Table of Contents
This report provides the results for the Pasta and Noodles market in the US from Canadean's unique, highly detailed study of consumers' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Pasta and Noodles market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that show the exact size of consumer groups, how much of the Pasta and Noodles market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008-2009 the organized retail market has been characterized by an increase in the amount of discounted and own-brand products. The weak US economy has forced consumers to evaluate and possibly alter their consumption patterns of many products, including Pasta and Noodles. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. The data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Ambient Noodles, Ambient Pasta, Chilled Noodles, Chilled Pasta, Dried Noodles, and Dried Pasta.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.
Key Market Issues
Fewer than 30% of consumers across every age group in the US consume Ambient Pasta, levels far lower than those in Chilled Pasta and Dried Pasta. This highlights that the storage advantages of Dried Pasta and Chilled Pasta are popular with consumers, and an area Ambient Pasta suppliers need to improve in order to grow their market share.
Chilled Pasta consumption is much lower among older adults than children and young adults. As such, the Chilled Pasta market can be expected to grow if younger consumers continue their current consumption patterns into old age.
While the leading brand of Dried Pasta accounts for 53% of the volume of Dried Pasta distributed, the second-largest brand has a market share of only 20%. This fragmented market presents a good opportunity for private labels, which already have a market penetration in excess of 30%.
The potential of private labels in the Pasta and Noodles market is modeled by the Chilled Noodles category, where 69% of the volume distributed is private label. In contrast, private labels have a penetration rate of only 23% of the Dried Noodles and Chilled Pasta markets, categories retailers may target as they have the most to gain.
Market valuation shows dried pasta accounts for nearly a third of the overall Pasta and Noodles market in value terms in the US. Chilled pasta is the second largest category followed by Dried Noodles. Ambient Pasta has the smallest market share.
Not only do a large proportion of US consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
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