Consumers seemingly are still taking slogans like “It’s not delivery, it’s DiGiorno” to heart, as the frozen pizza category continued to do well this year, albeit showing signs of stagnation.

Market data
The pizza category overall had a small decline in sales, according to Circana (Chicago) data from the past 52 weeks, ending on March 23, 2025.

In the frozen pizza subcategory ($7.4 billion in sales, with a loss of 0.3%), Nestlé, maker of DiGiorno and other brands, took in $2.3 of that pie, experiencing a downturn of 3.5%, and SFC Global Supply Chain Inc., aka Schwan’s Company, took in $1.9 billion, with a modest uptick of 5.1%. Private-label pizzas came in third, with $1.1 billion in sales and 4% growth.

In the frozen pizza crusts/dough subcategory ($41 million, a 3.9% loss for the year), Caulipower led the pack, with $16.9 million but a loss of 8.7% in sales. Guttenplans Frozen Dough Inc. brought in $9 million, with an increase of 6.5%; and Banza LLC took in $2.3 million, growing 12.3%.

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 03-23-25

Looking back
“Consumers [have been shifting] away from traditional brands and into specialty pizzas like alternative crust types. [They] continue to prioritize health and wellness, particularly looking for better-for-you versions of comfort foods,” shares Gail Becker, founder, Caulipower. “Gluten-free, plant-forward, and lower-carb options are still highly sought after, with better-for-you product velocity up 9%. At the same time, there's a growing appetite for bold, nostalgic, and unique flavors, especially those that evoke a sense of fun or surprise. TikTok-viral ingredients (like pickles!) have influenced flavor experimentation in frozen aisles.”

Caulipower launched its Dill Pickle Pizza this past February, a BFY pizza on a cauliflower crust which combines a creamy white sauce with real tangy dill pickle brine, mozzarella, and fresh dill.

“It was the first nationally available frozen dill pickle pizza, tapping into one of the most buzzworthy flavor trends of the year. By combining a familiar comfort food with an unexpected, internet-famous ingredient, we created a product that sparked conversation and satisfied cravings, all while being gluten-free,” she relates. “[Our] Dill Pickle Pizza taps into today’s consumer desire for flavor-forward, adventurous foods that still meet health-conscious standards. It appeals to both the wellness-minded shopper and the foodie who follows viral food trends.”

Kristen Stoehr, senior brand manager, Vital Pursuit (a Nestlé brand), says the rising popularity of GLP-1 medications and a growing focus on health-conscious lifestyles have significantly transformed the food industry, notably driving an increased demand for high-protein products.

“Vital Pursuit is the first-to-market brand designed to support those on weight loss medications, and we expanded the portfolio in early 2025 with our new Vital Pursuit Max Pro Pizzas, one of the highest protein pizza offerings on the market,” she explains. “We spent a lot of time with our audience to understand their changing reality and challenges. We found that while some consumers were changing their eating habits and shopping choices, their dietary needs weren’t always being met. At the same time, many were still interested in the comfort foods they’ve always enjoyed but were seeking more nutritious versions of those favorites. From our research, we know the interest in ‘non-diet food’ options that taste indulgent and satisfy high protein needs feel like a rebellious win for this consumer.”

Martina Rossi Kenworthy, founder and CEO, La Rossi Pizza, says that pizza sales have increased for the company over the past year, even with signs of economic uncertainty.

“Consumers continued to seek out affordable indulgences, and pizza fits that craving perfectly. In addition to growth under our own brand, we also saw an increase in our white label production business. Clients are increasingly seeking high-quality, natural, and locally sourced products to offer under their own labels, and that segment has been a strong growth driver for us,” she shares. “We’ve seen health and wellness trends continue to grow. Shoppers looked for options with cleaner labels, organic ingredients, and plant-based or vegetable-forward toppings. At the same time, classic comfort food toppings continue to drive purchases, especially in the frozen aisle. Consumers today want to know where their food comes from. They also want convenience without sacrificing quality or authenticity.”

John Kelly, chief marketing officer, Daiya, says consumers are still turning to comfort food, but the definition of comfort is shifting.

“People want food that delivers on flavor and feel-good indulgence, but they’re making more intentional choices—cutting back on dairy, paying closer attention to ingredients, looking for options that reflect how they actually eat,” he explains.

Last year, Daiya completely overhauled its dairy-free pizza line—from the crust to the cheese, Kelly says. “The updated recipes feature a lighter, fluffier, and crispier gluten-free crust, paired with a richer tomato sauce and our reformulated cheese made with the Daiya Oat Cream blend. We also updated several toppings, including meatless pepperoni and Beyond Meat sausage,” he shares. “Consumers are looking for options that check multiple boxes—dairy-free, gluten-free, plant-based—without sacrificing taste or satisfaction. We’re meeting a growing demand for inclusive, better-for-you choices that still deliver on indulgence. Whether it’s for dietary needs or eating preferences, we’re making it easier for more people to enjoy pizza night without compromise.”

