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Pizza has become a widely appreciated meal globally. People consume pizzas in different ways, in different occasions, whether in restaurants, or baked at home as ready-to-eat products, semi-ready or handmade, step-by-step, from the dough to the dressings and toppings. In addition of being a delicious, practical, and easy-to-share meal, pizzas are able to gather family and friends together and be the central meal in get-together occasions and celebrations.

In the last years, this market is under constant growth due to innovations that have pizzas aligned to the food consumption trends. At home environment, pizza follows the consumption trend of valuing the artisanal production, customizing the recipes and preparing pizzas, for example, with natural leavening doughs, selected tomato dressings and fresh herbs, cheese of local production, etc. It has opened a marked niche for special flours, yeasts, dressings and including kits for homemade preparation.

The study Brazil Food Trends 2020 served as a basis to understand this transformation process in the characteristics of industrialized pizzas, based on the analysis, in the Brazilian and global markets, of different products, in the light of the Sensory and Pleasure macrotrends (tastier and fresher products, with naturally fermented doughs, crunchy doughs, artisanal processing, baked in stone ovens and wood-fired ovens, different sauces and new flavors, different toppings, with natural ingredients), Healthiness and Well-being (pizzas with plant-based doughs with fewer calories and carbohydrates, gluten-free, thinner, vegetarian pizzas or pizzas with more vegetables, with higher protein and fiber contents), Reliability and Quality (authentic products, with natural ingredients, without preservatives), Sustainability and Ethics (organic, plant-based products), and Convenience and Practicality (mini pizzas, kits for assembling pizza at home, subscription pizza services).


The Sensory and Pleasure macrotrend had a strong influence on the changing of traditional frozen pizza, previously a cheap option, but of lower quality than those prepared in pizzerias, into tastier and fresher products, proposing to offering an experience similar to that of restaurants, with naturally fermented dough, crunchier dough, vegetable-based dough (cauliflower, beetroot, etc.), artisanal processing, roasted in stone and wood-fired ovens, different sauces and new flavors, different toppings and with natural ingredients and free of unwanted ingredients or substances (free from), among other innovations. These trends, already well marked in developed countries, has been emerged in Brazil, with launching of products with more quality, variety, and better flavor.


Due to the characteristics of the raw materials used, frozen pizzas can have significant protein and fibers content, which characterizes the positive nutritional aspect of these products. Nevertheless, the Health and Well-being macrotrend has exerted a strong influence on consumers of different industrialized food, generating an increasing demand for now options with other ingredients

admittedly nutritive and healthy and do not have ingredients or substances associated to non-transmissible chronic diseases. For example, we can highlight pizzas with plant-based doughs that present less calories and carbohydrates, gluten-free, thinner, vegetarian pizzas or with more vegetables, with higher proteins and fibers content, for ketogenic diets, among others.

These changes have been correcting the existing prejudice on frozen pizza, a caloric and little nutritive product, building, on the other hand, a tasteful and versatile product fully capable of fulfilling the population’s different dietary needs, allying pleasure and health.


The Reliability and Quality macrotrend comprises the increasingly concern with the origin of raw materials and the transparency of producers, processing industries, and retailers, toward proving the products safety for consumption. In recent years, the interest on authentic products has been growing, with natural ingredients and free from substances undesired by consumers.


Trend related to Sustainability and Ethics are strictly associated to two macrotrends previously mentioned. For example, plant-based pizzas have a strong demand due to its image of healthier and more sustainable food. Notably, the plant-based products market has been increasingly growing among people called as flexitarian, who want to reduce the animal protein consumption, but without renouncing the pleasure of eating familiar food.


In 2010, the Convenience and Practicality trend was highlighted as more present in Brazilian population. Regarding frozen pizzas, convenience has always been a determining factor to buy it due to easiness in preparation, at any time wanted. However, other benefits have been incorporated with different types and sizes of pizzas, with highlight to mini pizzas in a format to be consumed without dishes or silverware (bite-sized options), suitable for consumption at traffic, options of pizzas for breakfast, kits to prepare pizza at home, and also pizza subscription services. In addiction, it is important to notice that the convenience tends to be increasingly followed by quality, health, reliability and sustainability of ingredients and packages.

Learn about the complete study on Industrialized Pizzas!