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Pasta and Pasta-based Meals - US - April 2009

This report explores the pasta and pasta-based meals market. As a mature market, pasta and pasta-based meals enjoy a high household penetration and personal consumption rate; however, several factors emerge that influence consumer behavior and attitudes towards consumption. Price/value perceptions, convenience and health emerge as key themes driven by the market’s most fervent pasta consumers—moms, dads and large households.

This report explores these aspects of the market as well as topics that include:

  • Discussion of opportunities to maximize market potential during the rediscovery period the category is now enjoying
  • Insights for future success include bringing attention to the fresh/refrigerated segment, speaking directly with moms about health, and staving off boredom by bringing restaurant flavors home
  • Evaluation of the extensive competition for consumer’s grocery food dollar and how pasta manufacturers can stave off these threats
  • Assessing the influence of family and kids on market sales as well as the shift to smaller households, and the implications for the market
  • Analysis of top retail formats and manufacturers/brands in pasta and pasta-based meals and their role in the market
  • Exploration into how the economy is influencing advertising and promotional activity as well as discussion of how marketers are advertising to reach its core demographic of moms and kids

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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
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Recession proves positive for pasta
                      • Competition for the food dollar from other “economical” meals
                        • Market drivers predominately offer positive outlook for market
                          • Dry pasta overtakes dry pasta-based meals in market share
                            • Supermarkets command near-total distribution in pasta market
                              • Highly fragmented supply chain with strong sector dominance
                                • Brand qualities that define the leading player for each segment
                                  • Innovation driven by attitudes toward health, convenience and flavor
                                    • Marketing to moms
                                      • The pasta and pasta-based meals consumer
                                        • Personal consumption
                                          • Household usage
                                            • Frequency of use and changes in eating patterns
                                              • Reasons for choosing between pasta segments
                                                • Why consumers are eating more pasta
                                                  • Why consumers are eating less pasta
                                                    • What are consumers looking for in pasta?
                                                      • Discovery of race/ethnic pasta usage and attitudes
                                                        • Custom consumer groups: Moms/dads versus men and women without kids
                                                        • Insights and Opportunities

                                                          • Maximize “rediscovery” period
                                                            • Bringing attention to fresh/refrigerated pastas
                                                              • Calling all moms
                                                                • Stave off boredom
                                                                • Inspire Insights

                                                                    • Simplicity and Convenience
                                                                      • What's it about?
                                                                        • How does it apply to pasta?
                                                                          • What we've seen
                                                                            • Specifics
                                                                              • Implications
                                                                                • The Fresh Factor
                                                                                  • What's it about?
                                                                                    • How does this apply to pasta?
                                                                                      • What we've seen
                                                                                        • Specifics
                                                                                          • Implications
                                                                                            • Tough Economy, Healthy Lifestyles
                                                                                              • Recession and old values
                                                                                                • Frugality and health-consciousness
                                                                                                • Market Size and Forecast

                                                                                                  • Key points
                                                                                                    • Dry pasta prices skyrocket creating a spike in sales—will it stick?
                                                                                                      • Fresh/refrigerated pasta and frozen pasta—contributed to market growth
                                                                                                        • Sales and forecast of market
                                                                                                          • Figure 1: FDMx sales and forecast of pasta and pasta-based meals, at current prices, 2003-13
                                                                                                          • Figure 2: FDMx sales and forecast of pasta and pasta-based meals, at inflation-adjusted prices, 2003-13
                                                                                                        • Walmart sales
                                                                                                        • Competitive Context

                                                                                                          • Competition from categories within the retail environment
                                                                                                            • Internal competition
                                                                                                              • Freezer case
                                                                                                                • Shelf-stable meals and side dishes
                                                                                                                  • Competition for fresh/refrigerated pasta
                                                                                                                    • The foodservice factor: spinning value and convenience
                                                                                                                    • Segment Performance

