Description

This report provides comprehensive and current information and analysis of the Pasta and Noodles market including Pasta and Noodles market size, pasta and noodles market share, anticipated market forecast, relevant market segmentation, and industry trends for the Pasta and Noodles market in the US.

Current market landscape

Consumption of pasta is almost ubiquitous, with 95% of people eating pasta within the past three months. Yet, its use is largely confined to dinner, with barely over half of consumers eating pasta at lunch, and its use as a snack or for special occasions all but an afterthought. Nevertheless, there is opportunity to grow pasta in these lesser-used occasions, likely by drawing inspiration from more-engaged pasta consumers: fully a third of the category’s highest-repertoire consumers indicate they eat pasta as a snack, and there is an array of possibilities for extending usage occasions for pasta, whether as pasta chips or even noodle-based waffles.

Future market trends in Pasta and Noodles

For at-home food categories such as pasta, the impact of inflation could and should be relatively positive, translating into fewer meals eaten in restaurants, in favor of more-affordable at-home meals. And even for pasta segments that typically carry a higher price tag (refrigerated and frozen options), there is opportunity for brands to position their products as an affordable “trade down” from restaurants but a “trade up” from lower-cost alternatives.

Amid the rising inflation, consumers will likely maximize the perceived value of sales of shelf-stable pastas and pasta mixes. Stocking-up behaviors will likely be consumer reactions to higher prices, attempting to lock in a price with a product that can be stored relatively indefinitely.

Read on to discover more about the Pasta and Noodles consumer market, read our US Cooking Sauces, Pasta Sauces and Marinades Market Report 2021, or take a look at our other Pasta, Rice and Noodles Market research reports.

Quickly understand the US pasta and noodles market

  • Pasta/noodle consumption.
  • Pasta/noodle usage occasions.
  • Pasta/noodle purchase drivers.
  • Behaviors with pasta/noodles.
  • Innovation in pasta/noodles.
  • Attitudes toward pasta/noodles.

Covered in this report

Brands include: Velveeta, Cracker Barrel, Kraft Heinz, Annie’s Homegrown, General Mills’, Betty Crocker, Barilla, Banza, Veggiecraft Farms, Rana Meal Solutions, General Mills, TreeHouse Foods, Unilever, Buitoni Food Company, Post Holdings, Maruchan, Skinner Pasta, Mueller’s Pasta.

Expert analysis from a specialist in pasta and noodles market research

This report, written by Billy Roberts, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis on the pasta and noodles market to highlight current trends and add expert context to the numbers.

While the last two plus years have provided a windfall for the category, there is still work for brands to do. The issues that once stifled growth persist. Still, consumers are well engaged drawn undoubtedly for the versatility, convenience and affordability of most products. To sustain some of the momentum and preserve gains, brands will need to help consumers get past their perceived limitations in occasions, applications and even health.
William Roberts, Jr -- Senior Food and Drink Analyst
Billy Roberts
Sr. Analyst, Food and Drink

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of pasta and noodles, at current prices, 2017-27
      • Figure 2: Total US sales and forecast of pasta and noodles, at current prices, 2017-27
      • Figure 3: Category outlook, 2022-27
    • Challenges and opportunities
    • Manage health and diet barriers
      • Figure 4: pasta/noodles attitudes , any agree, by age, 2022
    • Don’t be just another pasta brand
      • Figure 5: pasta/noodle purchase drivers, by generation, 2022
    • Shake up expected uses and occasions
      • Figure 6: Pasta/noodle meal occasions, by repertoire of pasta/noodle types, 2022
    • Gen Z, Millennials want premium experiences
      • Figure 7: Pasta/noodle attitudes, by generation, 2022
  3. Market Size and Forecast

    • Rising prices replace COVID concerns to sustain market growth
      • Figure 8: Total US sales and fan chart forecast of pasta and noodles, at current prices, 2017-27
      • Figure 9: Total US sales and forecast of pasta and noodles, at current prices, 2017-27
  4. Segment Performance

