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Dry Pasta, Rice, Noodles and Ancient Grains - US - February 2013

“Manufacturers and retailers alike need to have a clear grasp on positioning, and a clear understanding of their consumers. Price still remains a smart strategy to take in this category, but consumers’ value proposition goes beyond price, involving quality, indulgence, and health as well.”

– John N. Frank, Category Manager CPG Food and Drink

Some questions answered in this report include:

  • How can brands better differentiate themselves in a fragmented market?
  • How can manufacturers increase awareness, encourage greater consumption of ancient grains?

 

The dry pasta, rice, and noodles category stands at an estimated $6.7 billion in 2012 after a relatively strong performance seen at the start of the recession and a mixed one post-recession. It is indeed likely that consumers have turned to well-known household staples, such as pasta and rice, when the economy took a turn for the worse; however, a relatively more stable economic climate has likely made more people comfortable eating out.

Additionally, while ancient grains dollar sales are not tracked in this report, ancient grains have grown in popularity and could benefit the category overall; furthermore, the gluten-free attribute that many ancient grains possess, coupled with a generally lower carbohydrate and caloric content, are all characteristics that fit with consumers’ increased interest in healthier eating. Therefore, whole grains, shorter ingredient lists, and an overall wholesome message are likely things that will resonate with consumers. While making a healthier profile (such as reducing the sodium, fat, and caloric contents) remains important, emphasizing such things could interfere with taste perception and decrease consumer appeal.

Consequently, while price and convenience remain key for the category, a stealth health appeal also is likely to contribute to the expected positive performance.

Mintel defines dry pasta, rice, noodles, and ancient grains as: 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, and grains, such as quinoa, millet, buckwheat, couscous, and barley.

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Table of contents

  1. Scope and Themes

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

                        • The market and forecast
                          • Category shows strong growth during recession and beyond; trend to continue
                            • Figure 1: Total U.S. sales and fan chart forecast of dry pasta, rice, and noodles, at current prices, 2007-17
                          • Dry macaroni and cheese mixes experience the largest growth
                            • Figure 2: Rate of change in current dollar sales, dry pasta, rice, and noodles, by segment, 2012-17
                          • Market factors
                            • Food price increases could have mixed consequences on category
                              • Obesity crisis to continue push for healthier products; positioning is essential
                                • Kids remain important, but older population increasing at higher rate
                                  • Demographic shifts could impact the category
                                    • Companies, brands, and innovations
                                      • Very fragmented market where national brands show lukewarm performance
                                        • Figure 3: Selected manufacturer MULO share of dry pasta, rice, and noodles, 2012*
                                      • Most claims decline; room for innovation exists
                                        • Figure 4: Percentage change of top 10 claims on dry pasta, rice, and noodles, 2008-12
                                      • The consumer
                                        • Noodles may benefit from food price increases
                                          • Figure 5: Personal consumption of dry pasta and noodles, by type, November 2012
                                        • Rice category near saturation; some opportunities do exist
                                          • Figure 6: Personal consumption of rice, by types, November 2012
                                        • Low awareness could explain lower usage for most ancient grains
                                          • Figure 7: Personal consumption of ancient grains, by types, November 2012
                                        • Affordability remains important for consumers
                                          • Figure 8: Attitudes toward eating pasta, November 2012
                                        • Rice is perceived as a good source of nutrition by half of consumers
                                          • Figure 9: Attitudes toward eating rice, November 2012
                                        • Young and old consider health attributes important; motivations differ
                                          • Figure 10: Attitudes toward grains, November 2012
                                        • What we think
                                        • Issues in the Market

                                            • How can brands better differentiate themselves in a fragmented market?
                                              • How can manufacturers increase awareness, encourage greater consumption of ancient grains?
                                              • Trend Applications

                                                  • Trend: Hungry Planet
                                                      • Figure 11: Purchasing behavior for dry pasta, rice, noodles, and ancient grains, by personal consumption of dry pasta, rice, noodles, and grains, November 2012
                                                    • Trend: Factory Fear
                                                        • Figure 12: Purchasing behavior for dry pasta, rice, noodles, and ancient grains, by personal consumption of dry pasta, rice, noodles, and grains, November 2012
                                                      • 2015 trend: East Meets West
                                                      • Market Size and Forecast