                                                                                                                      • Key points
                                                                                                                        • Increasing wheat prices cause dry pasta sales to soar, supporting market growth
                                                                                                                          • Segments advance sales growth with pastas carrying healthy halos
                                                                                                                            • Sales of market, by segment
                                                                                                                              • Figure 3: FDMx sales of pasta and pasta-based meals, by type, 2006 and 2008
                                                                                                                              • Figure 4: FDMx sales and forecast of pasta and pasta-based meals, at current prices, by segment, 2003-13
                                                                                                                          • Segment Performance—Dry Pasta and Noodles

                                                                                                                            • Key points
                                                                                                                              • Wheat prices rise to unprecedented levels forcing pasta prices higher
                                                                                                                                • Healthy pastas with higher retail sales prices fuel growth
                                                                                                                                  • Sales and forecast of dry pasta and noodles
                                                                                                                                    • Figure 5: FDMx sales and forecast of dry pasta and noodles, at current prices, 2003-13
                                                                                                                                • Segment Performance—Dry Pasta-Based Meals

                                                                                                                                  • Key points
                                                                                                                                    • Kid-centric brands thrive; family meals need BFY and premium choices
                                                                                                                                      • Recession provides opportunity
                                                                                                                                        • Sales and forecast of dry pasta-based meals
                                                                                                                                          • Figure 6: FDMx sales and forecast of dry pasta-based meals, at current prices, 2003-13
                                                                                                                                      • Segment Performance—Shelf-Stable/Canned Pasta Meals

                                                                                                                                        • Key points
                                                                                                                                          • Iconic kids’ pasta meals dependent on number of child consumers
                                                                                                                                            • Innovation limited—few BFY options
                                                                                                                                              • Sales and forecast of shelf-stable/canned pasta meals
                                                                                                                                                • Figure 7: FDMx sales and forecast of shelf-stable/canned pasta meals, at current prices, 2003-13
                                                                                                                                            • Segment Performance—Frozen Pasta

                                                                                                                                              • Key points
                                                                                                                                                • Innovations go healthy/ethnic; competition remains fierce
                                                                                                                                                  • Sales and forecast of frozen pasta
                                                                                                                                                    • Figure 8: FDMx sales and forecast of frozen pasta, at current prices, 2003-13
                                                                                                                                                • Segment Performance—Fresh/Refrigerated Pasta

                                                                                                                                                  • Key points
                                                                                                                                                    • Thriving on the “fresh factor,” convenience and premium slants
                                                                                                                                                      • Higher-priced pastas provide good value
                                                                                                                                                        • Sales and forecast of fresh/refrigerated pasta
                                                                                                                                                          • Figure 9: FDMx sales and forecast of fresh/refrigerated pasta, at current prices, 2003-13
                                                                                                                                                      • Retail Channels

                                                                                                                                                        • Key points
                                                                                                                                                          • Pasta is a supermarket staple
                                                                                                                                                            • Mass merchandiser/drug growing at the fastest rate
                                                                                                                                                              • Sales of market, by channel
                                                                                                                                                                • Figure 10: FDMx sales of pasta and pasta-based meals, by retail channel, 2007 and 2008
                                                                                                                                                            • Retail Channels—Supermarket/Food Stores

                                                                                                                                                              • Key points
                                                                                                                                                                • Supermarkets faced with challenges—implementing changes
                                                                                                                                                                  • Supermarkets finding success in private-label programs
                                                                                                                                                                      • Figure 11: Sales of pasta and pasta-based meals at supermarkets/food stores, at current prices, 2003-08
                                                                                                                                                                  • Retail Channels—Drug Stores and Mass Merchandisers

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Target hits the bull’s eye in private-label brands and value pricing
                                                                                                                                                                          • Figure 12: Sales of pasta and pasta-based meals at drug stores and other channels, at current prices, 2003-08
                                                                                                                                                                      • Market Drivers

