Dry Pasta, Rice and Noodles - US - February 2014
“While respondents are very likely to say low price is an important factor in their selection of pasta and rice products, brands should do more to show that their products provide value beyond price. They can do this by offering more natural, whole grain, low sodium or some other healthful version of their products and explain that the nutritional content is as important as price. Moreover, brands can do more to show that their products provide users with a healthier, more filling snack than other types of snack foods, which will help drive on-the-go consumption.”
– Marla Commons, Vice President of Research
Some questions answered in this report include:
- Can brands make health a value proposition?
- Can brands show value without lowering prices?
- Can brands encourage more on-the-go pasta eating?
The US market for dry pasta, rice, and noodles faces steep challenges in a saturated market, which has led to stagnant sales and a sense among consumers that the market offers little in terms of innovation. Efforts to provide healthier and more convenient products have helped penetrate this barrier to a degree, but brands need to do more to show that extra nutrition or ease of preparation offer value and that they are worth spending on, and using more frequently. Introducing new and creative flavors and varieties should aid in encouraging more sales, as will the introduction of more gluten-free pasta alternatives, which are likely to capitalize on growing interest in gluten-free diets.
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