Britain may be a nation of pizza lovers, but, according to AEG, confidence in making it from scratch appears to be falling. New research from Electrolux reveals a growing disconnect between the nation’s love of pizza and confidence in cooking it at home. Designed to close the gap between aspiration and reality, AEG has launched the PizzaExpert oven, so homeowners can create restaurant-style pizza at home.
While 72 per cent of Brits regularly eat pizza at home – whether frozen (44 per cent) or delivery (28 per cent), more than a third (36 per cent) have never attempted to make pizza from scratch. Among those who have tried, many admit the experience hasn’t always gone to plan. 35 per cent say they have ruined or burned a pizza they were looking forward to eating, leading to disappointment.1
Across the UK, consumers cite a number of barriers preventing them from recreating restaurant-quality pizza at home. These include not having the right equipment, not believing it can taste as good, finding the process too complicated and not having a good enough oven.1
At the same time, expectations around convenience remain high. Brits say they are only willing to wait an average of 30 minutes for freshly made homemade pizza,1 highlighting the challenge many face balancing quality with speed.
Despite these frustrations, appetite for homemade pizza remains strong. 32 per cent of Brits say that a dedicated pizza function would be important when considering buying a new oven, signalling growing demand for appliances that can deliver professional-quality results without requiring professional-level expertise.1
Bringing restaurant-quality pizza home
Promising restaurant‑quality results in just 2.5 minutes at up to 340°C, PizzaExpert combines high heat with step‑by‑step guidance to help home cooks achieve consistent results with greater confidence.[5]
The only domestic oven expert approved by Scuola Italiana Pizzaioli, the internationally recognised Italian school dedicated to professional pizza craftsmanship, PizzaExpert recreates the intense, even heat required for authentic Neapolitan-style pizza. Something conventional home ovens struggle to achieve, AEG claims. By combining AEG’s design and innovation with traditional Italian pizza‑making expertise, the oven offers precise temperature control and optimised baking performance for consistently crisp bases, airy crusts and perfectly cooked toppings.
“Pizza is deeply rooted in culture, connection and enjoyment across the UK, but our research shows confidence is holding people back from home creation,” says Elisenda Picola Brau, VP Marketing & Sustainability Europe at Electrolux. “The data tells us that more people would create pizza at home if they could trust the result. The PizzaExpert functionality was created to take away that doubt and give home cooks the conditions they need to achieve restaurant‑quality pizza and in only two and a half minutes, it really addresses key consumer pain-points.”
Confidence unlocks creativity
Alongside quality, creativity is also shaping how Brits approach pizza, AEG says. The research shows a growing willingness to experiment with toppings once confidence is in place. While 68 per cent enjoy pepperoni, 53 per cent opt for chorizo and 47 per cent enjoy pineapple, highlighting a shift towards more personalised pizza experiences.1 As flavours evolve, consistency and control in cooking become even more essential.
Taken together, the findings point to a wider shift in expectations at home. Consumers increasingly want appliances that offer professional‑level results without demanding professional‑level skill. With PizzaExpert, AEG aims to bring confidence back to homemade pizza, transforming it from a frustrating challenge into a reliable and enjoyable experience.
The AEG 7000 MealAssist with PizzaExpert oven is available now at Euronics retailers across the UK
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