Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market and forecast
- Category shows strong growth during recession and beyond; trend to continue
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- Figure 1: Total U.S. sales and fan chart forecast of dry pasta, rice, and noodles, at current prices, 2007-17
- Dry macaroni and cheese mixes experience the largest growth
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- Figure 2: Rate of change in current dollar sales, dry pasta, rice, and noodles, by segment, 2012-17
- Market factors
- Food price increases could have mixed consequences on category
- Obesity crisis to continue push for healthier products; positioning is essential
- Kids remain important, but older population increasing at higher rate
- Demographic shifts could impact the category
- Companies, brands, and innovations
- Very fragmented market where national brands show lukewarm performance
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- Figure 3: Selected manufacturer MULO share of dry pasta, rice, and noodles, 2012*
- Most claims decline; room for innovation exists
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- Figure 4: Percentage change of top 10 claims on dry pasta, rice, and noodles, 2008-12
- The consumer
- Noodles may benefit from food price increases
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- Figure 5: Personal consumption of dry pasta and noodles, by type, November 2012
- Rice category near saturation; some opportunities do exist
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- Figure 6: Personal consumption of rice, by types, November 2012
- Low awareness could explain lower usage for most ancient grains
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- Figure 7: Personal consumption of ancient grains, by types, November 2012
- Affordability remains important for consumers
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- Figure 8: Attitudes toward eating pasta, November 2012
- Rice is perceived as a good source of nutrition by half of consumers
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- Figure 9: Attitudes toward eating rice, November 2012
- Young and old consider health attributes important; motivations differ
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- Figure 10: Attitudes toward grains, November 2012
- What we think
Issues in the Market
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- How can brands better differentiate themselves in a fragmented market?
- How can manufacturers increase awareness, encourage greater consumption of ancient grains?
Trend Applications
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- Trend: Hungry Planet
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- Figure 11: Purchasing behavior for dry pasta, rice, noodles, and ancient grains, by personal consumption of dry pasta, rice, noodles, and grains, November 2012
- Trend: Factory Fear
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- Figure 12: Purchasing behavior for dry pasta, rice, noodles, and ancient grains, by personal consumption of dry pasta, rice, noodles, and grains, November 2012
- 2015 trend: East Meets West
Market Size and Forecast
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- Key points
- Category fared well during recession and forecast to continue to grow
- Sales and forecast of dry pasta, rice, and noodles
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- Figure 13: Total U.S. retail sales and forecast of dry pasta, rice, and noodles, at current prices, 2007-17
- Figure 14: Total U.S. retail sales and forecast of dry pasta, rice, and noodles, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 15: Total U.S. sales and fan chart forecast of dry pasta, rice, and noodles, at current prices, 2007-17
Market Drivers
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- Food price increases could have mixed consequences on category
- Obesity crisis to continue push for healthier products; positioning is essential
- Kids remain important, but older population increasing at higher rate
- Demographic shifts could impact the category
Competitive Context
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- Affordable restaurant deals continue to entice consumers
Segment Performance
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- Key points
- A tale of two segments that shape the category
- Sales of market, by segment
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- Figure 16: Sales of dry pasta, rice, and noodles, segmented by type, 2010 and 2012
Segment Performance – Dry Pasta and Noodles
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- Key points
- Dry pasta remains a convenient, versatile, and healthy option
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- Figure 17: Attitudes toward eating pasta, by age, November 2012
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- Figure 18: Attitudes toward cooking pasta, by age, November 2012
- Sales and forecast of dry pasta and noodles
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- Figure 19: Sales and forecast of dry pasta and noodles, at current prices, 2007-17
Segment Performance – Dry Rice and Rice Mixes
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- Key points
- Rice mixes drag down the segment
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- Figure 20: Attitudes toward eating rice, by age, November 2012
