Frozen pizza sales have plummeted by over a quarter (27%) with shoppers buying 2.3million fewer than a year ago, new data reveals.
It comes as prices have surged by over 35 per cent in the past twelve months, adding an average 77p to each pizza, analysis by retail data experts Reapp has discovered.*
The biggest fall came in the South Midlands with a 35% plunge year on year. Sales in London slid by just under a third (29%).
Across the UK, the North West is responsible for the most frozen pizza sales in 2023 with 800,000 units sold to date.
Reapp Commercial Director James Lamplugh said; “Inflation is continuing to hit shoppers hard.
‘In addition to the cost-of-living crisis, fewer major sporting events this summer could signal further difficulties.
“Until prices start to regulate across key categories in our weekly shop, it is no surprise to see sales drop as shoppers seek to make savings wherever they can.”