Pasta and Pasta-based Meals - US - May 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
Households with children drive the market
Households with children key to category sales
Figure 1: Types of dry pasta used in household, by presence of children, January-October 2006
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
Figure 4: Households, by presence of children, 1995-2005
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
Figure 7: Amy’s Macaroni & Cheese Large Size from Amy’s Kitchen, 2007
Restaurants are another source of competition
Figure 8: Bertolli frozen dinners television ad, 2007
Health trends support pasta sales
Wholegrain pastas
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
Figure 10: Priano Red Wine Gourmet Pasta from Aldi, 2007
Ethnic cuisine
The Asian market
Figure 11: Population, by race and Hispanic origin, 2002-12
Specialty foods buyers and “foodies” drive purchase of Asian-style noodles
Figure 12: Purchases of ethnic foods among specialty food buyers, June 2006
MARKET SIZE AND TRENDS
 MARKET SIZE
Figure 13: U.S. FDM retail sales of pasta and pasta-based meals, at current and constant prices, 2001-06
Natural foods channels
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
Figure 15: Nature’s Way all-natural olive oil and herb-flavored pasta from Pasta Roni, 2007
Figure 16: Whole Wheat Thin Spaghetti from The Fresh Market, 2007
MARKET SEGMENTATION
Introduction
Sales by segment in FDM channels
Figure 17: FDM sales of pasta and pasta-based meals, segmented by type, 2004 and 2006
Sales by segment in natural foods channels
Figure 18: Natural foods channels sales of pasta and pasta-based meals, segmented by type, 2004 and 2006
Dry pasta-based meals
Figure 19: FDM sales of dry pasta-based meals, at current and constant prices, 2001-06
Dry pasta and noodles
Figure 20: FDM sales of dry pasta and noodles, at current and constant prices, 2001-06
Shelf-stable/canned pasta meals
Figure 21: FDM sales of shelf-stable/canned pasta meals, at current and constant prices, 2001-06
Frozen pasta
Figure 22: FDM sales of frozen pasta, at current and constant prices, 2001-06
Fresh/refrigerated pasta
Figure 23: FDM sales of fresh/refrigerated pasta, at current and constant prices, 2001-06
SUPPLY STRUCTURE
 FOREIGN TRADE
Exports
Figure 15: U.S. pasta exports*, by FAS value, by destination country, 2001-06
Imports
Figure 15: Pasta imports* by customs value, by country, 2001-06
 COMPANIES AND BRANDS
Figure 24: Manufacturer FDM sales of pasta and pasta-based meals in the U.S., 2004 and 2006
Dry pasta-based meals
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
Figure 26: Manufacturer brand sales of dry pasta and noodles in the U.S., 2004 and 2006
Shelf-stable/canned pasta meals
Figure 27: Manufacturer brand FDM sales of shelf-stable/canned pasta meals in the U.S., 2004 and 2006
Frozen pasta
Figure 28: Manufacturer brand FDM sales of frozen pasta, 2004 and 2006
Fresh/refrigerated pasta
Figure 29: Manufacturer brand FDM sales of fresh/refrigerated pasta in the U.S., 2004 and 2006
ADVERTISING AND PROMOTION
Overview
Dry pasta-based meals
Kraft Macaroni & Cheese (Kraft Foods)
Figure 30: Kraft Macaroni & Cheese television ad, Even Cheesier, 2007
Figure 31: Kraft Macaroni & Cheese television ad, I Got The Blues, 2007
Figure 32: Kraft Supermac & Cheese television ad, 2007
Figure 33: Kraft Easy Mac television ad, Hallway Joust, 2007
Figure 34: Kraft Easy Mac television ad, The Horse, 2007
Dry pasta and noodles
Ronzoni Healthy Harvest (New World Pasta)
Barilla
Figure 35: Barilla Pasta television ad, The Helpful Neighbor, 2007
Figure 36: Barilla Plus television ad, 2007
Golden Grain (AIPC)
Figure 37: Golden Grain pasta television ad, 2007
No Yolks (Strom Products Ltd.)