    • Dry and mixes maintain market share dominance
      • Figure 10: Sales of pasta and noodles, by segment, 2017-27
      • Figure 11: Total US retail sales and forecast of pasta and noodles, by segment, at current prices, 2017-27
    • Other channels making gains on pasta sales
      • Figure 12: Total US retail sales of pasta and noodles, by channel, at current prices, 2017-22
      • Figure 13: Total US retail sales of pasta and noodles, by channel, at current prices, 2017-22
  5. Market Factors

    • Higher prices to keep meals largely at home
      • Figure 14: Changes in Consumer Price Indexes for food, 2019-22
    • Work location calls for mealtime changes
      • Figure 15: Work status, 2022
    • Consumers seek to gain a healthy balance in 2022
      • Figure 16: Food and drink aspirations, 2022
  6. Market Share/Key Players

    • Kraft Heinz maintains market share lead, but category remains fragmented by segment
    • Sales of pasta and noodles by company
      • Figure 17: Multi-outlet sales of pasta and noodles, by leading companies, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Healthy pasta appeals to more than half of consumers
      • Figure 18: Health and pasta/noodles, by parental status, 2022
      • Figure 19: US launches of pasta and noodles, by health claim, 2017-21
    • Build engagement with broadened occasions
      • Figure 20: Pasta/noodle meal occasions, by repertoire of pasta/noodle types, 2022
      • Figure 21: Non-traditional recipes for pasta and noodles, 2022
    • Explore flavor possibilities for Millennial consumers
      • Figure 22: Broadening pasta/noodle options, by generation, 2022
      • Figure 23: Flavor-infused pasta, 2022
    • Consumers seeking sustainability
      • Figure 24: Paying a premium for pasta/noodles, by household income, 2022
      • Figure 25: US pasta launches with organic or environmental claims, 2017-21
  8. The Pasta and Noodles Consumer – Fast Facts

    • Traditional pastas giving way to fresher ideas
    • Put pasta in the consideration set for snacks, lunch
    • Pasta lovers want more: ideas, types and health
  9. Pasta/Noodle Consumption

    • Shelf-stable pastas used most by consumers
      • Figure 26: Pasta/noodle consumption, 2022
    • Value added variety and convenience are a draw for younger adults
      • Figure 27: Packaged dry pasta/noodle consumption, by generation, 2022
    • Parents love pasta’s versatility and value
      • Figure 28: Flavored/prepared pasta/noodle consumption, by parental status, 2022
  10. Pasta/Noodle Usage

    • Move pasta/noodles beyond the center of the plate
      • Figure 29: Pasta/noodle usage, 2022
    • Adults 45+ are pasta traditionalists, younger adults open to new ideas
      • Figure 30: Pasta/noodle usage, by age, 2022
  11. Pasta/Noodle Occasions

    • New normal means new occasions to grow for pasta brands
      • Figure 31: Pasta/noodle occasions, 2022
    • Make pasta an anytime option
      • Figure 32: Pasta/noodle meal occasions, by repertoire of pasta/noodle types, 2022
  12. Pasta/Noodle Purchase Drivers

    • Value and convenience outrank brand
      • Figure 33: Pasta/noodle purchase drivers, 2022
    • Wider Millennial interest in healthy drivers
      • Figure 34: pasta/noodle purchase drivers, by generation, 2022
    • Add value to brands with clean ingredients
      • Figure 35: TURF analysis – Pasta/noodle purchase drivers, 2022
  13. Behaviors with Pasta/Noodles

    • Break consumers out of their pasta rut
      • Figure 36: Behaviors with pasta/noodles, 2022
    • Millennials at the helm of premiumization of pasta
      • Figure 37: Behaviors with pasta/noodles, by age, 2022
    • Merge budget demands with versatility to deliver value
      • Figure 38: Behaviors with pasta/noodles, by household income, 2022
  14. Innovation in Pasta/Noodles

