Category growth has slowed amid cautious consumer spending, but pizza remains a consumer favorite, and pizza's versatile form means that it has nearly unlimited scope for innovation. Pizza brands and…
US
Pizza
simple
US Pizza Market Report 2025
"Despite slowing sales in recent years, the pizza category's versatility and broad scope for innovation creates opportunities for growth."
Category growth in the US pizza market has slowed due to cautious consumer spending, but pizza remains a consumer favorite, with its versatile form offering nearly unlimited scope for innovation.
Pizza brands and retailers have the opportunity to cater to consumer interest in fresher, higher-quality foods that also deliver convenience, cuisine exploration, and healthier, more functional snacking options.
New product development can help marketers tap into these opportunities, but the key to maximizing them may lie in disrupting pizza purchasers’ shopping routines.
An opportunity for health in a category defined by indulgence
Graph 16: attitudes toward pizza – health, 2025
PRODUCT, INNOVATION AND MARKETING
Target leverages partnerships to expand premium pizza variety and bolster on-trend image
Pizza is an important part of Walmart’s bettergoods private label food brand
Aldi makes pizza a destination
Crust remains a focal point for innovation, and fun
Breakfast pizzas
Snack-sized pizzas
APPENDIX
Market definition
The market
Forecast methodology
Forecast methodology – fan chart
Sale forecast of pizza at inflation-adjusted prices
Sales and forecast of frozen pizza at current prices
Sales and forecast of frozen pizza at inflation-adjusted prices
Sales and forecast of refrigerated/deli-prepared pizza at current prices
Sales and forecast of refrigerated/deli-prepared pizza at inflation-adjusted prices
Sales and forecast of pizza kits/components at current prices
Sales and forecast of pizza kits/components at inflation-adjusted prices
Sales of pizza by channel
Company sales and share of pizza
Brand sales and share of pizza kits/components
The consumer
Consumer research questions
Consumer research methodology
Generations
Abbreviations
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