New Trends in the Pizza Market in the United States

In 2023, frozen pizza sales reach $6.83 billion, and estimates predict the market will grow by 6.9% annually until 2033

Americans love pizza: 98% eat it every week, and 74% say they would eat it every day. This passion is reflected in sales data, showing a 10.7% increase compared to last year.

Frozen pizza is the number one choice for Americans, both in terms of convenience and affordability, leading the way with 30% of preferences. Following this, 26% of consumers choose to eat fresh pizza at a pizzeria, and 16% opt for home delivery.

The latest innovations guarantee taste and convenience for American consumers

The reason for such enthusiasm, beyond the food's deliciousness, is the high degree of customization possible, altering toppings, dough, and crust flavor. To capture large market shares and stand out from the competition, American brands are investing in research and development to offer innovative products that meet public tastes. This focus on innovation not only fosters a deeper connection with consumers but also challenges the limits of tradition, keeping the passion for pizza alive in a diverse culinary context influenced by cultures from around the world.

Producers are focusing on the texture and flavor of the dough and crust, creating products with unexpected tastes. For example, California Pizza Kitchen has developed a croissant-inspired pizza, characterized by flaky layers that ensure a unique texture. As for toppings, the Uncured Pepperoni & Hot Honey features a marinara base topped with mozzarella and spicy salami, finished with a generous portion of hot honey.

Catering to young American consumers' attention to wellness and calories, this evolving market also has room for healthier innovations, like those introduced by Yough, which offers a pizza made with Greek yogurt and 100% organic flour, with reduced carbohydrate content and a high protein index.

In the current economic period, characterized by high levels of inflation, it's essential to keep in mind customers' concerns, who are looking for affordable alternatives without sacrificing quality. The trend that will grow the most in the coming years is indeed offering packages of multiple products sold together, maximizing savings.

The integration of technology is revolutionizing the pizza market in the USA

Making pizza can be a long and arduous process, and in the retail world especially, many American brands are turning to technology to make each step more efficient and precise, from dough creation to final baking.

A tangible example is DiGiorno, a Nestlé brand that is bringing innovation directly to the hands of final consumers through Pizza Kiosks, currently being tested at a Walmart in Colorado. These are actual vending machines equipped with a commercial oven that prepares frozen pizzas with a thin crust in just 3 minutes, allowing customers to choose between cheese or pepperoni toppings. Nestlé expects these solutions will soon spread to university campuses and large shopping malls, expanding the pool of potential consumers.

Italian companies looking to sell frozen pizzas in the USA must adapt their products to a wide range of preferences and lifestyles

The pizza market in the United States remains fertile ground for culinary innovation and meets the needs of various consumer segments. Italian entrepreneurs looking to export their products must therefore modify them according to market trends.