Swedish consumers are embracing a distinctly local approach to Italian cuisine, with many opting for unconventional pizza toppings such as fruit, chips and even banana, according to a new survey cited by dairy company Skånemejerier.
While Italy is renowned for its proud culinary traditions, Swedish consumers appear happy to reinterpret them in their own way. A new survey by Verian, commissioned by cheese brand Galbani, found that more than half of Swedes (53%) enjoy pineapple on pizza, while more than a quarter (27%) say they like banana as a topping.
“It is concerning that such a large share of Sweden’s population enjoys pineapple on pizza,” said Italian chef Dante Zia in a press statement from Skånemejerier. “It truly pains the Italian part of my soul.”
Galbani and Skånemejerier are both owned by dairy group Lactalis.
Swedish enthusiasm for unconventional interpretations of Italian food extends beyond pizza. The survey also found that 57% of respondents would be happy to be served a fish or seafood pasta dish topped with Parmesan cheese – a well-known culinary faux pas in traditional Italian cuisine.
“I can agree that Parmesan on fish pasta tastes good, even if many Italians would strongly disagree,” Zia added.
For the dairy sector, the findings underline the continued strength of pizza as a driver of cheese consumption, while also highlighting changing consumer preferences. E.g. the survey found that 25% of Swedes now prefer white pizza over the traditional tomato-based version when dining out or being served pizza.
“It is incredibly exciting to follow the strong pizza culture we have here in Sweden,” said Sofia Malmén, Brand Manager at Galbani. “There are no right or wrong ways to enjoy pizza here – consumers genuinely appreciate pizza in all its forms and are not afraid to experiment with different toppings and accompaniments. Over the past year, we have seen white pizza gain significant momentum, and recently launched the market’s first white pizza base to meet growing demand.”
Survey highlights
- 25% of Swedes prefer white pizza when dining out or when served pizza
- 53% enjoy pineapple on pizza
- 27% like banana on pizza
- 23% enjoy dipping pizza crusts in béarnaise sauce; among 18–29-year-olds, this rises to 33%
- 22% say chips taste good on pizza; among 18–29-year-olds, the figure rises to 51%
- 57% would be happy to be served fish or seafood pasta with Parmesan cheese
The findings suggest that while traditional Italian food rules remain influential, younger Nordic consumers in particular are increasingly open to experimentation, creating opportunities for dairy brands supplying cheese and other pizza ingredients.