The pinsa, a type of flatbread similar to focaccia, was developed in the Italian region of Latium in the 2000s. It has recently gained traction among French consumers as a lighter and healthier alternative to traditional pizza. According to Bernard Boutboul, president of Gira Conseil, 16 million pinsas were consumed in the first quarter of 2026, compared to 1.2 billion pizzas eaten since the start of the year. This growing popularity is largely driven by its appeal for home consumption, with mass retail playing a key role in its distribution. Between September 2025 and August 2026, eight million pinsas were sold, generating a market value of 27 million euros—2.5 times higher than in 2024, according to Emily Mayer, director of studies at Circana. The pinsa market, which launched in April 2025, is currently dominated by the manufacturer Harrys, which holds 42% of the market share. Between April 2025 and January 2026, nearly 1.2 million pinsas from Harrys were sold. Other notable players include the Italian food specialist Ciro (23%), La Boulangère (20%), and Florelli (8%). Private label brands are also entering the market, with U Coopérative launching its own pinsa in July 2025. In its first year, it sold over 600,000 units, with peaks of 100,000 units per month in July and August. The Les Mousquetaires Group, through its Intermarché chain, launched its pinsa Chabrior in February 2025 and reported selling 54 units per month and per store—nearly three times its initial target. The pinsa’s oval shape distinguishes it from the round pizza, giving it an artisanal appearance that makes it stand out on store shelves. It is presented as a versatile alternative to pizza, fitting into a broader trend of increasing demand for Italian products in France, including items like bronze pasta, pesto, prosecco, and mozzarella. The pinsa is also practical, requiring only five to six minutes of cooking time and suitable for a variety of occasions, from appetizers to full meals. Its texture is described as "lighter, crispy on the outside and soft on the inside," achieved through a combination of flours (wheat, rice, soy) and a long 72-hour fermentation process that creates an airy, porous dough. This makes it more digestible than traditional pizza dough and often rated with a Nutri-Score A, compared to pizza doughs that typically score a C. However, dietitian-nutritionist Florence Pujol notes that "light in the mouth does not mean lighter from a nutritional point of view, and notably less calorific." For example, a Herta pizza dough contains 289 calories per 100 grams, while a Picard dough has 233 calories. Most pinsas range from 230 to 271 calories per 100 grams, making them slightly higher in calories than some pizza doughs. Despite this, pinsas generally contain more fiber and protein than pizza. However, they also include additives and added sugars, making them similar to pizza in terms of nutritional content. Priced at an average of three euros per dough, pinsas are more expensive than pizza dough, which typically costs between 1.50 and 2 euros. While private label brands offer a 30 to 50% price discount, the pinsa still faces challenges in competing with the widespread popularity of pizza. Although it has gained some traction on social media, it remains a niche product and is not yet among the top 20 most recognized food items in France. Its future in restaurants may be uncertain, as it faces stiff competition from established pizza brands.