                                                          • Key points
                                                            • Category fared well during recession and forecast to continue to grow
                                                              • Sales and forecast of dry pasta, rice, and noodles
                                                                • Figure 13: Total U.S. retail sales and forecast of dry pasta, rice, and noodles, at current prices, 2007-17
                                                                • Figure 14: Total U.S. retail sales and forecast of dry pasta, rice, and noodles, at inflation-adjusted prices, 2007-17
                                                              • Fan chart forecast
                                                                  • Figure 15: Total U.S. sales and fan chart forecast of dry pasta, rice, and noodles, at current prices, 2007-17
                                                              • Market Drivers

                                                                • Food price increases could have mixed consequences on category
                                                                  • Obesity crisis to continue push for healthier products; positioning is essential
                                                                    • Kids remain important, but older population increasing at higher rate
                                                                      • Demographic shifts could impact the category
                                                                      • Competitive Context

                                                                        • Affordable restaurant deals continue to entice consumers
                                                                        • Segment Performance

                                                                            • Key points
                                                                              • A tale of two segments that shape the category
                                                                                • Sales of market, by segment
                                                                                  • Figure 16: Sales of dry pasta, rice, and noodles, segmented by type, 2010 and 2012
                                                                              • Segment Performance – Dry Pasta and Noodles

                                                                                • Key points
                                                                                  • Dry pasta remains a convenient, versatile, and healthy option
                                                                                    • Figure 17: Attitudes toward eating pasta, by age, November 2012
                                                                                    • Figure 18: Attitudes toward cooking pasta, by age, November 2012
                                                                                  • Sales and forecast of dry pasta and noodles
                                                                                    • Figure 19: Sales and forecast of dry pasta and noodles, at current prices, 2007-17
                                                                                • Segment Performance – Dry Rice and Rice Mixes

                                                                                  • Key points
                                                                                    • Rice mixes drag down the segment
                                                                                      • Figure 20: Attitudes toward eating rice, by age, November 2012
                                                                                      • Figure 21: Attitudes toward cooking rice, by age, November 2012
                                                                                    • Sales and forecast of dry rice and rice mixes
                                                                                      • Figure 22: Sales and forecast of dry rice and mixes, at current prices, 2007-17
                                                                                  • Segment Performance – Macaroni and Cheese Mixes

                                                                                    • Key points
                                                                                      • Kraft Foods shapes the segment’s performance
                                                                                        • Sales and forecast of macaroni and cheese mixes
                                                                                          • Figure 23: Sales and forecast of dry pasta based meals, at current prices, 2007-17
                                                                                      • Segment Performance – Dry Pasta-based Meals

                                                                                        • Key points
                                                                                          • Segment needs revitalizing with the goal of reversing negative trend
                                                                                            • Figure 24: Eating habits for dry pasta, rice, noodles, and ancient grains, by age, November 2012
                                                                                            • Figure 25: Attitudes toward cooking pasta, by age, November 2012
                                                                                            • Figure 26: Attitudes toward new product interest, by age, November 2012
                                                                                          • Sales and forecast of dry pasta-based meals
                                                                                            • Figure 27: Sales and forecast of dry pasta-based meals, at current prices, 2007-17
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Supermarkets dominate; other channels are catching up
                                                                                              • Sales of dry pasta, rice, and noodles, by channel
                                                                                                • Figure 28: Total U.S. retail sales of dry pasta, rice, and noodles, by channel, at current prices, 2010-12
                                                                                              • Supermarkets lead in terms of dollar sales; have lukewarm performance
                                                                                                  • Figure 29: Eating habits for dry pasta, rice, noodles, and ancient grains, by age, November 2012
                                                                                                • Supermarket sales of dry pasta, rice, and noodles
                                                                                                  • Figure 30: U.S. supermarket sales of dry pasta, rice, and noodles, at current prices, 2007-12
                                                                                                • Other channels see share growth; affordability pays off
                                                                                                  • Figure 31: Eating habits for dry pasta, rice, noodles, and ancient grains, by age, November 2012
                                                                                                • Other channel sales of dry pasta, rice, and noodles
                                                                                                  • Figure 32: U.S. sales of dry pasta, rice, and noodles, through other retail channels, at current prices, 2007-12
                                                                                                • Drug stores likely for more fill-in shopping trips rather than regular ones
                                                                                                  • Drug store sales of dry pasta, rice, and noodles
                                                                                                    • Figure 33: U.S. drug store sales of dry pasta, rice, and noodles, at current prices, 2007-12
                                                                                                • Retail Channels – Natural Supermarkets

