Is there any study or any documented proof that people are eating less pizza in USA? Like the pizza category, like eating pizza is is a declining category or or in a downward trend?

Yes, there is documented proof and recent market data showing that while Americans still eat a lot of pizza, the pizza restaurant category is indeed experiencing a measurable decline in its market dominance.

Recent industry reports from major market research firms and financial news outlets (such as The Wall Street Journal) highlight a clear downward trend in the broader US pizza restaurant sector.

Here is what the data shows about the decline of the pizza category:

1. Falling Down the Cuisine Ranks

According to data from the food service research firm Technomic, pizza is losing its massive slice of the American restaurant market.

• In the 1990s, pizza ranked as the 2nd highest-selling cuisine among US restaurant chains.
• By 2024, pizza had plummeted to 6th place in terms of total US restaurant sales.
• Industry data also shows that pizzerias, which were once the second-most common type of restaurant in the country, are now outnumbered by both coffee shops and Mexican food eateries.

2. Shrinking Revenues and Locations

The actual footprint and revenue of pizza restaurants are shrinking:

• IBISWorld reported that US pizza restaurant revenue contracted at an annual rate of about -2.9% over the past five years, falling to an estimated $49.5 billion in 2025.
• Data from the market research firm Datassential shows that the total number of pizza restaurants in the US hit an all-time record high in 2019 and has been steadily declining ever since.

3. A Spike in Bankruptcies

This downward pressure is visible in the corporate world. Over the last few years, several notable pizza chains have filed for Chapter 11 bankruptcy protection, including Pieology Pizzeria, Anthony's Coal Fired Pizza & Wings, and Bertucci's. Even major players like Papa John's have had to close underperforming locations and restructure to protect margins.

Why is the Pizza Category Declining?

Market analysts and industry executives attribute this downward trend to a few major shifts in consumer behavior and technology:

• The Loss of the "Delivery Monopoly": For decades, if an American family wanted a hot meal delivered to their door, pizza or Chinese food were the only real options. The rise of third-party delivery apps (DoorDash, UberEats) destroyed that monopoly. Today, consumers can get burgers, sushi, or tacos delivered just as easily, eroding pizza's massive convenience advantage.
• Price Friction: Pizza chains are caught in a brutal price war. A large pizza can easily cost $20 to $30 (or more with delivery fees). For budget-conscious consumers dealing with inflation, this feels expensive compared to $5 fast-food value meals or high-quality frozen pizzas from the grocery store (a segment that is actually growing).
• A Shift in Dietary Habits: As consumers lean toward high-protein, lower-carb, or GLP-1 (weight-loss drug) friendly diets, heavy, carb-dense pizzas have lost some ground to healthier fast-casual options.

The Takeaway

America hasn't stopped loving pizza—the USDA estimates that roughly 1 in 10 Americans still eats a slice of pizza on any given day, and major chains still pull in over $30 billion in sales.

However, the "golden age" where pizzerias dominated the US restaurant landscape is over. The category is saturated, the novelty of delivery is gone, and pizza chains are now forced to fight much harder for a shrinking slice of the fast-food market.