Description

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

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

    • Consumer Insights

      • Consumer fast facts
      • Pasta and noodle consumption
      • Graph 1: typical pasta and noodle consumption, 2024
      • Graph 2: typical pasta and noodle consumption (select), by household financial situation, 2023
      • Graph 3: typically consumes fresh pasta, by cooking skills, 2023
      • Graph 4: typical noodle consumption (select), by race, 2023
      • Graph 5: dry pasta consumer, by race, 2023
      • Graph 6: typical noodle consumption (select), English-speaking Quebecers vs French-speaking Quebecers, 2023
      • Graph 7: typical pasta and noodle consumption (select), overall vs First Nations, Métis or Inuk, 2023
      • Rice consumption
      • Graph 8: typical rice consumption (select), by age, 2023
      • Graph 9: typical rice consumption (select), by household financial situation
      • Graph 10: typical rice consumption (select), by region, 2023
      • Grain and starch consumption
      • Graph 11: typical grain and starch consumption, 2023
      • Graph 12: typical grain and starch consumption, by gender, 2023
      • Graph 13: typical grain and starch consumption, by age, 2023
      • Graph 14: typical grain and starch consumption (select), by race, 2023
      • Graph 15: typical grain and starch consumption (select), overall vs consumers living in Canada for less than ten years, 2023
      • Graph 16: "I have never heard of this" (select), overall vs newer Canadians, 2023
      • 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
      • Graph 18: when shopping for groceries, I look for pasta, rice, starch or grains that are…, 2023
      • Graph 19: when shopping for groceries, I look for pasta, rice, starch or grains that are affordable, by gender and age, 2023
      • 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
      • Graph 21: when shopping for groceries, I look for pasta, rice, starch or grains that are… (select), by race, 2023
      • Graph 22: when shopping for groceries, I look for pasta, rice, starch or grains that are affordable, by area, 2023
      • Graph 23: when shopping for groceries, I look for pasta, rice, starch or grains that are… (select), by region, 2023
      • Graph 24: new pasta product launches with high/added protein as the claim, 2023
      • Brand preferences
      • Graph 25: "I am particular about what brand of rice/pasta/noodles I eat" (% agree), by household income, 2023
      • Graph 26: "I am particular about what brand of rice/pasta/noodles I eat" (% agree), by cooking skill level, 2023
      • Graph 27: "I am particular about what brand of rice/pasta/noodles I eat" (% agree), by race, 2023
      • 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
      • Breakfast, side dish or star of the show?
      • Graph 30: attitudes toward pasta, noodles, rice and grains (% agree), 2023
      • Graph 31: attitudes toward pasta, noodles, rice and grains (% agree), by race, 2023
      • Graph 32: attitudes toward oatmeal and rice, (% agree), by race, 2023
      • Graph 33: attitudes toward oatmeal and rice (% agree), by age, 2023
      • Attitudes toward rice and grains
      • Graph 34: "I typically use a rice cooker to make rice" (% agree), by race, 2023
      • Graph 35: "I typically use a rice cooker to make rice" (% agree), by region, 2023
      • Graph 36: "I typically use a rice cooker to make rice" (% agree), overall vs mothers vs fathers, 2023
      • 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
      • Graph 38: attitudes toward pasta (% agree), by age, 2023
      • Graph 39: attitudes toward pasta (% agree), by household income, 2023
      • Graph 40: attitudes toward pasta (% agree), by cooking skill level, 2023
      • 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
      • Graph 42: attitudes toward pasta (% agree), by age, 2023
    • Competitive strategies

      • Launch activity and innovation
      • Marketing and advertising
      • Opportunities
    • The Market

      • Market context
      • Graph 43: top concerns over next six months (any rank), 2023
      • Graph 44: percent of household income used to service debt, 2013-23
      • Graph 45: monthly survey of food services and drinking places, 2019-23
      • Market drivers
      • Graph 46: where consumers get their groceries from, 2023
      • Graph 47: distribution of foreign-born population, by region of birth, 1871 to 2036
      • Graph 48: top birthplaces of recent immigrants, 2021
      • Graph 49: consumes a vegetarian or vegan diet, by race, 2023
    • Appendix

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