2024
8
Canada Pasta, Rice, Noodles and Starches Market Report 2024
2024-03-12T12:02:15+00:00
REP7B6CF979_F3E1_45B7_AA8B_2703846101BB
4995
171419
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Report
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Canada's diversity is defining and enormously impacts pasta, rice, noodle and starch consumption. Looking to international flavours and preparations when innovating is a must.Candace Baldassarre, Research Analyst…
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  4. Food
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  6. Meals and Meal Components
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  8. Pasta, Rice and Noodles
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  10. Canada Pasta, Rice, Noodles and Starches Market Report 2024

Canada Pasta, Rice, Noodles and Starches Market Report 2024

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Canada's diversity is defining and enormously impacts pasta, rice, noodle and starch consumption. Looking to international flavours and preparations when innovating is a must.

Candace Baldassarre, Research Analyst

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  1. Executive summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. Consumer Insights

    • Consumer fast facts
    • Pasta and noodle consumption
    • Dry pasta is primo, but egg and rice noodles are formidable opponents
    • Graph 1: typical pasta and noodle consumption, 2024
    • Dry pasta is primo, but egg and rice noodles are formidable opponents
    • Pasta is good for kids!
    • Affordability is key
    • Graph 2: typical pasta and noodle consumption (select), by household financial situation, 2023
    • Cooking skills and preferences for fresh pasta
    • Graph 3: typically consumes fresh pasta, by cooking skills, 2023
    • Asian consumers dominate noodle consumption
    • Graph 4: typical noodle consumption (select), by race, 2023
    • Inspiring multicultural consumers with dry pasta
    • Graph 5: dry pasta consumer, by race, 2023
    • French-speaking Quebecers are feeling the noodle vibe
    • Graph 6: typical noodle consumption (select), English-speaking Quebecers vs French-speaking Quebecers, 2023
    • Indigenous consumers are prioritizing convenience
    • Graph 7: typical pasta and noodle consumption (select), overall vs First Nations, Métis or Inuk, 2023
    • Rice consumption
    • The rice roundup: typical rice consumption
    • Reminding younger consumers plain rice doesn't have to be a plain affair
    • Graph 8: typical rice consumption (select), by age, 2023
    • Recognizing rice is affordable
    • Graph 9: typical rice consumption (select), by household financial situation
    • Race and rice
    • Region's impact on rice consumption
    • Graph 10: typical rice consumption (select), by region, 2023
    • Grain and starch consumption
    • The standard starches captivate Canadians
    • Graph 11: typical grain and starch consumption, 2023
    • Girls and guys gravitate toward different grains
    • Graph 12: typical grain and starch consumption, by gender, 2023
    • Younger Canadians are open to options
    • Graph 13: typical grain and starch consumption, by age, 2023
    • Multicultural Canadians' standout consumption
    • Graph 14: typical grain and starch consumption (select), by race, 2023
    • Multicultural Canadians' standout consumption
    • Newer Canadians' niche grain consumption is notable…
    • Graph 15: typical grain and starch consumption (select), overall vs consumers living in Canada for less than ten years, 2023
    • …but they remain unaware of more commonplace products
    • Graph 16: "I have never heard of this" (select), overall vs newer Canadians, 2023
    • Quebec is keen on couscous
    • The perception of quinoa is premium
    • McCain's packaging doesn't quite hit the mark
    • Cooking grains is an adventure to those with the skills
    • Opportunity abounds around naturally gluten-free options
    • Graph 17: "I have never heard of this" (select), by consumers who look for pasta, rice, starch or grains that are gluten-free when shopping for groceries, 2023
    • Purchase factors
    • Affordability and easiness to make are at top of mind
    • Graph 18: when shopping for groceries, I look for pasta, rice, starch or grains that are…, 2023
    • Younger women crave reasonably-priced pasta, rice, starch or grains
    • Graph 19: when shopping for groceries, I look for pasta, rice, starch or grains that are affordable, by gender and age, 2023
    • Indigenous consumers want easy-to-make options
    • Graph 20: when shopping for groceries, I look for pasta, rice, starch or grains that are… (select), overall vs First Nations, Métis or Inuk*, 2023
    • Food is a connection to culture
    • Multicultural consumers are focused on purchase factors differently
    • Graph 21: when shopping for groceries, I look for pasta, rice, starch or grains that are… (select), by race, 2023
    • Rural consumers drive desire for affordability
    • Graph 22: when shopping for groceries, I look for pasta, rice, starch or grains that are affordable, by area, 2023
    • Not all regions are prioritizing equally
    • Graph 23: when shopping for groceries, I look for pasta, rice, starch or grains that are… (select), by region, 2023
    • Appealing to vegetarians with protein-forward options
    • New pasta launches show a preference for protein
    • Graph 24: new pasta product launches with high/added protein as the claim, 2023
    • Brand preferences
    • Canadians clearly have their brand preferences
    • Income has no bearing on having brand preferences
    • Graph 25: "I am particular about what brand of rice/pasta/noodles I eat" (% agree), by household income, 2023
    • Culinary connoisseurs: brand-savvy home chefs
    • Graph 26: "I am particular about what brand of rice/pasta/noodles I eat" (% agree), by cooking skill level, 2023
    • Cultural heritage influences brand preferences in multicultural Canadians
    • Graph 27: "I am particular about what brand of rice/pasta/noodles I eat" (% agree), by race, 2023
    • Connecting to cultural brand preferences
    • Graph 28: "I am particular about what type of rice I eat" (% agree), overall vs consumers who look for pasta, rice, starch or grains that are way to connect to their culture/part of their culture's cuisine, 2023
    • Graph 29: "I am particular about what type of pasta vs noodles I eat" (% agree), overall vs consumers who look for pasta, rice, starch or grains that are way to connect to their culture/part of their culture's cuisine, 2023
    • Gluten-free consumers give brand loyalty
    • The gluten-free and protein-forward faces of pasta
    • Breakfast, side dish or star of the show?
    • Sidekicks or mains? It's a toss up
    • Graph 30: attitudes toward pasta, noodles, rice and grains (% agree), 2023
    • Multicultural consumers and multiple understandings of main vs side dish
    • Graph 31: attitudes toward pasta, noodles, rice and grains (% agree), by race, 2023
    • Looking internationally for breakfast inspiration
    • Graph 32: attitudes toward oatmeal and rice, (% agree), by race, 2023
    • Rice is picking up where oatmeal leaves off
    • Graph 33: attitudes toward oatmeal and rice (% agree), by age, 2023
    • What's in a breakfast?
    • Attitudes toward rice and grains
    • Consumers crave convenience
    • Rice cookers take convenience to the next level
    • Race has a lot to do with rice cooker use
    • Graph 34: "I typically use a rice cooker to make rice" (% agree), by race, 2023
    • An uneven adoption of rice cookers is occurring across Canada
    • Graph 35: "I typically use a rice cooker to make rice" (% agree), by region, 2023
    • Dads dig their rice cookers
    • Graph 36: "I typically use a rice cooker to make rice" (% agree), overall vs mothers vs fathers, 2023
    • Younger consumers yearn for education around grains
    • Graph 37: "I would like to try different types of grains, but I don't know how to cook them" (% agree), by age, 2023
    • Attitudes toward pasta quality
    • Men are more amenable to artisanal pasta
    • Draw on the specifics and go beyond the 'bronze die cut'
    • Age-based quibbles over pasta quality
    • Graph 38: attitudes toward pasta (% agree), by age, 2023
    • Barilla almost hits the mark with its Al Bronzo post
    • Income's impact isn't felt
    • Graph 39: attitudes toward pasta (% agree), by household income, 2023
    • Chefs know a good thing when they see it
    • Graph 40: attitudes toward pasta (% agree), by cooking skill level, 2023
    • Non-meat eaters are keen to choose artisanal
    • Graph 41: "I am more likely to choose artisanal pasta (eg bronze die cut pasta) over regular pasta" (% agree), by dietary preferences, 2023
    • Perceptions of pasta
    • Pasta is easy!
    • Pasta is easy
    • Pasta is affordable!
    • Combat younger consumers' hesitance toward pasta
    • Graph 42: attitudes toward pasta (% agree), by age, 2023
    • Newer Canadians need more convincing around pasta
  3. Competitive strategies