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- Figure 21: Attitudes toward cooking rice, by age, November 2012
- Sales and forecast of dry rice and rice mixes
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- Figure 22: Sales and forecast of dry rice and mixes, at current prices, 2007-17
Segment Performance – Macaroni and Cheese Mixes
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- Key points
- Kraft Foods shapes the segment’s performance
- Sales and forecast of macaroni and cheese mixes
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- Figure 23: Sales and forecast of dry pasta based meals, at current prices, 2007-17
Segment Performance – Dry Pasta-based Meals
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- Key points
- Segment needs revitalizing with the goal of reversing negative trend
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- Figure 24: Eating habits for dry pasta, rice, noodles, and ancient grains, by age, November 2012
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- Figure 25: Attitudes toward cooking pasta, by age, November 2012
- Figure 26: Attitudes toward new product interest, by age, November 2012
- Sales and forecast of dry pasta-based meals
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- Figure 27: Sales and forecast of dry pasta-based meals, at current prices, 2007-17
Retail Channels
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- Key points
- Supermarkets dominate; other channels are catching up
- Sales of dry pasta, rice, and noodles, by channel
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- Figure 28: Total U.S. retail sales of dry pasta, rice, and noodles, by channel, at current prices, 2010-12
- Supermarkets lead in terms of dollar sales; have lukewarm performance
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- Figure 29: Eating habits for dry pasta, rice, noodles, and ancient grains, by age, November 2012
- Supermarket sales of dry pasta, rice, and noodles
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- Figure 30: U.S. supermarket sales of dry pasta, rice, and noodles, at current prices, 2007-12
- Other channels see share growth; affordability pays off
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- Figure 31: Eating habits for dry pasta, rice, noodles, and ancient grains, by age, November 2012
- Other channel sales of dry pasta, rice, and noodles
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- Figure 32: U.S. sales of dry pasta, rice, and noodles, through other retail channels, at current prices, 2007-12
- Drug stores likely for more fill-in shopping trips rather than regular ones
- Drug store sales of dry pasta, rice, and noodles
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- Figure 33: U.S. drug store sales of dry pasta, rice, and noodles, at current prices, 2007-12
Retail Channels – Natural Supermarkets
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- Key points
- Insights
- Sales of dry pasta, rice, and grains in the natural channel
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- Figure 34: Natural supermarket sales of dry pasta, rice, and grains, at current prices, 2010-12*
- Figure 35: Natural supermarket sales of dry pasta, rice and grains, at inflation-adjusted prices, 2010-12*
- Natural channel sales of dry pasta, rice, and grains by segment
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- Figure 36: Natural supermarket sales of dry pasta, rice and grains, by segment, 2010 and 2012*
- Brands of note and innovators
- Natural channel sales of dry pasta, rice, and grains by organic
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- Figure 37: Natural supermarket sales of dry pasta, rice and grains, by organic, 2010 and 2012*
- Natural channel sales of dry pasta by gluten free
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- Figure 38: Natural supermarket sales of dry pasta, by gluten free, 2010 and 2012*
Leading Companies
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- Key points
- A multitude of companies struggle for supremacy; not many survive
- Manufacturer sales of dry pasta, rice, noodles, and ancient grains
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- Figure 39: MULO sales of dry pasta, rice, and noodles, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Dry Pasta and Noodles
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- Key points
- Dry pasta, noodles sales up 1.7% in 2012
- Ethnic food and private label fuel positive performance
- Manufacturer sales of dry pasta and noodles
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- Figure 40: MULO sales of dry pasta and noodles, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Dry Rice and Rice Mixes
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- Key points
- Ethnic companies do well; private label also exhibits positive results
- Manufacturer sales of dry rice and rice mixes
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- Figure 41: MULO sales dry rice, rice mixes, by leading companies, 2011*and 2012*
Brand Share – Dry Macaroni and Cheese Mixes
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- Key points
- Kraft influences the segment positively; smaller brands also grow
- Manufacturer sales of dry macaroni and cheese
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- Figure 42: MULO sales of dry macaroni and cheese mixes, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Dry Pasta-based Meal Mixes
