Pizza has long been at the top of the global affordable, comfort food pyramid. But as consumer preferences evolve, a new contender is emerging, not to replace pizza, but to redefine it. Enter pinsa: lighter, crispier, easier on the gut, and built for the wellness era.
This isn’t just a culinary twist—it’s a business opportunity hiding in plain sight.
The global pizza market is massive and estimated at $155.2 billion in 2024, and projected to hit $226.2 billion by 2033. That’s nearly $71 billion in expected growth over the next decade. The tailwinds driving this surge are exactly where pinsa shines: increasing demand for healthier alternatives, gluten-free and vegan offerings, and a rise in digitally driven ordering behavior. In fact, Technavio forecasts an additional $70.1 billion in pizza market growth between 2025 and 2029 alone, fueled in large part by rising consumption in developing economies. A large chunk of this growth can be captured by pinsa.
The appetite for pizza isn’t slowing down. But what consumers define as “pizza” is changing, and pinsa is perfectly positioned to lead that wave.
Before the Neapolitan pie dominated menus, ancient Romans were pressing out oval-shaped flatbreads by hand. Pinsa, from the Latin pinsere (“to press”), is that ancient tradition, reborn. Its dough, made from wheat, rice, and soy flours, which goes through a 72-hour fermentation, resulting in a base that’s lighter, crisp, and significantly easier to digest than traditional pizza. With up to 67% less gluten, about 20 % fewer calories, and naturally lower fat, pinsa fits squarely into what modern consumers are seeking: indulgence without the compromise.
That’s more than a feel-good story, it’s a serious value proposition
Take Pinsami, one of Europe’s leading producers. In 2023, they saw a 45% increase in revenue, hitting €47 million. Even more telling: exports grew by 125%, now accounting for 55% of their total sales. Pinsa is going global—but in the U.S., it’s still in early innings.
And that’s where the strategic advantage lies
While European-made pinsa contends with rising tariffs, shipping costs, and supply chain volatility, American producers are building smarter, faster, and closer to the customer. Pedone Pinsa, produced in Wisconsin by Italians deeply rooted in Roman and Sicilian food culture, is a standout. They’re not just producing pinsa locally, they’re doing it with a clear vision: to align timeless tradition with today’s most important food values, clean ingredients, longevity-focused nutrition, and a scalable, frictionless supply model.
Pedone isn’t trying to Americanize pinsa, they’re preserving its authenticity while sidestepping the logistical and economic headwinds international brands are facing. That’s a real moat in a market this dynamic.
With health-conscious eating becoming the norm rather than the niche, and consumer loyalty shifting toward products that offer both taste and functional benefits, pinsa will take a meaningful share of the pizza market’s growth. The infrastructure is forming, the consumer behavior is aligned, and the demand is already there, it just hasn’t been fully captured yet.
Much like pickleball turned a familiar sport into a cultural sensation, pinsa is taking something deeply rooted and giving it new life. It’s not just a trend. It’s a category in waiting.
So no, pinsa isn’t just another flatbread. It’s the future of fast-casual Italian, a play on health and convenience, and a quiet powerhouse with the potential to build the next $100 million brands.