The UK pizza and Italian restaurant industry faces rising costs from potential changes in national insurance contributions and business rates, threatening profitability and jobs.
UK Pizza Market – Current Landscape
The cost of living crisis has prompted consumers to tighten their budgets, prioritising essential expenses. In response, restaurants have adapted by introducing value-driven promotions and budget-friendly menu options.
The UK pizza market faces the challenge of consumer price sensitivity, with most diners spending £10-19.99 per meal. Households with young children often spend more, indicating the need for strategic pricing and promotions to accommodate different spending habits and attract families.
The UK pizza market’s greatest opportunity lies in embracing regional Italian cuisines. Millennials and Generation Z, in particular, exhibit a keen interest in these diverse culinary traditions. By focusing on regional cuisines, restaurants can cater to adventurous diners, enriching their experience with cultural authenticity and storytelling.
UK Pizza Market Statistics
- UK pizza market consumer demand: In 2024, 65% of Britons have either dined in or ordered takeaway from pizza and Italian restaurants.
- UK pizza market market share: 47% of consumers purchased pizza from Domino’s in 2024.
UK Pizza Market – What’s Inside?
Key Topics Analysed in the Report
- Balancing takeaway convenience with dine-in appeal is crucial to meet diverse consumer preferences in the UK pizza and Italian restaurant market
- The shift towards click-and-collect and in-person takeaways reflects cost-saving preferences and the demand for flexible dining options
- A growing interest in diverse menu options is evident, with a rise in popularity for thick-crust pizzas, pasta and chicken dishes
- Consumer spending varies, especially among households with children, driving the need for customisable and authentic dining experiences
Report Scope
This Report covers those foodservice establishments where pizza is the primary sales item. Within the scope of the Report, takeaway/delivery and dine-in restaurants are considered. They are largely based on the European and North American pizza and Italian restaurant models, typified by Domino’s Pizza for the takeaway/delivery market, Pizza Hut for the pizza restaurants market and PizzaExpress for the Italian restaurants market.
Meet the Expert
Trish Caddy currently writes a range of UK foodservice reports and has been called upon by some of UK’s leading media to comment on key insights and trends shaping the UK eating-out market. Prior to joining Mintel, Trish worked as a chef in London.
Striking a balance between takeaway and dine-in appeal is crucial, as consumers increasingly prefer flexible dining options and diverse, customisable menus.
Trish Caddy
Associate Director – Foodservice
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Executive Summary
- Opportunities for the pizza and Italian restaurants market
- Three major opportunities for the market
- Market dynamics and outlook
- The market is experiencing healthy growth rates
- Outlook for pizza and Italian restaurants market
- Domino’s continues to dominate the UK market
- Graph 1: selected pizza and Italian restaurants, by outlet numbers, 2021-24
- The pizza and Italian restaurants market will continue to grow
- Navigating the challenging market
- What consumers want and why
- The UK pizza and Italian restaurant scene remains resilient
- Graph 2: annual changes in pizza/Italian restaurant participation, 2021-24
- The rise of click-and-collect and in-person takeaways
- Graph 3: annual changes in usage of pizza and Italian restarants, 2021-24
- PizzaExpress thrives as Domino’s faces loyalty challenge
- Graph 4: changes in pizza and Italian restaurants used in the last 12 months, 2021-24
- Rising menu trends from thick-crust pizza to salads
- Graph 5: annual changes in types of pizza and Italian items ordered, 2022-24
- A strong preference for dining out from Friday to Sunday
- Graph 6: days of the week pizza and Italian restaurant visitation, by age, 2024
- Most consumers spend £10 to £19.99 on an evening meal
- Graph 7: typical amount spent by consumers on their evening meal from a pizza/Italian restaurant, 2024
- UK diners crave customisable, family-friendly Italian feasts
- Graph 8: dishes that consumers are most interested in ordering from a pizza/Italian restaurant, 2024
- Embracing regional flair and local sourcing
