Britain’s favourite pizza topping is pepperoni – as pineapple row rages

One spicy meat has been crowned the nation’s favourite pizza topping with nearly half the vote, as gourmet choices like caramelised onions and prosciutto rise in popularity

Pepperoni has been crowned the nation’s favourite pizza topping beating out contenders such as mozzarella, chicken and mushrooms. The spicy meat snagged 41% of the vote, with ‘posher’ gourmet choices like caramelised onions and prosciutto also seeing an uptick in popularity.

The age-old debate about pineapple on pizza was finally settled, with over half (57%) of respondents declaring that the fruit does indeed have a place on the beloved Italian dish.

The poll, conducted by East Pizzas ahead of National Pizza Day on Monday, February 9, revealed that nearly half (48%) of participants chose pizza as their preferred meal.

Roly Simpson, founder of East Pizzas, commented: “Pepperoni is still Britain’s favourite pizza topping but the tide is turning with 64% of us now choosing posh pizzas with sourdough bases, artisan toppings and wood-fired crusts. The top ten could look very different in a few years.”

He added: “And we’re thrilled, but not surprised, to see Gen Z crown pizza as their favourite food. Whether it’s a classic Margherita, posh toppings or one of our bold signature creations, pizza brings people together in a way few other foods do.

“We’re seeing a sharp rise in demand for premium toppings like hot honey, burrata and nduja as people turn their backs on floppy, overpriced takeaways; the posh pizza is here to stay!”

Research involving 2,000 Brits reveals we’re scoffing just over five pizzas monthly, with Gen Z leading the charge by demolishing more than six (6.2) compared to just over five (5.1) across other age groups.

Digging into our pizza-munching habits, over half (52%) confessed to piling on extra toppings once their pizza’s cooked.

Top choices included: additional cheese (45%), extra meat (29%), chilli flakes (19%), hot sauce (19%), sriracha (6%) plus quirky additions like lemon zest (5%), crushed tortilla chips (4%) and kimchi (4%).

However, the study revealed we’re abandoning takeaways for homemade alternatives, with three quarters (64%) saying they’ve swapped mass-brand deliveries for more upmarket choices.

It appears we’re evolving into a nation of ‘pizzaiolos’ – an Italian term for professional pizza makers – as a third (32%) craft theirs from scratch or purchase pre-made dough balls or bases.

Fewer than one in five (15%) now order deliveries due to expense (43%), lack of freshness (30%) or pursuing healthier pizza alternatives (21%).

Roly Simpson commented: “As a nation we love pizza, but we’re getting a bit more thoughtful about what goes into it. Our research shows that 65% of people are actively choosing food without ultra-processed ingredients, and that’s shaping how we eat pizza too. In fact, more than half (52%) of us would now opt for a sourdough base.”

The study also put to bed some of the most heated pizza debates. The sourdough base emerged as the nation’s favourite, with just over half (52%) giving it their seal of approval, and an impressive 91% of us admitting we do munch on our crusts.

As for the perfect beverage to wash down a slice, cola took the top spot with a third of the vote (34%), beating larger (14%) and red wine (8%).

The survey also asked Brits about the biggest pizza faux pas. According to the public, the worst offences are drowning the beloved dish in ketchup or opting for a fish topping (both 37%).

Other pizza sins included adding an egg (31%), eating the toppings before the rest of the pizza (25%), leaving behind the crusts (22%) and eating a pizza with a knife and fork (21%). A small but vocal 8% believe that ordering a margherita as an adult is the ultimate pizza crime.

Brits’ favourite pizza toppings

1. Pepperoni – 41%

2. Mozzarella – 36%

3. Chicken – 30%

4. Mushrooms – 28%

5. Four Cheese – 25%

6. Spicy Beef – 24%

7. Peppers – 23%

8. Ham – 23%

9. Tomatoes – 22%

10. Bacon – 22%

11. Pineapple – 19%

12. Sweetcorn – 18%

13. Jalapeños – 16%

14. Caramelised Onions – 16%

15. Chorizo – 15%

16. Olives – 13%

17. Sausage – 10%

18. Basil – 10%

19. Spinach – 9%

20. Prosciutto – 9%