Instacart’s 2026 data reveals clear favorites in toppings, regional buying habits, and crust styles, offering a snapshot of how Americans are stocking their freezers right now.
Key Points
- A new Instacart report shows that pepperoni remains America’s favorite frozen pizza topping, accounting for 43% of frozen pizza sales in 2025 — more than cheese and Supreme/Deluxe combined.
- The Midwest dominates frozen pizza consumption, with Wisconsin customers buying 113% more per person than the national average.
- While indulgent styles like Neapolitan-, Roman-, and Detroit-style crusts are surging, cauliflower crust sales have declined, signaling that comfort and tradition are back in favor.
With restaurant meals becoming pricier and many Americans too burnt out to cook, it’s no surprise that people are turning to a humble — yet perfectly nostalgic — classic: frozen pizza. And when Americans restock their freezers using Instacart, they’re overwhelmingly choosing the same topping they’ve loved for decades: pepperoni.
According to Instacart’s latest report, pepperoni accounted for 43% of all frozen pizza items sold on the platform in 2025 — more than cheese and Supreme/Deluxe combined. Plain cheese followed at 26.6%, with Supreme/Deluxe capturing nearly 11% share.
Pepperoni is also the top choice in nearly every state. The only exceptions are New Hampshire, Massachusetts, Connecticut, and New Jersey, where cheese takes the lead. There’s far less love for Alfredo-based pies: White pizza accounts for just 0.4% of frozen pizza items sold.
“Frozen pizza is an easy, comforting, and affordable grocery staple, so it’s no surprise that people are ordering their favorites regularly,” Instacart Trends Analyst Alex Orellana tells Food & Wine. “It pairs easily with pastas and salads, and is also a natural match for ranch dressing — ordered 156% more often than average when frozen pizza is in the cart.”
To determine the rankings, Instacart analyzed all frozen pizza items sold on its platform in 2025 and compared performance against 2024 data. Growth figures reflect year-over-year change in order share from 2024 to 2025.
The Midwest is frozen pizza country
When it comes to sheer volume, the Midwest dominates. Wisconsin customers purchased 113% more frozen pizza per customer than the national average, based on total ounces ordered per customer. North Dakota followed at +82%, with Minnesota (+63%), Iowa (+62%), and Missouri (+60%) rounding out the top five.
These state rankings are based on ounces purchased per customer — not total orders — underscoring just how deeply frozen pizza is woven into Midwestern dinner routines.
Pizza night is getting more adventurous — and more indulgent
Pepperoni may still rule overall, but Americans are branching out — first with toppings, and increasingly with crust.
On the flavor front, the fastest-growing pizza type in 2025 was Mexican/Taco, followed by Supreme/Deluxe and Pepperoni & Sausage. Hawaiian, Chicken Alfredo, and Chicken Bacon Ranch also gained share year over year, signaling that shoppers are experimenting beyond the classics.
But some of the most dramatic changes are happening underneath the toppings: Neapolitan-style crust saw a staggering +303% year-over-year increase in order share, followed by Roman-style (+231%) and Tavern-style (+106%). Sourdough crust rose +87%, and Detroit-style — the thick, crispy-edged square pie — grew +38% YoY.
At the same time, cauliflower crust sales fell 14% compared to 2024, while gluten-free crust ticked up 6%. In other words, shoppers may still want options — but when it comes to pizza night, indulgence appears to be winning out over vegetable-forward substitutes. “Some customers may be opting for gluten-free options that still deliver a more traditional pizza experience,” Instacart notes in the report.
Pineapple still divides the nation
Polarizing picks are also landing in shoppers’ carts. Oregon leads the country in Hawaiian pizza purchases, ordering it 384% more often than the national average. Washington (+371%), Utah (+322%), and Idaho (+303%) aren’t far behind.
Meanwhile, Hawaii itself orders Hawaiian pizza 49% less than the national average — proving that a namesake doesn’t necessarily equal loyalty.
What Americans are buying with their frozen pizza
Frozen pizza rarely travels alone — and the companion stats are striking. When frozen pizza appears in a cart, shoppers are significantly more likely to also purchase:
- Frozen mozzarella sticks (+319%)
- Frozen taquitos (+310%)
- Frozen hot dog snacks (+293%)
- Frozen burritos (+256%)
- Frozen pot pies (+253%)
- Frozen pasta meals (+245%)
Ranch dressing appears in orders 156% more often than average when frozen pizza is in the cart — confirming that for many Americans, pizza night isn’t complete without a side of ranch.
From pepperoni’s overwhelming dominance to the surge in Neapolitan and Detroit-style crusts, one thing is clear: frozen pizza remains a staple in American freezers. And as shoppers rethink how and where they spend their dinner dollars, this comfort-food standby isn’t going anywhere.
Nicolette Baker