Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The bottom line
- Healthy sales for wholegrain pasta
- Growth trends vary by segment
- Consumers like connections to Italy
- Natural and organic offerings on the rise
- Race and ethnicity as factors in the pasta market
- Black and Hispanic households who use pasta packaged with a sauce use more of it
- Hispanic dry pasta consumers more likely to buy special varieties of dry pasta
- Asian consumers use more noodles and introduce these dishes to others
- Importance of advertising and promotions
- “For kids” pasta products and childhood obesity
- Forecast
Market Drivers
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- Households with children drive the market
- Households with children key to category sales
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- Figure 1: Types of dry pasta used in household, by presence of children, January-October 2006
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- Figure 2: Snowman-shaped pasta from The Pasta Shoppe, 2007
- Figure 3: Types of complete packaged dinner mixes used in household, by presence of children, January-October 2006
- Percentage of households with children on the decline
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- Figure 4: Households, by presence of children, 1995-2005
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- Figure 5: Easy Mac Big Packs from Kraft, 2007
- Figure 6: Hamburger Helper Television ad, 2007
- The convenience factor and competition
- Frozen meals and in-store-prepared foods offer competition
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- Figure 7: Amy’s Macaroni & Cheese Large Size from Amy’s Kitchen, 2007
- Restaurants are another source of competition
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- Figure 8: Bertolli frozen dinners television ad, 2007
- Health trends support pasta sales
- Wholegrain pastas
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- Figure 9: Number of new pasta product releases with wholegrain claim in U.S., 2001-06
- Using nutrition labels for easy identification
- Gluten-free
- Organic and all-natural pasta
- Premium products support category
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- Figure 10: Priano Red Wine Gourmet Pasta from Aldi, 2007
- Ethnic cuisine
- The Asian market
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- Figure 11: Population, by race and Hispanic origin, 2002-12
- Specialty foods buyers and “foodies” drive purchase of Asian-style noodles
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- Figure 12: Purchases of ethnic foods among specialty food buyers, June 2006
Market Size and Trends
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- Market size
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- Figure 13: U.S. FDM retail sales of pasta and pasta-based meals, at current and constant prices, 2001-06
- Natural foods channels
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- Figure 14: U.S. natural foods and FDM retail channel sales of pasta and pasta-based meals, 2004 and 2006
- Wal-Mart estimate
- Market trends
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- Figure 15: Nature’s Way all-natural olive oil and herb-flavored pasta from Pasta Roni, 2007
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- Figure 16: Whole Wheat Thin Spaghetti from The Fresh Market, 2007
Market Segmentation
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- Introduction
- Sales by segment in FDM channels
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- Figure 17: FDM sales of pasta and pasta-based meals, segmented by type, 2004 and 2006
- Sales by segment in natural foods channels
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- Figure 18: Natural foods channels sales of pasta and pasta-based meals, segmented by type, 2004 and 2006
- Dry pasta-based meals
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- Figure 19: FDM sales of dry pasta-based meals, at current and constant prices, 2001-06
- Dry pasta and noodles
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- Figure 20: FDM sales of dry pasta and noodles, at current and constant prices, 2001-06
- Shelf-stable/canned pasta meals
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- Figure 21: FDM sales of shelf-stable/canned pasta meals, at current and constant prices, 2001-06
- Frozen pasta
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- Figure 22: FDM sales of frozen pasta, at current and constant prices, 2001-06
- Fresh/refrigerated pasta
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- Figure 23: FDM sales of fresh/refrigerated pasta, at current and constant prices, 2001-06
Supply Structure
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- Foreign trade
- Exports
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- Figure 15: U.S. pasta exports*, by FAS value, by destination country, 2001-06
- Imports
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- Figure 15: Pasta imports* by customs value, by country, 2001-06
- Companies and brands
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- Figure 24: Manufacturer FDM sales of pasta and pasta-based meals in the U.S., 2004 and 2006
- Dry pasta-based meals
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- Figure 25: Manufacturer brand FDM sales of shelf-stable/canned pasta-based meals in the U.S., 2004 and 2006
- Healthy dry pasta-based meals
- Adult options
- Dry pasta and noodles
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- Figure 26: Manufacturer brand sales of dry pasta and noodles in the U.S., 2004 and 2006
- Shelf-stable/canned pasta meals
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- Figure 27: Manufacturer brand FDM sales of shelf-stable/canned pasta meals in the U.S., 2004 and 2006
- Frozen pasta
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- Figure 28: Manufacturer brand FDM sales of frozen pasta, 2004 and 2006
- Fresh/refrigerated pasta
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- Figure 29: Manufacturer brand FDM sales of fresh/refrigerated pasta in the U.S., 2004 and 2006
Advertising and Promotion
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- Overview
- Dry pasta-based meals
- Kraft Macaroni & Cheese (Kraft Foods)
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- Figure 30: Kraft Macaroni & Cheese television ad, Even Cheesier, 2007
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- Figure 31: Kraft Macaroni & Cheese television ad, I Got The Blues, 2007
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- Figure 32: Kraft Supermac & Cheese television ad, 2007
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- Figure 33: Kraft Easy Mac television ad, Hallway Joust, 2007
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- Figure 34: Kraft Easy Mac television ad, The Horse, 2007
- Dry pasta and noodles
- Ronzoni Healthy Harvest (New World Pasta)
- Barilla
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- Figure 35: Barilla Pasta television ad, The Helpful Neighbor, 2007
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- Figure 36: Barilla Plus television ad, 2007
- Golden Grain (AIPC)
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- Figure 37: Golden Grain pasta television ad, 2007
- No Yolks (Strom Products Ltd.)
