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Dry Pasta, Rice and Noodles - US - March 2012

The $5.1 billion dry pasta, rice, and noodles category is diverse consisting of three segments: dry pasta and noodles, dry rice and rice mixes, and dry macaroni and cheese, all offering consumers a myriad of choices of different types of products that can be eaten as meals, side dishes, or snacks. Sales have fluctuated with the economy but still managed to grow by 33% between 2006 and 2011, mainly driven by a huge spike in sales seen from 2007 to 2008, likely due to an increase in commodity prices.

The total category sales growth was minimal between 2008 and 2011, with the growth likely driven by the dry macaroni and cheese segment, the only one experiencing a strong performance during the recession. Sales for the category are forecast to grow but are dependent on product innovation and addressing some of the health-related stigmas, particularly around sodium and sugar levels in the case of pasta and rice mixes.

This report provides an in-depth look at the dry pasta, rice, and noodles market, as well as future opportunities for manufacturers and retailers including:

  • What trends are driving sales, such as ethnic cuisine and nutritionally enhanced products, as well as what marketers need to do to remain relevant with consumers.
  • New advertising, branding messages, and tactics likely to resonate with consumers’ current desires and needs.
  • Understanding key category consumers as well as how best to reach them.
  • Consumers’ perceptions, attitudes, and behaviors toward the category, and how manufacturers can leverage these to increase sales.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources and methodology
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • 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

                                                        • Continued push for whole grain, low-sodium, and high-fiber products
                                                          • Figure 1: Purchase drivers for rice and/or rice mixes and dry pasta, December 2011
                                                        • Kids are at the forefront
                                                          • 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
                                                            • Figure 3: Recommended fiber consumption, by age and gender, published 2002
                                                            • Figure 4: Actual fiber consumption, by age and gender, 2005-06
                                                          • Gluten-free trend burgeoning
                                                              • Figure 5: New gluten-free food introduction, 2007-11
                                                            • Cause marketing can up the appeal
                                                              • Figure 6: Causes companies should support, by gender and children in household, April 2011
                                                          • Inspire Insights

                                                              • Inspire Trend—Who Are the Joneses
                                                                • Consider this
                                                                  • Bottom line
                                                                    • Inspire Trend—The Real Thing
                                                                      • Consider this
                                                                        • Bottom line
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Economic pressures drive fluctuating sales results
                                                                              • Plentiful choices for consumers
                                                                                • Future sales to stabilize, but contingent on innovation and economy
                                                                                  • Figure 7: Total U.S. retail sales of dry pasta, rice, and noodles at current prices, 2006-16
                                                                                  • Figure 8: Total U.S. retail sales of dry pasta, rice, and noodles at inflation adjusted prices, 2006-16
                                                                                • Walmart sales
                                                                                  • Fan-chart forecast
                                                                                      • Figure 9: Total U.S. retail sales and forecast of dry pasta, rice, and noodles at current prices, 2006-16
                                                                                  • Market Drivers

                                                                                    • 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
                                                                                          • Figure 10: Total U.S. number of households, by presence of children, 1999-2009
                                                                                        • Hispanic population growth should strengthen category use
                                                                                          • Figure 11: Households with children, by race and Hispanic origin of householder, 2011
                                                                                        • Higher-priced convenience foods could offset population decline of young adults
                                                                                          • Figure 12: U.S. population, by age, 2006-16
                                                                                        • Americans are “watching” what they eat
                                                                                          • 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
                                                                                                • 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
                                                                                                • 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

                                                                                                • Key points
                                                                                                  • Shoppers lured in by frozen and refrigerated alternatives
                                                                                                    • 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
                                                                                                    • Figure 18: Quinoa side dish new product introductions, 2007-11
                                                                                                  • Restaurant sales are on the upswing
                                                                                                      • Figure 19: Top 10 menu item cuisine types, Q1 2012
                                                                                                  • Segment Performance

                                                                                                    • Key points
                                                                                                      • Distinct products serving a similar purpose yet different performances
                                                                                                          • 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

                                                                                                        • Key points
                                                                                                          • Dry pasta sales kept afloat by niche products
                                                                                                            • Sales forecast to remain steady but contingent on innovation
                                                                                                              • Figure 21: Total U.S. retail sales of dry pasta and noodles, 2006-15
                                                                                                          • Segment Performance—Dry Rice and Rice Mixes

