Providing the most comprehensive and up-to-date information and analysis of the US Pizza consumer market including the behaviors, preferences, and habits of the consumer.

Current Market Landscape

The COVID-19 pandemic caused a surge in demand for easy, affordable at-home meal solutions, including pizza. Demand is expected to settle a bit in 2021, but prolonged remote working, cooking fatigue and lingering financial uncertainty will continue to benefit the category. Homemade pizza and subsequently the pizza kits and components segment experienced the strongest disruption from the pandemic and the positive growth gained in 2020 will propel the segment into further success long term.

Pizza restaurants remain one of the biggest threats to the pizza category and their consumption lead over store-bought products has only intensified in 2021. Higher perceived quality paired with advancements in convenience have made pizza restaurants a competitive force and pizza brands will need to double down on advantages in affordability as a differentiator. Additionally, improving product quality and incorporating specialty flavors, formats and preparation methods can help category players rival foodservice offerings.

Future Market Trends in the US Pizza Market

Pizza brands will find ample opportunity in consumers’ adoption of homemade pizza, which was triggered by the COVID-19 pandemic but has persisted into 2021. The pizza kits and components segment is expected to continue growing through 2026 but make up only a minor share of the market, giving category players an opportunity to expand offerings and stand out with premium- and food-service-inspired products.

While buzzworthy, plant-based pizza hasn’t yet garnered mainstream appeal. 57% of those that live in households that eat pizza are not interested in plant-based options. As such, it will be important for category players to hyper-target interested audiences with plant-based offerings.

Read on to discover more about the US Pizza consumer market, read our Pizza Restaurants: Incl Impact of COVID-19 – US – September 2020 report, or take a look at our other Food market research reports.

Quickly understand

  • The impact of COVID-19 on the consumer pizza market in the US.
  • Motivations for choosing store-bought pizza.
  • Attitudes regarding plant-based pizza.
  • Pizza attributes that warrant a higher price.
  • How cooking fatigue impacts pizza sales.

Covered in this report

Pizza brands include: Piestro, Marco’s Pizza, Pasqually’s Pizza & Wings, Palermo Villa Inc, Nestlé, Screamin’ Sicilian, Urban Pie, DiGiorno, Schwan’s Company, General Mills Inc, Bernatello’s Foods, Motor City Pizza Co, Outsiders Pizza Co, Tattooed Chef, Urban Farmer, California Pizza Kitchen, Jack’s, Tony’s, Tombstone, Stouffer’s, Lean Cuisine, Red Baron, Freschetta, Totino’s Party Pizza, Daiya, Banza, Open Nature, Bellatoria, Flourchild, Wild Tomato, Pizza Hut, Rao, Papa Murphy’s, Frito-Lay, Vicolo, Sonoma Flatbread, Foster Farms, General Assembly, Good and Gather, Signature Select, Simple Truth.

Expert analysis from a specialist in the field

This report, written by Kaitlin Kamp, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The $8.1 billion pizza market is expected to grow an additional 1.9% in dollar sales in 2021 as consumers continue to work remotely, navigate economic uncertainty and face cooking fatigue, continuing reliance on convenient and affordable meal solutions. Still, future growth is somewhat stifled as consumers renew their health aspirations and return to pre-pandemic routines, leading to slow and modest growth through 2026. Brands will find growth opportunities in remote workers, homemade pizza and improved quality that rivals foodservice operators.

Kaitlin Kamp, Food and Drink Analyst
Kaitlin Kamp
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US retail sales and forecast of pizza, at current prices, 2016-26
    • Impact of COVID-19 on pizza
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on pizza, October 2021
    • Opportunities and challenges
    • Convenience and affordability continue relevance in 2021
      • Figure 3: Pizza motivations, 2021
    • Restaurant pizza’s lead intensifies
      • Figure 4: Pizza consumption, 2020 and 2021
    • Homemade pizza can rival foodservice offerings on quality and customizability
      • Figure 5: Occasions by pizza type, 2021
    • Pair nutrient-dense ingredients with BFY claims to grant permissibility
      • Figure 6: Healthy pizza attributes, 2021
  3. The Market – Key Takeaways