                                                                                                                                                                        • Kids influence pasta sales
                                                                                                                                                                          • Figure 13: Incidence of pasta and pasta-based meals consumption, by gender and presence of children, January 2009
                                                                                                                                                                        • Pasta for kids
                                                                                                                                                                          • Household composition is shifting
                                                                                                                                                                            • Households with children
                                                                                                                                                                              • Figure 14: Households, by presence of children under age 18, 1997-2007
                                                                                                                                                                            • Size of household
                                                                                                                                                                              • Figure 15: Incidence of household consumption of dry pasta and pasta-based meals, by number of people in household, July 2007-September 2008
                                                                                                                                                                              • Figure 16: Households, by size, 2007
                                                                                                                                                                            • Rising food prices drive market sales—price hikes will stick
                                                                                                                                                                              • Figure 17: Commodity wheat prices, 2006-08
                                                                                                                                                                            • What drove this escalation of higher food prices?
                                                                                                                                                                              • Recession is good for pasta sales
                                                                                                                                                                                • Healthy pasta fuels sales
                                                                                                                                                                                    • Figure 18: New product launches, by pasta type, 2004-08
                                                                                                                                                                                • Leading Companies

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Barilla and New World Pasta are fueling growth with dry pastas
                                                                                                                                                                                      • Private label increases category presence
                                                                                                                                                                                        • Company sales
                                                                                                                                                                                          • Figure 19: FDMx sales of leading pasta and pasta-based meals companies, 2007 and 2008
                                                                                                                                                                                      • Selected Brand Analysis—Dry Pasta and Noodles

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Barilla Plus and Ronzoni Smart Taste: BFY brands that don’t taste healthy
                                                                                                                                                                                            • Private label highly successful
                                                                                                                                                                                              • Manufacturer and brand sales of dry pasta and noodles
                                                                                                                                                                                                • Figure 20: Selected FDMx brand sales of dry pasta and noodles in the U.S., 2007 and 2008
                                                                                                                                                                                            • Selected Brand Analysis—Dry Pasta-based Meals

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Kraft Macaroni & Cheese brands holding strong
                                                                                                                                                                                                  • Helper and Lipton brands feeling the pinch of competition
                                                                                                                                                                                                    • Manufacturer and brand sales of dry pasta-based meals
                                                                                                                                                                                                      • Figure 21: FDMx brand sales of dry pasta-based meals in the U.S., 2007 and 2008
                                                                                                                                                                                                  • Selected Brand Analysis—Shelf-stable/Canned Pasta Meals

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Chef Boyardee and SpaghettiOs lack health appeal
                                                                                                                                                                                                        • Private label and small suppliers gain sales with health claims
                                                                                                                                                                                                          • Manufacturer and brand sales of shelf-stable/canned pasta meals
                                                                                                                                                                                                            • Figure 22: FDMx brand sales of shelf-stable/canned pasta meals in the U.S., 2007 and 2008
                                                                                                                                                                                                        • Selected Brand Analysis—Frozen Pasta

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Mrs. T’s Pierogies targets specific niche in pasta market
                                                                                                                                                                                                              • Mama Rosie’s providing healthier frozen pasta options
                                                                                                                                                                                                                • Manufacturer and brand sales of frozen pasta
                                                                                                                                                                                                                  • Figure 23: FDMx brand sales of frozen pasta in the U.S., 2007 and 2008
                                                                                                                                                                                                              • Selected Brand Analysis—Fresh/Refrigerated Pasta

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Buitoni—still the leader in fresh/refrigerated pasta
                                                                                                                                                                                                                    • Manufacturer and brand sales of fresh/refrigerated pasta
                                                                                                                                                                                                                      • Figure 24: FDMx brand sales of fresh/refrigerated pasta in the U.S., 2007 and 2008
                                                                                                                                                                                                                  • Brand Qualities

                                                                                                                                                                                                                      • Barilla: the premium pasta innovator
                                                                                                                                                                                                                        • Kraft Macaroni & Cheese: the classic kid favorite
                                                                                                                                                                                                                          • Chef Boyardee: kid-friendly taste/parent-friendly convenience
                                                                                                                                                                                                                            • Mrs. T’s Pierogies: A unique ethnic origin
                                                                                                                                                                                                                              • Buitoni: Bringing premium freshness to pasta
                                                                                                                                                                                                                              • Innovation and Innovators

