Revealed: what Canadians want from their pizza in 2018

April 30 2018

National Pizza Month doesn't roll around until October in Canada, but the Italian dish is undoubtedly a year-round favourite with three in four Canadians serving themselves a slice at least once a month.

This is just one of the findings in Technomic’s 2018 Canadian Pizza Consumer Trend Report, which highlights the growing need to understand changing consumer preferences for pizza.

Out of the 1,150 consumers who took part in the research, 34 per cent of them eat pizza every week at least. Considering Canadians spent $3.89 billion dollars on pizza in 2017, this high level of frequency is hardly surprising.  

More than one in five (22 per cent) say they are more interested in trying pizza with unique toppings or ingredients today than two years ago. An identical proportion said they would eat pizza more often if there were healthier options available, rising to 27 per cent with those aged 18-34.  

When asked what they would like to see more of from restaurants, close to half (45 per cent) were keen to try more authentic pizzas, while three in ten (31 per cent) would like more restaurants to offer seasonal toppings.

Just over a quarter (26 per cent) wanted their pizza to comprise healthier components, while a fifth liked the idea of more pizza mashups, such as using topping a pizza with Korean BBQ beef and hoisin sauce to serve up a sweet and spicy slice.

Dough quality was deemed to be the most important aspect of a pizza (59 per cent), followed by the quality of the toppings (36 per cent) and sauce quality (31 per cent).

Kelly Weikel, director of consumer insights for Technomic, said that on top of authenticity, pizza eaters are just as hungry for innovation.

“Operators and suppliers must balance demands for innovation and authenticity to appease consumers and stay ahead of competition,” she commented.

Technomic’s full report examines pizza consumption behaviour and uncovers attitudes about unique pizza varieties, delivery and technology.

It will also allow you to explore preferences for pizza components and discover flavours trending up on menus, as well as identify what’s next for pizza.