In crust we trust: Why frozen pizzas are flying off shelves in the US

More people in the United States are buying frozen pizzas, particularly the higher-end ones.

In recent weeks, sales have jumped sharply, a trend that some experts say could reflect changing habits among shoppers.

Though the growing interest in frozen food is not entirely new, it is gaining attention once again. Even before the Covid-19 pandemic, the average American was eating nearly 40 pounds of pizza each year.

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So, why are people now turning more to frozen options, especially pizza?

We explain what is behind this shift and why frozen pizza has become such a popular choice.

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Why frozen pizzas are flying off shelves in US

The spike in frozen pizza sales in the US is not just about taste or convenience. It may also reflect how people are responding to economic pressures.

With the stock market showing signs of instability and tariffs adding to the pressure, many consumers are looking out for early signs of a downturn.

Alongside more common indicators like weaker job markets or reduced spending, experts point out subtle lifestyle changes, like buying more lipstick or smaller bottles of alcohol, as hints that people are feeling financial strain.

One unexpected sign: a growing preference for frozen pizza, especially the premium varieties.

Craig Zawada, chief visionary officer at Pros Holdings, a pricing strategy firm, told Business Insider, “This happens every sort of downturn in the economy — there’s increased demand for premium frozen pizzas, high-priced frozen pizzas.”

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He explained that people are choosing to stay in and enjoy a quality frozen pizza instead of going out to eat.

As concerns about the economy rise again, many shoppers are opting to eat at home and stock up from the frozen aisle. This trend points to a shift in behaviour, influenced by inflation and continuing global uncertainty.

In 2024, the US frozen pizza industry brought in $6.5 billion in revenue, according to IBISWorld, which was still much higher than before the pandemic. For households watching their spending, a £10 frozen pizza can feel like an affordable treat.

Food industry analyst Phil Lempert told Business Insider that frozen pizzas also stand out in shops. “Because of the amount of different pizza brands that are out there, I would say that every week when I look at store circulars, there’s at least one pizza on sale,” he said.

Meanwhile, data from the US Census Bureau showed that retail sales in February rose by just 0.2%, falling short of forecasts, after January’s figures were revised down to a 1.2% drop.

The weak results have led many to wonder whether consumer demand is actually fading or simply shifting in new ways.

Why this is not a new trend

This is not the first time frozen pizzas have seen a rise in popularity during tough times.

Whenever people feel financially stretched or simply unsettled, they often find comfort in the frozen food aisle.

In fact, sales saw noticeable increases during both the 2009 recession and the Covid-19 pandemic in 2020.

During the height of the Great Recession in 2009, frozen food sales rose by 3.1%. When the pandemic struck in 2020, frozen pizza sales jumped by nearly $1 billion compared to the previous year, rising from $5.8 billion in 2019 to $6.6 billion, according to data from IBISWorld.

Inflation and ongoing economic uncertainty continue to influence more home-focused habits, and this pattern is far from new.

Alexander Chafetz, an investment banker who works in the consumer sector, told Business Insider, “Frozen pizza has always been a good category.”

He added that frozen pizza stood out during the pandemic when many people were out of work, money was tight, and families needed an affordable way to put food on the table in the evening.