- Graph 9: attitudes towards pizza/Italian restaurants, 2024
- Innovation and marketing
- Major brands offer discounts
- Emerging regional Italian restaurants
- Adspend increased in 2023
- Graph 10: total ATL, online display and direct mail advertising expenditure on selected pizza/Italian brands, 2020-24
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Market Dynamics
- Market size
- The UK pizza and Italian restaurant market has grown
- The UK pizza and Italian restaurant market has experienced sustained growth…
- Graph 11: market size for value of pizza and Italian restaurants dine-in and takeaway market, 2019-24
- …outpacing inflation in 2024
- Graph 12: annual % change in value of pizza and Italian restaurants, 2020-24
- Market forecast
- The pizza and Italian restaurants market will continue to grow…
- …driven by rising demand and new innovations
- Operators need to invest in technology and innovation
- Market segmentation
- From pandemic-driven takeaway trends to a balanced market value distribution
- Graph 13: pizza and Italian restaurants market value, split by dine-in and takeaway segments, 2019-29
- The dine-in market is expected to grow by 11% in 2024
- The dine-in sector is projected to expand at a CAGR of 9.3% from 2024 to 2029
- Pizza and Italian takeaway services continue to stretch
- The takeaway sector is projected to expand at a CAGR of 5.3% from 2024 to 2029
- Market share and competitive strategies
- Domino’s continues to dominate the UK market
- Domino’s strategic slices
- Fireaway’s fiery global expansion
- PizzaExpress’ international footprint
- Ones to watch
- Market drivers
- Restaurants pivot amid economic shifts
- Graph 14: consumers’ financial situation, 2024
- Navigating the cautious consumer market
- Christmas 2024 in a climate of cautious spending
- Graph 15: consumer spending expectations for Christmas 2024
- Navigating workforce challenges…
- …and changes to employer national insurance and business rates
- Sustainability challenges in the UK hospitality sector
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What Consumers Want and Why
- Usage of pizza and Italian restaurants
- The UK pizza and Italian restaurant scene remains resilient
- Graph 16: annual changes in pizza/Italian restaurant participation, 2021-24
- Generation Zers’ love affair with pizza and Italian eats
- The takeaway market has generational divides
- Annual changes in channel usage
- The rise of click-and-collect and in-person takeaways
- Graph 17: annual changes in usage of pizza and Italian restarants, 2021-24
- The in-person takeaway surge
- Graph 18: annual percentage point changes in usage of pizza and Italian restaurants, 2023-24
- Usage of pizza and Italian restaurant brands
- The comeback of traditional dining experiences
- Graph 19: changes in pizza and Italian restaurants used in the last 12 months, 2021-24
- PizzaExpress thrives as Domino’s faces loyalty challenge
- Graph 20: percentage point changes in pizza and Italian restaurants used in the last 12 months, 2023-24
- PizzaExpress grows amidst economic headwinds
- Domino’s strategic moves and growth on the horizon
- Chain restaurants saw visitation increase among over-55s
- Graph 21: annual change in usage of pizza and Italian chains, by age, 2023-24 – NET
- Attracting the savvy 35-54s to independent Italian restaurants
- Graph 22: annual change in usage of pizza and Italian independents, by age, 2023-24 – NET
- Items ordered
- Rising menu trends from thick-crust pizza to salads
- Graph 23: annual changes in types of pizza and Italian items ordered, 2022-24
- A broader shift towards varied Italian cuisine
- Thin-crust pizza remains popular…
- Graph 24: types of pizza and Italian items ordered, by age, 2024
- Thin crust pizza remains popular, especially among over-55s
- Visitation by day and time
- A strong preference for dining out from Friday to Sunday
- Graph 25: days of the week pizza and Italian restaurant visitation, by age, 2024
- Weekday dining occasions spread throughout the day
- Graph 26: times of the day visited, by days of the week visited, 2024
- Work locations affect visitations
- Graph 27: times of the day pizza and Italian restaurant visitation, by current working locations, 2024
- Typical spend
- Most consumers spend £10 to £19.99 on an evening meal
- Graph 28: typical amount spent by consumers on their evening meal from a pizza/Italian restaurant, 2024
- Households with children under 18 often spend more