                                                                                                    • Key points
                                                                                                      • Insights
                                                                                                        • Sales of dry pasta, rice, and grains in the natural channel
                                                                                                          • Figure 34: Natural supermarket sales of dry pasta, rice, and grains, at current prices, 2010-12*
                                                                                                          • Figure 35: Natural supermarket sales of dry pasta, rice and grains, at inflation-adjusted prices, 2010-12*
                                                                                                        • Natural channel sales of dry pasta, rice, and grains by segment
                                                                                                          • Figure 36: Natural supermarket sales of dry pasta, rice and grains, by segment, 2010 and 2012*
                                                                                                        • Brands of note and innovators
                                                                                                          • Natural channel sales of dry pasta, rice, and grains by organic
                                                                                                            • Figure 37: Natural supermarket sales of dry pasta, rice and grains, by organic, 2010 and 2012*
                                                                                                          • Natural channel sales of dry pasta by gluten free
                                                                                                            • Figure 38: Natural supermarket sales of dry pasta, by gluten free, 2010 and 2012*
                                                                                                        • Leading Companies

                                                                                                            • Key points
                                                                                                              • A multitude of companies struggle for supremacy; not many survive
                                                                                                                • Manufacturer sales of dry pasta, rice, noodles, and ancient grains
                                                                                                                  • Figure 39: MULO sales of dry pasta, rice, and noodles, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                              • Brand Share – Dry Pasta and Noodles

                                                                                                                • Key points
                                                                                                                  • Dry pasta, noodles sales up 1.7% in 2012
                                                                                                                    • Ethnic food and private label fuel positive performance
                                                                                                                      • Manufacturer sales of dry pasta and noodles
                                                                                                                        • Figure 40: MULO sales of dry pasta and noodles, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                    • Brand Share – Dry Rice and Rice Mixes

                                                                                                                      • Key points
                                                                                                                        • Ethnic companies do well; private label also exhibits positive results
                                                                                                                          • Manufacturer sales of dry rice and rice mixes
                                                                                                                            • Figure 41: MULO sales dry rice, rice mixes, by leading companies, 2011*and 2012*
                                                                                                                        • Brand Share – Dry Macaroni and Cheese Mixes

                                                                                                                          • Key points
                                                                                                                            • Kraft influences the segment positively; smaller brands also grow
                                                                                                                              • Manufacturer sales of dry macaroni and cheese
                                                                                                                                • Figure 42: MULO sales of dry macaroni and cheese mixes, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                            • Brand Share – Dry Pasta-based Meal Mixes

                                                                                                                              • Key points
                                                                                                                                • National brands dominate but not necessarily in a good way
                                                                                                                                  • Manufacturer sales of pasta-based meal mixes
                                                                                                                                    • Figure 43: MULO sales of dry pasta-based meal mixes, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                • Innovations and Innovators

                                                                                                                                  • Most claims declining; room for innovation exists
                                                                                                                                    • Figure 44: Dry pasta, rice, noodles, and ancient grains, by top 10 claims, 2008-12
                                                                                                                                  • Kits to satisfy different needs
                                                                                                                                    • Single-serve options for increased convenience and portability
                                                                                                                                      • Private label innovations are across the board
                                                                                                                                        • Whole grain, whole wheat, wholesome could benefit from more focus
                                                                                                                                          • Rice/grains/pasta mixes
                                                                                                                                            • Ancient grains come in different forms to satisfy increased interest
                                                                                                                                            • Marketing Strategies

