2025
9
US Pizza Market Report 2025
2025-11-10T02:02:29+00:00
REPDC656667_35D3_459A_B9F9_87504F0E7E3A
3695
188439
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Report
en_GB
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."

John Owen - Associate Director, Food and Retail

John Owen - Associate Director, Food and Retail

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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for pizza
    • Opportunities
    • Bring variety to life at retail
    • Make health and function the keys to new snack and meal dayparts
    • Highlight the value of premium pizza
    • Graph 1: attitudes toward pizza – value for money, 2025
  2. THE MARKET

    • Snapshot – market size and forecast
    • Consumers and the economic outlook
    • Consumer perception of finances not yet recovered from 2022 inflation spike
    • Graph 2: assessment of personal financial situation, 2022-25
    • Inflation remains cool for now
    • Growth slows for retail pizza
    • Market size and forecast of pizza
    • Graph 3: total retail sales and forecast of pizza, at current prices, 2019-30
    • Sales and forecast of pizza at current prices
    • Frozen pizza sales stall as fresher alternatives maintain momentum
    • Graph 4: total retail sales and forecast of pizza, by segment, at current prices, 2019-30
    • Sales and forecast of pizza by segment
    • Private-label and value-priced brands gain in frozen pizza
    • Brand sales and share of frozen pizza
  3. THE CONSUMER

    • Pizza usage and frequency
    • Frozen remains a popular choice, but fresher forms attract attention
    • Graph 5: types of pizza eaten, by age, 2025
    • Greater variety could help to deepen engagement, boost frequency
    • Graph 6: frequency of consuming store-bought pizza, by age, 2025
    • Pizza use occasions
    • Subtle differences in use occasions across pizza types point to opportunities
    • Graph 7: pizza consumption occasions, by type of pizza, 2025
    • Reinforce younger pizza eaters’ perceptions of pizza’s versatility
    • Graph 8: frozen pizza consumption occasions, by age, 2025
    • Shopping for pizza
    • Purchase motivations start with convenience, affordability
    • Graph 9: pizza purchase motivations, by primary grocery retailer, 2025
    • An opportunity to shake up the shopping routine
    • Graph 10: pizza shopping behaviors, by primary grocery retailer, 2025
    • Pizza innovation opportunities
    • Wide latitude for new flavors and toppings
    • Graph 11: interest in pizza concepts, 2025
    • Protein is a key ingredient in better-for you pizza
    • Graph 12: interest in health attributes in pizza, 2025
    • Nutrients and minimal processing could be key to connecting with GLP-1 users
    • Graph 13: interest in health benefits in pizza, by GLP-1 usage, 2025
    • Attitudes toward pizza
    • An opportunity for premiumization
    • Graph 14: attitudes toward pizza – value for money, by financial situation, 2025
    • Leverage variety and customization to elevate the retail pizza experience
    • Graph 15: attitudes toward pizza – taste perceptions, 2025
    • An opportunity for health in a category defined by indulgence
    • Graph 16: attitudes toward pizza – health, 2025
  4. 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
  5. 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

US Pizza Market – Trends and Insights

  • 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.

This Report Looks at the Following Areas:

  • Retail pizza sales and market share trends
  • Pizza usage and frequency
  • Pizza occasions
  • Shopping for pizza
  • Pizza innovation opportunities
  • Attitudes toward pizza
Report AttributesDetails
Published DateNovember 2025
Report AuthorJohn Owen, Associate Director – Food and Retail
Data Range2019-2030
Consumer Data2,000 internet users aged 18+, July 2025
Market SegmentationFrozen pizza, Refrigerated/deli-prepared, Pizza kits/components
Leading companies in the US pizza marketNestlé SA, CJ CheilJadang Corp, General Mills Inc, Bernatello’s Food, Palermo Villa Inc, Campbell Soup Company, Grupo Bimbo, B&G Foods
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