Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Fluctuating sales stabilize
- Competition comes from other supermarket aisles and restaurants
- Flat sales for dry pasta and noodles, the largest segment
- Economical and versatile dry rice offsets waning popularity of mixes
- Fun, thrifty, and healthful connotations bolster macaroni and cheese
- Diverse category with ample room for innovation
- Supermarkets sell the most product and ride the success of private label
- Diverse marketing messages and tactics appeal to a range of consumers
- Dry pasta and rice eaten more than convenience items, such as mixes
- Price/special offers and brand names hold sway
- Respondents eating at home more
- Women use more products and are cooking more
- Kids and families: A key demographic
- Young adults solid consumers; middle-age market wants more healthful
- Lower-income households save with private label
- Dry rice consumption highest among Asians and Hispanics
- Dads an important consideration
Insights and Opportunities
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- Continued push for whole grain, low-sodium, and high-fiber products
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- Figure 1: Purchase drivers for rice and/or rice mixes and dry pasta, December 2011
- Kids are at the forefront
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- Figure 2: Prevalence of obesity among children/teens aged 2-19, 1976-2008
- Consumers are interested in lower sodium, but still eat “too much” of it per day
- Despite high interest, most Americans do not consume enough fiber
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- Figure 3: Recommended fiber consumption, by age and gender, published 2002
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- Figure 4: Actual fiber consumption, by age and gender, 2005-06
- Gluten-free trend burgeoning
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- Figure 5: New gluten-free food introduction, 2007-11
- Cause marketing can up the appeal
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- Figure 6: Causes companies should support, by gender and children in household, April 2011
Inspire Insights
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- Inspire Trend—Who Are the Joneses
- Consider this
- Bottom line
- Inspire Trend—The Real Thing
- Consider this
- Bottom line
Market Size and Forecast
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- Key points
- Economic pressures drive fluctuating sales results
- Plentiful choices for consumers
- Future sales to stabilize, but contingent on innovation and economy
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- Figure 7: Total U.S. retail sales of dry pasta, rice, and noodles at current prices, 2006-16
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- Figure 8: Total U.S. retail sales of dry pasta, rice, and noodles at inflation adjusted prices, 2006-16
- Walmart sales
- Fan-chart forecast
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- Figure 9: Total U.S. retail sales and forecast of dry pasta, rice, and noodles at current prices, 2006-16
Market Drivers
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- Key points
- Demographic influences to shape the dry pasta, rice, and noodles market: Focus on households with children, Hispanics, and young adults
- Shifts in households with children could impact purchase rates
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- Figure 10: Total U.S. number of households, by presence of children, 1999-2009
- Hispanic population growth should strengthen category use
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- Figure 11: Households with children, by race and Hispanic origin of householder, 2011
- Higher-priced convenience foods could offset population decline of young adults
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- Figure 12: U.S. population, by age, 2006-16
- Americans are “watching” what they eat
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- Figure 13: Watching diet and reasons for doing so, by gender, October 2009–December 2010
- Food labeling increases health awareness in consumers
- Increased interest in ethnic cuisine could boost sales
- Financial factors
- Personal finances still weak, but improving
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- Figure 14: Real personal disposable income, January 2007-October 2011
- Figure 15: Consumer Sentiment Index, March 2007–January 2012
- Cash-strapped consumers cooking at home
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- Figure 16: Economy-driven changes in cooking behavior compared with last year, May 2011
- Commodity cost driving price increases and rising gas prices could dampen sales
Competitive Context
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- Key points
- Shoppers lured in by frozen and refrigerated alternatives
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- Figure 17: Frozen and refrigerated pasta and rice side dishes and instant noodle, pasta and rice meals and meal centers, 2007-2011
- Alternatives pique consumer interest
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- Figure 18: Quinoa side dish new product introductions, 2007-11
- Restaurant sales are on the upswing
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- Figure 19: Top 10 menu item cuisine types, Q1 2012
Segment Performance