                                                                                                                                              • Overview of the brand landscape
                                                                                                                                                • Success Rice positions itself as a quick, nutritious meal solution
                                                                                                                                                  • Success Rice’s TV ads emphasize delicious, healthy recipes
                                                                                                                                                    • Figure 45: Success Rice, “Shrimp Fried Rice,” TV ad, 2012
                                                                                                                                                    • Figure 46: Brand analysis For Success Rice, 2012
                                                                                                                                                  • Success Rice offers online recipes with a twist
                                                                                                                                                      • Figure 47: Success Rice, “Rice Apple Crisp,” Print ad, 2012
                                                                                                                                                      • Figure 48: Success Rice, “One-pan taco dinner,” print ad, 2012
                                                                                                                                                    • Commitment to quality lifts Eden’s organic ancient grains products
                                                                                                                                                      • Figure 49: Brand analysis for Eden Organics, 2012
                                                                                                                                                    • Eden Organic introduces consumers to ancient grains
                                                                                                                                                      • Eden emphasizes food purity through print ads, promotions
                                                                                                                                                        • Figure 50: Eden, “Run Pure,” print ad, 2012
                                                                                                                                                      • Barilla looks to take its brand beyond Italian heritage with new ventures
                                                                                                                                                        • Barilla’s TV ads evoke romance, Italian dedication to quality
                                                                                                                                                          • Figure 51: Barilla, “The Moment,” TV ad, 2012
                                                                                                                                                          • Figure 52: Brand analysis for Barilla, 2012
                                                                                                                                                        • Barilla encourages consumers to cook with online recipes
                                                                                                                                                          • Barilla entices Americans with restaurant launch, promotions, print ads
                                                                                                                                                            • Figure 53: Barilla, White Fiber pasta, print ad, 2013
                                                                                                                                                            • Figure 54: Barilla, Barilla PLUS, print ad, 2012
                                                                                                                                                            • Figure 55: Barilla, Microwaveable Meals, print ad, 2012
                                                                                                                                                          • Hamburger Helper repositions itself as a customizable, easy meal base
                                                                                                                                                            • Hamburger Helper features homemade convenience through TV ad
                                                                                                                                                              • Figure 56: Hamburger Helper, “Home Cooked Meal/Make It Your Way,” TV ad, 2012
                                                                                                                                                              • Figure 57: Brand analysis for Hamburger Helper, 2012
                                                                                                                                                            • Hamburger Helper creates fresh ideas with online offerings
                                                                                                                                                              • Kraft Macaroni & Cheese reinvents itself as adult-friendly meal option
                                                                                                                                                                • Kraft’s TV ads emphasize Macaroni & Cheese love
                                                                                                                                                                  • Figure 58: Kraft Homestyle macaroni & cheese, “Unannounced Client,” TV ad, 2012
                                                                                                                                                                  • Figure 59: Brand analysis for Kraft Homestyle macaroni & cheese, 2012
                                                                                                                                                                • Kraft beefs up social media campaigns
                                                                                                                                                                  • Kraft focuses on cause marketing, contests, social media campaigns
                                                                                                                                                                    • Uncle Ben’s promotes family time through cooking together
                                                                                                                                                                      • Uncle Ben’s invites children into the kitchen
                                                                                                                                                                        • Figure 60: Uncle Ben’s, “Flying Rice (Single-Serve Cups),” TV ad, 2012
                                                                                                                                                                        • Figure 61: Brand analysis for Uncle Ben’s, 2012
                                                                                                                                                                      • Uncle Ben’s focuses on online recipes
                                                                                                                                                                        • Uncle Ben’s encourages consumers to “Begin With Ben” through cooking contest
                                                                                                                                                                        • Social Media – Dry Pasta, Rice, Noodles, and Ancient Grains

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Social media metrics
                                                                                                                                                                              • Figure 62: Key performance indicators, January 2013
                                                                                                                                                                            • Market overview
                                                                                                                                                                              • Brand usage and awareness
                                                                                                                                                                                • Figure 63: Brand usage and awareness of dry pasta, rice, noodle, and ancient grain brands, November 2012
                                                                                                                                                                              • Interaction with dry pasta, rice, noodle, and ancient grain brands
                                                                                                                                                                                • Figure 64: Interaction with dry pasta, rice, noodle, and ancient grain brands, November 2012
                                                                                                                                                                              • Online conversations
                                                                                                                                                                                  • Figure 65: Select dry pasta, rice, noodle, and ancient grain brands’ share of conversations, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                  • Figure 66: Conversations by brand by day, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                • Where are people talking about dry pasta, rice, noodle, and ancient grain brands?
                                                                                                                                                                                  • Figure 67: Selected dry pasta, rice, noodle, and ancient grain brands’ share of brand conversations, by page type, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                • What are people talking about?
                                                                                                                                                                                  • Figure 68: Types of conversations concerning selected dry pasta, rice, noodle, and ancient grain brands, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                  • Figure 69: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by day, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                  • Figure 70: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by type of website, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                • Analysis by brand
                                                                                                                                                                                  • Kraft Macaroni & Cheese
                                                                                                                                                                                    • Figure 71: Kraft Macaroni & Cheese—key social media indicators, Jan. 23, 2013
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Barilla
                                                                                                                                                                                        • Figure 72: Barilla—key social media indicators, Jan. 23, 2013
                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Rice-A-Roni
                                                                                                                                                                                            • Figure 73: Rice-A-Roni—key social media indicators, Jan. 23, 2013
                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                            • What we think
                                                                                                                                                                                              • Uncle Ben’s
                                                                                                                                                                                                • Figure 74: Uncle Ben’s—key social media indicators, Jan. 23, 2013
                                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                                • What we think
                                                                                                                                                                                                  • Zatarain’s
                                                                                                                                                                                                    • Figure 75: Zatarain’s—key social media indicators, Jan. 23, 2013
                                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                    • Dry Pasta, Noodles – Consumption, Frequency