    • Launch activity and innovation
    • Cassava is cool
    • Sorghum and millet soar in India
    • Italian made easy
    • Marketing and advertising
    • Social media (food) trends are nothing to scoff at
    • T&T's Instagram offers approachable meal ideas
    • Opportunities
    • Increased education in the kitchen is essential
    • Convenience is key
    • Internationally-inspired
    • Recognizing that rice cookers are rad
  4. The Market

    • Market context
    • 'Inflation' continues to plague Canadians
    • Graph 43: top concerns over next six months (any rank), 2023
    • Though a rise in debt servicing costs has eaten into disposable income…
    • Graph 44: percent of household income used to service debt, 2013-23
    • …foodservice sales have recovered from the depths of the pandemic
    • Graph 45: monthly survey of food services and drinking places, 2019-23
    • Market drivers
    • Big grocers are not in consumers' good books
    • Graph 46: where consumers get their groceries from, 2023
    • Diversity defines the nation
    • Graph 47: distribution of foreign-born population, by region of birth, 1871 to 2036
    • Asian immigration impacts Canadian (food) culture
    • Graph 48: top birthplaces of recent immigrants, 2021
    • A third of South Asian consumers don't eat meat
    • Graph 49: consumes a vegetarian or vegan diet, by race, 2023
    • Nutritious North Canada
    • Appealing to Indigenous consumers with consideration and care
    • Unprecedented wildfires, climate change, agricultural production and conflict
    • The Bear inspires a generation of aspiring cooks (and chefs)
    • Grocery delivery is only getting easier
  5. Appendix

    • Consumer research methodology
    • Generations
    • Household financial situation
    • Abbreviations and Terms

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