John Reaves, CEO, Milton’s, says he’s seen strong momentum in the category over the last two years, and expects to see that continue.

“With the continued premiumization of the frozen aisle, shoppers are searching for higher-quality frozen pizzas that deliver a restaurant-like experience at a fraction of the cost. As consumers face continued economic pressure, combined with nostalgic food items making a comeback, the frozen pizza category is in a unique position to provide consumers with a meal option that provides great value while satisfying the desire for great-tasting products,” he notes.

Maddie Essman, marketing director, pizza, Schwan’s, says in today’s economic environment, competitively priced brands like Red Baron and Tony’s pizza have been core drivers of growth, along with private-label brands.

Over the past year, the following trends have been prevalent, she notes:

• “Swicy”: Consumers are open to exploring bold and global flavors in their foods. The combination of sweet and spicy (“swicy”) is on the rise, being added onto pizza menus worldwide. Hot Honey has increased +165% incorporated onto menus since 2020, according to Datassential SNAP.
• Regional pizzas: Consumers are increasingly gravitating toward regional pizza styles, driven by a desire for authenticity, cultural connection, and unique flavor experiences. Popular regional styles gaining national attention are Detroit, Neopolitan, and tavern.
• Snacking/smaller formats: Snacking culture continues to be on the rise, with brands turning to smaller, flexible portions within their products. Pizza restaurants are introducing LTOs and permanent menu items featuring smaller pizza-like snacks and sides.
• Savvy hacks: During a time of uncertainty, consumers are constantly looking for ways to be inspired while saving time and money.

Looking forward
“We expect resilience within the pizza category. Consumers will stick with pizza regardless of the current economic environment. Pizza has been a shopper favorite because of the value it provides as a center-of-the-plate meal. We’re also bullish with the proliferation of innovation with single-serve pizzas, which we anticipate will expand the number of eating occasions for pizza,” says Essman.

Becker says she expects the frozen pizza category to ramp up growth over the coming months, as consumers look to affordable convenient better-for-you options they can eat at home versus going out to restaurants.

“With more consumers balancing wellness goals with budget constraints, they’re gravitating to premium products that can check both boxes. Bold and unconventional flavors, alternative crusts, and clean-label ingredients will continue to trend,” she notes.

Clean-label everything is here to stay, agrees Kenworthy: “People care about what’s in their food—simple, recognizable ingredients matter. Also, flexitarian eating is picking up steam: not strictly vegan, not strictly meat-lover, just a good balance. And global flavors are still growing—it’s not just pepperoni and cheese anymore.”

Kelly says consumers will see see more innovation around flavor, texture, and ingredients, but also more attention to emotional cues—comfort, joy, nostalgia. “For dairy-free specifically, there’s still a lot of headroom. We think we’re just scratching the surface,” he reveals. “Convenience and comfort will stay strong, but consumers are demanding more from the food they buy. Labels need to be clear, ingredients need to work harder, and the eating experience has to be great. Hybrid behaviors—eating dairy one day, skipping it the next—are becoming the norm, and that’s exactly the space we play in.”

He says that Daiya has a few “bold new launches” coming: Meatless Spicy Salami and Meatless Cheeseburger pizzas: “They’re indulgent, dairy-free, and totally unexpected in the best way. We’re excited to get them into people’s freezers. Meatless Cheeseburger will be available at Giant Carlisle and Giant Landover, and Meatless Spicy Salami will be available at Sprouts.”

Kelly adds, “Pizza is personal. Everyone has their go-to. We just want to make sure there’s a go-to option for people who want or need dairy-free, without sacrificing the experience. If our pizzas can be that ‘I can’t believe it’s dairy-free” moment for someone, then we’ve done our job.”

Pizza’s not going anywhere, says Kenworthy—if anything, it’s getting stronger, especially in frozen and foodservice categories.

“People still want that comfort food feeling without spending a fortune, and pizza fits the bill perfectly. I think we’ll see even more premium ‘restaurant-like’ options expanding as consumers’ palates expand,” she notes. “There’s a lot of cool innovation happening—things like gluten-free crusts, cauliflower bases, and globally inspired pizzas (think tikka masala or Mexican street corn) are really shaking things up. It's great to see brands getting creative and giving people new reasons to love pizza.”

Kenworthy predicts that producers will have to wrangle with rising costs in the upcoming year: “Ingredients, storage, shipping, labor—it's all getting more expensive and less predictable. Plus, standing out in the freezer aisle is tougher than ever. You have to bring something real to the table, not just another pizza with flashy packaging. Honestly, it’s a fun time to be in pizza. People want better options, real stories, and real ingredients—and brands that deliver on that are going to keep winning.” SF&WB

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