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- Key points
- Distinct products serving a similar purpose yet different performances
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- Figure 20: Total U.S. retail sales of dry pasta, rice, and noodles, segmented by type, 2009 and 2011
Segment Performance—Dry Pasta and Noodles
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- Key points
- Dry pasta sales kept afloat by niche products
- Sales forecast to remain steady but contingent on innovation
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- Figure 21: Total U.S. retail sales of dry pasta and noodles, 2006-15
Segment Performance—Dry Rice and Rice Mixes
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- Key points
- Dry rice a staple, but mixes suffer quality and health perceptions
- Future growth to depend on trend innovation and marketing
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- Figure 22: Total U.S. retail sales of dry rice and rice mixes, 2006-16
Segment Performance—Dry Macaroni and Cheese Mixes
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- Key points
- Sales remained steady through weakened economy
- A receptive audience for natural, organic, and healthful likely to spur sales
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- Figure 23: Total U.S. retail sales of dry macaroni and cheese mixes, 2006-16
Retail Channels
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- Key points
- Supermarkets dominate sales
- Other retailers limited by variety and price
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- Figure 24: Total U.S. retail sales of dry pasta, rice, and noodles, by retail channel, 2009 and 2011*
- Purchase locations
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- Figure 25: Purchase locations for dry pasta, rice, and noodles, December 2011
Retail Channels—Supermarkets
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- Key points
- Supermarket sales resemble overall market
- Private label resembles brand names packaging—strategically shelf placed
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- Figure 26: Total U.S. supermarket sales of dry pasta, rice, and noodles, at current prices, 2006-11*
Retail Channels—Other Retailers (Supercenters, Warehouse Clubs, Dollar Stores/Off-Price Retailers, Gourmet/Specialty Stores, Non-Store Retailers)
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- Key points
- Bargain shoppers not looking to other retailers for deals
- Leading retailers sharpen product focus
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- Figure 27: Total U.S. sales of dry pasta, rice, and noodles at other retailers, at current prices, 2006-2011*
Retail Channels—Natural Food Stores
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- Key points
- Insights
- Sales of pasta and rice in the natural channel
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- Figure 28: Natural supermarket sales of dry pasta and rice at current prices, 2009-11*
- Figure 29: Natural supermarket sales of pasta and rice, at inflation-adjusted prices, 2009-11*
- Natural channel sales by segment
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- Figure 30: Natural supermarket sales of pasta and rice, by segment, 2009 and 2011*
- Brands of significance
- Natural channel sales of pasta and rice by organic
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- Figure 31: Natural supermarket sales of pasta and rice, by organic, 2009 and 2011*
- Natural channel sales of pasta and noodles by gluten-free
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- Figure 32: Natural supermarket sales of pasta and noodles, by gluten-free, 2009 and 2011*
Leading Companies
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- Key points
- Kraft Foods dominates with dry macaroni and cheese mixes
- Sales less favorable for other leading companies
- Popularity of ethnic cuisine bolsters smaller players
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- Figure 33: FDMx manufacturer sales of dry pasta, rice, and noodles in the U.S., 2010-11
Brand Share—Dry Pasta and Noodles
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- Key points
- Market leader Barilla looks to win with kids
- Pasta with healthful attributes sees mixed results
- Portion control and convenience catch consumer attention
- Niche pastas show promise
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- Figure 34: Pasta gluten-free packaging claims, U.S. 2007-11
- Popularity of Asian cuisine could bolster noodle sales
- Private label innovates
- Company and brand sales
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- Figure 35: FDMx manufacturer and brand sales of dry pasta and noodles in the U.S., 2010-11
Brand Share—Dry Rice and Rice Mixes
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- Key points
- Dry rice rides through on economy and versatility
- Rice mixes suffer from saturation and stigma
- Private label offers basics and variety
- Company and brand sales
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- Figure 36: FDMx manufacturer and brand sales of dry rice and rice mixes in the U.S., 2010-11
Brand Share—Dry Macaroni and Cheese Mixes
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- Key points
- Kraft Foods dominates and innovates
- Annie’s Homegrown benefits from increased interest in natural and organic