Figure 38: No Yolks pasta television ad, Say Yes, 2007
Shelf-stable/canned pasta meals
Chef Boyardee (ConAgra)
Figure 39: Chef Boyardee canned ravioli television ad, Tin Man, 2007
Figure 40: Chef Boyardee canned pasta television ad, Followed Home, 2007
Campbell’s SpaghettiOs (Campbell Soup)
Figure 41: Campbell’s SpaghettiOs canned pasta television ad, Your Mouth Will Groove, 2007
RETAIL DISTRIBUTION
Introduction
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
Figure 43: U.S. supermarket sales of pasta and pasta-based meals, at current and constant prices, 2001-06
Natural foods channels
Figure 44: U.S. natural foods retail sales of pasta and pasta-based meals,
THE CONSUMER
Introduction
Summary
Consumption of pasta, noodles and pasta-based meals
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
Figure 46: Types of pasta, noodles, pasta-based meals eaten in household in the past month, March 2007
Figure 47: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by gender, March 2007
Figure 48: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by age,
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
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
Figure 51: Number of packages of dry pasta eaten in household in past 30 days, January-October 2006
Complete packaged dinner mixes
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
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
Figure 54: Brands of dry pasta eaten in household, January-October 2006
Complete packaged dinner mixes
Figure 55: Brands of complete packaged dinner mixes eaten in household, January-October 2006
Canned/jarred spaghetti or macaroni
Figure 56: Brands of canned/jarred spaghetti or macaroni eaten in household, January-October 2006
Pasta consumption among black and Hispanic consumers
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
Figure 58: Brands of complete packaged dinner mixes eaten in household among black respondents, by age, January-October 2006
Hispanic
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
Figure 60: Factors in pasta brand selection, by household income, March 2007
Kinds of pasta bought and how often
Figure 61: Kinds of pasta buy and how often, March 2007
Figure 62: Whether ever buy specific kinds of pasta, by age, March 2007
Figure 63: Whether ever buy specific kinds of pasta, by household income, March 2007
Figure 64: Whether ever buy specific kinds of pasta, by Hispanic/non-Hispanic, March 2007
Opinions of and use of pasta by cooking skills
Figure 65: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by level of cooking skills/enjoyment, March 2007
Figure 66: Whether ever buy specific kinds of pasta, by level of cooking skills/enjoyment, March 2007
Figure 67: Factors in pasta brand selection, by level of cooking skills/enjoyment, March 2007
Figure 68: Level of cooking skills/enjoyment among pasta eaters, March 2007
Opportunities for packaged pasta with sauce
Figure 69: Interest in specific/innovative types of pasta packaged with sauce, by number of children, March 2007
Teens and pasta
Figure 70: Teen consumption of canned/jarred spaghetti, by gender and age, January-October 2006
Figure 71: Teen influence on brand of canned/jarred pasta bought, January-October 2006
Kids and pasta
Figure 72: Consumption of canned/jarred spaghetti among children, by gender, January-October 2006
Figure 73: Kids’ influence on brand of canned/jarred pasta bought, January-October 2006
FUTURE AND FORECAST
 FUTURE TRENDS
The pasta market and childhood health issues
Future focus on Hispanics and blacks
Figure 74: Population, by race and Hispanic origin, 2002-12
Figure 75: Households, by race/Hispanic origin of householder and presence of children, 2004
With an aging population, healthier sales for wholegrain pastas
Figure 76: Population, by age, 2002-12
 MARKET FORECAST
Pasta and pasta-based meals
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
Figure 78: Forecast of U.S. FDM sales of dry pasta-based meals, at current and constant prices, 2006-11
Dry pasta and noodles
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
Figure 80: Forecast of U.S. FDM sales of shelf-stable/canned pasta meals, at current and constant prices, 2006-11
Frozen pasta
Figure 81: Forecast of U.S. FDM sales of frozen pasta, at current and constant prices, 2006-11
Fresh/refrigerated pasta
Figure 82: Forecast of U.S. FDM sales fresh/refrigerated pasta, at current and constant prices, 2006-11
Forecast factors
APPENDIX: TRADE ASSOCIATIONS