Pizza consumption in the US is stable, with convenience and affordability driving increased eating occasions. While many consumers stick to their favorite brands, many are willing to try new brands and styles, suggesting an openness to changing up their pizza purchasing routine.
The US pizza market continues to be a convenient and cost-effective staple for households across all demographics. Over half of consumers report maintaining their pizza consumption in 2024, and over a quarter have increased their pizza occasions due to affordability and ease of preparation. Millennials and Gen Z are leading the shift toward ready-to-eat (RTE) options that emphasize speed and freshness, while Baby Boomers and Gen X continue to rely on frozen pizza as a dependable freezer staple.
Creating options that replicate the restaurant experience through high-quality ingredients and ease of preparation (while keeping the cost-effectiveness of cooking and eating at home) will resonate with consumers. Future growth will hinge on appealing to a wide demographic, from single-person households to families and across all age groups. It’s essential to frame frozen pizza not just as a last-minute options or and afterthought, but as a routine choice.
For the purposes of this report, Mintel has used the following definitions:
This report was written by Kamari Davis. Kamari joined Mintel in 2023 as a Food & Drink Analyst on the US Reports Team. He brings a background within the alcoholic beverage industry as a category analyst. Kamari holds a degree in Food & Consumer Package Goods Marketing from Western Michigan University.
Convenience and affordability remain key factors driving pizza consumption. Expanding eating occasions means leaning into personalization.
Kamari Davis
Research Analyst, Food & Drink
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