- Company and brand sales
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- Figure 37: FDMx manufacturer and brand sales of dry macaroni and cheese mixes in the U.S., 2010-11
Innovations and Innovators
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- Overview
- For kids
- Cause marketing
- Promoting health benefits
- Variety in whole wheat
- Gluten-free
- Portion control and convenience
Marketing Strategies
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- Key points
- Barilla Pasta focuses on appealing to kids and their parents
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- Figure 38: Total U.S. FDMx sales of Barilla pasta, 2006-11
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- Figure 39: Barilla Piccolini Pasta TV ad, 2011
- Social media
- Ronzoni Pasta promotes portion control, enlists “Pasta Evangalista”
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- Figure 40: Total U.S. FDMx sales of Ronzoni pasta, 2006-11
- Figure 41: Ronzoni Pasta Portions TV ad, 2011
- Social media
- Zatarains Rice Mixes: all about cultural heritage
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- Figure 42: Zatarains Rice TV ad, 2011
- Hinode Rice: Nutritious, versatile, and economical
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- Figure 43: Hinode Rice TV ad, 2011
Purchase and Usage of Dry Pasta, Rice, and Noodles
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- Key points
- Dry pasta and rice most popular; mixes have room for growth
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- Figure 44: Types of dry pasta, rice, and noodles bought and eaten in the past three months, by gender, December 2011
- Dry mixes used more by larger households and those with more children
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- Figure 45: Types of dry pasta, rice, and noodles bought and eaten in the past three months, by household size, December 2011
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- Figure 46: Types of dry pasta, rice, and noodles bought and eaten in the past three months by presence of children in household, December 2011
- Dry pasta and rice could benefit from added functionality and convenience
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- Figure 47: Usage of dry packaged pasta (spaghetti, macaroni, and noodles—requires cooking), by types used, by age, July 2010-September 2011
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- Figure 48: Usage of rice/rice dishes, by types eaten, by age, July 2010-September 2011
- Figure 49: Usage of rice/rice dishes, by kinds of rice eaten, by age, July 2010-September 2011
Frequency of Consumption
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- Key points
- Dry rice eaten most often within a month
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- Figure 50: Frequency of eating dry rice, instant rice mix/flavored rice, dry pasta, dry pasta packaged with a sauce, dry egg noodles, dry Asian noodles, December 2011
- Dry pasta use by households with three or more kids and young adults
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- Figure 51: Frequency of eating dry pasta, by presence of children in household, December 2011
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- Figure 52: Amount of dry packaged pasta used (spaghetti, macaroni, and noodles—requires cooking) by age, July 2010-September 2011
- Dry rice use by households with three or more kids and young adults
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- Figure 53: Frequency of eating dry rice, by presence of children in household, December 2011
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- Figure 54: Amount of rice/rice dishes eaten, by age, July 2010-September 2011
- Dry pasta packaged with sauce—eaten most often by households with kids
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- Figure 55: Frequency of eating dry pasta packaged with a sauce, by presence of children in household, December 2011
- Innovation is needed for mix/flavored rice to appeal to households without kids
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- Figure 56: Frequency of eating mix/flavored rice by presence of children in household, December 2011
- Dry egg noodles could benefit from promoting product use and versatility
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- Figure 57: Frequency of eating dry egg noodles, by presence of children in household, December 2011
- Instant rice has room to grow
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- Figure 58: Frequency of eating instant or ready-to-serve rice, by presence of children in household, December 2011
Purchase Drivers
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- Key points
- Cost and quality are top-of-mind for pasta consumers
- Organic and gluten-free products appeal to niche age groups
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- Figure 59: Purchase drivers for dry pasta (with or without sauce), by age, December 2011
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- Figure 60: Purchase drivers for dry pasta (with or without sauce), by presence of children in household, December 2011
- Cost and quality also top-of-mind for rice and rice mix consumers
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- Figure 61: Purchase drivers for rice and/or rice mixes, December 2011