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- Figure 38: No Yolks pasta television ad, Say Yes, 2007
- Shelf-stable/canned pasta meals
- Chef Boyardee (ConAgra)
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- Figure 39: Chef Boyardee canned ravioli television ad, Tin Man, 2007
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- Figure 40: Chef Boyardee canned pasta television ad, Followed Home, 2007
- Campbell’s SpaghettiOs (Campbell Soup)
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- Figure 41: Campbell’s SpaghettiOs canned pasta television ad, Your Mouth Will Groove, 2007
Retail Distribution
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- Introduction
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- Figure 42: U.S. retail sales of pasta and pasta-based meals in FDM and natural food channels, by channel, 2004 and 2006
- Wal-Mart
- Supermarkets
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- Figure 43: U.S. supermarket sales of pasta and pasta-based meals, at current and constant prices, 2001-06
- Natural foods channels
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- Figure 44: U.S. natural foods retail sales of pasta and pasta-based meals,
The Consumer
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- Introduction
- Summary
- Consumption of pasta, noodles and pasta-based meals
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- Figure 45: Consumption of pasta, noodles or pasta-based meals in household, by gender, age, household income, marital status and household size, March 2007
- Types of pasta eaten
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- Figure 46: Types of pasta, noodles, pasta-based meals eaten in household in the past month, March 2007
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- Figure 47: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by gender, March 2007
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- Figure 48: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by age,
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- Figure 49: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by number of people in the household, March 2007
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- Figure 50: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by race and Hispanic origin, March 2007
- Amount of pasta eaten in household
- Dry pasta
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- Figure 51: Number of packages of dry pasta eaten in household in past 30 days, January-October 2006
- Complete packaged dinner mixes
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- Figure 52: Number of packages of complete packaged dinner mixes eaten in household in past 30 days, January-October 2006
- Canned/jarred spaghetti or macaroni
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- Figure 53: Number of cans or jars of spaghetti or macaroni eaten in household in past 30 days, January-October 2006
- Brands of pasta and pasta-based meals used in household
- Dry packaged pasta
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- Figure 54: Brands of dry pasta eaten in household, January-October 2006
- Complete packaged dinner mixes
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- Figure 55: Brands of complete packaged dinner mixes eaten in household, January-October 2006
- Canned/jarred spaghetti or macaroni
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- Figure 56: Brands of canned/jarred spaghetti or macaroni eaten in household, January-October 2006
- Pasta consumption among black and Hispanic consumers
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- Figure 57: Number of packages of complete packaged dinner mixes eaten in household in past 30 days among black respondents, by age, January-October 2006
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- Figure 58: Brands of complete packaged dinner mixes eaten in household among black respondents, by age, January-October 2006
- Hispanic
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- Figure 59: Amount of dry, canned/jarred and packaged pasta consumed in household monthly, by Hispanic origin and country of origin, January-October 2006
- Factors in pasta brand selection
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- Figure 60: Factors in pasta brand selection, by household income, March 2007
- Kinds of pasta bought and how often
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- Figure 61: Kinds of pasta buy and how often, March 2007
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- Figure 62: Whether ever buy specific kinds of pasta, by age, March 2007
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- Figure 63: Whether ever buy specific kinds of pasta, by household income, March 2007
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- Figure 64: Whether ever buy specific kinds of pasta, by Hispanic/non-Hispanic, March 2007
- Opinions of and use of pasta by cooking skills
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- Figure 65: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by level of cooking skills/enjoyment, March 2007
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- Figure 66: Whether ever buy specific kinds of pasta, by level of cooking skills/enjoyment, March 2007
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- Figure 67: Factors in pasta brand selection, by level of cooking skills/enjoyment, March 2007
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- Figure 68: Level of cooking skills/enjoyment among pasta eaters, March 2007
- Opportunities for packaged pasta with sauce
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- Figure 69: Interest in specific/innovative types of pasta packaged with sauce, by number of children, March 2007
- Teens and pasta
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- Figure 70: Teen consumption of canned/jarred spaghetti, by gender and age, January-October 2006
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- Figure 71: Teen influence on brand of canned/jarred pasta bought, January-October 2006
- Kids and pasta
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- Figure 72: Consumption of canned/jarred spaghetti among children, by gender, January-October 2006
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- Figure 73: Kids’ influence on brand of canned/jarred pasta bought, January-October 2006
Future and Forecast
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- Future trends
- The pasta market and childhood health issues
- Future focus on Hispanics and blacks
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- Figure 74: Population, by race and Hispanic origin, 2002-12
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- Figure 75: Households, by race/Hispanic origin of householder and presence of children, 2004
- With an aging population, healthier sales for wholegrain pastas
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- Figure 76: Population, by age, 2002-12
- Market forecast
- Pasta and pasta-based meals
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- Figure 77: Forecast of total U.S. FDM sales of pasta and pasta-based meals, at current and constant prices, 2006-11
- Dry pasta-based meals
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- Figure 78: Forecast of U.S. FDM sales of dry pasta-based meals, at current and constant prices, 2006-11
- Dry pasta and noodles
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- Figure 79: Forecast of U.S. FDM sales of dry pasta and noodles, at current and constant prices, 2006-11
- Shelf-stable/canned pasta meals
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- Figure 80: Forecast of U.S. FDM sales of shelf-stable/canned pasta meals, at current and constant prices, 2006-11
- Frozen pasta
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- Figure 81: Forecast of U.S. FDM sales of frozen pasta, at current and constant prices, 2006-11
- Fresh/refrigerated pasta
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- Figure 82: Forecast of U.S. FDM sales fresh/refrigerated pasta, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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