                                                                                                                                                                                                                                  • Health and wellness
                                                                                                                                                                                                                                    • Time
                                                                                                                                                                                                                                      • Flavor
                                                                                                                                                                                                                                          • Figure 25: Top 10 pasta product launches, by product claim, 2004-08
                                                                                                                                                                                                                                      • Advertising and Promotion

                                                                                                                                                                                                                                        • Overview
                                                                                                                                                                                                                                          • Recession fuels need for more advertising to stave off private label
                                                                                                                                                                                                                                            • Targeting moms—activity by manufacturer
                                                                                                                                                                                                                                              • Barilla
                                                                                                                                                                                                                                                • Figure 26: Barilla Plus, TV ad, 2008
                                                                                                                                                                                                                                                • Figure 27: Barilla Piccolini, TV ad, 2008
                                                                                                                                                                                                                                              • Kraft Foods
                                                                                                                                                                                                                                                • Figure 28: Kraft Cheeseasauras spirals, TV ad, 2008
                                                                                                                                                                                                                                                • Figure 29: Kraft Macaroni & Cheese, TV ad, 2008
                                                                                                                                                                                                                                                • Figure 30: Kraft Easy Mac, TV ad, 2008
                                                                                                                                                                                                                                              • Chef Boyardee
                                                                                                                                                                                                                                                • Figure 31: Chef Boyardee, TV ad, 2009
                                                                                                                                                                                                                                            • Personal Consumption of Pasta and Pasta-Based Meals

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Overall incidence of eating
                                                                                                                                                                                                                                                  • Figure 32: Overall incidence of eating pasta, noodles and pasta-based meals, by gender, HH income and number of people in household, January 2009
                                                                                                                                                                                                                                                • Types of pasta eaten
                                                                                                                                                                                                                                                  • Figure 33: Types of pasta, noodles and pasta-based meals eaten, by gender, January 2009
                                                                                                                                                                                                                                                  • Figure 34: Types of pasta, noodles and pasta-based meals eaten, by number of people in household, January 2009
                                                                                                                                                                                                                                              • Household Consumption of Pasta and Pasta-Based Meals

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Trended household usage of pasta and pasta-based meals
                                                                                                                                                                                                                                                    • Overall incidence of eating
                                                                                                                                                                                                                                                      • Figure 35: Trended incidence of household consumption of pasta and pasta-based meals, 2002-08
                                                                                                                                                                                                                                                    • Dry packaged pasta
                                                                                                                                                                                                                                                      • Incidence of household consumption
                                                                                                                                                                                                                                                        • Figure 36: Incidence of household consumption of dry packaged pasta, by race/Hispanic origin and number of people in household, July 2007-September 2008
                                                                                                                                                                                                                                                      • Incidence of household consumption, by types of pasta
                                                                                                                                                                                                                                                        • Figure 37: Incidence of household consumption of dry packaged pasta types, by race/Hispanic origin, HH income and number of people in household, July 2007-September 2008
                                                                                                                                                                                                                                                      • Brand usage
                                                                                                                                                                                                                                                        • Figure 38: Top 10 brands of dry pasta, by household usage, July 2007-September 2008
                                                                                                                                                                                                                                                      • Complete packaged pasta dinners
                                                                                                                                                                                                                                                        • Incidence of household consumption
                                                                                                                                                                                                                                                          • Figure 39: Incidence of household consumption of complete packaged pasta dinner mixes, by race/Hispanic origin and number of people in household, July 2007-September 2008
                                                                                                                                                                                                                                                        • Incidence of household consumption, by types of pasta
                                                                                                                                                                                                                                                          • Figure 40: Incidence of household consumption of complete packaged pasta dinner types, by race/Hispanic origin, HH income and number of people in household, July 2007-September 2008
                                                                                                                                                                                                                                                        • Brand usage
                                                                                                                                                                                                                                                          • Figure 41: Top 10 brands of complete packaged pasta dinners, by household usage, July 2007-September 2008
                                                                                                                                                                                                                                                        • Can/Jar packaged dinners
                                                                                                                                                                                                                                                          • Incidence of household consumption
                                                                                                                                                                                                                                                            • Figure 42: Incidence of household consumption of can/jar complete packaged pasta dinners, by race/Hispanic origin and number of people in household, July 2007-September 2008
                                                                                                                                                                                                                                                          • Brand usage
                                                                                                                                                                                                                                                            • Figure 43: Top five brands of can/jar complete packaged pasta dinners, by household usage, July 2007-September 2008
                                                                                                                                                                                                                                                        • Frequency and Change in Eating Pasta and Pasta-based Meals