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- Figure 62: Purchase drivers for rice and/or rice mixes, by age, December 2011
Brand Name and Private Label Usage
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- Key points
- Barilla the leading brand of pasta
- Consumers 25-34 more likely to opt for private label
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- Figure 63: Usage of dry packaged pasta by brands used, (spaghetti, macaroni, and noodles—requires cooking), by age, July 2010-September 2011
- Uncle Ben’s the brand leader for rice
- Opportunity for organic and gluten-free rice to target young adults
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- Figure 64: Usage of rice/rice dishes by brands eaten, by age, July 2010-September 2011
Attitudes Toward Private Label and Name Brands
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- Key points
- Brand versus private label preference depends on product type
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- Figure 65: Attitudes toward private label and brand names of dry rice, instant rice mix/flavored rice, dry pasta, dry pasta packaged with a sauce, dry egg noodles, and dry Asian noodles such as soba noodles or rice noodles, December 2011
- Potential for premium private label dry pasta
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- Figure 66: Attitudes toward private label and brand names of dry pasta by gender, December 2011
- Figure 67: Attitudes toward private label and brand names of dry pasta by household income, December 2011
- Discounting such as BOGO could augment dry rice sales
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- Figure 68: Attitudes toward private label and brand names of dry rice by age, December 2011
- Figure 69: Attitudes toward private label and brand names of dry rice by presence of children in household, December 2011
- Private label dry pasta packaged with a sauce could benefit from premium products
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- Figure 70: Attitudes toward private label and brand names of dry pasta packaged with a sauce by presence of children in household, December 2011
- Premium product positioning could strengthen private label rice mix/flavored rice
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- Figure 71: Attitudes toward rice mix/flavored rice by household income, December 2011
- Opportunity for instant rice to better directly target men and young adults
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- Figure 72: Attitudes toward private label and brand names of instant rice by gender, December 2011
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- Figure 73: Attitudes toward private label and brand names of instant rice by age, December 2011
Changes in Consumption Compared to a Year Ago
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- Key points
- Household staples remain on shopping lists
- Building brand loyalty among younger consumers
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- Figure 74: Changes in consumption compared to a year ago, December 2011
- Added health benefits could boost dry pasta use among older consumers
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- Figure 75: Changes in consumption of dry pasta compared to a year ago, by age, December 2011
- Healthful options for dry pasta with sauce for older adults and families with kids
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- Figure 76: Changes in consumption of dry pasta packaged with a sauce compared to a year ago, by age, December 2011
- Low sodium mix/flavored rice products could appeal to those aged 55-64
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- Figure 77: Changes in consumption of mix/flavored rice compared to a year ago, by age, December 2011
- Sodium concerns for Asian cuisine could be limiting dry Asian noodle purchases
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- Figure 78: Changes in consumption of dry Asian noodles compared to a year ago, by age, December 2011
Changes in Eating, Purchasing, and Cooking Behavior Compared to a Year Ago
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- Key points
- Evidence of eating more meals at home among all respondents
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- Figure 79: Changes in eating, purchasing, and cooking behavior compared to a year ago, by gender, December 2011
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- Figure 80: Changes in eating, purchasing, and cooking behavior compared to a year ago, by age, December 2011
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- Figure 81: Changes in eating, purchasing, and cooking behavior compared to a year ago, by household income, December 2011
- Figure 82: Changes in eating, purchasing, and cooking behavior compared to a year ago, by presence of children in household, December 2011
Impact of Race/Hispanic Origin
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- Key points
- Cultural cooking and nutritional aspects key factors
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- Figure 83: Types of dry pasta, rice, and noodles bought and eaten in the past three months by race/Hispanic origin, December 2011
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- Figure 84: Amount of rice/rice dishes by race/Hispanic origin, July 2010-September 2011
