Frozen pizza's popularity is rising globally, reaching $20.4 billion in 2023, but traditional Italians remain skeptical. Marino Cardelli, an Italian Culinary Specialist, notes that while many Italians cling to fresh, handmade pizzas due to cultural pride, the need for convenience has led to a 1.3% growth in frozen pizza consumption in Italy for 2024. This shift is largely attributed to busy households recognizing that frozen options can fill the gap during chaotic pizza nights. The market is now adapting, with healthier, diverse options gaining popularity.
In Italy, at-home frozen food consumption, including the purchase of frozen pizza, grew by 1.3% in 2024, attributed to the convenience it provides to busy households.
There's a strong cultural pride in fresh, handmade food, especially something as iconic as pizza, which traditionally Italians, including my own family, aren't big fans of.
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