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • Overall frequency of eating pasta, by type of pasta
                                                                                                                                                                                                                                                                • Figure 44: Frequency of eating pasta, noodles, or pasta-based meals, by type of pasta, January 2009
                                                                                                                                                                                                                                                              • Eating more or less pasta than last year
                                                                                                                                                                                                                                                                • Figure 45: Changes in pasta consumption, by number of people in household, January 2009
                                                                                                                                                                                                                                                            • Reasons for Choosing Between Pasta and Meal Types

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                • Dry pasta compared to refrigerated or fresh pasta or pasta-based meals
                                                                                                                                                                                                                                                                    • Figure 46: Reasons for choosing dry pasta over refrigerated or fresh, by number of people in household, January 2009
                                                                                                                                                                                                                                                                  • Refrigerated or fresh pasta compared to dry pasta or pasta-based meals
                                                                                                                                                                                                                                                                    • Figure 47: Reasons for choosing refrigerated or fresh pasta over dry, by number of people in household, January 2009
                                                                                                                                                                                                                                                                  • Frozen pasta-based prepared meals compared to dry pasta or refrigerated or fresh pasta
                                                                                                                                                                                                                                                                    • Figure 48: Reasons for choosing frozen pasta-based prepared meals over dry pasta or refrigerated/fresh pasta, by age, January 2009
                                                                                                                                                                                                                                                                    • Figure 49: Reasons for choosing frozen pasta-based prepared meals over dry pasta or refrigerated/fresh pasta, by number of people in household, January 2009
                                                                                                                                                                                                                                                                • Reasons for Eating More or Less than Last Year

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • Why do people eat more pasta and pasta-based meals?
                                                                                                                                                                                                                                                                      • Figure 50: Reasons for eating more pasta and pasta-based meals, by gender, January 2009
                                                                                                                                                                                                                                                                      • Figure 51: Reasons for eating more pasta and pasta-based meals, by HH income, January 2009
                                                                                                                                                                                                                                                                    • Why do people eat less pasta and pasta-based meals?
                                                                                                                                                                                                                                                                      • Figure 52: Reasons for eating less pasta and pasta-based meals, by HH income, January 2009
                                                                                                                                                                                                                                                                  • What Consumers Want in Pasta and Sauce Options