    • Pizza dollar sales settle into slow growth through 2026
    • Pizza kits and components are the segment to watch
    • Pizza will benefit from cooking fatigue
    • Foodservice operators advance on convenience
    • Consumer confidence has not yet rebounded to pre-pandemic levels
  4. Market Size and Forecast

    • Slow, steady growth expected through 2026
      • Figure 7: Total US sales and fan chart forecast of pizza, at current prices, 2016-26
      • Figure 8: Total US retail sales and forecast of pizza, at current prices, 2016-26
  5. Segment Performance

    • Pizza kits and components build on 2020 success
    • Take-and-bake pizza falls deeper into declines
      • Figure 9: Total US retail sales and forecast of pizza, by segment, at current prices, 2016-26
    • “Other” channels continue growing
      • Figure 10: Total US retail sales of pizza, by channel, at current prices, 2016-21
  6. Market Factors

    • Cooking burnout will benefit convenience foods
      • Figure 11: Impact of COVID-19/coronavirus outbreak on food and drink habits, 2021
    • Consumer confidence falls once again amid inflation and Delta variant concerns
      • Figure 12: US consumer confidence, 2019-2021
    • Remote working expected to persist
      • Figure 13: Expected work situation in 2021, 2021
    • The majority of consumers will be socializing in 2021
      • Figure 14: Anticipated social behaviors in 2021, 2021
    • Pizza restaurants prioritize delivery and takeout
      • Figure 15: Pizza restaurant innovations
    • Renewed health aspirations could shine a spotlight on sodium content
  7. Companies and Brands – Key Takeaways

    • Palermo Villa Inc. makes gains via novelty
    • Take-and-bake declines stunt private label’s growth
    • Make pizza the at-home lunch of choice
    • Explore co-branded toppings and sides
    • Vegetable or flour crusts? Both.
    • Plant-based pizzas can aim at variety
  8. Market Share

    • Nestlé maintains market domination; Palermo Villa grows via novelty
      • Figure 16: Multi-outlet sales of pizza, by leading companies, rolling 52 weeks 2020 and 2021
    • Take and bake losses sink private label sales
      • Figure 17: Multi-outlet sales of private label pizza brands, % change by segement, 52 weeks ending July 11, 2021
    • Value brands struggle
      • Figure 18: Multi-outlet sales of frozen pizza, by leading companies and brands, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Plant-based remains hot – despite lukewarm demand
      • Figure 19: Plant-based pizza launches
    • Brands go beyond cauliflower
      • Figure 20: Alternative pizza crust product launches
    • Midwest pizza is having a moment
      • Figure 21: Pizza product launches with Midwest inspiration and ingredient sourcing
    • Brands are thinking outside the oven
      • Figure 22: Social media posts with grilling recommendations
  10. Market Opportunities

    • Target the at-home lunch occasion
      • Figure 23: Impact of COVID-19 on food/drink choices – at-home meals, 2021
    • Differentiate with co-branding
      • Figure 24: Pizza product launches with co-branding
    • Blended crusts can marry health and taste
      • Figure 25: Social media posts with grilling recommendations
    • Make a play for gaming channels
      • Figure 26: Pizza Hut collaboration with pac-man
  11. The Consumer – Key Takeaways

    • Restaurant pizza grows its lead over store-bought pizza
    • Consumers reach for store-bought pizza during solo, weekday occasions
    • Convenience and affordability lead motivations
    • Premium pizzas need to carry some weight
    • Quality ingredients communicate health
    • Explore premium pizza kits and components
  12. Types of Pizza Consumed

    • Foodservice’s lead intensifies in 2021
      • Figure 27: Pizza consumption, 2020 and 2021
    • Small households deserve some attention
      • Figure 28: Change in types of pizza consumed, by household size, 2021
    • Store-bought pizza caters to low-income households
      • Figure 29: Change in types of pizza consumed, by household income, 2021
  13. Occasions by Pizza Type

