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

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

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