                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                        • Figure 53: What consumers would like to see more of in dry pasta and sauces, January 2009
                                                                                                                                                                                                                                                                        • Figure 54: What consumers would like to see more of in dry pasta and sauces, by gender, January 2009
                                                                                                                                                                                                                                                                        • Figure 55: What consumers would like to see more of in dry pasta and sauces, by age, January 2009
                                                                                                                                                                                                                                                                    • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • Types of pasta eaten
                                                                                                                                                                                                                                                                          • Figure 56: Types of pasta, noodles and pasta-based meals eaten, by race/Hispanic origin, January 2009
                                                                                                                                                                                                                                                                        • Eating more or less pasta than last year
                                                                                                                                                                                                                                                                          • Figure 57: Changes in pasta consumption, by race/Hispanic origin, January 2009
                                                                                                                                                                                                                                                                        • Dry pasta compared to refrigerated or fresh pasta or pasta-based meals
                                                                                                                                                                                                                                                                          • Figure 58: Reasons for choosing dry pasta over refrigerated or fresh, by race/Hispanic origin, January 2009
                                                                                                                                                                                                                                                                        • What consumers want in other pasta and sauce options
                                                                                                                                                                                                                                                                          • Figure 59: What consumers would like to see more of in dry pasta and sauces, by race/Hispanic origin, January 2009
                                                                                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                                                                                          • Speedy, wide-eating, flavor seekers
                                                                                                                                                                                                                                                                            • Egg-averse, frequent budgeters
                                                                                                                                                                                                                                                                              • Low variety, infrequent, and no-fun unchangers
                                                                                                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                                                                                                  • Figure 60: Home pasta eater clusters, January 2009
                                                                                                                                                                                                                                                                                  • Figure 61: Overall incidence of eating pasta, noodles and pasta-based meals, by home pasta eater clusters, January 2009
                                                                                                                                                                                                                                                                                  • Figure 62: Frequency of eating pasta, noodles, or pasta-based meals, by type of pasta, by home pasta eater clusters, January 2009
                                                                                                                                                                                                                                                                                  • Figure 63: Reasons for choosing dry pasta over refrigerated or fresh, by home pasta eater clusters, January 2009
                                                                                                                                                                                                                                                                                  • Figure 64: Changes in pasta consumption, by home pasta eater clusters, January 2009
                                                                                                                                                                                                                                                                                  • Figure 65: What consumers would like to see more of in dry pasta and sauces, by home pasta eater clusters, January 2009
                                                                                                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                                                                                                  • Figure 66: Home pasta eater clusters, by gender, January 2009
                                                                                                                                                                                                                                                                                  • Figure 67: Home pasta eater clusters, by age, January 2009
                                                                                                                                                                                                                                                                                  • Figure 68: Home pasta eater clusters, by HH income, January 2009
                                                                                                                                                                                                                                                                                  • Figure 69: Home pasta eater clusters, by race, January 2009
                                                                                                                                                                                                                                                                                  • Figure 70: Home pasta eater clusters, by Hispanic origin, January 2009
                                                                                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                                                                                                  • Men, women and the presence of children
                                                                                                                                                                                                                                                                                      • Figure 71: Incidence of pasta and pasta-based meals consumption, by gender and presence of children, January 2009
                                                                                                                                                                                                                                                                                      • Figure 72: High frequency of pasta and pasta-based meals consumption, by gender and presence of children, January 2009
                                                                                                                                                                                                                                                                                      • Figure 73: What consumers would like to see more of in dry pasta and sauces, by gender and presence of children, January 2009
                                                                                                                                                                                                                                                                                  • IRI/Builders—Key Household Purchase Measures—Spaghetti, Macaroni, Pasta and Noodles

                                                                                                                                                                                                                                                                                      • Overview of pasta
                                                                                                                                                                                                                                                                                        • Spaghetti/macaroni/pasta (no noodles)
                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—spaghetti/macaroni/pasta (no noodles)
                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                              • Figure 74: Brand map, selected brands of spaghetti/macaroni/pasta (no noodles), buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                • Figure 75: Key purchase measures for the top brands of spaghetti/macaroni/pasta (no noodles), by household penetration, 2008*
                                                                                                                                                                                                                                                                                              • Noodles
                                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—noodles
                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                    • Figure 76: Brand map, selected brands of noodles, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                      • Figure 77: Key purchase measures for the top brands of noodles, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                  • IRI/Builders—Key Household Purchase Measures—Frozen Pasta

                                                                                                                                                                                                                                                                                                      • Overview of frozen pasta
                                                                                                                                                                                                                                                                                                        • Frozen ravioli
                                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—frozen ravioli
                                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                                              • Figure 78: Brand map, selected brands of frozen ravioli, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                                • Figure 79: Key purchase measures for the top brands of frozen ravioli, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures—Dry Packaged Dinners

