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Pasta - Brazil - April 2014

“Price increase in the category together with an increasing demand for healthier products has had a negative impact on the sales of pasta. The subcategories with the greatest potential for growth are whole-grain and fresh pasta, given consumers’ interest for these types of products.”

– Jean Manuel Gonçalves da Silva, Food Senior Analyst

Some questions answered in this report include:

  • What are the existing opportunities to boost sales of pasta and which category attributes are most valued by consumers?
  • How can companies meet the demand for healthier products in the category?
  • Which demographic groups are more likely to consume fresh pasta and what are the current opportunities for companies?
  • What are the main consumption occasions of pasta and how can companies position their products to be consumed on special occasions?

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Table of contents

  1. Introduction

      • Definitions
        • Market data
          • Sophisticated
            • Gourmet
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Brazil retail sales of pasta, 2008-18
                  • Companies
                    • Figure 2: Companies' retail value shares in the pasta market, 2013
                  • The consumer
                    • Figure 3: Consumption of pasta/noodles, by selected frequencies, January 2014
                  • The issues
                    • Whole-grain pasta could meet demand for healthier products
                      • Figure 4: Attitudes toward pasta/noodles, any agree, January 2014
                    • Fresh pasta could be positioned as a sophisticated type of meal
                      • Figure 5: Consumption occasions of pasta/noodles, January 2014
                    • Men could generate higher consumption of pasta
                      • Figure 6: Any consumption of pasta/noodles by selected types, by gender, January 2014
                    • What we think
                    • Trend Application

                      • Trend: Extend my Brand
                        • Trend: The Big Issue
                        • Who’s Innovating?

                          • Key points
                            • Premium products are the highlight of new launches in recent years
                              • Figure 7: New launches of pasta, by company in Brazil, 2013
                            • Whole-grain pasta is still rare in the Brazilian market
                              • Figure 8: New product launches, by top 10 claims in pasta, 2009-13
                          • Market Size and Forecast

                            • Key points
                              • Retail value sales
                                • Figure 9: Brazil retail sales of pasta, 2008-18
                                • Figure 10: Wheat prices, 2008-13
                              • Retails volume sales
                                • Figure 11: Retails volume sales of pasta, 2008-18
                              • Volume sales to foodservice
                                • Figure 12: Retails volume sales of pasta to foodservice, 2008-18
                              • Retails value sales forecast of pasta
                                • Figure 13: Retail value sales forecast of pasta, 2008-18
                              • Retail volume sales forecast of pasta
                                • Figure 14: Retail volume sales forecast of pasta, 2008-18
                              • Volume sales forecast to foodservice segment
                                • Figure 15: Volume sales forecast to foodservice segment, 2008-18
                              • Factors considered in the forecast
                              • Market Share

                                • Key points
                                  • Brazilian pasta market is highly fragmented
                                    • Figure 16: Companies' retail value share in the pasta market, 2012-13
                                    • Figure 17: Companies' retail volume share in the pasta market, 2012-13
                                • Companies and Brands

                                  • M. Dias Branco
                                    • Barilla
                                      • Selmi
                                      • The Consumer – Frequency of Eating Pasta

                                        • Key points
                                          • Daily consumption of pasta is very small
                                            • Figure 18: Consumption of pasta/noodles, by selected frequencies, January 2014
                                            • Figure 19: Brazilians' average food consumption, 2008-09
                                        • The Consumer – Consumption Occasions of Pasta

                                          • Key points
                                            • Pasta is still seen as a basic food alternative
                                              • Figure 20: Consumption occasions of pasta/noodles, January 2014
                                          • The Consumer – Behavior Toward Pasta

                                            • Key points
                                              • Half of consumers are not aware of how versatile pasta can be
                                                • Figure 21: Behavior toward pasta/noodles, January 2014
                                            • The Consumer – Attitudes Toward Pasta

                                              • Key points
                                                • Brazilian consumers want healthier pasta
                                                  • Figure 22: Attitudes toward pasta/noodles, any agree, April 2014
                                              • Whole-grain Pasta Could Meet Demand for Healthier Products

                                                • Key points
                                                  • Brazilian consumers demand healthier pasta
                                                    • Figure 23: Attitudes toward pasta/noodles, any agree, April 2014
                                                  • Whole-grain pasta could meet demand for healthier pasta
                                                    • Figure 24: Attitudes toward pasta/noodles, April 2014
                                                    • Figure 25: Attitudes toward bread and baked products, April 2013
                                                    • Figure 26: Attitude towards cookies and crackers, June 2012
                                                  • What it means
                                                  • Fresh Pasta Could be Positioned as a Sophisticated Meal

                                                    • Key points
                                                      • Brazilians don’t associate pasta with special occasions
                                                        • Figure 27: Consumption occasions of pasta/noodles, January 2014
                                                        • Figure 28: Behavior toward pasta/noodles, January 2014
                                                      • Filled fresh pasta could be positioned as ideal food for special occasions
                                                        • Figure 29: Any consumption of pasta/noodles by selected types, January 2014
                                                        • Figure 30: New launches of frozen and chilled pasta, by flavor, 2009-13
                                                        • Figure 31: Any consumption of fresh pasta (eg lasagna, spaghetti, cappelletti/ravioli), by socioeconomic group, January 2014
                                                      • What it means
                                                      • Men Could Generate Higher Consumption of Pasta

