According to a survey by Cooks&Co, personalizing pizzas is a favorite among consumers, with nearly 47% expressing a preference for adding extra toppings to their store-bought pizzas.
Approximately 19% have confessed to removing all the toppings and substituting them with their preferred choices. Amongst age groups, individuals aged 25 to 35 exhibit the highest enthusiasm for customizing their pizzas, with 33% of them engaging in this practice.
As a result, the survey identified the top five favorite pizza toppings among Brits, which include extra cheese, shredded or chopped chicken, pepperoni, onions, and mushrooms.
On the flip side, the roster of least-favored toppings includes figs, jackfruit, aubergine, broccoli, artichoke, and seafood. The perennially controversial pineapple sparks intense debate, with almost half (48%) welcoming its sweet tang, just over two in five (43%) staunchly rejecting it, and one in 12 (9%) remaining undecided.
According to the survey, the popularity of pizza toppings such as sweet peppers, chillies/jalapeños, and sundried tomatoes reflects larger culinary trends. These flavors provide distinctive and robust taste experiences, aligning with the increasing fascination with Mediterranean and Latin American cuisines, where these ingredients often take center stage.
The study, sponsored by Cooks&C, was carried out by Censuswide, surveying 2,000 UK General Consumers (National-Representation) between September 11, 2023, and September 13, 2023. Censuswide adheres to the principles of the ESOMAR and employs members of the Market Research Society, while also being affiliated with The British Polling Council.