“Pizza remains top of mind for consumers as a reliable and consistent product that is affordable and customizable. In an uncertain economic climate, however, successfully competing with readily available foodservice options means that pizza operators must reinforce their expertise in delivering on value and convenience and innovate in a way that leaves consumers fully in control of their dining experience.”
– Varchasvi, Analyst, US Foodservice and Mintel Menu Insights

This Report looks at the following areas

  • The impact of inflation, technological innovation, and labor crisis on pizza operators
  • Consumer interest in pizza styles, crusts, toppings and ingredients
  • Consumer association with and attitudes towards pizza
  • Pizza occasions to target

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Category outlook, 2022-27
    • Challenges and Opportunities
    • Pizza operators are facing competition from non-pizza restaurants
      • Figure 2: Pizza restaurant visitation, 2022
    • Tailor the pizza dining experience towards solo diners
    • Changing economic climate may threaten pizza’s connection to value
    • Innovation centred around customizability will help reinforce the value, speed, and convenience that pizza offers
      • Figure 3: Pizza attitudes, 2022
  3. Market Factors

    • Labor woes disproportionately impact pizza operators.
      • Figure 4: Employee quits, accommodation and foodservices sector, 2021-22
    • Rising menu prices concern consumers, but pizza can save the day
      • Figure 5: Disposable Personal Income change from previous period, 2007-2022
      • Figure 6: Changes in consumer food price indexes, 2020-22
  4. Competitive Strategies and Market Opportunities

    • Habitual tendencies of pizza preferences make innovation tricky
      • Figure 7: Papa John’s Papa Bowls, 2022
      • Figure 8: Papa John’s Football Pizza, 2022
      • Figure 9: Donato’s’ Pumpkin Spice Bread, 2022
    • Lunch occasions need a lighter fare as non-pizza operators enter the space
      • Figure 10: Taco Bell’s Cheesy Chipotle Chicken Flatbread, 2022
    • Automation will power pizza operators forward
      • Figure 11: Domino’s and Nuro partnership – Pizza delivery robot, 2022
      • Figure 12: Pizza HQ’s automated restaurant prototype, 2022
      • Figure 13: Brooklyn Pizza and Magna partnership – ‘Henry’ delivery robot, 2022
  5. The Pizza Restaurant Consumer – Fast Facts

  6. Pizza Restaurant Visitation

    • Consumers want convenient access to pizza
      • Figure 14: Pizza restaurant visitation, 2021 vs 2022
    • Grow Gen Z engagement with digital ease
      • Figure 15: Pizza restaurant visitation, by generation, 2022
    • Pizza is a break from cooking for Hispanic consumers
      • Figure 16: Pizza restaurant visitation, by Hispanic origin, 2022
  7. Pizza Consumption Occasions

    • Push pizza opportunities beyond dinner
      • Figure 17: Pizza consumption occasions, 2022
    • Strengthen consideration for at-home occasions by offering a superior yet affordable experience
      • Figure 18: Occasions by pizza and operator type, 2022
  8. Appealing Pizza Styles

    • Stick with classics on core menus, but dabble with craveable flavors to stir loyalty
      • Figure 19: Appealing pizza styles, 2022
    • Make new flavor trial approachable by centering customizability
      • Figure 20: Appealing pizza styles, by age, 2022
  9. Appealing Pizza Crusts

    • Indulgent varieties growing in popularity
      • Figure 21: Appealing pizza crusts, 2021 vs 2022
    • Younger consumers are drawn to indulgent crusts
      • Figure 22: Appealing pizza crusts, by age, 2022
    • Stuffed crusts will draw consumers looking to indulge
      • Figure 23: TURF analysis, pizza crusts, 2022
  10. Appealing Pizza Cheeses

    • Save specialty cheeses for pre-set options
      • Figure 24: Appealing pizza cheeses, 2022
    • Women more likely to enjoy specialty pizza cheeses
      • Figure 25: Appealing pizza cheeses, by gender, 2022
    • Functionality may surpass flavor as a priority for younger consumers
      • Figure 26: Appealing pizza cheeses, by age 2022
    • Plant-based cheese is a simple addition to increase occasions
      • Figure 27: TURF analysis, pizza cheeses, 2022
  11. Appealing Pizza Sauces

    • Tomato sauce reigns supreme
      • Figure 28: Appealing pizza sauces, 2022
    • Heat up saucy LTOs to appeal to men
      • Figure 29: Appealing pizza sauces, by gender, 2022
    • Sauce innovation will appeal to most adults
      • Figure 30: Appealing pizza sauces, by age, 2022
    • Signature sauces can increase pizza occasions
      • Figure 31: TURF analysis, pizza sauces, 2022
  12. Appealing Pizza Proteins

    • BFY proteins will see growth
      • Figure 32: Appealing pizza proteins, 2021 vs 2022
    • Variety in protein serves the entire household
      • Figure 33: Appealing pizza proteins, by parental status, 2022
    • Elevated proteins will appeal to future consumers
      • Figure 34: Appealing pizza proteins, by age, 2022
    • Health and indulgence can coexist on pizza menus
      • Figure 35: TURF Analysis, pizza proteins, 2022
  13. Appealing Side Orders

    • Sides are a great vehicle for innovation
      • Figure 36: Appealing side orders, 2022
    • Side orders offer consumers control over the pizza experience
      • Figure 37: Appealing side orders, by gender, 2022
    • Reinforce the convenience of off-premises options to engage younger consumers
      • Figure 38: Appealing side orders, by age, 2022
  14. Pizza Attitudes

    • Consumer definition for “classic” pizza choices is shifting
      • Figure 39: Pizza attitudes, 2022
      • Figure 40: Pizza attitudes, by age, 2022
    • Consumers want consistent and tailor-made
      • Figure 41: Pizza attitudes, 2022
    • Men prioritize convenience
      • Figure 42: Pizza attitudes, by gender, 2022
    • Tailor rewards to enhance the family dining experience
      • Figure 43: Pizza attitudes, by parental status, 2022
  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  16. Appendix – The Consumer

    • Methodology
      • Figure 44: TURF analysis, pizza crusts, 2022
      • Figure 45: TURF analysis, pizza cheeses, 2022
      • Figure 46: TURF analysis, pizza sauces, 2022
      • Figure 47: TURF analysis, pizza meats, 2022

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us