September is a big month for pizza lovers, with National Cheese Pizza Day on September 5th and National Pepperoni Pizza Day on September 20th. Frozen pizza, a staple in American households, plays a significant role in these celebrations. From the most popular brands to emerging health-focused trends, here’s an overview of the frozen pizza market and the factors driving its growth.

Top Frozen Pizza Brands in the U.S.

A few key brands dominate the frozen pizza market:

1. DiGiorno: 16% of market share
2. Red Baron: 14%
3. Totino’s Pizza Snacks: 9%
4. Hot Pockets Pizza Snacks: 8%
5. Freschetta: 8%
6. Tombstone: 6%

These brands hold the lion’s market share, with DiGiorno leading the way as a premium frozen pizza brand known for its “rising crust.” Red Baron remains a consumer favorite for its affordability and classic taste, while Totino’s and Hot Pockets have carved out their niche in the snack and single-serving pizza market.

Popular Frozen Pizza Flavors

When it comes to frozen pizza flavors, consumer preferences are clear:

• Pepperoni: 30% of sales – The classic pepperoni pizza reigns supreme, beloved for its bold and spicy flavor.
• Cheese (Four Cheese and Variants): 23% of sales – Cheese pizza is a close second in all its variations. From classic mozzarella to four-cheese blends, it’s a versatile option that appeals to all ages.
• Supreme and Veggie: Following cheese and pepperoni, varieties like supreme (which includes a mix of meats and vegetables) and veggie pizzas cater to consumers seeking more complex flavors.
• Regional Styles: Neapolitan, Chicago deep dish, Detroit-style, and New York-style pizzas are also gaining popularity, particularly as more premium and regional brands enter the market.

Where Consumers Buy Frozen Pizza

Frozen pizza is readily available across a variety of retail channels, with some critical insights into consumer purchasing behavior:

• Supermarkets: 31% of sales – Supermarkets remain the go-to destination for frozen pizza, thanks to their wide selection and convenience.
• Convenience Stores: 15% of sales – Convenience stores are a strong contender, especially for single-serve pizzas, slices, and snacks.
• Online Sales: 9% of sales—Online sales are growing, particularly for premium and gourmet pizza brands like Genio, California Pizza Kitchen, and New York’s St. John’s Street Pizza. They have seen a 20% year-over-year increase, driven by the convenience of home delivery and the rise of direct-to-consumer (DTC) brands.

Seasonal Trends in Frozen Pizza Sales

Frozen pizza sales experience seasonal fluctuations, with the bulk of sales occurring in the colder months:

• Fall and Winter: 64% of sales – Sales peak during the fall and winter, as consumers turn to comfort foods during colder weather.
• Spring: 22% of sales – As the weather warms up, frozen pizza sales decline slightly but remain steady.
• Summer: 13% of sales – Summer sees the lowest frozen pizza sales as consumers shift to lighter fare and outdoor dining. In contrast, hot pizza sales from dine-in and takeout restaurants tend to increase during this period.

Emerging Trends in the Frozen Pizza Market

Several key trends are shaping the frozen pizza market, driven by changing consumer preferences and a focus on health and dietary needs:

1. Health-Focused Pizzas: Cauliflower crusts, keto-friendly options, high-protein pizzas, and gluten-free varieties are gaining traction. These options cater to health-conscious consumers looking for alternatives to traditional dough. Brands like Real Good Foods and Caulipower are leaders in this space, offering pizzas that align with specific dietary needs.
2. Premium and Gourmet Pizzas: With the rise of foodie culture, consumers are willing to pay more for premium frozen pizzas that offer restaurant-quality flavors and ingredients. Brands like California Pizza Kitchen and New York’s St. John’s Street Pizza cater to this demand, offering unique toppings and regional styles that set them apart from standard options.
3. Snack-Sized Pizzas and Pizza Snacks: Single-serve pizzas and pizza snacks continue to grow in popularity, driven by convenience and the growing demand for on-the-go options. Totino’s and Hot Pockets are significant players in this category, offering quick and easy meals for busy consumers.
4. Plant-Based and Vegan Options: As more consumers adopt plant-based diets, the demand for vegan frozen pizzas is rising. Brands are responding by offering plant-based cheese and meat alternatives, allowing consumers to enjoy their favorite pizzas without compromising on their dietary preferences.

Conclusion

The frozen pizza market in the U.S. is diverse and dynamic, with a wide range of options catering to different tastes, dietary needs, and preferences. To meet consumer demands, the market constantly evolves from classic pepperoni to health-conscious alternatives. As National Cheese Pizza Day and National Pepperoni Pizza Day approach, brands can capitalize on these celebrations by highlighting their best-selling flavors and innovative offerings.

By staying attuned to consumer trends, embracing health-conscious and premium offerings, and leveraging seasonal sales opportunities, frozen pizza brands can continue to thrive in this competitive market.

For further insights and detailed analysis, explore how data-driven strategies can help your brand stay ahead in the evolving frozen pizza market!