A More Thoughtful Slice: How Families Are Changing the Way They Eat Pizza

As Pizza Day approaches on 9 February, new research suggests that Britain’s love affair with pizza is entering a more considered phase. While the nation still gravitates towards familiar flavours, families are increasingly seeking better ingredients, thoughtful preparation and a more refined approach to this enduring favourite, particularly in cities such as London where food culture continues to evolve.

A recent nationwide survey of more than 2,000 people confirms that pepperoni remains the country’s most popular topping, chosen by 41% of respondents. Classic options including mozzarella, chicken and mushrooms continue to feature heavily, yet the data also points to a growing appetite for more sophisticated combinations. Toppings such as caramelised onions, prosciutto and hot honey are steadily gaining popularity, suggesting that what was once seen as a treat food is being reimagined with greater care and curiosity.

This shift reflects a broader change in how pizza is enjoyed at home. Nearly two thirds of those surveyed said they now favour pizzas made with sourdough bases, artisan toppings and traditional cooking methods such as wood firing. For parents juggling busy schedules while remaining mindful of what they serve their families, pizza is no longer just a convenient option. It is increasingly viewed as a meal that can be both satisfying and well made.

London ranks among the UK’s most enthusiastic pizza cities, with residents eating close to six pizzas per person each month on average. Across the country, pizza has also become more interactive. Over half of respondents said they regularly customise their pizzas after cooking, adding extra cheese, chilli flakes or hot sauce, while some experiment with ingredients such as lemon zest or fermented toppings. These small flourishes reflect a growing confidence in the kitchen and a desire to tailor meals to individual tastes.

Perhaps most striking is the decline in reliance on traditional takeaways. Fewer than 15% of respondents now order pizza regularly, citing concerns around cost, freshness and health. Instead, many households are opting for premium ready-to-cook options or making pizzas at home using high-quality bases and carefully chosen ingredients. Almost a third said they either prepare pizza entirely from scratch or begin with a prepared dough base, making pizza night a more deliberate and often shared activity.

Health considerations appear to be driving much of this change. Around 65% of those surveyed said they actively choose foods that avoid ultra-processed ingredients. This mindset has naturally extended to pizza, with over half stating a preference for sourdough bases. For families, this offers reassurance that a much-loved meal can still align with wider values around nutrition and quality.

The research also settles a few long-running debates. Pineapple, it seems, has secured its place, with 57% agreeing that it belongs on a pizza. Crusts are firmly back in favour too, with 91% saying they eat them rather than leave them behind. When it comes to drinks, familiar pairings still dominate, with cola the most popular choice at 34%, followed by beer and red wine.

Not all habits escape judgement. Adding ketchup or fish toppings topped the list of pizza faux pas, while eating pizza with a knife and fork or abandoning the crusts were also frowned upon. These unwritten rules may be light-hearted, but they underline just how embedded pizza is in British food culture.

On the eve of Pizza Day, the picture that emerges is one of a nation still deeply fond of pizza, but increasingly thoughtful about how it is made and enjoyed. For London families especially, pizza has become a flexible, sociable and more considered part of everyday eating, whether shared around the table, assembled together at home or enjoyed as a relaxed end-of-week ritual.

As tastes continue to evolve, pizza looks set to remain a household staple, simply approached with better ingredients, better choices and a little more intention behind every slice.

For those looking to recreate restaurant-quality pizza at home, East Pizzas offers ready-to-cook topped pizzas in a selection of crowd-pleasing flavours including Margherita, Aubergine & Tomato, Ham, Artichoke & Black Olive and Pepperoni. Available to shop online at www.eastpizzas.com