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Strategy Briefing

Adding Value to Staple Foods: A Lesson From the European Pasta Market

42 pages, Sep 2013

US$1,200

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About This Report

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Despite sluggish global volume growth, pasta offers great opportunities to international manufacturers. Sales in Western Europe will be driven by increasing demand for premium products and health properties. In Eastern Europe, tourism outflows to Italy will underpin consumer interest for Mediterranean cuisine. Elsewhere, multi-functionality of pasta, often used as a core ingredient in soup, will drive sales in regions such as South America.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Health and premiumisation to drive growth in the category

Innovation will be key to the performance of chilled/fresh pasta in Western Europe over the 2013-2018 period. Dried pasta sales will be hampered by maturing consumer demand and its relatively poor health perception when compared with chilled/fresh pasta products. New fillings in chilled/fresh pasta will further increase the appeal of these products among Western consumers.

Polarisation set to continue across the pasta category

Both premium and economy brands are projected to increase across the industry, and will be particularly strong in dried pasta. Wholegrain, gluten-free and fortified pasta offerings will increase their market share at the expense of less differentiated products.

Price and distribution are key factors for pasta in Eastern Europe

While premium pasta is popular among more affluent consumers in Eastern Europe, pasta continues generally to be regarded as an expensive side-dish when compared with rice and potatoes. The limited presence of pasta in Eastern European independent grocery retailers is an additional handicap for the expansion of sales in the region.

Private label pasta likely to dominate in Europe

Private label growth is particularly relevant in chilled/fresh pasta, where lines cover almost the entire price spectrum. Premium private label lines have proved a key driver in the growth of pasta, enabling less affluent consumers to have access to more sophisticated pasta offerings.

Pasta to be marketed as a multifunctional ingredient

Pasta is proving to be a successful category in Latin American markets like Mexico. Its main challenge is, however, to increase differentiation from more convenient food products, such as dehydrated soup.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Objectives of global briefing

Key findings

The State of Pasta in Europe

Europe outperformed by emerging regions

Private label extends its reach

Hope for better returns underpin chilled pasta potential

Dried prices driven up by gluten-free and wholegrain formats

Chilled/fresh pasta: A success story – but not set in stone

UK: Dried pasta dominates

Austria: Quality, innovation and price are the keys to success

Key to success lies in the balance between quality and price

Small and divided

Private label expansion: A change waiting to happen

Increased travel to Italy inspires Eastern European pasta sales

Adding Value to Pasta

Pasta opportunities in a gloomy economy

Time scarcity drives need for convenient shopping

Manufacturers cash in on premium price of healthy pasta

Premium dried pasta much better than dining out

Organic chilled formats thrive on price and quality

Quality and price give upper hand to dried pasta in UK

Premium positioning opens door to De Cecco’s success

Austrian manufacturers open gluten-free “growth tap”

Tapping into nostalgia: “Mum only cooks Recheis”

European producers target wider consumer range

Eastern Europe: Expansion into small outlets is the challenge

Russian domestic brands cash in on advertising and innovation

Pasta withstands rice challenge

Si Group: Building brand equity through logo recognition

Lessons from Beyond Europe

Latin America: “The promised land” for pasta

Argentinean consumers champion pasta eating

Dining out poses problems for retail pasta in Brazil

Versatility and price set to drive pasta demand in Mexico

Multi-functionality in premium pasta is a winning strategy

Health innovation paves path to brand success

Latin American pasta consumers add their own flavour

Recommendations

The case for premium pasta is stronger than ever

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Megatrends

Strategy Briefing

Adding Value to Staple Foods: A Lesson From the European Pasta Market

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Health and premiumisation to drive growth in the category

Polarisation set to continue across the pasta category

Price and distribution are key factors for pasta in Eastern Europe

Private label pasta likely to dominate in Europe

Pasta to be marketed as a multifunctional ingredient

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives of global briefing

Key findings

The State of Pasta in Europe

Europe outperformed by emerging regions

Private label extends its reach

Hope for better returns underpin chilled pasta potential

Dried prices driven up by gluten-free and wholegrain formats

Chilled/fresh pasta: A success story – but not set in stone

UK: Dried pasta dominates

Austria: Quality, innovation and price are the keys to success

Key to success lies in the balance between quality and price

Small and divided

Private label expansion: A change waiting to happen

Increased travel to Italy inspires Eastern European pasta sales

Adding Value to Pasta

Pasta opportunities in a gloomy economy

Time scarcity drives need for convenient shopping

Manufacturers cash in on premium price of healthy pasta

Premium dried pasta much better than dining out

Organic chilled formats thrive on price and quality

Quality and price give upper hand to dried pasta in UK

Premium positioning opens door to De Cecco’s success

Austrian manufacturers open gluten-free “growth tap”

Tapping into nostalgia: “Mum only cooks Recheis”

European producers target wider consumer range

Eastern Europe: Expansion into small outlets is the challenge

Russian domestic brands cash in on advertising and innovation

Pasta withstands rice challenge

Si Group: Building brand equity through logo recognition

Lessons from Beyond Europe

Latin America: “The promised land” for pasta

Argentinean consumers champion pasta eating

Dining out poses problems for retail pasta in Brazil

Versatility and price set to drive pasta demand in Mexico

Multi-functionality in premium pasta is a winning strategy

Health innovation paves path to brand success

Latin American pasta consumers add their own flavour

Recommendations

The case for premium pasta is stronger than ever

Why buy this report?

Want to find out more about this report?

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