                                                                                                            • Key points
                                                                                                              • Dry rice a staple, but mixes suffer quality and health perceptions
                                                                                                                • Future growth to depend on trend innovation and marketing
                                                                                                                  • Figure 22: Total U.S. retail sales of dry rice and rice mixes, 2006-16
                                                                                                              • Segment Performance—Dry Macaroni and Cheese Mixes

                                                                                                                • Key points
                                                                                                                  • Sales remained steady through weakened economy
                                                                                                                    • A receptive audience for natural, organic, and healthful likely to spur sales
                                                                                                                      • Figure 23: Total U.S. retail sales of dry macaroni and cheese mixes, 2006-16
                                                                                                                  • Retail Channels

                                                                                                                    • Key points
                                                                                                                      • Supermarkets dominate sales
                                                                                                                        • Other retailers limited by variety and price
                                                                                                                          • Figure 24: Total U.S. retail sales of dry pasta, rice, and noodles, by retail channel, 2009 and 2011*
                                                                                                                        • Purchase locations
                                                                                                                          • Figure 25: Purchase locations for dry pasta, rice, and noodles, December 2011
                                                                                                                      • Retail Channels—Supermarkets

                                                                                                                        • Key points
                                                                                                                          • Supermarket sales resemble overall market
                                                                                                                            • Private label resembles brand names packaging—strategically shelf placed
                                                                                                                                • 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)

                                                                                                                              • Key points
                                                                                                                                • Bargain shoppers not looking to other retailers for deals
                                                                                                                                  • Leading retailers sharpen product focus
                                                                                                                                      • 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

                                                                                                                                    • Key points
                                                                                                                                      • Insights
                                                                                                                                        • Sales of pasta and rice in the natural channel
                                                                                                                                          • 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
                                                                                                                                          • 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
                                                                                                                                            • Figure 31: Natural supermarket sales of pasta and rice, by organic, 2009 and 2011*
                                                                                                                                          • Natural channel sales of pasta and noodles by gluten-free
                                                                                                                                            • Figure 32: Natural supermarket sales of pasta and noodles, by gluten-free, 2009 and 2011*
                                                                                                                                        • Leading Companies

                                                                                                                                          • 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
                                                                                                                                                  • Figure 33: FDMx manufacturer sales of dry pasta, rice, and noodles in the U.S., 2010-11
                                                                                                                                              • Brand Share—Dry Pasta and Noodles

                                                                                                                                                • 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
                                                                                                                                                          • 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
                                                                                                                                                              • 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

                                                                                                                                                            • 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
                                                                                                                                                                      • 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

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Kraft Foods dominates and innovates
                                                                                                                                                                        • Annie’s Homegrown benefits from increased interest in natural and organic
                                                                                                                                                                          • Company and brand sales
                                                                                                                                                                            • Figure 37: FDMx manufacturer and brand sales of dry macaroni and cheese mixes in the U.S., 2010-11
                                                                                                                                                                        • Innovations and Innovators

                                                                                                                                                                          • Overview
                                                                                                                                                                            • For kids
                                                                                                                                                                              • Cause marketing
                                                                                                                                                                                • Promoting health benefits
                                                                                                                                                                                  • Variety in whole wheat
                                                                                                                                                                                    • Gluten-free
                                                                                                                                                                                      • Portion control and convenience
                                                                                                                                                                                      • Marketing Strategies

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Barilla Pasta focuses on appealing to kids and their parents
                                                                                                                                                                                            • Figure 38: Total U.S. FDMx sales of Barilla pasta, 2006-11
                                                                                                                                                                                            • Figure 39: Barilla Piccolini Pasta TV ad, 2011
                                                                                                                                                                                          • Social media
                                                                                                                                                                                            • Ronzoni Pasta promotes portion control, enlists “Pasta Evangalista”
                                                                                                                                                                                              • 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
                                                                                                                                                                                                • Figure 42: Zatarains Rice TV ad, 2011
                                                                                                                                                                                              • Hinode Rice: Nutritious, versatile, and economical
                                                                                                                                                                                                  • Figure 43: Hinode Rice TV ad, 2011
                                                                                                                                                                                              • Purchase and Usage of Dry Pasta, Rice, and Noodles