    • Store-bought pizza owns weekday, solo occasions
    • Homemade pizza occasions overlap with foodservice
      • Figure 30: Occasions, by pizza type, 2021
  14. Pizza Motivations

    • Highlight value for money as foodservice advances on convenience
    • Compete on convenience with DTC channels
      • Figure 31: Pizza motivations, 2021
      • Figure 32: General Assembly Pizza Instagram post
    • Target couples with convenience, families with customization
      • Figure 33: Pizza motivations, by household size, 2021
  15. Premium Pizza Attributes

    • Consumers will justify more money for more toppings
      • Figure 34: Premium pizza attributes, 2021
    • Premium pizzas will win with parents
      • Figure 35: Premium pizza attributes, by parental status, 2021
    • Lower-income households see less value in premium upgrades
      • Figure 36: Premium pizza attributes, by household income, 2021
  16. Healthy Pizza Attributes

    • Pile on the vegetables
    • Claims regarding protein, fat and carbs could be better utilized
      • Figure 37: Healthy pizza attributes, 2021
      • Figure 38: Pizza product launches with BFY ingredients
      • Figure 39: On-pack pizza claims, percent change 2019-20
    • Consumers 18-24 influenced by BFY claims
      • Figure 40: Healthy pizza attributes, by age, 2021
    • Health looks natural and plant-based to women; high-quality to men
      • Figure 41: Healthy pizza attributes, by gender, 2021
  17. Pizza Attitudes

    • Pizza kits and components should emulate foodservice offerings
    • Consumers view frozen pizza as an affordable, but lower-quality choice
      • Figure 42: Pizza attitudes, 2021
    • Large households recognize relative affordability to foodservice
      • Figure 43: Pizza attitudes, by household size, 2021
    • Communicate value to lower-income households
      • Figure 44: Pizza attitudes, by financial situation, 2021
    • Go big for pizza lovers, simple for less-engaged audiences
      • Figure 45: Pizza attitudes, by pizza repertoire, 2021
  18. Plant-Based Pizza Attitudes

    • Consumers remain on the fence about plant-based pizzas
      • Figure 46: Plant-based pizza attitudes, 2021
    • Young women will be the target for store-bought plant-based pizzas
      • Figure 47: Plant-based pizza attitudes, by gender and age, 2021
    • Encourage dads to DIY
      • Figure 48: Plant-based pizza attitudes, by parental status by gender, 2021
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  20. Appendix – The Market

      • Figure 49: Total US retail sales and forecast of pizza, at inflation-adjusted prices, 2016-26
      • Figure 50: Average household spending on pizza, 2016-21
      • Figure 51: Total US retail sales of pizza, by segment, at current prices, 2019 and 2021
      • Figure 52: Total US retail sales and forecast of frozen pizza, at current prices, 2016-26
      • Figure 53: Total US retail sales and forecast of frozen pizza, at inflation-adjusted prices, 2016-26
      • Figure 54: Total US retail sales and forecast of refrigerated “take-and-bake” pizzas, at current prices, 2016-26
      • Figure 55: Total US retail sales and forecast of refrigerated “take-and-bake” pizzas, at inflation-adjusted prices, 2016-26
      • Figure 56: Total US retail sales and forecast of pizza kits/components, at current prices, 2016-26
      • Figure 57: Total US retail sales and forecast of pizza kits/components, at inflation-adjusted prices, 2016-26
  21. Appendix – Retail Channels

      • Figure 58: Total US retail sales of pizza, by channel, at current prices, 2016-21
      • Figure 59: Total US retail sales of pizza, by channel, at current prices, 2019 and 2021
      • Figure 60: US supermarket sales of pizza, at current prices, 2016-21
      • Figure 61: US sales of pizza through other retail channels, at current prices, 2016-21
  22. Appendix – Company and Brands

      • Figure 62: Multi-outlet sales of refrigerated take-and-bake pizzas, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 63: Multi-outlet sales of pizza kits/components, by leading companies and brands, rolling 52 weeks 2020 and 2021

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