Every year, the UK sees a massive £5 billion spent on pizzas, and while 80% of these are typically purchased from restaurants and takeaways, the landscape is evolving. This shift has led to a growing appetite for homemade pizzas and shop-bought alternatives that can be personalised and enjoyed in the comfort of one's own home.
Cooks&Co, the award-winning range of exciting store cupboard ingredients, is at the forefront of this pizza revolution, witnessing first-hand the surging demand for its quality ingredients as pizza toppings.
Its Green Frenk Chillies is now the no.1 best seller and its Sweety Drop Peppers has entered the top 10 best sellers list, too. In response,
the brand recently conducted an extensive nationwide study to dig deeper into the pizza-topping preferences of Brits, revealing a nation of astute pizza enthusiasts who relish the chance to become culinary pizza artistes, experimenting with a diverse range of favourite toppings and flavours.
DIY Pizza Customisation Sweeps the Nation and gives rise to Super Toppers
On average, pizza-loving Brits across the UK tastefully embellish their pizzas with just under 3 distinct toppings. However, there's an extraordinary league of pizza enthusiasts, 2.7 million strong, known as the "super toppers," who take culinary creativity to new heights by piling on an impressive 6 or more toppings.
The art of pizza customisation isn’t just reserved for home-made pizzas either, nearly half (47%) of Brits admit to pimping up their shop-bought pizzas with extra toppings.
Surprisingly, almost a fifth (19%) of Brits admit to going one step beyond and stripping away toppings from store-bought pizzas and replacing them with their own favourites. The 25-34 age group takes the reins in this picky topping transformation, with a third (33%) of them doing it. Northern Ireland residents proudly claim the title of champions in the customisation arena, with a quarter (25%) confessing to taking part in this flavourful makeover.
Beloved Ingredients, Taste Divisions and Trending Ingredients
In the world of pizza toppings, the preferences are absolutely clear. The top five favourites include extra cheese, shredded or chopped chicken, pepperoni, onions, and mushrooms. Conversely, the list of least-liked toppings comprises figs, jackfruit, aubergine, broccoli, artichoke, and seafood. The ever-controversial pineapple is still a topic of fierce debate, with almost half (48%) embracing its sweet tang, just over 2 in 5 (43%) staunchly refusing it, and 1 in 12 (9%) remaining undecided.
The popularity of pizza toppings like sweet peppers, chillies/jalapeños, and sundried tomatoes, mirrors broader culinary trends. These flavours offer bold, unique taste experiences, aligning with the growing interest in Mediterranean and Latin American cuisines, where these ingredients frequently shine forth.
Paired with other ingredients they help elevate pizzas to new heights of flavour and excitement, making them increasingly popular among pizza enthusiasts in the UK.
Said Katie Atkin, Brand Manager, Cooks&Co: "In Britain, we're a nation of pizza lovers who value quality ingredients and enjoy experimenting with different toppings and flavours. The findings shed light on the ever-evolving world of pizza, where customisation knows no bounds, and the quest for the perfect slice is a culinary adventure in itself.
“Our commitment to providing premium ingredients for the pizza-loving community and other dishes aligns perfectly with the creativity and passion we see in Brits' pizza-making endeavours and we're thrilled to be part of this flavourful journey.”
For more information on Cooks&Co's premium ingredients, please visit their website https://cooksandco.co.uk