On the eve of pizza’s unofficial day of honor – National Pi Day (3/14; Get it?) – frozen pizza, especially, has rarely been hotter. American consumers are increasingly intrigued by new, unique frozen pizza offerings, as a new report by Instacart illustrates.
“While tried-and-true favorites like pepperoni dominate frozen pizza purchases nationwide, we’re also seeing growing interest in globally inspired flavors,” Alex Orellana, Instacart’s trend analyst, told The Food Institute.
“Purchases of Mexican/taco frozen pizzas have increased notably, as well as Hawaiian and chicken alfredo, highlighting Americans’ appetite for inventive, cross-cultural combinations.”
Brands that line grocers’ freezers have taken note of the evolution.
“Over the past few years, frozen pizza has evolved from a purely indulgent convenience item into something much more diverse,” Jenna Behrer, chief growth officer at Dr. Praeger’s, told FI. “Consumers now expect restaurant-quality flavor, unique crust styles, and options that fit different lifestyles.”
Mary Emma Young, an executive with the American Frozen Food Institute noted: “AFFI’s recent Power of Frozen in Retail report shows that pizza remains a classic in the frozen food category and is a go-to essential for American families.”
Instacart’s latest research revealed much about how pizza fans are stocking their freezers, based on 2025 purchase data. Among the notable findings:
- Pepperoni remains Americans’ favorite flavor, accounting for 43% of frozen pizzas sold nationwide – more than cheese and supreme combined.
- Roman-style (+231%) and Tavern style (+106%) frozen pizza varieties surged in growth last year, illustrating renewed interest in thin, pizzeria-inspired pies.
- Wisconsin leads the nation in frozen pizza purchases, ordering 113% more per customer than other states.
Complementary Pairings
When frozen pizzas are purchased, shoppers are significantly more likely to order other quick-prep items. With that in mind, Instacart noted some of the biggest increases in order share when frozen pizza is included in a consumer’s cart, including:
- frozen mozzarella sticks (+319% than average with orders for frozen pizza)
- frozen taquitos (+310%)
- frozen hot dog snacks (+293%)
- frozen burritos (+256%)
- frozen pasta meals (+245%)
- ranch dressing (+156%)
Crust Worthy Choices
If you’ve made your way down the pizza aisle at a retailer recently, you’ve likely noticed an array of new styles, ranging from croissant to stuffed-crust products. Neapolitan-style crust (+303%) exploded in growth in 2025, while Detroit-style (+38%) is also growing.
Conversely, cauliflower frozen pizza crusts – which cater to consumers observing a gluten-free diet – declined rather significantly last year.
“Cauliflower crust declined 14 percent, suggesting that consumers may be gravitating back toward heartier, more indulgent options for their at-home pizza nights,” Orellana said.
To remain competitive in the crowded frozen-pizza category, brands must continue to lean into innovation.
“I think a company that’s willing to think outside the box of what a traditional pizza is would have massive success,” JD Alewine, co-founder of the Them Bites food blog, told FI. “You could do a SPAM-and-pineapple frozen pizza, or just base an entire pizza on a non-traditional dish like bulgogi, and it would kill; Americans love the mash-ups.
“I foresee companies pushing the envelope a little more” regarding frozen pizza moving forward, Alewine added.
