Demand for authenticity and innovation sweep the Canadian pizza segment

Technomic’s 2018 Canadian Pizza Consumer Trend Report highlights the growing need to understand changing consumer preferences for pizza

Press release

There’s no question that pizza remains a standard component of the Canadian diet, with 75 per cent of consumers eating it at least once a month. However, this doesn’t mean that operators can continue serving the same old pizza. According to Technomic’s 2018 Canadian Pizza Consumer Trend Report, 45 per cent of consumers stated that they want operators to offer pizzas that are more authentic. Additionally, 22 per cent of consumers say they’re more interested in trying pizza with unique toppings or ingredients now than two years ago.

Considering these findings, operators and their suppliers must stay innovative and keep exciting menu items in rotation while remaining authentic. The catch is that the meaning of authenticity varies by consumer-it could be anything from traditional pizza prep and ingredients to creating something entirely from scratch. Brands will have to be mindful of what their specific customers’ subjective view of authenticity means and adapt appropriately.

“In addition to authenticity, there is continued demand for innovation,” explains Kelly Weikel, director of consumer insights for Technomic. “Operators and suppliers must balance demands for innovation and authenticity to appease consumers and stay ahead of competition.”

Key takeaways from the report include:

  • 22 per cent of consumers overall and 27 per cent of consumers ages 18-34 would eat pizza more often if there were healthier options available
  • 31 per cent of consumers would like more restaurants to offer seasonal toppings
  • 44 per cent of consumers order pizza to satisfy a craving

Compiling findings from more than 1,150 consumer responses, as well as menu and industry data from the Ignite database, the comprehensive 2018 Canadian Pizza Consumer Trend Report serves as a guide for foodservice operators and suppliers to help them understand how consumer consumption, attitudes and preferences toward pizza are evolving and to identify key areas of opportunity.

About Technomic

Technomic Inc., a Winsight company, delivers a 360-degree view of the food industry. It impacts growth and profitability for clients by providing consumer-grounded vision and channel-relevant strategic insights. Its services range from major research studies and management consulting solutions to online databases and simple fact-finding assignments. Its clients include food manufacturers and distributors, restaurants and retailers, other foodservice organizations, and various institutions aligned with the food industry. Visit Technomic at

About Winsight, LLC

Winsight LLC is a recognized leader in business-to-business media and information services for the convenience-retailing, foodservice and grocery industries. Winsight has an extensive media portfolio, including five publications: CSP, Restaurant Business, FoodService Director, Convenience Store Products and Winsight Grocery Business . Winsight also offers a suite of digital products, including websites, e-newsletters, webinars, video products, mobile and tablet apps, and custom marketing solutions. In addition to more than 12 major EduNetworking conferences and advisory meetings, Winsight also produces seven exclusive, large-scale executive-level conferences: Restaurant Leadership Conference, Global Restaurant Leadership Conference, Outlook Leadership Conference, Convenience Retailing University, FSTEC, MenuDirections and Restaurant Directions. In 2015, Winsight acquired Technomic Inc., a provider of primary and secondary market information and advisory services for the food industry. For more information on Winsight and its brands, go to

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