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Dry pasta and rice most popular; mixes have room for growth
                                                                                                                                                                                                    • 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
                                                                                                                                                                                                    • Figure 45: Types of dry pasta, rice, and noodles bought and eaten in the past three months, by household size, December 2011
                                                                                                                                                                                                    • 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
                                                                                                                                                                                                    • Figure 47: Usage of dry packaged pasta (spaghetti, macaroni, and noodles—requires cooking), by types used, by age, July 2010-September 2011
                                                                                                                                                                                                    • 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

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Dry rice eaten most often within a month
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • Figure 51: Frequency of eating dry pasta, by presence of children in household, December 2011
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • Figure 53: Frequency of eating dry rice, by presence of children in household, December 2011
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • Figure 57: Frequency of eating dry egg noodles, by presence of children in household, December 2011
                                                                                                                                                                                                    • Instant rice has room to grow
                                                                                                                                                                                                      • Figure 58: Frequency of eating instant or ready-to-serve rice, by presence of children in household, December 2011
                                                                                                                                                                                                  • Purchase Drivers

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Cost and quality are top-of-mind for pasta consumers
                                                                                                                                                                                                        • Organic and gluten-free products appeal to niche age groups
                                                                                                                                                                                                          • Figure 59: Purchase drivers for dry pasta (with or without sauce), by age, December 2011
                                                                                                                                                                                                          • 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
                                                                                                                                                                                                          • Figure 61: Purchase drivers for rice and/or rice mixes, December 2011
                                                                                                                                                                                                          • Figure 62: Purchase drivers for rice and/or rice mixes, by age, December 2011
                                                                                                                                                                                                      • Brand Name and Private Label Usage

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Barilla the leading brand of pasta
                                                                                                                                                                                                            • Consumers 25-34 more likely to opt for private label
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                • Figure 64: Usage of rice/rice dishes by brands eaten, by age, July 2010-September 2011
                                                                                                                                                                                                            • Attitudes Toward Private Label and Name Brands

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Brand versus private label preference depends on product type
                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                  • Figure 72: Attitudes toward private label and brand names of instant rice by gender, December 2011
                                                                                                                                                                                                                  • Figure 73: Attitudes toward private label and brand names of instant rice by age, December 2011
                                                                                                                                                                                                              • Changes in Consumption Compared to a Year Ago

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Household staples remain on shopping lists
                                                                                                                                                                                                                    • Building brand loyalty among younger consumers
                                                                                                                                                                                                                      • Figure 74: Changes in consumption compared to a year ago, December 2011
                                                                                                                                                                                                                    • Added health benefits could boost dry pasta use among older consumers
                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                      • 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

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Evidence of eating more meals at home among all respondents
                                                                                                                                                                                                                        • Figure 79: Changes in eating, purchasing, and cooking behavior compared to a year ago, by gender, December 2011
                                                                                                                                                                                                                        • Figure 80: Changes in eating, purchasing, and cooking behavior compared to a year ago, by age, December 2011
                                                                                                                                                                                                                        • 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

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Cultural cooking and nutritional aspects key factors
                                                                                                                                                                                                                          • Figure 83: Types of dry pasta, rice, and noodles bought and eaten in the past three months by race/Hispanic origin, December 2011
                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                          • Figure 86: Usage of rice/rice dishes, by kinds eaten, by race/Hispanic origin, July 2010-September 2011
                                                                                                                                                                                                                          • Figure 87: Purchase drivers for rice and/or rice mixes, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                          • Figure 88: Purchase drivers for dry pasta (with or without sauce) by race/Hispanic origin, December 2011
                                                                                                                                                                                                                          • Figure 89: Changes in eating, purchasing, and cooking behavior compared to a year ago, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • Custom Consumer Groups: Dads

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Dads are becoming an important consumer group
                                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                              • Figure 91: Frequency of eating dry pasta, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                            • More dads are brand loyal
                                                                                                                                                                                                                              • Figure 92: Purchase drivers for rice and/or rice mixes, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                              • Figure 93: Attitudes toward private label and brand names of dry pasta by gender and presence of children in household, December 2011
                                                                                                                                                                                                                              • Figure 94: Attitudes toward private label and brand names of dry rice by gender and presence of children in household, December 2011
                                                                                                                                                                                                                              • 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