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Noodles may be the next best thing
                                                                                                                                                                                                          • Figure 76: Personal consumption of dry pasta and noodles, by type and, by age, November 2012
                                                                                                                                                                                                        • Emphasize positive attributes included in the product
                                                                                                                                                                                                          • Figure 77: Attitudes toward new product interest, by age, November 2012
                                                                                                                                                                                                          • Figure 78: Purchasing behavior for dry pasta and noodles, by personal consumption of dry pasta and noodles, November 2012
                                                                                                                                                                                                        • Households with children remain a key to category
                                                                                                                                                                                                          • Figure 79: Personal consumption of dry pasta and noodles, by type and, by presence of children in household, November 2012
                                                                                                                                                                                                        • Opportunity to increase consumption exists for some types of pasta
                                                                                                                                                                                                            • Figure 80: Frequency of personal consumption of dry pasta and noodles by types, by age, November 2012
                                                                                                                                                                                                        • Dry Rice, Rice Mixes – Consumption, Frequency

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Figure 81: Attitudes toward eating rice, by age, November 2012
                                                                                                                                                                                                            • Figure 82: Personal consumption of rice, by types, by age, November 2012
                                                                                                                                                                                                            • Figure 83: Attitudes toward new product interest, by age, November 2012
                                                                                                                                                                                                            • Figure 84: Attitudes toward cooking rice, by age, November 2012
                                                                                                                                                                                                          • Rice also a kitchen staple for households with children
                                                                                                                                                                                                            • Figure 85: Personal consumption of rice, by types, by presence of children in household, November 2012
                                                                                                                                                                                                          • Majority of respondents fall in the medium-volume usage
                                                                                                                                                                                                            • Figure 86: Attitudes toward eating rice, by age, November 2012
                                                                                                                                                                                                            • Figure 87: Frequency of personal consumption of rice, by types, by age, November 2012
                                                                                                                                                                                                        • Ancient Grains – Consumption, Frequency

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Consumption for most ancient grains is low; opportunity to grow
                                                                                                                                                                                                              • Figure 88: Personal consumption of ancient grains, by types, by gender, November 2012
                                                                                                                                                                                                            • More younger consumers aged 18-34 eat ancient grains
                                                                                                                                                                                                              • Figure 89: Personal consumption of ancient grains, by types, by age, November 2012
                                                                                                                                                                                                            • Frequency of usage is relatively low for most ancient grains
                                                                                                                                                                                                              • Figure 90: Attitudes toward grains, by age, November 2012
                                                                                                                                                                                                              • Figure 91: Frequency of personal consumption of ancient grains, by types, by age, November 2012
                                                                                                                                                                                                          • Impact of Race/Hispanic Origin