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- Key points
- National brands dominate but not necessarily in a good way
- Manufacturer sales of pasta-based meal mixes
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- Figure 43: MULO sales of dry pasta-based meal mixes, by leading companies, rolling 52 weeks 2011 and 2012
Innovations and Innovators
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- Most claims declining; room for innovation exists
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- Figure 44: Dry pasta, rice, noodles, and ancient grains, by top 10 claims, 2008-12
- Kits to satisfy different needs
- Single-serve options for increased convenience and portability
- Private label innovations are across the board
- Whole grain, whole wheat, wholesome could benefit from more focus
- Rice/grains/pasta mixes
- Ancient grains come in different forms to satisfy increased interest
Marketing Strategies
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- Overview of the brand landscape
- Success Rice positions itself as a quick, nutritious meal solution
- Success Rice’s TV ads emphasize delicious, healthy recipes
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- Figure 45: Success Rice, “Shrimp Fried Rice,” TV ad, 2012
- Figure 46: Brand analysis For Success Rice, 2012
- Success Rice offers online recipes with a twist
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- Figure 47: Success Rice, “Rice Apple Crisp,” Print ad, 2012
- Figure 48: Success Rice, “One-pan taco dinner,” print ad, 2012
- Commitment to quality lifts Eden’s organic ancient grains products
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- Figure 49: Brand analysis for Eden Organics, 2012
- Eden Organic introduces consumers to ancient grains
- Eden emphasizes food purity through print ads, promotions
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- Figure 50: Eden, “Run Pure,” print ad, 2012
- Barilla looks to take its brand beyond Italian heritage with new ventures
- Barilla’s TV ads evoke romance, Italian dedication to quality
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- Figure 51: Barilla, “The Moment,” TV ad, 2012
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- Figure 52: Brand analysis for Barilla, 2012
- Barilla encourages consumers to cook with online recipes
- Barilla entices Americans with restaurant launch, promotions, print ads
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- Figure 53: Barilla, White Fiber pasta, print ad, 2013
- Figure 54: Barilla, Barilla PLUS, print ad, 2012
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- Figure 55: Barilla, Microwaveable Meals, print ad, 2012
- Hamburger Helper repositions itself as a customizable, easy meal base
- Hamburger Helper features homemade convenience through TV ad
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- Figure 56: Hamburger Helper, “Home Cooked Meal/Make It Your Way,” TV ad, 2012
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- Figure 57: Brand analysis for Hamburger Helper, 2012
- Hamburger Helper creates fresh ideas with online offerings
- Kraft Macaroni & Cheese reinvents itself as adult-friendly meal option
- Kraft’s TV ads emphasize Macaroni & Cheese love
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- Figure 58: Kraft Homestyle macaroni & cheese, “Unannounced Client,” TV ad, 2012
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- Figure 59: Brand analysis for Kraft Homestyle macaroni & cheese, 2012
- Kraft beefs up social media campaigns
- Kraft focuses on cause marketing, contests, social media campaigns
- Uncle Ben’s promotes family time through cooking together
- Uncle Ben’s invites children into the kitchen
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- Figure 60: Uncle Ben’s, “Flying Rice (Single-Serve Cups),” TV ad, 2012
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- Figure 61: Brand analysis for Uncle Ben’s, 2012
- Uncle Ben’s focuses on online recipes
- Uncle Ben’s encourages consumers to “Begin With Ben” through cooking contest
Social Media – Dry Pasta, Rice, Noodles, and Ancient Grains
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- Key points
- Social media metrics
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- Figure 62: Key performance indicators, January 2013
- Market overview
- Brand usage and awareness
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- Figure 63: Brand usage and awareness of dry pasta, rice, noodle, and ancient grain brands, November 2012
- Interaction with dry pasta, rice, noodle, and ancient grain brands
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- Figure 64: Interaction with dry pasta, rice, noodle, and ancient grain brands, November 2012
- Online conversations
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- Figure 65: Select dry pasta, rice, noodle, and ancient grain brands’ share of conversations, Dec. 22, 2012-Jan. 21, 2013
- Figure 66: Conversations by brand by day, Dec. 22, 2012-Jan. 21, 2013
- Where are people talking about dry pasta, rice, noodle, and ancient grain brands?
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- Figure 67: Selected dry pasta, rice, noodle, and ancient grain brands’ share of brand conversations, by page type, Dec. 22, 2012-Jan. 21, 2013
- What are people talking about?
