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Pizza sales are growing in 2023. In 2021, the UK pizza market was valued at £1.44 billion – and it’s anticipated to reach a value of £1.74 billion by 2026. MealTrak’s data to 17 April 2023 indicates a 13% growth in pizza occasions, YOY 52 weeks.

This growth is being driven by a number of factors, including the increasing popularity of plant-based toppings, the growing number of consumers opting for pizza as a convenient meal option, and the increasing use of technology.


Rise in demand: There is a growing trend among consumers to seek plant-based choices when dining out, and pizza is no different. In 2021, 35% of consumers in the UK indicated a desire to try plant-based toppings. Major pizza chains like Domino’s and Papa Johns have recognised this shift in preferences and have accordingly introduced a range of plant-based options, including vegan cheese and sausage.

Convenience – ‘Something quick and easy’ mission: Pizza is a convenient and affordable meal option that can be enjoyed at home or on the go, appealing to the current mission trends identified by MealTrak. This convenience factor is popular for many consumers, especially those short on time or looking for a budget-friendly meal option.

Increased use of tech: The pizzeria industry is witnessing a growing significance of technology. Online ordering and delivery systems, kitchen automation and point-of-sale systems are revolutionising the way pizzerias function, enhancing their efficiency and effectiveness. Moreover, these advancements are enabling pizzerias to expand their reach to a broader customer base, while improving the overall customer experience.

The UK pizza market is a competitive market. The leading pizza chains are constantly innovating and expanding their menus in order to attract and retain customers. The market is also expected to see the entry of new players in the coming years.

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