                                                        • Key points
                                                          • Men look for convenience in pasta
                                                            • Figure 32: Any consumption of pasta/noodles by selected types, by gender, January 2014
                                                          • Communication strategies can tap into the increasing presence of men in the kitchen
                                                            • What it means
                                                            • Appendix – Market Size and Forecast

                                                                • Figure 33: Best- and worst-case forecasts for Brazil retail sales of pasta, by value 2013-18
                                                                • Figure 34: Best- and worst-case forecasts for Brazil retail and foodservice sales of pasta, by volume, 2013-18
                                                                • Figure 35: Best- and worst-case forecasts for Brazil retail sales of pasta, by volume, 2013-18
                                                                • Figure 36: Best- and worst-case forecasts for Brazil foodservice sales of pasta, by volume, 2013-18
                                                            • Appendix – The Consumer – Frequency of Eating Pasta/Noodles

                                                                • Figure 37: Frequency of eating pasta/noodles, January 2014
                                                                • Figure 38: Frequency of eating pasta/noodles—Dry spaghetti, by demographics, January 2014
                                                                • Figure 39: Frequency of eating pasta/noodles—Dry spaghetti, by demographics, January 2014 (continued)
                                                                • Figure 40: Frequency of eating pasta/noodles—Instant noodles (eg Nissin Miojo), by demographics, January 2014
                                                                • Figure 41: Frequency of eating pasta/noodles—Instant noodles (eg Nissin Miojo), by demographics, January 2014 (continued)
                                                                • Figure 42: Frequency of eating pasta/noodles—Dry fusilli/farfalle/penne, by demographics, January 2014
                                                                • Figure 43: Frequency of eating pasta/noodles—Dry fusilli/farfalle/penne, by demographics, January 2014 (continued)
                                                                • Figure 44: Frequency of eating pasta/noodles—Dry lasagna sheets, by demographics, January 2014
                                                                • Figure 45: Frequency of eating pasta/noodles—Dry lasagna sheets, by demographics, January 2014 (continued)
                                                                • Figure 46: Frequency of eating pasta/noodles—Fresh spaghetti, by demographics, January 2014
                                                                • Figure 47: Frequency of eating pasta/noodles—Fresh spaghetti, by demographics, January 2014 (continued)
                                                                • Figure 48: Frequency of eating pasta/noodles—Dry soup noodles, by demographics, January 2014
                                                                • Figure 49: Frequency of eating pasta/noodles—Dry soup noodles, by demographics, January 2014 (continued)
                                                                • Figure 50: Frequency of eating pasta/noodles—Dry lasagna sheets, by demographics, January 2014
                                                                • Figure 51: Frequency of eating pasta/noodles—Dry lasagna sheets, by demographics, January 2014 (continued)
                                                                • Figure 52: Frequency of eating pasta/noodles—Dry tagliarini/fettuccine, by demographics, January 2014
                                                                • Figure 53: Frequency of eating pasta/noodles—Dry tagliarini/fettuccine, by demographics, January 2014 (continued)
                                                                • Figure 54: Frequency of eating pasta/noodles—Fresh gnocchi, by demographics, January 2014
                                                                • Figure 55: Frequency of eating pasta/noodles—Fresh gnocchi, by demographics, January 2014 (continued)
                                                                • Figure 56: Frequency of eating pasta/noodles—Fresh tagliarini/fettuccine, by demographics, January 2014
                                                                • Figure 57: Frequency of eating pasta/noodles—Fresh tagliarini/fettuccine, by demographics, January 2014 (continued)
                                                                • Figure 58: Frequency of eating pasta/noodles—Instant cup/pot noodles (eg Cup Noodles, Liggero), by demographics, January 2014
                                                                • Figure 59: Frequency of eating pasta/noodles—Instant cup/pot noodles (eg Cup Noodles, Liggero), by demographics, January 2014 (continued)
                                                                • Figure 60: Frequency of eating pasta/noodles—Fresh cappelletti/ravioli, by demographics, January 2014
                                                                • Figure 61: Frequency of eating pasta/noodles—Fresh cappelletti/ravioli, by demographics, January 2014 (continued)
                                                                • Figure 62: Frequency of eating pasta/noodles—Other, by demographics, January 2014
                                                                • Figure 63: Frequency of eating pasta/noodles—Other, by demographics, January 2014 (continued)
                                                                • Figure 64: Frequency of eating pasta/noodles, by consumption occasions of pasta/noodles, January 2014
                                                                • Figure 65: Frequency of eating pasta/noodles, by consumption occasions of pasta/noodles, January 2014 (continued)
                                                                • Figure 66: Frequency of eating pasta/noodles, by behavior toward pasta/noodles, January 2014
                                                                • Figure 67: Frequency of eating pasta/noodles, by behavior toward pasta/noodles, January 2014 (continued)
                                                                • Figure 68: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles—I would be interested in more healthy options of pasta/noodles, January 2014
                                                                • Figure 69: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles—There is no need for side dishes when eating pasta, January 2014
                                                                • Figure 70: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles—I would like to see more fresh pasta/noodles available at supermarkets, January 2014
                                                                • Figure 71: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles—I tend to eat instant noodles because it’s a quick meal, January 2014
                                                                • Figure 72: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles—Eating pasta/noodles makes you put on weight, January 2014
                                                                • Figure 73: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles—I would like to add more whole-grain pasta/noodles to my diet, January 2014
                                                                • Figure 74: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles— I tend to use precooked lasagna sheets rather than dry sheets when making a lasagna dish, January 2014
                                                                • Figure 75: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles— I tend to eat more pasta/noodles in cold weather than in hot weather, January 2014
                                                                • Figure 76: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles— I would like to see a greater variety of different fillings for cappelletti and ravioli, January 2014
                                                                • Figure 77: Frequency of eating pasta/noodles, by attitudes toward pasta/noodles— I would buy more pasta/noodles if they were healthier (eg no preservatives, additives), January 2014
                                                            • Appendix – The Consumer – Consumption Occasions of Pasta/Noodles

