausages. People are experimenting and want quality and good ingredients", says Allan Boutrup, sales director at Cozze.
It is precisely with consumers' increasing desire to experiment with their pizzas that Danish Crown is now introducing the Italian sausage nduja, as one of four products in a new Tulip series of pizza toppings. Nduja is the most innovative product in the series, but the numbers indicate that consumers are ready. On Google, for example, searches for "Nduja pizza" have increased by 50 percent in the past year.
"Consumers are becoming more and more experimental with their pizzas and taking more chances. However, the selection of toppings has not kept up and, according to our studies, is perceived as uninspiring by consumers. That is why we have not made the safe choices when, for example, we choose to focus on nduja and a salami with a fennel flavor. We would like to try to inspire Danes when they put homemade pizza on the menu", says Mette Færch, Innovation Director at Danish Crown.
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