Pepperoni Reigns Supreme: UK's Ultimate Pizza Preferences Revealed

A nationwide survey conducted in partnership with family-run favourite The Victor Pizza Company, has settled the great British pizza debate once and for all — and the classic Pepperoni Pizza has claimed the crown as the UK's most-loved pizza.

The survey, which set out to uncover the nation's preferred toppings and pizza styles, saw Pepperoni storm to victory with an overwhelming 30% of the vote — nearly a third of all respondents. The result reflects the UK's deep and enduring love affair with bold, savoury flavours, with the combination of spiced cured meat, rich tomato sauce, and melted mozzarella proving irresistible to British taste buds.

The UK's Top 10 Favourite Pizzas

1. Pepperoni – 30%

2. Margherita – 12%

3. Meat Feast – 10%

4. Hot & Spicy – 7%

5. Mushroom – 6%

6. La Reine – 6%

7. Hawaiian – 5%

8. Chicken – 5%

9. Capricciosa – 3%

10. BBQ – 2%

The results paint a vivid picture of British pizza culture. Trailing in second place, the timeless Margherita — a celebration of simplicity with its fresh tomato, mozzarella, and basil — secured 12% of the vote, proving that quality ingredients and classic combinations never go out of fashion. The Meat Feast rounded out the top three with 10%, confirming that British diners have a strong appetite for hearty, indulgent toppings.

There's clearly a growing taste for heat and spice across the UK, with the Hot & Spicy pizza claiming 7% — a nod to how British palates have evolved, influenced by decades of diverse culinary culture. Mushroom (6%) and La Reine (6%), a sophisticated French-inspired pizza typically topped with ham, mushrooms, and olives, tied in joint fifth, showing that both earthy, vegetarian options and more refined flavour combinations hold their own in the national rankings.

Chicken pizza (5%) continued to reflect the UK's love of versatile, protein-rich toppings, while Capricciosa (3%) — an Italian classic layering ham, mushrooms, artichokes, and olives — and BBQ pizza (2%) rounded out the top ten, suggesting that smoky, American-influenced flavours, though popular, haven't quite displaced Italian tradition in the national consciousness.

And then there's the pizza that never fails to spark debate. The Hawaiian, with its divisive pineapple topping, held firm at 5%, proving that despite years of ridicule from purists, sweet-and-savoury remains a flavour combination that a loyal slice of the British public simply won't give up.

"This collaboration with The Victor Pizza Company was a delicious way to engage the public while celebrating the importance of family businesses in everyday life."

"Pizza is a comfort food staple for so many, and it's fascinating to see how strong the nation's preferences are, with Pepperoni clearly standing out as a fan favourite."

"The age-old pineapple debate also lives on, with 5% of respondents naming the Hawaiian as their top choice. Love it or hate it, pineapple still has a seat at the UK's pizza table, and it continues to spark conversation, just as good food should."

It's a result that speaks to broader trends in UK food culture. British consumers have long gravitated towards familiar, flavourful comfort food, but the presence of more complex options like La Reine and Capricciosa in the top ten hints at a growing sophistication in pizza appreciation. The influence of authentic Italian flavours — brought to Britain through generations of immigration and family-run restaurants — continues to shape what ends up on the nation's plates.

Few businesses embody that Italian-British story better than The Victor Pizza Company.

A second-generation family business with over 50 years of history, the company is known for its authentic Italian roots, Glasgow heart, and no-nonsense approach to great food. Built on a foundation of traditional recipes and genuine passion for pizza-making, Victor Pizza has spent half a century serving communities across Scotland and beyond.

Anne-Marie Cairney, CEO of The Victor Pizza Company, said: "We've been making pizza for over half a century, long enough to know that when it comes to toppings, everyone's got an opinion!"

"Pepperoni doesn't surprise me at number one, but we were chuffed to see such a mix across the board, from spicy fans to the brave souls still flying the flag for pineapple."

"At Victor Pizza, we've always said there's a pizza for everyone, whether you're a Margherita loyalist or you pile on the lot. It's brilliant to see that passion still alive and well across the UK. These little insights remind us why we do what we do: good food, made with care, for people who love it."

The survey also served a wider purpose — celebrating the creativity, community spirit, and cultural contribution of the UK's family businesses. From neighbourhood pizzerias to national names, family-run food businesses have long been at the heart of Britain's culinary identity, quietly feeding the nation while keeping recipes, traditions, and values alive across generations.

"Family firms are at the heart of the UK food sector, and this survey is a great reminder of their relevance and reach. Whether it's a slice of tradition or a taste of innovation, family businesses continue to feed the nation, literally and figuratively."

With Pepperoni firmly on top and pineapple refusing to bow out quietly, one thing is clear: when it comes to pizza, the British public knows exactly what it wants — and it's never short of an opinion.