“Consumers don’t buy pizza; they buy their pizza,” according to Mintel. “They know what they like in a frozen or refrigerated pizza, and that’s what they go to get from the supermarket.” In fact, the consumer research firm notes that eight in 10 consumers say specific toppings or flavors are the most important determinant of their pizza purchases.
To emphasize choice and stand out from the conventional pack, natural companies are playing up unexpected flavor combinations uniquely tailored to specific dietary needs. Gluten and dairy free but still love meat? There’s a pizza for that. Craving meat but ditching animal foods? There’s a pie for that as well.