A LinkedIn post from Instacart highlights findings from a Frozen Pizza Trends Report tied to National Pi Day. The post indicates that based on 2025 purchase data, pepperoni accounts for 43% of frozen pizza items sold nationwide, outpacing cheese and supreme, with Wisconsin and the broader Midwest showing notably high frozen pizza consumption.
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The post also points to emerging flavor and format trends, citing Mexican or taco pizza as the fastest-growing type and increased interest in Detroit-style and other pizzeria-inspired crusts. Instacart further notes a “pizza basket” effect, where frozen pizza purchases correlate with add-on items like mozzarella sticks, taquitos, and ranch dressing, suggesting potential cross-selling and higher basket sizes.
For investors, the report signals that Instacart continues to leverage its transaction data to generate consumer insights that can be monetized with CPG brands and retailers. These insights may strengthen Instacart’s value proposition as a marketing and analytics partner, supporting higher-margin advertising and data-driven services, and reinforcing its role within the grocery and convenience ecosystem.
The emphasis on comfort food, indulgence, and experimentation implies ongoing resilience in frozen foods, which could sustain volume for Instacart’s retail partners even in mixed macro environments. If brands and retailers act on these patterns with targeted promotions and assortment strategies through Instacart’s platform, the company could benefit from increased engagement, higher order frequency, and incremental ad spend.