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Executive Summary
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Bring a little health to the frozen pizza space
- Build out the lunch occasion
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Market Dynamics
- Market context
- Market drivers
- Groceries are getting more affordable
- US: change in Consumer Price Indexes
- Pressure is on stores (and their brands)
- Graph 1: price-oriented attitudes and behaviors, any agreement – NET, 2024
- Lines between retail and foodservice get blurrier
- CJ CheilJedang’s unveils the largest frozen pizza plant
- Market size and forecast
- Steady, gradual growth will continue to propel the pizza category forward
- Total retail sales and forecast of pizza
- Retail sales and forecast of pizza
- Market segmentation
- Frozen pizza accounts for over 80% of sales
- Graph 2: segment share of total frozen pizzas retail sales, 2024
- Expanded foodservice retail line up can aid continued growth of ‘take and bake’ pizzas
- Retail sales of pizza, by segment
- Supermarkets are losing steam
- Graph 3: total retail sales of pizza, by channel, 2019-24
- Market share/brand share
- Growth exists within a generally flat category
- Sales of pizza, by company
- Flat-line growth for frozen pizza
- Sales of frozen pizza, by company
- Campbell’s sees small gains, while General Mills holds steady
- Sales of pizza kits/components, by company
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Consumer Insights
- Consumer fast facts
- Types of pizza eaten
- Accessibility and convenience aid appeal
- Graph 4: types of pizza eaten, 2023-24
- Younger consumers explore beyond frozen pizza
- Graph 5: types of pizza eaten, by generation, 2024
- Solo diners need to warm up to pizza options beyond frozen
- Graph 6: types of pizza eaten, by household size, 2024
- Change in pizza consumption
- Consistent consumption patterns underscore stability in the category
- Graph 7: change in pizza consumption, 2024
- Affordability is #1
- Enhance quality to elevate the at-home experience
- Graph 8: reasons for eating less pizza, 2024
- Pizza occasions
- Make frozen and refrigerated pizzas more than an afterthought
- Graph 9: pizza occasions – NET, 2024
- Maximize the pizza occasion with convenience
- Graph 10: frozen/refrigerated pizza occasions, by parental status, 2024
- Bring more attention to lunch for younger adults
- Graph 11: any frozen/refrigerated pizza occasions, by generation, 2024
- Put frozen/refrigerated pizza on top of consumers’ minds
- Graph 12: any frozen/refrigerated pizza occasions, by household size, 2024
- Pizza motivations
- Pizza purchase journey starts with the two C’s: cost and convenience
- Graph 13: pizza purchase motivations, 2024
- Millennials path to purchase requires elevation
- Graph 14: pizza purchase motivations, by generation, 2024
- Demonstrate the value of pizza to resonate nationwide
- Graph 15: pizza purchase motivations, by region, 2024
- Balance ease and value to appeal to different household sizes
- Graph 16: pizza purchase motivations, by household size, 2024
- Pizza innovations
- Consumers seek to uphold tradition
- Graph 17: interest in pizza innovations, 2024
- Meal-inspired pizzas cater to Millennials’ desire for customization and innovation
- Graph 18: interest in pizza innovations, by generation, 2024
- Smaller households may be stuck in their habits
- Graph 19: interest in pizza innovations, by household size, 2024
- Pizza attitudes
- Comfort is key, and pizza possesses the ability to bring people together
- Graph 20: pizza attitudes, 2024
- Balance nostalgia with variety
- Graph 21: pizza attitudes, by generation, 2024
- Put pizza pairings in the path of parents
- Graph 22: pizza attitudes, by parental status, 2024
- Pizza behaviors
- Staying traditional while embracing exploration
- Graph 23: pizza behaviors – “I tend to…”, 2024
- Show younger consumers that pizza is the ideal meal to keep on hand
- Graph 24: pizza behaviors, by generation – “I tend to…”, 2024
- Parents also need some convincing on pizza as a freezer staple
- Graph 25: pizza behaviors – “I tend to…”, by parental status, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Porta Pizza Roman style new launch
- Instant reaction and purchase intent
- Graph 26: consumer instant reaction and purchase intent, 2017-24
- Getting personal…
- Nestlé creates Vital Pursuit
- Good & Gather implements plant-based meats
- Flavor landscape for Pizzas in USA
- Marketing and advertising
- Dessert pizza shakes up the freezer aisle
- Elevated frozen pizza
- Chicken and waffle… but different
- Pizzas can be festive
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Appendix
- Retail sales and forecast of frozen pizzas inflation-adjusted
- Total volume sales frozen pizza
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Flavourscape AI: methodology
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.
US Pizza Industry Analysis
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.
US Pizza Market Report – What’s Inside?
Key Topics Analysed in the Report
- State of the pizza market and forecast
- Types of pizza eaten
- Change in pizza consumption
- Pizza occasions
- Purchase motivators and innovations
- Pizza attitudes and behaviors
- Pizza launches and marketing trends
Report Scope
For the purposes of this report, Mintel has used the following definitions:
- Frozen pizza
- Refrigerated “take-and-bake” pizzas, including UPC-coded and refrigerated pizza, prepared and sold in the fresh deli department
- Pizza kits/components, including pizza crust mixes, pizza crusts/shells, refrigerated and frozen pizza crust/dough, pizza sauce, pizza kits/mixes, and frozen pizza kits/toppings.
Meet the Expert Behind the Analysis
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.
Download Report SummaryConvenience 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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