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Asians under index in consumption of rice mixes
                                                                                                                                                                                                                • Figure 92: Attitudes toward eating rice, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                • Figure 93: Personal consumption of rice, by types, by race/Hispanic origin, November 2012
                                                                                                                                                                                                              • Hispanics and Asians over index in consumption of dry pasta
                                                                                                                                                                                                                • Figure 94: Personal consumption of dry pasta and noodles, by type and, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                • Figure 95: Attitudes toward eating pasta, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                • Figure 96: Interest in new product interest, by race/Hispanic origin, November 2012
                                                                                                                                                                                                              • Asians and Hispanics are more familiar with ancient grains
                                                                                                                                                                                                                • Figure 97: Personal consumption of ancient grains, by types, by race/Hispanic origin, November 2012
                                                                                                                                                                                                            • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                                                • Overview of rice
                                                                                                                                                                                                                  • Dry rice
                                                                                                                                                                                                                    • Consumer insights on key purchase measures—dry rice
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 98: Brand map, selected brands of dry rice buying rate, by household penetration, 2012*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 99: Key purchase measures for the top brands of dry rice, by household penetration, 2012*
                                                                                                                                                                                                                        • Dry rice mixes
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—dry rice mixes
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 100: Brand map, selected brands of dry rice mixes buying rate, by household penetration, 2012*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 101: Key purchase measures for the top brands of dry rice mixes, by household penetration, 2012*
                                                                                                                                                                                                                              • Overview of pasta
                                                                                                                                                                                                                                • Spaghetti/macaroni/pasta (no noodles)
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—spaghetti/macaroni/pasta (no noodles)
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 102: Brand map, selected brands of spaghetti/macaroni/pasta (no noodles) buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 103: Key purchase measures for the top brands of spaghetti/macaroni/pasta (no noodles), by household penetration, 2012*
                                                                                                                                                                                                                                      • Noodles
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—noodles
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 104: Brand map, selected brands of noodles buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 105: Key purchase measures for the top brands of noodles, by household penetration, 2012*
                                                                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                              • Figure 106: Personal consumption of dry pasta and noodles, by type and, by gender, November 2012
                                                                                                                                                                                                                                              • Figure 107: Personal consumption of dry pasta and noodles, by type and, by generation, November 2012
                                                                                                                                                                                                                                              • Figure 108: Personal consumption of rice, by types, by gender, November 2012
                                                                                                                                                                                                                                              • Figure 109: Frequency of personal consumption of dry pasta and noodles by types, by presence of children in household, November 2012
                                                                                                                                                                                                                                              • Figure 110: Personal consumption of rice, by types, by generation, November 2012
                                                                                                                                                                                                                                              • Figure 111: Frequency of personal consumption of rice, by types, by presence of children in household, November 2012
                                                                                                                                                                                                                                              • Figure 112: Personal consumption of ancient grains, by types, by presence of children in housheold, November 2012
                                                                                                                                                                                                                                              • Figure 113: Personal consumption of ancient grains, by types, by generation, November 2012
                                                                                                                                                                                                                                              • Figure 114: Frequency of personal consumption of rice, by types, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                              • Figure 115: Frequency of personal consumption of dry pasta and noodles by types, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                              • Figure 116: Attitudes toward cooking pasta, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                              • Figure 117: Attitudes toward grains, by race/Hispanic origin, November 2012
                                                                                                                                                                                                                                          • Appendix – SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                              • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                              • Appendix – Social Media – Dry Pasta, Rice, Noodles, and Ancient Grains

                                                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                                                  • Figure 118: Brand usage or awareness, November 2012
                                                                                                                                                                                                                                                  • Figure 119: Barilla usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 120: Zatarain's usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 121: Kraft Macaroni & Cheese usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 122: Rice-a-Roni Brand usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 123: Uncle Ben's usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                • Interactions with brands
                                                                                                                                                                                                                                                  • Figure 124: Activities done, November 2012
                                                                                                                                                                                                                                                  • Figure 125: Barilla—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 126: Barilla—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 127: Zatarain's—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 128: Zatarain's—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 129: Kraft Macaroni & Cheese—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 130: Kraft Macaroni & Cheese—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 131: Rice-A-Roni—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 132: Rice-A-Roni—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 133: Uncle Ben's—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                  • Figure 134: Uncle Ben's—Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                                                  • Figure 135: Select dry pasta, rice, noodle, and ancient grain brands’ share of conversations, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                                                                                  • Figure 136: Conversations by brand by day, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                                                                                • Where are people talking about dry pasta, rice, noodle, and ancient grain brands?
                                                                                                                                                                                                                                                  • Figure 137: Selected dry pasta, rice, noodles and ancient grains brands’ share of brand conversations, by page type, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                                                                                • What are people talking about?
                                                                                                                                                                                                                                                  • Figure 138: Types of conversations concerning selected dry pasta, rice, noodle, and ancient grain brands, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                                                                                  • Figure 139: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by day, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                                                                                  • Figure 140: Types of conversation regarding selected dry pasta, rice, noodle, and ancient grain brands, by type of website, Dec. 22, 2012-Jan. 21, 2013
                                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                                Dry Pasta, Rice, Noodles and Ancient Grains - US - February 2013

                                                                                                                                                                                                                                                US $3,995.00 (Excl.Tax)