A recent nationwide survey has unveiled a fascinating trend in the UK’s pizza landscape, showcasing a burgeoning appetite for customised pizzas at home.
This shift in consumer behaviour has birthed a new wave of pizza aficionados known as “super toppers,” who take pride in crafting pizzas adorned with an impressive six or more toppings. Cooks&Co, a renowned provider of premium store cupboard ingredients, stands witness to this pizza revolution, with its Green Frenk Chillies now claiming the top spot in sales.
While the UK annually spends a colossal £5 billion on pizzas, an evolving culinary landscape sees an increasing preference for homemade pizzas and customised shop-bought alternatives. Cooks&Co, a trailblazer in this pizza revolution, has responded to the surging demand for quality ingredients by conducting a comprehensive nationwide study on Brits’ pizza preferences.
The study reveals that, on average, pizza enthusiasts across the UK enhance their pizzas with just under three distinct toppings. However, a remarkable 2.7 million individuals, dubbed “super toppers,” elevate culinary creativity by layering on six or more toppings. This enthusiasm extends beyond homemade pizzas, with 47% of Brits admitting to enhancing shop-bought pizzas with extra toppings. Moreover, 19% of consumers take it a step further, swapping out store-bought toppings for their personal favourites.
The top five favourite pizza toppings among Brits include extra cheese, shredded or chopped chicken, pepperoni, onions, and mushrooms. Conversely, less favoured toppings consist of figs, jackfruit, aubergine, broccoli, artichoke, and seafood. The divisive pineapple debate continues, with 48% embracing its sweet tang, 43% staunchly refusing it, and 9% remaining undecided.
Certain toppings like sweet peppers, chillies/jalapeños, and sundried tomatoes mirror broader culinary trends, aligning with the growing interest in Mediterranean and Latin American cuisines. These bold and unique flavours contribute to the rising popularity of pizzas that offer exciting taste experiences, captivating pizza enthusiasts in the UK.
Katie Atkin, Brand Manager at Cooks&Co, remarks, “In Britain, we are 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.”