    • Single-meal solutions could address value and waste concerns
      • Figure 39: Innovation in pasta/noodles, 2022
    • Gen Z, Millennials want nuanced pastas
      • Figure 40: Innovation in pasta/noodles, by generation, 2022
    • Expand versatility with small-pack solutions
      • Figure 41: Innovation in pasta/noodles, by pasta/noodle consumption, 2022
  15. Attitudes toward Pasta/Noodles

    • Value can be added and worth the price
      • Figure 42: Attitudes toward pasta/noodles, 2022
    • Value-oriented parents factor in quality
      • Figure 43: Pasta quality and cost attitudes, by parental status, 2022
    • Reach Millennials, Gen Z through exploration
      • Figure 44: Broadening pasta/noodle options, by generation, 2022
    • Healthy nods can ease parents’ minds
      • Figure 45: Health and pasta/noodles, by parental status, 2022
    • Packaging and ethics can convey value despite cost
      • Figure 46: Paying a premium for pasta/noodles, by household income, 2022
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  17. Appendix – The Market

      • Figure 47: Total US sales and forecast of pasta and noodles, at current prices, 2017-27
      • Figure 48: Total US retail sales and forecast of pasta and noodles, at inflation-adjusted prices, 2017-27
      • Figure 49: Total US retail sales and forecast of pasta and noodles, by segment, at current prices, 2017-27
      • Figure 50: Total US retail sales of pasta and noodles, by segment, at current prices, 2020 and 2022
      • Figure 51: Total US retail sales and forecast of dry pasta and noodles, at current prices, 2017-27
      • Figure 52: Total US retail sales and forecast of dry pasta and noodles, at inflation-adjusted prices, 2017-27
      • Figure 53: Growth of multi-outlet dollar sales and volume sales of dry pasta and noodles, 2017-22
      • Figure 54: Total US retail sales and forecast of pasta mixes, at current prices, 2017-27
      • Figure 55: Total US retail sales and forecast of pasta mixes, at inflation-adjusted prices, 2017-27
      • Figure 56: Growth of multi-outlet dollar sales and volume sales of pasta mixes, 2017-22
      • Figure 57: Total US retail sales and forecast of refrigerated pasta, at current prices, 2017-27
      • Figure 58: Total US retail sales and forecast of refrigerated pasta, at inflation-adjusted prices, 2017-27
      • Figure 59: Growth of multi-outlet dollar sales and volume sales of refrigerated pasta, 2017-22
      • Figure 60: Total US retail sales and forecast of frozen pasta, at current prices, 2017-27
      • Figure 61: Total US retail sales and forecast of frozen pasta, at inflation-adjusted prices, 2017-27
      • Figure 62: Growth of multi-outlet dollar sales and volume sales of frozen pasta, 2017-22
  18. Appendix – Companies and Brands

      • Figure 63: Multi-outlet sales of pasta and noodles, by leading companies, rolling 52 weeks 2021 and 2022
      • Figure 64: Multi-outlet sales of dry pasta and noodles, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 65: Multi-outlet sales of pasta mixes, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 66: Multi-outlet sales of refrigerated pasta, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 67: Multi-outlet sales of frozen pasta, by leading companies and brands, rolling 52 weeks 2021 and 2022
  19. Appendix – Consumer

      • Figure 68: Average annual household spending on pasta and noodles, 2017-22
  20. Appendix – Retail Channels

      • Figure 69: Total US retail sales of pasta and noodles, by channel, at current prices, 2017-22
      • Figure 70: Total US retail sales of pasta and noodles, by channel, at current prices, 2020 and 2022
      • Figure 71: US supermarket sales of pasta and noodles, at current prices, 2017-22
      • Figure 72: US sales of pasta and noodles through other retail channels, at current prices, 2017-22
  21. Appendix – TURF Analysis Methodology

      • Figure 73: TURF analysis – Pasta/noodle purchase drivers, 2022
      • Figure 74: Table – TURF Analysis – Pasta purchase drivers, 2022

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

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Consumer

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Brand/Company

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Data

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