                                                                • Figure 78: Consumption occasions of pasta/noodles, January 2014
                                                                • Figure 79: Consumption occasions of pasta/noodles, by demographics, January 2014
                                                                • Figure 80: Consumption occasions of pasta/noodles, by demographics, January 2014 (continued)
                                                                • Figure 81: Consumption occasions of pasta/noodles, by behavior toward pasta/noodles, January 2014
                                                                • Figure 82: Consumption occasions of pasta/noodles, by behavior toward pasta/noodles, January 2014 (continued)
                                                                • Figure 83: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I would be interested in more healthy options of pasta/noodles, January 2014
                                                                • Figure 84: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—There is no need for side dishes when eating pasta, January 2014
                                                                • Figure 85: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I would like to see more fresh pasta/noodles available at supermarkets, January 2014
                                                                • Figure 86: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I tend to eat instant noodles because it’s a quick meal, January 2014
                                                                • Figure 87: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—Eating pasta/noodles makes you put on weight, January 2014
                                                                • Figure 88: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I would like to add more whole-grain pasta/noodles to my diet, January 2014
                                                                • Figure 89: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I tend to use precooked lasagna sheets rather than dry sheets when making a lasagna dish, January 2014
                                                                • Figure 90: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I tend to eat more pasta/noodles in cold weather than in hot weather, January 2014
                                                                • Figure 91: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I would like to see a greater variety of different fillings for cappelletti and ravioli, January 2014
                                                                • Figure 92: Consumption occasions of pasta/noodles, by attitudes toward pasta/noodles—I would buy more pasta/noodles if they were healthier (eg no preservatives, additives), January 2014
                                                            • Appendix – The Consumer – Behavior Toward Pasta/Noodles

                                                                • Figure 93: Behavior toward pasta/noodles, January 2014
                                                                • Figure 94: Behavior toward pasta/noodles, by demographics, January 2014
                                                                • Figure 95: Behavior toward pasta/noodles, by demographics, January 2014 (continued)
                                                            • Appendix – The Consumer – Attitudes Toward Pasta/Noodles

                                                                • Figure 96: Attitudes toward pasta/noodles, January 2014
                                                                • Figure 97: Attitudes toward pasta/noodles—I would buy more pasta/noodles if they were healthier (eg no preservatives, additives), by demographics, January 2014
                                                                • Figure 98: Attitudes toward pasta/noodles—Eating pasta/noodles makes you put on weight, by demographics, January 2014
                                                                • Figure 99: Attitudes toward pasta/noodles—I would be interested in more healthy options of pasta/noodles, by demographics, January 2014
                                                                • Figure 100: Attitudes toward pasta/noodles—I tend to eat instant noodles because it’s a quick meal, by demographics, January 2014
                                                                • Figure 101: Attitudes toward pasta/noodles—I would like to see more fresh pasta/noodles available at supermarkets, by demographics, January 2014
                                                                • Figure 102: Attitudes toward pasta/noodles—I tend to use precooked lasagna sheets rather than dry sheets when making a lasagna dish, by demographics, January 2014
                                                                • Figure 103: Attitudes toward pasta/noodles—There is no need for side dishes when eating pasta, by demographics, January 2014
                                                                • Figure 104: Attitudes toward pasta/noodles—I would like to see a greater variety of different fillings for cappelletti and ravioli, by demographics, January 2014
                                                                • Figure 105: Attitudes toward pasta/noodles—I tend to eat more pasta/noodles in cold weather than in hot weather, by demographics, January 2014
                                                                • Figure 106: Attitudes toward pasta/noodles—I would like to add more whole-grain pasta/noodles to my diet, by demographics, January 2014

                                                            Companies Covered

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                                                            Pasta - Brazil - April 2014

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