                                                                                                                                                                                                                                                                                                                • Overview of dry packaged dinners
                                                                                                                                                                                                                                                                                                                  • Dry macaroni and cheese mixes
                                                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—dry macaroni and cheese mixes
                                                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                                                        • Figure 80: Brand map, selected brands of dry macaroni and cheese mixes, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                                                          • Figure 81: Key purchase measures for the top brands of dry macaroni and cheese mixes, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                        • Dry salad/side dish mixes
                                                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—dry salad/side dish mixes
                                                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                                                              • Figure 82: Brand map, selected brands of dry salad/side dish mixes, buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                                                • Figure 83: Key purchase measures for the top brands of dry salad/side dish mixes, by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                              • Dry dinner mixes (add meat)
                                                                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—dry dinner mixes (add meat)
                                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                                      • Figure 84: Brand map, selected brands of dry dinner mixes (add meat), buying rate by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                                                                        • Figure 85: Key purchase measures for dry dinner mixes (add meat), by household penetration, 2008*
                                                                                                                                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                                                      • Types of pasta eaten
                                                                                                                                                                                                                                                                                                                                        • Figure 86: Types of pasta, noodles and pasta-based meals eaten, by age, January 2009
                                                                                                                                                                                                                                                                                                                                        • Figure 87: Types of pasta, noodles and pasta-based meals eaten, by HH income, January 2009
                                                                                                                                                                                                                                                                                                                                      • Changes in pasta consumption
                                                                                                                                                                                                                                                                                                                                        • Figure 88: Changes in pasta consumption, by gender, January 2009
                                                                                                                                                                                                                                                                                                                                      • Reasons for choosing each pasta type
                                                                                                                                                                                                                                                                                                                                        • Figure 89: Reasons for choosing dry pasta over refrigerated or fresh, by age, January 2009
                                                                                                                                                                                                                                                                                                                                        • Figure 90: Reasons for choosing refrigerated or fresh pasta over dry, by age, January 2009
                                                                                                                                                                                                                                                                                                                                        • Figure 91: Reasons for eating less pasta and pasta-based meals, by gender, January 2009
                                                                                                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                                                                                      • American Frozen Food Institute
                                                                                                                                                                                                                                                                                                                                      • American Heart Association, Inc.
                                                                                                                                                                                                                                                                                                                                      • American Institute of Food Distribution
                                                                                                                                                                                                                                                                                                                                      • American Italian Pasta Company
                                                                                                                                                                                                                                                                                                                                      • Ateeco Inc.
                                                                                                                                                                                                                                                                                                                                      • Barilla America Inc
                                                                                                                                                                                                                                                                                                                                      • Birds Eye Foods
                                                                                                                                                                                                                                                                                                                                      • Campbell Soup Company
                                                                                                                                                                                                                                                                                                                                      • Co-operative Group
                                                                                                                                                                                                                                                                                                                                      • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                                                                                      • Ebro Puleva S.A.
                                                                                                                                                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                                                                                                                                                                                      • Grocery Manufacturers of America
                                                                                                                                                                                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                                                                      • J. Sainsbury
                                                                                                                                                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                                                                      • Monterey Gourmet Foods Inc.
                                                                                                                                                                                                                                                                                                                                      • National Frozen and Refrigerated Food Association
                                                                                                                                                                                                                                                                                                                                      • National Pasta Association
                                                                                                                                                                                                                                                                                                                                      • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                                                                                                                                                      • Organic Trade Association
                                                                                                                                                                                                                                                                                                                                      • Pepsi-Cola North America
                                                                                                                                                                                                                                                                                                                                      • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                                                                      • Rosina Food Products Inc
                                                                                                                                                                                                                                                                                                                                      • Ruby Tuesday Inc.
                                                                                                                                                                                                                                                                                                                                      • Safeway Inc
                                                                                                                                                                                                                                                                                                                                      • Signature Brands LLC
                                                                                                                                                                                                                                                                                                                                      • Snack Alliance Inc
                                                                                                                                                                                                                                                                                                                                      • Subway
                                                                                                                                                                                                                                                                                                                                      • The Kroger Co.
                                                                                                                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                      • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                                                                      Pasta and Pasta-based Meals - US - April 2009

                                                                                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)