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- Figure 68: Types of conversations concerning selected dry pasta, rice, noodle, and ancient grain brands, Dec. 22, 2012-Jan. 21, 2013
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- Figure 69: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by day, Dec. 22, 2012-Jan. 21, 2013
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- Figure 70: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by type of website, Dec. 22, 2012-Jan. 21, 2013
- Analysis by brand
- Kraft Macaroni & Cheese
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- Figure 71: Kraft Macaroni & Cheese—key social media indicators, Jan. 23, 2013
- Key online campaigns
- What we think
- Barilla
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- Figure 72: Barilla—key social media indicators, Jan. 23, 2013
- Key online campaigns
- What we think
- Rice-A-Roni
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- Figure 73: Rice-A-Roni—key social media indicators, Jan. 23, 2013
- Key online campaigns
- What we think
- Uncle Ben’s
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- Figure 74: Uncle Ben’s—key social media indicators, Jan. 23, 2013
- Key online campaigns
- What we think
- Zatarain’s
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- Figure 75: Zatarain’s—key social media indicators, Jan. 23, 2013
- Key online campaigns
- What we think
Dry Pasta, Noodles – Consumption, Frequency
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- Key points
- Noodles may be the next best thing
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- Figure 76: Personal consumption of dry pasta and noodles, by type and, by age, November 2012
- Emphasize positive attributes included in the product
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- Figure 77: Attitudes toward new product interest, by age, November 2012
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- Figure 78: Purchasing behavior for dry pasta and noodles, by personal consumption of dry pasta and noodles, November 2012
- Households with children remain a key to category
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- Figure 79: Personal consumption of dry pasta and noodles, by type and, by presence of children in household, November 2012
- Opportunity to increase consumption exists for some types of pasta
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- Figure 80: Frequency of personal consumption of dry pasta and noodles by types, by age, November 2012
Dry Rice, Rice Mixes – Consumption, Frequency
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- Key points
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- Figure 81: Attitudes toward eating rice, by age, November 2012
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- Figure 82: Personal consumption of rice, by types, by age, November 2012
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- Figure 83: Attitudes toward new product interest, by age, November 2012
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- Figure 84: Attitudes toward cooking rice, by age, November 2012
- Rice also a kitchen staple for households with children
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- Figure 85: Personal consumption of rice, by types, by presence of children in household, November 2012
- Majority of respondents fall in the medium-volume usage
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- Figure 86: Attitudes toward eating rice, by age, November 2012
- Figure 87: Frequency of personal consumption of rice, by types, by age, November 2012
Ancient Grains – Consumption, Frequency
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- Key points
- Consumption for most ancient grains is low; opportunity to grow
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- Figure 88: Personal consumption of ancient grains, by types, by gender, November 2012
- More younger consumers aged 18-34 eat ancient grains
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- Figure 89: Personal consumption of ancient grains, by types, by age, November 2012
- Frequency of usage is relatively low for most ancient grains
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- Figure 90: Attitudes toward grains, by age, November 2012
- Figure 91: Frequency of personal consumption of ancient grains, by types, by age, November 2012
Impact of Race/Hispanic Origin
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- Key points
- Asians under index in consumption of rice mixes
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- Figure 92: Attitudes toward eating rice, by race/Hispanic origin, November 2012
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- Figure 93: Personal consumption of rice, by types, by race/Hispanic origin, November 2012
- Hispanics and Asians over index in consumption of dry pasta
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- Figure 94: Personal consumption of dry pasta and noodles, by type and, by race/Hispanic origin, November 2012
- Figure 95: Attitudes toward eating pasta, by race/Hispanic origin, November 2012
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- Figure 96: Interest in new product interest, by race/Hispanic origin, November 2012
- Asians and Hispanics are more familiar with ancient grains
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- Figure 97: Personal consumption of ancient grains, by types, by race/Hispanic origin, November 2012
IRI/Builders – Key Household Purchase Measures
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- Overview of rice
- Dry rice
- Consumer insights on key purchase measures—dry rice
- Brand map
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- Figure 98: Brand map, selected brands of dry rice buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for the top brands of dry rice, by household penetration, 2012*
- Dry rice mixes
