"Leverage the VAT cut to sharpen pricing, keep core dishes accessible and rebuild trust. Use local, ancient grains to boost flavour and texture in pizza, and bring new life to pasta dishes by infusing them with bold, global flavours"
Eliana Riera-McInnes, Foodservice Research Analyst
Pizza and pasta are beloved staples among German foodservice consumers, but sustained price pressure has reshaped expectations. Value perceptions have weakened, with over half of category users feeling these dishes offer less value in 2026 than a year prior, while growing retail competition broadens the alternatives consumers compare against.
The 2026 VAT reduction gives operators a chance to rebuild trust. With affordability under scrutiny, core dishes such as Margherita or tomato pasta act as benchmarks for fairness. This reform allows for more strategic menu adjustments, enabling businesses to reinforce affordable entry points and implement transparent pricing, which can help reassure diners and foster loyalty.
At the same time, many still want to make the best of their pizza and pasta foodservice occasions, and are willing to pay more for added value. Locally sourced ingredients, in particular, offer compelling pathways to trade up for both pizza and pasta consumers (35%), surpassing even premium Italian ingredients (25% and 30% respectively).
A demand for sensory-rich experiences is also driving the category’s direction, with consumers seeking spicier, lighter and more crunchy dishes alongside curated, more immersive occasions. Local, ancient grains, as well as global flavours, offer new ways to deliver a sensory boost.
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