- Consumers are more willing to pay higher prices at Zizzi and Prezzo
- Graph 29: spend history of selected pizza and Italian restaurants, 2024
- Opportunities for strategic partnerships and enhanced visibility
- Graph 30: share of wallet for Domino’s customers in out-of-home spend (%), 2024
- Concepts of interest
- UK diners crave customisable, family-friendly Italian feasts
- Graph 31: dishes that consumers are most interested in ordering from a pizza/Italian restaurant, 2024
- Interest in customisable, family-friendly dishes
- Graph 32: consumer interest in ordering a customisable dish vs family-friendly options from a pizza/Italian restaurant, by age, 2024
- Interest in authentic Italian cuisine among over-45s
- Graph 33: consumer interest in ordering authentic Italian side dishes and desserts from a pizza/Italian restaurant, by age, 2024
- Under-45s are keen on innovative and visually appealing dining experiences
- Graph 34: consumer interest in ordering a fusion Italian dish, a dish prepared dramatically, or a TikTok-inspired dish from a pizza/Italian restaurant, by age, 2024
- Social media’s role in sparking interest in fusion Italian recipes
- Viral chicken crust pizza takes flight
- 16-44s prefer inclusive meal options like vegan or halal choices
- Graph 35: consumer interest in ordering a dish that caters to special dietary requirements from a pizza/Italian restaurant, by age, 2024
- Attitudes towards pizza and Italian restaurants
- Strong affinity for restaurants specialising in regional Italian cuisines
- Graph 36: attitudes towards pizza/Italian restaurants specialising in a specific regional cuisine, by generations, 2024
- The appeal of non-meat dishes among younger diners
- Graph 37: attitudes towards traditional pizza/Italian vegetarian dishes, by generations, 2024
- Opportunity to use local ingredients in pizza and Italian menus
- Graph 38: attitudes towards locally sourced ingredients vs imported ingredients, 2024
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Innovation And Marketing Trends
- Launch activity and innovation
- Pizza restaurants expand into retail
- Enhancing brand reach through innovative delivery concepts
- The rise of retail formats
- The rise in drive-through orders…
- …offers brands a chance to target these consumers
- Given the rarity of breakfast options…
- …there is an opportunity to explore this market segment
- Italian brunch on the menu
- Capturing lunchtime opportunities with deals
- Major brands offer discounts
- Thick crust pizzas are popular…
- …fuelling the rise of Chicago-style deep dish pizzas in the UK
- Breadstall to expand biga-style pizza concept
- The rise of New York–style pizzas
- Vodka-based sauce features in pasta and pizza dishes
- Focus on Italian-family dining
- Seafood restaurants draw inspiration from Italian culture, travels and tastes
- With consumers developing a taste for specific regional cuisines…
- …authentic and region-focused restaurants are gaining popularity
- Advertising and marketing activity
- Adspend increases in 2023
- Graph 39: total ATL, online display and direct mail advertising expenditure on selected pizza/Italian brands, 2020-24
- Digital ad spend accelerates in 2023
- Graph 40: total ATL, online display and direct mail advertising expenditure on selected pizza/Italian brands, by media type, 2020-24
- Domino’s retains its position as biggest ATL spender in 2023…
- Graph 41: total ATL, online display and direct mail advertising expenditure on selected pizza/Italian brands, by advertiser, 2020-24
- …and increases ad spend on its food and drink range by 5%, to £17 million
- Pizza Hut ramps up ad spend in 2023
- PizzaExpress offers mealtimes with flair
- Frankie & Benny’s look back in time
- Bella Italia aims to make the nation ‘Feel Bella’
- ASK Italian brings friends together
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Appendix
- Market forecast data and methodology
- Market size: pizza and Italian restaurants’ total value
- Market forecast and prediction intervals (total value)
- Market size: pizza and Italian restaurants’ dine-in market
- Market forecast and prediction intervals: pizza and Italian restaurants’ dine-in market
- Market size: pizza and Italian restaurants’ takeaway market
- Market forecast and prediction intervals: pizza and Italian restaurants’ takeaway market
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Snoop SpendMapper methodology
- Nielsen Ad Intel coverage
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