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
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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
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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
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
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
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
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.
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