July 11, 2025 – The legacy of pizza in the American palate and culture is adored as a fast, easy and satisfying meal. Relevant through both flavor innovation and improvements in quality, pizza in this region maintains its key claims of easiness to prepare and eating affordability.
Future growth hinges on maintaining innovation channels while doubling down on value propositions. Breaking that down translates to accessibility of formats for different meal times and affordability. Solo eaters and large families both present opportunities (albeit different), while brands need to understand their target audience to tailor innovation toward unique needs.
Trends studied by Innova Market Insights in this report suggest that pizza does not need to become more relevant, but that brands will need to make the most of the opportunities. Data suggests that consumers ate more pizza last year because there was more novelty available, and a number of them said the same about being more aware of what brands are doing. Therefore, innovation in flavor, messaging, and consumer engagement are what will shape future tendencies.
How Rising Prices Are an Opportunity Hidden in a Broader Challenge
Convenience and affordability do not always go hand in hand, but when it comes to pizza they are cross-functional. The challenge is evident that rising prices are a concern for both brands and consumers. Although when it comes to pizza, it often ticks all the boxes for those seeking loyalty, stress reduction at meal times, and consumer needs.
Seasonal pizza offerings are on the rise, and for consumers this creates space to try experimental flavors in familiar formats. While consumers know that pizza is indulgent, better-for-you slices have their place, and so does a little portion control. This can be achieved by serving pizza with fresh sides such as healthier foods like salad, without having to compromise on the pizza itself.
Pizza is presented with a unique opportunity in this sense, as it can take a share of the market from other ready-made meals, especially as consumers are priced out of convenience. Doubling down on opportunity through innovation, borrowing flavors and ingredients from other trending categories such as spicy and “swicy” (sweet/spicy) are proving to be hot trends now. So it will be key to stay on top of future trends to really have the biggest impact for refrigerated and frozen pizza.
Can Pizza Solve Big Problems for Consumers?
Feeling pressure at the grocery store is not new for many consumers, and unfortunately, that pressure is unlikely to let up any time soon. Pizza is relatively a low-cost food for the servings provided and tends to be filling. Second to that would be convenience and ease, even if the margin of choice would be very little.
Ready-made pizza is relatively easy to prepare, which makes it a popular choice. Compared to other convenience items that tend to be pricey; pizza has a real opportunity to step up as a meal solution for busy families struggling to make ends meet without compromising on quick preparation.
Given that more than half of consumers agree that cost is a primary motivator for purchasing ready-made meals, many say the same about convenience. These makes price the more important piece of the value message when it comes to pizza.
What Brands Can Do to Connect With Consumers?
While brands cannot directly change consumers’ financial situations, they can ensure that consumers are aware of their offerings, especially if they are new, innovative, or improved. Having an online presence has been a key part of marketing strategies for some time now, but many brands may not be maximizing their efforts on social media.
Partnerships with influencers, particularly micro-influencers, can have an impact as they tend to have more engaged and active followers. It is essential to recognize that pop culture moments pass quickly, but effectively engaging with them can yield rewards. Social media is the best platform for this type of engagement, as other channels tend to be slower.
Additionally, it is significant to not underestimate the power of retailers. Whether in-store or through applications, it’s key for retailers to place pizza and other products in the right spots to capture the attention of consumers searching for the aforementioned purchasing points of easy, affordable dinner options.
Why Household Size Is Posing a Problem for Pizza?
According to the United States Census, the share of single-person households more than doubled in 2022, reflecting a shift toward smaller households. Typically, pizza is offered in large sizes, which can be less ideal for individuals living alone. By implementing some small adjustments, alongside some larger changes, pizza can become a more suitable dinner option for one.
To effectively reach these smaller households, it’s important to address their unique needs for relaxation, happiness, indulgence, and self-care. While smaller pizzas would cater well to these consumers, providing guidance on freezing and reheating, or instructions on how to heat a single slice, would also be beneficial.
Is Pizza Is Poorly Designed for How Small Households Eat?
Only a small percentage of two-person households eat pizza two to three times per week in the United States, which is far less than larger households. Practical limitations are shaping this gap: for small households, a full pizza is simply too much food. Instead of giving consumers the choice between over-indulgence, food waste or no pizza, brands should consider how small formats fit into a portfolio of options.
Directions for cutting pizza while frozen and heating by the slice are even more impactful with resealable packaging. Looking at single-serve pizzas that go beyond pepperoni, cheese and supreme which let everyone get in on innovative flavors, pizza brands that don’t adapt to solo and duo lifestyles risk becoming a once-in-a-while indulgence instead of a habitual choice.
The crowd-pleasing superpowers of pizza brands are limiting the application for solo use. For a crowd, there are few meals that are as fast, easy, inexpensive and crowd-pleasing as pizza. Yet, personal pizzas have a lot more direct competition, requiring messaging that works a little harder. Therefore, differentiating personal pizzas by leaning into flavor trends in addition to the ease and speed often associated with a dinner for one can yield dividends.
What’s Next for Refrigerated & Frozen Pizza in the US?
The 360 category report by Innova Market Insights has found that many reasons for decreased consumer consumption aligned with those that drive increased consumption, highlighting how varied consumer experiences can be. Pizza is particularly well-suited for mid-sized families, providing enough food to satisfy everyone without leaving excessive leftovers or waste. If other family sizes had pizzas designed to meet their specific needs, similar consumption patterns could emerge.
Rising prices are increasing demand for easy, quick meals that are affordable. Limited edition and seasonal pizzas stand out as stars of flavor innovation. Additionally, packaging options can cater to solo eaters, making pizza a more attractive choice compared to other traditionally single-serve options and this trend is set to continue. It is believed that the growing awareness of brands, products, and promotions has become more common and will be impactful in the future.
This article is based on Innova’s Refrigerated & Frozen Pizza in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