                                                                                                                                                                                                                              • Overview of pasta and noodles
                                                                                                                                                                                                                                • Spaghetti/macaroni/pasta (no noodles)
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—spaghetti/macaroni/pasta (no noodles)
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 96: Brand map, selected brands of spaghetti/macaroni/pasta (no noodles), by household penetration, 2011*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                            • Figure 98: Brand map, selected brands of noodles, by household penetration, 2011*
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                                                    • Figure 100: Brand map, selected brands of dry rice, by household penetration, 2011*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                                                          • Figure 102: Brand map, selected brands of dry rice mixes, by household penetration, 2011*
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 103: Key purchase measures for the top brands of dry rice mixes, 2011*
                                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                            • Figure 104: Types of pasta, rice, and noodles bought and eaten in the past three months by region, December 2011
                                                                                                                                                                                                                                                            • Figure 105: Changes in consumption of dry pasta compared to a year ago, by presence of children in household, December 2011
                                                                                                                                                                                                                                                            • Figure 106: Changes in consumption of regular dry rice compared to a year ago, by household income, December 2011
                                                                                                                                                                                                                                                            • Figure 107: Changes in consumption of mix/flavored rice compared to a year ago by gender, December 2011
                                                                                                                                                                                                                                                            • Figure 108: Changes in consumption of mix/flavored rice compared to a year ago, by region, December 2011
                                                                                                                                                                                                                                                            • Figure 109: Changes in consumption of dry egg noodles, compared to a year ago by presence of children in household, December 2011
                                                                                                                                                                                                                                                            • 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
                                                                                                                                                                                                                                                            • Figure 111: Changes in consumption of dry Asian noodles compared to a year ago, by household income, December 2011
                                                                                                                                                                                                                                                            • Figure 112: Changes in eating, purchasing, and cooking behavior compared to a year ago, by gender and presence of children in household, December 2011
                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • American Diabetes Association
                                                                                                                                                                                                                                                          • American Heart Association, Inc.
                                                                                                                                                                                                                                                          • American Institute of Food Distribution
                                                                                                                                                                                                                                                          • American Italian Pasta Company
                                                                                                                                                                                                                                                          • Annie's Homegrown Inc.
                                                                                                                                                                                                                                                          • Barilla America Inc
                                                                                                                                                                                                                                                          • Birds Eye Foods
                                                                                                                                                                                                                                                          • Bureau of Economic Analysis
                                                                                                                                                                                                                                                          • Catelli Brothers
                                                                                                                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                          • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                                                                                                                                          • Domino's Pizza LLB
                                                                                                                                                                                                                                                          • Ebro Puleva S.A.
                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                                                                                          • Fresh & Easy
                                                                                                                                                                                                                                                          • Gia Russa Corporation/John Zidian Co. Inc.
                                                                                                                                                                                                                                                          • Goya Foods, Inc.
                                                                                                                                                                                                                                                          • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                          • H. E. Butt Grocery Company
                                                                                                                                                                                                                                                          • Horizon Organic
                                                                                                                                                                                                                                                          • Institute of Medicine
                                                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                          • Los Angeles Times
                                                                                                                                                                                                                                                          • Lundberg Family Farms
                                                                                                                                                                                                                                                          • Mars Advertising Company Incorporated
                                                                                                                                                                                                                                                          • McCormick & Company, Inc.
                                                                                                                                                                                                                                                          • MetLife, Inc.
                                                                                                                                                                                                                                                          • National Pasta Association
                                                                                                                                                                                                                                                          • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                          • New World Pasta Company
                                                                                                                                                                                                                                                          • Organic Trade Association
                                                                                                                                                                                                                                                          • P.F. Chang's China Bistro Inc.
                                                                                                                                                                                                                                                          • PepsiCo Inc
                                                                                                                                                                                                                                                          • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                          • QUINOA CORPORATION
                                                                                                                                                                                                                                                          • Ralcorp Holdings Inc.
                                                                                                                                                                                                                                                          • Riviana Foods Inc.
                                                                                                                                                                                                                                                          • Seeds of Change
                                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                                          • Tinkyada
                                                                                                                                                                                                                                                          • Trader Joe's Company Inc
                                                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                                                          • Unilever USA
                                                                                                                                                                                                                                                          • University of Michigan, The
                                                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                          • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                                          • Whole Foods Market Inc
                                                                                                                                                                                                                                                          • Winn-Dixie Stores
                                                                                                                                                                                                                                                          • YMCA of the USA
                                                                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                                                                          Dry Pasta, Rice and Noodles - US - March 2012

                                                                                                                                                                                                                                                          £2,684.63 (Excl.Tax)