- Figure 85: Usage of rice/rice dishes, by types eaten, by race/Hispanic origin, July 2010-September 2011
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- Figure 86: Usage of rice/rice dishes, by kinds eaten, by race/Hispanic origin, July 2010-September 2011
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- Figure 87: Purchase drivers for rice and/or rice mixes, by race/Hispanic origin, December 2011
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- Figure 88: Purchase drivers for dry pasta (with or without sauce) by race/Hispanic origin, December 2011
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- Figure 89: Changes in eating, purchasing, and cooking behavior compared to a year ago, by race/Hispanic origin, December 2011
Custom Consumer Groups: Dads
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- Key points
- Dads are becoming an important consumer group
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- Figure 90: Types of dry pasta, rice, and noodles bought and eaten in the past three months by gender and presence of children in household, December 2011
- Dads more likely to purchase convenience products, such as mixes
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- Figure 91: Frequency of eating dry pasta, by gender and presence of children in household, December 2011
- More dads are brand loyal
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- Figure 92: Purchase drivers for rice and/or rice mixes, by gender and presence of children in household, December 2011
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- Figure 93: Attitudes toward private label and brand names of dry pasta by gender and presence of children in household, December 2011
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- Figure 94: Attitudes toward private label and brand names of dry rice by gender and presence of children in household, December 2011
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- Figure 95: Attitudes toward private label and brand names of dry pasta packaged with a sauce by gender and presence of children in household, December 2011
SymphonyIRI/Builders—Key Household Purchase Measures: Dry Pasta, Noodles, Dry Rice, and Dry Rice Mixes
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- Overview of pasta and noodles
- Spaghetti/macaroni/pasta (no noodles)
- Consumer insights on key purchase measures—spaghetti/macaroni/pasta (no noodles)
- Brand map
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- Figure 96: Brand map, selected brands of spaghetti/macaroni/pasta (no noodles), by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 97: Key purchase measures for the top brands of spaghetti/macaroni/pasta (no noodles), by household penetration, 2011*
- Noodles
- Consumer insights on key purchase measures—noodles
- Brand map
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- Figure 98: Brand map, selected brands of noodles, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for the top brands of noodles by household penetration, 2011*
- Overview of rice
- Dry rice
- Consumer insights on key purchase measures—dry rice
- Brand map
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- Figure 100: Brand map, selected brands of dry rice, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of dry rice, by household penetration, 2011*
- Dry rice mixes
- Consumer insights on key purchase measures—dry rice mixes
- Brand map
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- Figure 102: Brand map, selected brands of dry rice mixes, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of dry rice mixes, 2011*
Appendix: Other Useful Consumer Tables
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- Figure 104: Types of pasta, rice, and noodles bought and eaten in the past three months by region, December 2011
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- Figure 105: Changes in consumption of dry pasta compared to a year ago, by presence of children in household, December 2011
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- Figure 106: Changes in consumption of regular dry rice compared to a year ago, by household income, December 2011
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- Figure 107: Changes in consumption of mix/flavored rice compared to a year ago by gender, December 2011
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- Figure 108: Changes in consumption of mix/flavored rice compared to a year ago, by region, December 2011
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- Figure 109: Changes in consumption of dry egg noodles, compared to a year ago by presence of children in household, December 2011
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- Figure 110: Changes in consumption of instant rice or ready-to-serve rice compared to a year ago, by presence of children in household, December 2011
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- Figure 111: Changes in consumption of dry Asian noodles compared to a year ago, by household income, December 2011
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- Figure 112: Changes in eating, purchasing, and cooking behavior compared to a year ago, by gender and presence of children in household, December 2011
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Appendix: Trade Associations
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