Japan Enters Fourth Pizza Boom With Regional Specialty Pies

Japan is experiencing a fourth pizza boom as convenience stores and supermarkets launch regional specialty pizzas across the country [1, 2].

This trend represents a significant shift in the domestic food market, as traditional delivery services now face competition from retail giants offering localized flavors. The expansion into the pizza sector allows retailers to capitalize on changing consumer habits and a diversifying appetite for quick-service meals.

According to the Pizza Council, which conducts market research on the industry, the nation is currently in the midst of this fourth wave ^[1]. The current surge was triggered by the COVID-19 pandemic starting in 2020, which increased the frequency of people enjoying pizza at home ^[1].

Retailers are differentiating their products by introducing "regional" pizzas. Some of these unique offerings include toppings such as eel and gyoza [1, 2]. These products are appearing primarily in supermarkets and convenience stores throughout Japan, with a heavy concentration in Tokyo [1, 2].

This is not the first time the Japanese market has seen a spike in popularity for the dish. The first pizza boom began in 1971 ^[1]. A second wave occurred during the 1980s, a period that saw Domino's Pizza open its first Japanese location in the Ebisu district of Tokyo ^[1].

A third boom followed in the 1990s ^[1]. The current iteration differs from previous cycles because of the entry of non-specialized retailers into the market. The competition for customers has intensified as these stores leverage their existing distribution networks to provide affordable, niche options.

Industry leaders continue to coordinate on market trends. More than 50 people recently attended a social gathering following a regular general meeting of the Pizza Council ^[2]. Masayuki Osada, chairman of the council, is among the industry figures monitoring these shifts in consumption [1, 2].