Frozen pizzas have long had a reputation as cheap, low-quality meals. For years, major brands like DiGiorno, Red Baron, and Tombstone focused on convenience and affordability, often at the expense of taste. But recently, something surprising has been happening in the frozen food aisle.

According to, the frozen pizza market size is expected to reach USD 33.8 billion by 2032, up from USD 22.6 billion in 2022. That represents a CAGR of 4.2% over the forecast period from 2023 to 2032, indicating solid development.

This demonstrates a substantial growth opportunity, which is motivating brands to invest now in better recipes and premium ingredients so they can better compete for market share as consumers purchasing power increases.

Rising Demand For Frozen Pizza

Frozen pizza has traditionally been made with the cheapest ingredients possible to keep costs down. Synthetic mozzarella, canned tomato sauce, frozen dough—not exactly fresh, restaurant-quality components. Consumers noticed the rubbery, artificial taste of the cheese and the overall bland flavor of these budget frozen pizzas.

There’s a reason frozen pizza has had a reputation as a last-resort, mediocre meal rather than something to satisfy a craving for delicious pizza. The low-grade ingredients simply couldn’t compare to takeout or restaurant pizza in terms of authentic Italian flavor.

But a shift is underway as people increasingly want quality in their convenient frozen foods. Brands like DiGiorno now boast about their “100% real mozzarella” and “imported Italian tomatoes.” Red Baron says its pizzas are made with “dough pressed from scratch” for a fresh-baked taste. Tombstone tells customers they use “only the finest cheeses and sausages.”

“People expect a lot more today, even from their frozen foods,” said Shreyas, a senior research analyst at who specializes in the frozen foods and meal industry. “The frozen pizza sector specifically has seen consumer demand for quality surge in recent years. Shoppers want restaurant-style flavor and ingredients, even for something as simple as a frozen pizza they are cooking at home on a weeknight.”

Shreyas added, “Our research shows over two-thirds of consumers closely inspect frozen pizza labels and will pay 10–15% more for premium and organic ingredients like fresh mozzarella or imported tomatoes. Frozen food brands have recognized this trend and are responding accordingly with enhanced recipes and strategic investments in higher-quality toppings, sauces, dough, and overall flavor profiles. The days of frozen pizza being an afterthought in grocery aisles are ending as quality and taste now matter to consumers, in addition to convenience. Brands that adapt will be well-positioned for growth.”

Brands Adopting this Trend

This shifting trend has inspired many brands to develop products for the frozen pizza market. Nestlé, in collaboration with NIZO, has developed a new process for making fat-reduced Edam cheese that is suitable for use on frozen pizza.

Another brand, Banza, had launched frozen pizzas made with a chickpea crust. It has protein and fiber and fewer net carbs and sodium compared to leading traditional pizzas made from grains like wheat. This makes it a preferred option for diet enthusiasts.

The growing consumer demand for quality frozen pizzas has also given rise to several innovative new brands aiming to disrupt the market. Smaller startups like Screamin’ Sicilian and Caulipower have achieved success by focusing on unique, premium offerings like organic or cauliflower-crust pizzas. As quality expectations increase, these upstarts are pressuring major players to rethink their product formulas and manufacturing methods.

Yough! is another new brand launching frozen pizzas and dough. They aim to reinvent comfort foods like pizza using a Greek yogurt base to make them healthier while still tasty. This makes it lower in calories and carbs and higher in protein compared to traditional wheat-based options.

Diet-Friendly Options

Another major shift frozen pizza brands are making to appeal to modern consumers is expanding their range of specialty diet-friendly options. Alongside premium ingredients, brands are now offering more vegan, gluten-free, and organic frozen pizza varieties to meet growing demand.

For example, Red Baron now has gluten-free and cauliflower crust offerings in addition to its classic pizzas. Along with that, newer brands like Daiya and Amy’s Kitchen are finding success focusing specifically on allergy-friendly frozen pizzas made with organic plant-based cheeses and real vegetables.

The rise of dietary restrictions and preferences for all-natural ingredients is pushing brands to cater to needs beyond just the general consumer. Having vegan, gluten-free, and organic frozen pizza selections has become important for competing in today’s market.


It seems the days of frozen pizza being an afterthought in the grocery aisle may soon be over. Convenience is great, but not at the cost of flavor. Who knew we’d see Vadilal Launches New Gourmet Natural Ice Cream Range-style toppings and hand-stretched crusts in the freezer section? But consumers have spoken, and manufacturers experiment with high-quality ingredients.

As the market becomes more competitive, companies will need to find the right balance between quality and affordability. However, the long-term outlook remains positive for frozen pizzas, especially premium varieties, as busy lifestyles drive demand for quick, tasty meal solutions. Companies that invest in product innovation and marketing focused on quality and flavor will be well-positioned to capitalize on this growth.


Nestlé and NIZO develop new fat-reduced Edam cheese for frozen pizza

Author details:

  1. Shreyas Rokade

Senior Research Analyst, Food & Beverage Industry

2. Vaibhavi Raskar

Digital Marketing Associate & Content Writer for FMCG Sector


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I'm a Post Graduate in Food, Nutrition and Clinical Dietetics. Currently I'm thriving in my role as a Senior Sub-Editor at Food Infotech Magazine. My passion-driven research and engaging interviews with industry leaders captivate readers, bridging the realms of taste, health, and innovation in gastronomy while sparking curiosity about the future of food.

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