- Consumer insights on key purchase measures—dry rice mixes
- Brand map
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- Figure 100: Brand map, selected brands of dry rice mixes buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of dry rice mixes, by household penetration, 2012*
- Overview of pasta
- Spaghetti/macaroni/pasta (no noodles)
- Consumer insights on key purchase measures—spaghetti/macaroni/pasta (no noodles)
- Brand map
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- Figure 102: Brand map, selected brands of spaghetti/macaroni/pasta (no noodles) buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of spaghetti/macaroni/pasta (no noodles), by household penetration, 2012*
- Noodles
- Consumer insights on key purchase measures—noodles
- Brand map
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- Figure 104: Brand map, selected brands of noodles buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of noodles, by household penetration, 2012*
Appendix – Other Useful Consumer Tables
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- Figure 106: Personal consumption of dry pasta and noodles, by type and, by gender, November 2012
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- Figure 107: Personal consumption of dry pasta and noodles, by type and, by generation, November 2012
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- Figure 108: Personal consumption of rice, by types, by gender, November 2012
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- Figure 109: Frequency of personal consumption of dry pasta and noodles by types, by presence of children in household, November 2012
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- Figure 110: Personal consumption of rice, by types, by generation, November 2012
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- Figure 111: Frequency of personal consumption of rice, by types, by presence of children in household, November 2012
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- Figure 112: Personal consumption of ancient grains, by types, by presence of children in housheold, November 2012
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- Figure 113: Personal consumption of ancient grains, by types, by generation, November 2012
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- Figure 114: Frequency of personal consumption of rice, by types, by race/Hispanic origin, November 2012
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- Figure 115: Frequency of personal consumption of dry pasta and noodles by types, by race/Hispanic origin, November 2012
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- Figure 116: Attitudes toward cooking pasta, by race/Hispanic origin, November 2012
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- Figure 117: Attitudes toward grains, by race/Hispanic origin, November 2012
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Appendix – SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix – Social Media – Dry Pasta, Rice, Noodles, and Ancient Grains
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- Brand usage or awareness
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- Figure 118: Brand usage or awareness, November 2012
- Figure 119: Barilla usage or awareness, by demographics, November 2012
- Figure 120: Zatarain's usage or awareness, by demographics, November 2012
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- Figure 121: Kraft Macaroni & Cheese usage or awareness, by demographics, November 2012
- Figure 122: Rice-a-Roni Brand usage or awareness, by demographics, November 2012
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- Figure 123: Uncle Ben's usage or awareness, by demographics, November 2012
- Interactions with brands
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- Figure 124: Activities done, November 2012
- Figure 125: Barilla—Activities done, by demographics, November 2012
- Figure 126: Barilla—Activities done, by demographics, November 2012
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- Figure 127: Zatarain's—Activities done, by demographics, November 2012
- Figure 128: Zatarain's—Activities done, by demographics, November 2012
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- Figure 129: Kraft Macaroni & Cheese—Activities done, by demographics, November 2012
- Figure 130: Kraft Macaroni & Cheese—Activities done, by demographics, November 2012
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- Figure 131: Rice-A-Roni—Activities done, by demographics, November 2012
- Figure 132: Rice-A-Roni—Activities done, by demographics, November 2012
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- Figure 133: Uncle Ben's—Activities done, by demographics, November 2012
- Figure 134: Uncle Ben's—Activities done, by demographics, November 2012
- Online conversations
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- Figure 135: Select dry pasta, rice, noodle, and ancient grain brands’ share of conversations, Dec. 22, 2012-Jan. 21, 2013
- Figure 136: Conversations by brand by day, Dec. 22, 2012-Jan. 21, 2013
- Where are people talking about dry pasta, rice, noodle, and ancient grain brands?
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- Figure 137: Selected dry pasta, rice, noodles and ancient grains brands’ share of brand conversations, by page type, Dec. 22, 2012-Jan. 21, 2013
- What are people talking about?
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- Figure 138: Types of conversations concerning selected dry pasta, rice, noodle, and ancient grain brands, Dec. 22, 2012-Jan. 21, 2013
- Figure 139: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by day, Dec. 22, 2012-Jan. 21, 2013
- Figure 140: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by type of website, Dec. 22, 2012-Jan. 21, 2013
Appendix – Trade Associations
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